Guest Instructor & Seminar Planning: Complete Guide

The standard UK BJJ seminar format runs 2-3 hours, typically on weekend afternoons. Students pay £30-60 per person depending on instructor reputation. This comprehensive format allows detailed technique instruction, drilling, positional sparring, and Q&A. Most gyms host 2-4 full seminars annually, spacing them quarterly to maintain novelty without oversaturating your schedule.

Full seminars work best for regional or nationally recognised instructors who draw attendees from beyond your immediate membership. The longer format justifies the higher price point and creates substantial value for participants.

Shorter workshops run 60-90 minutes on weeknight evenings after regular classes. Students pay £20-40 per person for focused instruction on specific topics. Lower commitment and shorter duration make workshops easier to schedule and market. They work particularly well for local instructors or specialist topics that don't require full seminar treatment.

Evening workshops also serve as testing grounds. Host a local black belt for a workshop before committing to a full seminar with a more expensive instructor.

Intensive 2-3 day camps cost students £100-300+ and feature high-level instructors teaching comprehensive systems. These rare events require significant logistics including accommodation, meals, and extended facility booking. Only attempt multi-day camps after successfully hosting several standard seminars. BJJ Globetrotters camps demonstrate the appeal of multi-day intensive training, but most individual gyms start smaller.

The lowest-commitment option involves inviting a guest instructor to teach one regular class. Members attend at no additional charge, whilst non-members pay standard drop-in fees. This approach builds relationships with potential future seminar instructors and provides variety with minimal financial risk. Guest class visits work well when instructors visit your area for other reasons.

Many guest instructors offer private lessons at £100-200+ per hour during their visit. This generates additional income for the instructor and provides high-value opportunities for your competitive students. Promote private availability when marketing the main seminar, but ensure privates don't conflict with the seminar schedule.

Consider these instructor categories when planning seminars:

• Renowned black belts: Name recognition drives ticket sales and enhances your gym's reputation. Roger Gracie, Braulio Estima, and other well-known UK BJJ figures attract larger audiences and justify premium pricing.
• Specialist instructors: Experts in leg locks, guard systems, passing, or other technical areas appeal to students seeking specific skill development.
• Local black belts: Lower costs, easier logistics, and personal relationships make local instructors ideal for first seminars.
• Competition champions: Active or recently retired competitors appeal to your competition-focused students.
• Lineage connections: Instructors connected to your professor's lineage bring authentic technical heritage and often offer favourable terms.

The UK BJJ community includes several tiers of seminar instructors. Established London academies like Roger Gracie Academy regularly host international names. Regional instructors from Birmingham, Manchester, Leeds, and other major cities offer excellent instruction at more accessible price points.

Visiting international instructors from Europe, Brazil, and the United States periodically tour the UK. Monitor social media and UK BJJ groups to identify visiting instructors you could invite to your gym during their UK tours. Coordinating with nearby gyms to share costs and guarantee minimum attendance makes hosting international instructors more viable.

Build your instructor network through multiple channels:

• Your network: Start with your professor's connections, training partners, and friends in the BJJ community
• Social media: Instagram and Facebook allow direct outreach to instructors. Follow potential guests and engage with their content before requesting seminars
• UK BJJ forums and groups: The UK Brazilian Jiu Jitsu Association and regional Facebook groups connect you with local instructors
• Seminar circuits: Some instructors specialise in seminar tours. Research who regularly travels and contact them about adding your gym to their itinerary
• Competition events: Attend competitions to meet instructors, watch them coach, and build relationships for future seminar invitations

Protect your reputation by thoroughly vetting potential guests:

• Verify credentials: Confirm belt level and lineage through their academy or governing body
• Check reputation: Research student reviews, social media presence, and community standing
• Watch instructional content: Review YouTube videos or instructional products to assess teaching style
• Confirm professionalism: Ensure reliable communication, clear availability, and reasonable expectations
• Discuss expectations upfront: Cover compensation, travel arrangements, seminar format, and recording permissions before committing

One bad seminar experience damages your gym's reputation more than months of good classes. Choose instructors whose teaching style, technical approach, and professionalism align with your gym's values.

UK BJJ seminar pricing varies by instructor reputation and location:

• Local black belt: £25-40 per person
• Regional known instructor: £40-60 per person
• International or famous instructor: £60-100+ per person

Early bird discounts of 10-20% reward students who register weeks in advance, helping you predict attendance and secure revenue early. Consider differential pricing for members (£5-10 cheaper) versus non-members to reward loyalty whilst remaining welcoming to the broader community.

Research competitor pricing in your area. Pricing significantly above local norms depresses attendance, whilst pricing too low leaves money on the table and may signal low instructor quality.

Choose a compensation approach that balances risk and reward appropriately.

Model 1: Flat Fee

Pay the instructor a fixed amount (£300-1,000+ depending on reputation). Your gym keeps all ticket revenue. This model transfers financial risk entirely to you but provides maximum profit potential if attendance exceeds expectations. Common flat fees range from £300 for local instructors to £3,000-5,000+ for high-profile names.

Best for local instructors whose costs you can predict accurately, or when you're confident in strong attendance.

Model 2: Revenue Split

The instructor receives 50-70% of ticket sales, your gym keeps 30-50%. This shared risk-and-reward model represents the most common arrangement for regional and travelling instructors. Both parties benefit from strong attendance and share downside risk if turnout disappoints.

Typical UK splits give instructors 60% and gyms 40%, though this varies based on negotiating positions and who handles marketing and logistics.

Model 3: Guaranteed Minimum Plus Split

Guarantee the instructor £500 minimum, then split revenue 50/50 above that threshold. This hybrid protects the instructor from poor attendance whilst limiting your gym's risk. It works particularly well for medium-reputation instructors where attendance uncertainty exists.

Model 4: Instructor Keeps All Revenue

High-profile instructors sometimes receive 100% of ticket sales in exchange for visiting your gym. Your gym benefits from member exposure to elite instruction and substantial marketing value from hosting a famous name. Reserve this model for instructors whose reputation significantly enhances your gym's credibility.

Consider a typical regional seminar:

• Revenue: 20 attendees × £50 = £1,000
• Instructor compensation: £600 (60% split)
• Gym revenue: £400
• Expenses: Minimal (using your own facility)
• Net profit: £350-400

With minimal overhead, seminars generate strong profit margins. The additional revenue supplements membership income whilst providing valuable student experiences that improve retention.

3-6 Months Out:

• Book guest instructor (confirm date and compensation terms)
• Set seminar topic in consultation with instructor
• Determine pricing structure
• Create written agreement covering all terms

2-3 Months Out:

• Announce seminar through social media, email, and website
• Open registration via online ticketing system
• Begin sustained marketing campaign
• Reach out to other local gyms to promote

1 Month Out:

• Confirm final details with instructor (travel, accommodation, schedule)
• Arrange accommodation if required
• Intensify promotional efforts with countdown posts
• Send reminder emails to registered attendees

1 Week Out:

• Finalise attendee count and inform instructor
• Prepare facility (additional mats, chairs, check-in table)
• Confirm instructor travel arrangements
• Send final reminder to registered students
• Print liability waivers

Day of Event:

• Arrive 2 hours early for setup
• Prepare check-in table with waivers and attendance list
• Welcome instructor and conduct brief orientation
• Introduce guest instructor to assembled attendees
• Facilitate seminar
• Conduct Q&A and photos afterwards
• Optional: Post-event social gathering (dinner or pub)

Discuss travel and accommodation arrangements explicitly during initial booking:

• Staying with gym owner or member: Personal touch with no additional cost, common for friendly relationships
• Hotel or Airbnb: Professional arrangement with gym covering costs, typical for formal business relationships
• Instructor covers own travel: Common for local instructors or those on larger tours
• Gym covers all expenses: Standard for high-level instructors commanding premium compensation

Whatever arrangement you choose, document it clearly in your written agreement to prevent misunderstandings.

Most successful seminars follow this format:

• 0-10 minutes: Introduction, brief warm-up, and overview of seminar content
• 10-120 minutes: Technique instruction covering related positions or system
• 120-150 minutes: Q&A session and optional positional sparring
• 150-180 minutes: Photos, autographs, and individual questions

Allow flexibility in timing. Some instructors prefer longer drilling periods, whilst others emphasise more techniques with less drilling. Discuss format preferences during booking.

Effective seminars use progressive instruction:

1. Instructor demonstrates technique completely
2. Students drill with partners whilst instructor circulates
3. Instructor makes corrections and answers questions
4. Progressive complexity as students master fundamentals
5. Optional positional sparring to test techniques

Positional sparring during seminars helps students immediately apply techniques under realistic resistance, though not all seminars include live training.

Choose seminar topics strategically:

• Instructor's speciality: Leverage what the instructor is known for (leg locks, guard passing, etc.)
• Student interests: Survey members about desired topics
• Timely relevance: Modern techniques and competition trends attract interest
• Broad appeal: Avoid overly niche topics unless targeting specific student segments

Balance novelty with accessibility. Students should learn genuinely new material without feeling completely lost.

Attendance numbers affect seminar dynamics and profitability:

• Small (10-20 attendees): Intimate setting with substantial individual attention
• Medium (20-40 attendees): Standard size balancing personal attention with revenue
• Large (40-80+ attendees): Requires high-level instructor, more assistants, and excellent facility

Your mat space limits maximum capacity. Ensure adequate room for students to drill safely without crowding.

Announce seminars 2-3 months in advance to allow students to clear schedules and budget for attendance. Offer early bird pricing (10-20% discount) for registrations in the first 2-4 weeks. This secures revenue early and creates urgency.

Post countdown reminders weekly as the event approaches: "8 weeks until [Instructor Name] seminar," "4 weeks left," "Last chance to register." Consistent visibility prevents students from forgetting about the event.

Use multiple channels to maximise reach:

• Social media: Instagram posts, stories, and Facebook events with professional graphics and instructor credentials
• Email newsletter: Dedicated emails to current members with registration links
• Website event page: Dedicated landing page with instructor bio, topic description, pricing, and registration
• Local BJJ gyms: Cross-promotion with other academies (you promote their events, they promote yours)
• UK BJJ groups and forums: Post in relevant Facebook groups and online communities
• Posters in gym: Physical reminders for members who primarily learn about events in person

Coordinate with the guest instructor to share your promotional posts on their social media, dramatically expanding reach.

Create professional promotional materials:

• Professional graphics: High-quality images featuring instructor photo, topic, date, venue, and pricing
• Video announcements: Short clips from the instructor introducing the seminar and explaining what students will learn
• Testimonials: Quotes from previous seminar attendees about their experience
• Instructor credentials: Highlight competition achievements, belt level, lineage, and teaching experience

Professional presentation signals quality and justifies pricing. Poor graphics suggest low-value events.

Emphasise these benefits in your marketing:

• Rare opportunity: "[Instructor Name] rarely visits [your area]"
• Specialist topic: "Master [specific technique system] from a world-class expert"
• Limited spots: Create urgency by noting capacity limits
• Early bird discount: Reward early registration financially
• Members vs non-members: Slight member discount incentivises membership

Decide whether to restrict seminars to members only or open to the broader BJJ community. Opening externally increases attendance and revenue whilst building regional relationships. Many attendees from other gyms become future members after positive seminar experiences.

Cross-promotion with other gym owners expands reach with minimal effort. Agree to promote each other's seminars, creating win-win relationships that strengthen the local BJJ community. Refer to your partnership marketing strategies for collaboration approaches.

• Survey students: Ask what specific techniques or positions they want to learn
• Promote consistently: Weekly reminders maintain visibility and urgency
• Build excitement: Countdown posts and instructor highlight reels create anticipation

• Film the seminar: With instructor permission, record for future reference
• Take photos: Capture moments for social media content
• Facilitate Q&A: Encourage student questions and engagement
• Encourage note-taking: Some students benefit from written notes

Filming provides weeks of content for social media and can become a member benefit if you provide private access to seminar videos.

• Share photos and videos: Tag the instructor and attendees on social media
• Thank-you post: Public appreciation for the instructor and attendees
• Gather testimonials: Request feedback whilst the experience is fresh
• Follow-up email: Recap highlights and thank attendees with links to photos
• Member video access: Offer seminar recordings as exclusive member benefit

Post-seminar content generates engagement and serves as marketing material for future seminars.

Maximise value by scheduling additional activities:

• Guest teaches regular class: Members receive bonus instruction at no additional cost
• Private lessons available: Competitive students book premium one-on-one time
• Social event: Dinner or pub gathering builds personal connections

These extras enhance the instructor's visit value whilst strengthening relationships that may lead to future seminars.

Require all attendees to sign liability waivers before participating. Non-members especially need waivers as they're not covered by membership agreements. Standard waivers acknowledge injury risks and release your gym from liability for accidents during training.

Consult a UK solicitor to ensure your waivers comply with UK law. American waiver templates may not provide adequate protection under UK legal standards.

Verify your public liability insurance covers guest instructor events. Contact your insurance provider to confirm:

• Coverage extends to guest instructors teaching at your facility
• Non-member attendees are covered during seminars
• Policy limits are adequate for larger events

Some guest instructors carry their own liability insurance. Request proof of coverage and verify it's valid in the UK.

Create written contracts covering:

• Date and time: Confirm exact scheduling
• Compensation: Specify flat fee, split percentage, or other arrangement
• Topic: Define seminar focus
• Travel and accommodation: Clarify who covers what expenses
• Cancellation policy: What happens if instructor cancels? What if attendance is too low?
• Recording permissions: Can you film? Can you share recordings?
• Payment timing: When and how will the instructor be paid?

Written agreements prevent disputes and demonstrate professionalism. Both parties understand expectations before committing time and resources.

Host your first seminar with a local black belt to minimise risk whilst learning the process. Local instructors cost less, require simpler logistics, and provide lower-stakes environments for working out your systems. Test your marketing approach, booking process, and day-of logistics before investing in expensive regional or international instructors.

Gather detailed feedback from attendees about what worked and what could improve. Refine your processes before scaling to larger events.

After successful initial seminars, expand strategically:

• Quarterly schedule: Host 2-4 seminars per year spaced evenly
• Mix instructor types: Alternate between local, regional, and occasional high-profile guests
• Build reputation: Consistently successful seminars establish your gym as a quality seminar host
• Attract better instructors: Reputation for well-organised, well-attended seminars makes instructors want to visit

Established gyms with excellent reputations become regional seminar destinations. Students from across your region attend specifically for your guest instructor events. This status requires:

• Regular schedule: Predictable quarterly or monthly seminars that students anticipate
• High-level instructors: Consistently hosting recognised names
• Professional execution: Smooth logistics, professional marketing, excellent facilities
• Regional reach: Drawing attendees from multiple gyms across your area

Seminar destination status enhances your overall gym marketing and positions you as a regional leader in BJJ instruction.