How to Get More Students in Your Jiu-Jitsu Academy Without Spending A Dime On Ads
How to Get More Students in Your Jiu-Jitsu Academy Without Spending A Dime On Ads
“Paid marketing is like renting traffic. Organic marketing is like owning it.”– Neil Patel
"Every time I'd run ads I would always lose money." That was my instructor's reply when I asked him if he tried running ads online to help grow his school. As a Jiu Jitsu Academy Owner, you know the risk of trying to grow your school without breaking the bank on paid ads. It's like trying to be effective with your Jiu Jitsu; you need patience, lots of repetition, and good technique/strategy to see real results. If you're grappling with the challenge of increasing your student count without going into debt trying to do so, this blog post is for you. I'll be sharing a few ideas that helped my academy go from 0-400 students in just 12 months while having over 50 competitors in a 25 mile radius, earning us the #1 Martial Arts School by Hawaii's Best Magazine our very first year being open.
To be transparent, I do believe running paid ads online can work very well as this was a big contributing factor to our success. However, it was like pouring gasoline on top of what was already working. With that said, here are 6 things you can do today that won't cost you a dime.
1. Optimize Your Google My Business Page
If you haven't yet claimed your Google My Business Page you are leaving money on the table. Your hottest leads will Google 'Jiu Jitsu Near Me.' Take 15 seconds really quickly and open a new browser window and see what pops up. Is your school ranking at the top? You may notice there are 3 main sections on Google. The top third is typically Sponsored/Pay Per Click ads which costs money. The bottom third is Organic SEO which can take years to rank on the first page. But the middle is an overlooked source of traffic. What is it? It's Google My Business profiles. Google is now prioritizing these GMB profiles on the first page. Now that you know this is a gold mine for your best leads, how do you capitalize on it so that prospective students are finding you? Just because you have a GMB profile set up doesn't automatically mean you'll be seen. However, the following are a few tips I've use every week to make sure I'm ranking on the first page.
Firstly, I post recent pictures. Most academies already have a culture for taking photos together and posting them on Instagram. But don't forget about your GMB profile! Not only are recent pictures great for sharing wins and building your culture internally but it will help also improve your Google ranking.
Secondly, ask for reviews. Unlike Yelp which frowns upon directly asking your customers to leave a review, Google does not. Volume of reviews builds trust. Quality of reviews builds connection. And replying to reviews does both and it contributes to your ranking as it tells Google you are a real legitimate active local business that engages with customers.
2. Make Sure Your Website Is Clean & Simple
One of the things I hear often from prospective students is, "You guys have an awesome website. It's very clean and easy to navigate." When was the last time you checked how many page views you had and how many leads you collected? A good opt-in rate from local Google search traffic (also known as organic or intent-based traffic) is typically 15-30%. This means: If 100 people visit your website from Google and are actively searching for jiu-jitsu near them, ideally 15 to 30 of them should fill out a form to get more information, book a trial, or schedule a tour. If your website is collecting less than 15%, you may want to consider making the following changes:
Improving your offer
Adding urgency and scarcity (example: "Only 5 slots left this month for new members.")
Tweaking your call to action
Making sure your site is quick and loads properly
Double check that it is optimized for both desktop and mobile
3. Generate Referrals From Your Existing Student Base
One of the most effective ways to grow your jiu-jitsu academy without paid ads is by leveraging referrals from your current students. When we first opened, we did rely on paid ads, but we quickly realized the power of creating a strong referral culture. We did this by ensuring our classes were top-notch and that our students felt valued.
We offered incentives such as a free gi, a month of free tuition if a friend signed up, and even private lessons as a reward for referrals. We made it a point to ask for referrals at high points in a student’s journey—like after a belt promotion or when they shared positive feedback about their experience.
We also engaged potential students who just dropped by to check out the academy by having them fill out a simple questionnaire. This form included a section for referring friends, allowing both the new prospect and their friend to receive a discount.
4. Take The Time To Connect With Prospective Students
One of the things we do differently at DVG Jiu Jitsu—something that truly sets us apart from most academies—is how we welcome new faces through the door.
Rather than waiting for someone to randomly show up during a busy class, we schedule a designated time to meet with potential students. This gives us the chance to have meaningful conversations, and connect on a personal level. We ask them about their work, why they’re interested in training, and what their goals are. It’s not just about jiu-jitsu—it’s about getting to know the person behind the inquiry.
From that very first interaction, we strive to create a family atmosphere where every individual feels seen and valued. One of our goals is to remember a student’s name before they even step on the mats for their first class. That may sound simple, but it goes a long way. Sadly, in many gyms, people don’t feel truly acknowledged until they’ve been around long enough to earn a blue belt. We aim to flip that experience on its head.
When people feel like they matter, they want to train with you. They feel connected. They tell their friends. And most importantly—they stick around.
It’s this intentional approach to relationships that has become one of our most powerful tools for growth.
5. Leverage Your Existing Network
When it comes to growing your academy without relying on paid advertising, one of the most powerful strategies you can use is leveraging your warm market—your personal network of friends, family, and social media connections.
When we first opened I went straight to the people I already knew. I sent out a ton of direct messages on Instagram and personal texts to people in my contacts. The message was simple and friendly—something like:
"Hey [Name], hope you're doing well! I know we haven’t been in touch much lately, but I wanted to let you know we just opened a Jiu-Jitsu school in [city]. We’re offering classes for men, women, and children of all ages. I'm currently taking on a few new students who want to get in better shape, build confidence, or just try something new. Does anyone you like come to mind?"
Notice the phrasing: “Does anyone you like come to mind?” That small shift takes the pressure off. It opens the door for conversation without making people feel cornered. And more often than not, it jogs their memory—maybe they’ve got a coworker, a neighbor, or a friend whose kid has been wanting to try martial arts.
Sometimes they’d reply with a direct referral. Other times, they’d keep us in mind and reach out later. Either way, it helped us grow our academy in a way that felt natural, relational, and genuine—all without spending a dime on ads.
6. The 'I'm Looking For 5' Organic Post
If you’re looking for a simple and effective way to attract new students through organic Facebook or Instagram marketing, one strategy that has worked really well for us is what we call the “I’m looking for five” post.
Here’s how it works:
Use either your Instagram story, Facebook feed, or even just a simple text-based square post to put out a clear, direct message. The format is super simple:
“I’m looking for five people who...” followed by your call to action.
For example:
“I’m looking for five new students who want to learn how to defend themselves, get in better shape, and build confidence and discipline through jiu jitsu. Comment below or send me a DM if you’re interested."
It’s short, non-pushy, and creates a sense of exclusivity and urgency. By using the phrase “five people”, it makes the opportunity feel limited, personal, and approachable—especially for those who might be hesitant to jump into a group activity like jiu-jitsu.
We’ve seen great engagement using this strategy. It’s easy to post, doesn’t require any paid boost, and opens the door for direct conversations with potential students who are already following your content.
If you’re not using this style of post yet, give it a shot—you might be surprised how well it works.
7. Go Live
One of the most effective (and effortless) ways we’ve increased engagement and visibility on our Facebook page is by going live during our classes.
We use Mevo cameras in the academy, and in the past, we would broadcast directly into our private Facebook groups. But due to recent changes in Facebook’s regulations, we can no longer stream into groups the way we used to. That shift pushed us to start going live directly on our Facebook business page—and honestly, it turned out to be a win.
Here’s why it works:
It requires no extra effort. We just turn on the camera before class and press a button.
It creates consistent, daily content that shows up in the feed.
People can see what our classes really look like, which helps build trust and curiosity.
Parents love it—they can watch their kids live, especially if they can’t be there in person.
Prospective students get a sneak peek at our coaching style, class structure, and overall vibe.
And best of all, it keeps our page active and relevant with zero editing or uploading.
Of course, we make sure to have everyone sign a media release waiver, so we’re fully covered and respectful of their privacy.
If you’re willing to let people see what your classes actually look like (and you should be), this is one of the easiest ways to create authentic, high-trust content that drives traffic to your academy.
