Communication and Community in BJJ Academies

The academies with the best retention don’t just teach—they build community. A student can learn technique at any gym or even watch it in a YouTube video, but a community is where they feel irreplaceable and part of something.

This guide covers how to communicate effectively with your students and create a culture that keeps them coming back to your academy for years, or even a lifetime.

Table of Contents

1. Why Community is Your Competitive Advantage
2. Communication Channels
3. Automated Communication
4. Re-engaging Inactive Students
5. Communication with Parents
6. Building Academy Culture
7. Events and Rituals
8. Managing Conflicts

Why Community is Your Competitive Advantage

Technique can be copied. Prices can be matched. Equipment can be bought. But a community is nearly impossible to replicate.

The Retention Data

We’ve analyzed dropout patterns in BJJ academies and the results are clear:

Main reasons for dropout:

40% of cancellations are directly related to factors that a strong community can address.

The Effect of Social Connection

Students who have at least 3 “mat friends” (people they train with regularly and have a relationship with outside of class) have:

• 67% higher probability of continuing to train after 2 years.
• 43% more attendance monthly average.
• 3x more likely to refer new students.

Social connection isn’t optional—it’s a direct predictor of retention and revenue.

Community vs. Customers

There’s a fundamental difference between having customers and having a community:

Customer mindset:

• Transaction: I pay a fee, I receive a service.
• Relationship: provider-consumer.
• Loyalty: until they find something better/cheaper.
• Participation: attend classes, nothing more.

Community mindset:

• Belonging: I’m part of something.
• Relationship: fellow travelers.
• Loyalty: emotional bond with the group.
• Participation: events, help others, promote the academy.

Your goal is to transform customers into community.

Communication Channels

Not all messages work the same on all channels. Choosing the right medium is as important as the content.

Channel Map

The “Everything via WhatsApp” Mistake

Many academies use WhatsApp for absolutely everything. It’s understandable because it’s easy and everyone has it. But it creates problems as you probably already know:

Problems with WhatsApp group as the only channel:

• Important messages get lost in the noise.
• Students mute the group and don’t see anything.
• Impossible to segment (kids, adults, competition).
• No organized history.
• Mix of official announcements with casual conversation.

Solution: Use WhatsApp for urgent and social matters, but have an “official” channel (email or app) for important information you need everyone to see.

Audience Segmentation

Not all your students need the same information:

Typical segments:

• New (0-3 months): Need more guidance, reminders, encouragement.
• Established (3+ months): Operational information, events, community.
• Competitors: Extra training sessions, tournaments, preparation.
• Parents of children: Children’s progress, family events, schedules.
• Inactive: Re-engagement, offers to return.

If your software allows it, segment your communications. A message like “Don’t miss the Saturday open mat!” doesn’t make sense for the parent of a 6-year-old.

Automated Communication

Automation isn’t impersonal: it’s consistency. Automated messages ensure you don’t lose anyone.

Essential Sequences

1. Welcome sequence (new students)

2. Absence sequence

3. Milestone sequence

• 10 classes: “You’ve completed 10 classes! Here’s how your progress is going…”.
• 50 classes: Special recognition.
• 100 classes: Celebration, perhaps an academy gift.
• Each stripe/belt: Personalized congratulations.

What NOT to Automate

Some messages should always be personal:

• Responses to complaints or problems.
• Conversations about late payments.
• Feedback on individual performance.
• Student’s personal situations (injury, family problems).
• Congratulations for important achievements (belt, competition).

The rule: Automate the operational, personalize the emotional.

Automation Tools

Basic option (free):

• Gmail + filters for simple sequences.
• Calendar reminders for follow-ups.
• Notes in spreadsheet for manual tracking.

Intermediate option:

• Mailchimp or similar for automated emails.
• WhatsApp Business for quick responses.
• Shared spreadsheet for coordination.

Advanced option:

• Management software with integrated automations.
• CRM specific to academies.
• Custom flows by segment.

Re-engaging Inactive Students

Recovering an inactive student is cheaper than acquiring a new one. But it requires tact; nobody wants to feel harassed.

Understanding Why They Left

Before trying to bring them back, understand what happened:

Signs before inactivity:

• Gradual reduction in attendance (from 3x/week to 1x/week).
• Stopped attending their usual schedule.
• Less interaction in class (arrive just in time, leave quickly).
• Frequent booking cancellations.

Common reasons for inactivity:

Re-engagement Scripts

Day 7 message (automated, by email or app):

Subject: We miss you on the mats

Hi [Name],

It's been a few days since your last class and we wanted
to know how you're doing.

If there's anything we can help with—schedule adjustment,
questions about technique, whatever it is—we're here.

See you this week?

Best,
[Academy]

Day 14 message (personal WhatsApp from instructor):

Hi [Name], how are you?

I noticed you haven't been in for a couple of weeks and
wanted to make sure everything is okay.

If you're busy with work/family/whatever, I totally
understand. But if there's anything we can do to make
it easier for you to train, I'd love to know.

What do you think?

Day 21 message (call or voice message):

This one should be personal. There’s no script; adapt your communication based on your relationship with the student. The objective is:

1. Show that you care about them as a person, not just as a customer.
2. Understand what happened without judging.
3. Offer concrete solutions if there are any.
4. Leave the door open if it’s not the right time.

Day 30+ message (formal email):

Subject: Your membership at [Academy]

Hi [Name],

You've been away for a month and we want to know how
to proceed with your membership.

You have several options:

1. **Return to training** — We're waiting for you whenever you want
2. **Pause membership** — We freeze your account for X months at no cost
3. **Cancel** — No commitment, you can always come back

If you'd prefer to talk before deciding, reply to this
email or call me directly.

We hope to see you soon, but we understand if now
isn't the right time.

[Your name]

Return Offers

For students who have cancelled or have been inactive for a long time:

Options that work:

• Free week to “try again”.
• Temporary discount (first month back at 50%).
• Free private class to “catch up”.
• Invitation to special event (seminar, open mat).

What does NOT work:

• Pressure or guilt (“You’re losing your progress”).
• Permanent discounts (devalues your service).
• Ignoring the reasons why they left.

Communication with Parents

The kids’ program has two customers: the child and the parent. And the parent is who pays and decides.

What Parents Want to Know

Constantly:

• Is my child progressing?
• Are they safe?
• Are they having fun?
• Are they behaving well?

Periodically:

• When is the next promotion?
• Are there special events?
• How do they compare to others their age?

Occasionally:

• Should they compete?
• How do I support their training at home?
• What equipment do they need?

Channels for Parents

Parents WhatsApp group:

• Announcements and class photos/videos only.
• Prohibit long conversations (create a social subgroup if they want).
• Frequency: 1-2 messages per week maximum.

Monthly email:

• Monthly summary: what they learned, events, photos.
• Upcoming events and important dates.
• Administrative reminders.

Individual conversation:

• At least 1x per quarter: progress update.
• Immediate if there’s any behavioral issue.
• Availability for questions (but with limits).

Progress Report

Consider sending simple quarterly reports:

PROGRESS REPORT - [Child's Name]
Quarter: January-March 2025

ATTENDANCE
- Classes attended: 24 of 36 possible (67%).
- Trend: Stable.

TECHNIQUE
- Current level: 2 stripes on white belt.
- Strong areas: Falls, guard position.
- Working on: Mount escapes.

ATTITUDE
- Participation: Excellent.
- Respect for classmates: Very good.
- Attention in class: Has improved a lot.

NEXT STEPS
- Goal for next quarter: Third stripe.
- Recommendation: Maintain attendance consistency.

Instructor comments:
[Personalized 2-3 line note]

This type of communication:

• Demonstrates professionalism.
• Answers questions before they ask them.
• Justifies the membership price.
• Reduces cancellations (“they’re progressing, we can’t stop now”).

Building Academy Culture

Culture isn’t declared; it’s built with consistent actions. It’s what happens when you’re not watching.

Elements of a Strong Culture

1. Clear and lived values

It’s not enough to have values on the wall. They must be seen in action:

2. Shared rituals

Small traditions that create belonging:

• Greeting when entering and leaving the mat.
• Group photo after promotions.
• Specific name for your group (“The [Academy] family”).

3. Stories that are told

Every community has its stories. Cultivate those that reinforce your culture:

• The student who started unable to do a push-up and now competes.
• The time everyone came to support someone at their first tournament.
• The black belt who still comes to fundamentals classes to help.

4. Behaviors that are corrected

Culture is also defined by what you do NOT tolerate:

• Excessive ego in rolls.
• Lack of hygiene.
• Constant negativity.
• Exclusion of new members.

Correct these behaviors quickly and consistently. What you allow, you promote.

The Leader’s Role

As owner/head instructor, you set the tone:

What you model:

• If you arrive late, others will arrive late.
• If you don’t greet everyone, others won’t.
• If you avoid rolling with white belts, others will avoid it.
• If you speak badly of other academies, you’ll create that culture.

What you recognize:

• Publicly recognize behaviors you want to see more of.
• “I want to highlight how [Name] helped [Newcomer] today…”.
• Public recognition shapes collective behavior.

What you correct:

• Correct in private when possible.
• Correct in public only if the behavior was public and serious.
• Always focus on the behavior, not the person.

Events and Rituals

Events transform a collection of individuals into a community. They’re where shared memories are created.

Suggested Event Calendar

Monthly:

• Social open mat (with food/drinks afterward).
• Special themed class (leg locks, berimbolo attacks, self-defense).

Quarterly:

• Internal tournament or friendly inter-academy.
• Seminar with guest.
• Social event off the mat (dinner, paintball, escape room).

Annual:

• Formal graduation/promotion.
• Academy anniversary party.
• Training camp or retreat.
• Charity event.

Graduations that Matter

Graduation is the most important event for culture. Make it memorable:

Elements of a good graduation:

• Fixed date announced in advance.
• Invitation to family members.
• Speech about each person being promoted (not just handing over the belt).
• Professional photos (or at least good ones).
• Celebration afterward (food, drinks).

What NOT to do:

• Not recognizing each person’s individual effort.
• Making it feel like administrative procedure.

Social Events Off the Mat

BJJ is what unites us, but relationships deepen outside:

Ideas that work:

• Monthly dinner after open mat.
• Watch UFC/grappling events together.
• Tournaments as spectators (go to support others).
• Activities unrelated to BJJ (excursions, sports).

Considerations:

• Not everyone has to go to everything—avoid social pressure.
• Alternate schedules to include parents with children.
• Include non-alcoholic options for those who don’t drink.
• Document with photos for social media and collective memory.

Managing Conflicts

Where there are people, there are conflicts. How you handle them defines your culture as much as anything else.

Common Conflicts in Academies

1. Rolls that are too intense

Signs: Student complaints, frequent injuries, people avoiding certain partners.

Protocol:

1. Observe directly (not just from rumors).
2. Private conversation with the “intense” student.
3. If it continues, rolling restrictions.
4. Last resort: expulsion.

Script for the conversation:

"Hey [Name], I wanted to talk to you about rolling.
I've noticed you go pretty hard, especially with
newer people. I understand it's sometimes hard to
calibrate, but I need you to dial down the intensity.

The goal of rolls in class is for everyone to
learn, not to demonstrate who's stronger. Does that
make sense?"

2. Personal conflicts between students

Signs: Visible tension, mutual avoidance, negative comments.

Protocol:

1. Don’t ignore it—it won’t just disappear.
2. Talk to each party separately first.
3. If necessary, joint mediation.
4. Establish clear expectations for behavior.
5. If not resolved, they may need to train at different times.

3. Toxic/negative student

Signs: Constant complaints, negativity, comments that lower morale.

Protocol:

1. Direct conversation about the impact of their attitude.
2. If there are valid reasons behind it, try to address them.
3. If it’s personality, set clear limits.
4. Ultimately: “This academy isn’t for you.”

When to Expel Someone

Some situations require immediate action:

• Violence outside the training context.
• Harassment of any kind.
• Behavior that puts safety at risk.
• Theft or serious dishonesty.
• Negativity that’s affecting multiple people.

How to do it:

1. Private conversation, face to face.
2. Clear and direct: “Your membership is cancelled.”
3. Brief explanation of the reason.
4. Non-negotiable, but respectful.
5. Prorated refund if applicable.

What NOT to do:

• Publicly announce the expulsion.
• Get into debates or long justifications.
• Allow them to return after crossing certain red lines.

Implementing Communication Improvements

If You’re Starting from Zero

Week 1: Audit

• List all your current communication channels.
• Identify what works and what doesn’t.
• Quick survey to students: “How do you prefer to receive information?”.

Week 2: Basic structure

• Define official channel for important announcements.
• Create basic segments (adults, kids/parents, competition).
• Set up automatic welcome message.

Week 3: Sequences

• Implement welcome sequence.
• Configure inactivity alerts (even if manual).

Week 4: Events

• Plan quarterly event calendar.
• Announce next social event.

If You Already Have a System

Step 1: Measure

• How many inactive students do you have right now?
• How long does it take to detect that someone stopped coming?
• How many students have you recovered in the last year?

Step 2: Prioritize

• Attack the biggest source of loss first.
• If it’s late detection → improve alerts.
• If it’s lack of community → more events.
• If it’s communication with parents → implement reports.

Step 3: Iterate

• Test one change at a time.
• Measure impact before adding more.
• Adjust based on feedback.

Related Resources

• Communication Scripts for BJJ Academies (coming soon)
• How to Organize Events that Build Community (coming soon)
• Re-engagement: Case Studies (coming soon)
• Complete BJJ Academy Management Guide
• Student Tracking Guide
• Payments and Billing Guide
• Class Scheduling Guide

This guide is part of the MatGoat Academy Management Series. For more resources on how to run a successful BJJ academy, explore our other guides.