Shiny New Things VS What Actually Works To Increase Memberships

Have you heard about the new iPhone?

Every time Apple launches one, the hype machine kicks in. There are ads, big flashy events, and endless talk about new features. But honestly, I always find myself asking the same question: who really needs it? And what does this new technology actually give me today that I didn’t already have yesterday?

Why I Don’t Upgrade Every Year

I’m not the type of person who rushes out to buy the latest iPhone as soon as it drops. On average, I keep my phones for about five years. Maybe you’re the same?

The truth is, there’s never been a time where I’ve thought, “I absolutely need to upgrade because of this one shiny new feature.”

Apple puts on these big song-and-dance shows every year, showing off things like a 0.07% wider screen or a slightly better camera. Sure, they’re fun to watch. But do those changes really change my day-to-day life? Not really.

The Real Reasons I Upgrade

In the last 4–8 years, the only times I’ve upgraded my phone were for real, practical reasons.

• One time, my old iPhone was completely out of storage. Every time I wanted to take a new photo or video, I had to delete something else first. (If you’ve got kids, you’ll know exactly how quickly photos and videos eat up storage space!)

• Another time, my phone was about four years old and the battery only lasted three-quarters of the day. I was constantly hunting for a charger, and it just became too much of a hassle.

That’s it. Those were the only reasons. Not because of some shiny new feature. Not because of Apple’s hype. Just because the phone stopped doing the job I needed it to do.

Cool Isn’t the Same as Useful

Now, you might think of me as someone who works in the “tech world.” Kind of, not really. I do live and breathe the internet — but not for gadgets. My focus is on one thing: helping businesses (like martial art clubs) get more paying customers.

To me, something is only worth it if it’s actually useful. Sure, I can say, “The new iPhone looks cool. ”But so does a brand-new car… and I don’t need one of those either.

So when I think about upgrading — whether it’s my car, my phone, or even the TV at home — I always ask: what am I getting that I didn’t already have yesterday?

Shiny Marketing vs. What Works

Getting more members for your martial art club works the same way.

You don’t need to download the latest social media app and pump out 200 pretty posts. That won’t automatically bring people in the door.

You don’t need to dance on TikTok or make silly viral videos on your mats. Those might look fun, but they won’t fill your classes.

Just because it’s shiny and new doesn’t mean it’s going to grow your club.

And just because your competitors are doing it, posting pictures and pretending business is booming — that doesn’t mean they’re actually having success with their marketing.

In fact, have you ever seen a brand-new, fancy-looking club… close down? Exactly. Looks can be deceiving.

What I Learnt (and Still Do)

Years ago, I stopped chasing the shiny new stuff. Instead, I asked myself: “What are the things I can see and prove that actually bring in customers?”

I made a list. I tested it. I refined it. Over time, that became a simple framework I still follow today.

Maybe it’s the same with your martial art style. Do you throw every single block, kick, punch, takedown, or flashy move you see online into your syllabus? Probably not. You focus on the things that work, the things that matter, and the things that actually make your students better. Marketing is no different.

What We Focus On

At our agency, we keep it simple. The one thing we focus on is getting more paying members for martial art clubs.

That’s it. We’re not trying to be everything to everyone.

And luckily, I had already spent 16–17 years in the online marketing world before the first martial art club owner ever asked me for help. That owner was at the point of shutting down. Thankfully, he didn’t.

Since then, we’ve worked with more than 80 clubs. The vast majority go really well. And if they don’t? We give their money back. Simple, right?