First 90 Days Opening a BJJ Gym: Complete Timeline Checklist

Week -4 focuses entirely on physical space preparation. Most gym owners underestimate how long mat installation takes—allow 1-2 full days for a typical 100-150 square metre space. If you're installing wall padding or building changing rooms, add extra time.

Critical tasks this week:

• Lay mats with proper alignment (gaps create injury risk and look unprofessional)
• Install changing room facilities including benches, lockers, mirrors, and hooks
• Set up reception area with desk, computer, signage, and member check-in point
• Install sound system and test acoustics at training volume levels
• Establish cleaning schedule and stock supplies (antibacterial spray, mops, bin bags, hand soap, toilet paper)
• Display insurance certificates in visible location (legal requirement for public liability coverage)
• Install safety equipment: fire extinguishers, first aid kit, emergency exit signage
• Set up retail or merchandise display area if selling gis, rashguards, or branded items
• Test all equipment and facilities with small group before soft launch

Many UK gyms fail inspection or face member complaints due to inadequate changing facilities or poor mat maintenance. Invest time in getting these basics right. Your complete equipment checklist covers everything needed for a professional setup.

Week -3 shifts focus to administrative systems and software configuration. These systems handle member data, payments, and communication—getting them right prevents costly errors and failed payment collections.

Critical tasks this week:

• Configure gym management software including member profiles, class schedule templates, and billing cycles
• Set up payment processing with Direct Debit mandates through GoCardless (preferred UK method) and backup card payment processing
• Create liability waiver forms—whilst waivers don't eliminate legal liability in the UK, they're industry standard and required by most insurance policies
• Design and print class schedule showing beginner-friendly sessions, advanced classes, and open mat times
• Set up filing system for member waivers, emergency contacts, and administrative records
• Create member handbook covering gym rules, etiquette expectations, grading system, and cancellation policy
• Set up social media business accounts on Facebook and Instagram with consistent branding
• Create email templates: welcome email, trial follow-up sequence, payment failure notifications, class cancellation alerts
• Set up phone system with professional voicemail message including opening hours and website

Payment processing deserves special attention. GoCardless processes Direct Debit for over 1,500 UK gyms with significantly lower failure rates than card payments (3-5% of card payments fail monthly due to expiry or cancellation, compared to minimal Direct Debit failures). The pricing starts at 1.0% + 20p + VAT, capped at £4 per transaction, making it cost-effective for typical BJJ membership fees of £50-£120/month.

Week -2 launches your marketing engine. The goal is building awareness and pre-selling founding memberships before your soft launch. Pre-sales provide crucial early revenue and create a ready community on day one.

Critical tasks this week:

• Launch website if not already live (minimum: homepage, class schedule, pricing, contact form, Google Maps embed)
• Create and optimise Google Business Profile with accurate hours, photos, and service descriptions
• Post "Coming Soon" announcements on social media with specific launch date and countdown
• Create launch marketing materials: flyers for local distribution, posters for community boards, digital ad designs
• Reach out to local press including community newspapers, local bloggers, and neighbourhood websites
• Set up Facebook event for grand opening in week 2 and invite local community
• Offer founding member rates—discounted pre-sale memberships typically 20-30% below regular pricing, locked in for life
• Create referral programme structure offering free month for referrer and referee
• Design free trial offer (most UK BJJ gyms offer 7, 14, or 30 days depending on pricing strategy)

Founding member pricing creates urgency and rewards early adopters. A comprehensive pre-sales strategy helps bridge the financial gap most gyms face in their first few months. Typical founding rates: £60-£70/month in regions, £80-£100/month in London, compared to regular rates of £80-£90 (regions) or £110-£130 (London). For detailed pricing strategy, see our guide to BJJ gym pricing in the UK.

Week -1 is your final preparation before members arrive. This week combines deep cleaning, final systems testing, staff alignment, and soft launch invitations. The goal is eliminating surprises on day one.

Critical tasks this week:

• Deep clean entire facility including mats, changing rooms, toilets, and reception area
• Final equipment check verifying everything works: sound system, lights, heating/ventilation, locks
• Staff meeting if you have instructors—review systems, expectations, teaching philosophy, and emergency procedures
• Plan first week's classes with beginner-friendly curriculum and clear structure (avoid complex techniques or intense sparring)
• Invite friends, family, and founding members for soft launch week with personal messages or calls
• Prepare opening day welcome speech covering gym culture, expectations, and community vision
• Stock first aid kit with supplies including plasters, bandages, ice packs, and emergency contact information
• Test check-in process from arrival to waiver signing to class start, timing the full journey
• Finalise grand opening event details: date, time, activities, demonstrations, guest instructors
• Take "before" photos of empty gym for social media content and future comparison

The soft launch week tests everything in a low-pressure environment. Invite 15-25 people maximum for week 1—enough to create energy but small enough to provide individual attention. This controlled start helps you identify and fix issues before your public launch brings larger crowds and higher expectations.

Your first two days set the tone for your gym's culture. Every interaction matters. Members form lasting impressions in their first visit, and these impressions determine whether they stay long-term or cancel after a month.

Critical tasks:

• Greet every person personally at the door—learn names immediately and use them during class
• Give facility tours to all new members showing changing rooms, water fountain, first aid kit, and mat entry/exit points
• Collect completed waiver forms before allowing mat access (keep copies securely filed)
• Set up payment mandates with Direct Debit details or card on file for automated billing
• Take attendance using your gym management software to begin tracking engagement patterns
• Teach beginner-friendly classes focusing on fundamental movements, basic positions, and gym culture rather than complex techniques
• Gather informal feedback after class asking what worked well and what felt confusing

Expect nerves, both yours and members'. First-time BJJ students often feel intimidated regardless of fitness level. Create a welcoming environment by partnering experienced members with beginners and explaining every step of class structure. For curriculum guidance, see our BJJ class structure guide.

Mid-week shifts focus to refinement based on early feedback. You'll spot systems that don't work, equipment issues, and communication gaps. Fix these immediately before they become ingrained problems.

Critical tasks:

• Adjust class content based on Monday-Tuesday feedback (too fast? too slow? unclear instructions?)
• Fix any systems issues discovered: software glitches, payment processing problems, check-in confusion
• Address facility issues including mat gaps, cleaning schedule adequacy, sound levels, or ventilation
• Continue promoting grand opening on social media with photos from soft launch (get photo permissions first)
• Send welcome emails to all new members with class schedule, parking information, and what to bring
• Start building social media content library with class photos, member spotlights, and technique videos

This is your opportunity to fail privately and fix problems before public launch. Common issues in week 1: payment processing confusion, members forgetting login details, unclear changing room etiquette, and class timing running long. Document solutions so you can prevent recurrence.

The weekend between soft launch and grand opening is crucial planning time. Review your first week, celebrate early wins, and prepare for the intensity of public launch.

Critical tasks:

• Review week's learnings in writing—what systems need changing? what went better than expected?
• Finalise grand opening event logistics including schedule, demonstrations, activities, and refreshments
• Confirm guest instructors if any are participating in grand opening demonstrations or seminars
• Prepare signage and decorations creating professional, welcoming atmosphere for public launch
• Stock retail merchandise if selling gis, rashguards, or branded items during grand opening promotions
• Plan opening day class schedule optimised for high attendance with multiple beginner sessions

Many gym owners report week 1 exhaustion. You're teaching classes, fixing problems, answering questions, and managing anxiety about public launch. This is normal. The weekend provides essential recovery time and preparation space before the intensity increases in week 2.

Week 2 is your public launch. Grand opening events create community buzz, attract local press attention, and generate trial sign-ups. Plan this week carefully to maximise impact whilst maintaining teaching quality.

Critical tasks:

• Host grand opening event with open mat, technique demonstrations, meet-and-greet, and facility tours
• Promote free trial offer heavily—7 to 14 days free is standard in UK market
• Distribute 500-1,000 flyers in local area targeting residential streets, coffee shops, and community centres
• Post daily on social media featuring class photos, member spotlights, and technique breakdowns
• Collect email addresses from all visitors for newsletter and follow-up campaigns
• Follow up with every trial member personally within 24 hours via text or call after their first class
• Track trial-to-member conversion rate to benchmark performance
• Respond to all enquiries within 24 hours maximum (ideally within 2-4 hours during business hours)
• Ask founding members for Google reviews to build social proof

The average trial-to-member conversion rate for martial arts gyms is 40-60%. If you're seeing lower conversion, improve your follow-up process. Personal contact after first class significantly increases conversion. Many gym owners use templated texts: "Great to meet you at class today! How did you find your first session? Any questions before your next class?"

For comprehensive launch marketing strategies, see our BJJ gym launch marketing guide.

Week 3 maintains marketing intensity whilst beginning to refine your approach based on week 2 results. This is typically your highest trial volume week if marketing momentum is strong.

Critical tasks:

• Run Facebook and Instagram ads targeting local area with free trial offer (budget £100-£300 for week if cash allows)
• Partner with local businesses for flyer exchange and cross-promotion (coffee shops, physiotherapists, sports retailers)
• Reach out to local schools with parents as target market for kids' classes and adult classes
• Host beginner-only class creating lower barrier to entry for nervous first-timers
• Create referral incentive offering free month for referrer and referee when friend signs up
• Follow up with trial members who attended once but haven't returned—remove barriers to second visit
• Send payment reminder emails ensuring all new members have billing setup complete to avoid failed collections
• Post technique videos on social media providing value and demonstrating teaching quality

Week 3 often sees slight energy drop as initial excitement fades. Combat this by celebrating small wins publicly—welcome new members in class, share milestone posts on social media ("We've now got 25 members!"), and recognise effort from existing members. Your founding members are your advocates; make them feel valued.

Week 4 shifts emphasis from pure acquisition to retention and culture. You've acquired 20-40 members by now; the challenge becomes keeping them engaged and building community bonds that prevent early churn.

Critical tasks:

• Host first social event outside class hours—post-training drinks, barbecue, or casual meet-up
• Introduce members to each other deliberately, facilitating connections and friendships
• Start recognising member effort through class shout-outs and social media features
• Address any member concerns immediately with genuine interest and solutions
• Review first month's finances including revenue, expenses, and cash flow position
• Adjust marketing spend based on results—double down on what works, cut what doesn't
• Send survey to all members asking what they love and what could improve (keep it to 3-5 questions)
• Plan next month's class schedule and special events based on attendance patterns

Industry data shows members are 50% less likely to cancel if they attend at least twice weekly. Track attendance patterns and reach out to members who've dropped to once weekly or less. Often a simple check-in text prevents cancellation: "Haven't seen you this week—everything okay? Let me know if there's anything we can do to help."

Social connections are the strongest retention driver. Members who make friends stay significantly longer than those who remain isolated. Facilitate introductions, create WhatsApp groups, and organise off-mat activities. See our complete retention strategies guide for detailed tactics.

Weeks 5-6 analyse your first month's marketing performance and optimise based on data. Which channels brought the most members? Which had best conversion rates? Double down on what works and cut what doesn't.

Critical tasks:

• Analyse member acquisition sources tracking which marketing channels delivered best results and conversion rates
• Double down on effective channels whilst cutting or reducing ineffective marketing spend
• Launch email newsletter with weekly or fortnightly cadence featuring technique tips, member spotlights, and event announcements
• Continue free trial promotions maintaining steady flow of new prospects
• Track trial conversion rate and improve follow-up process based on conversion data
• Add new content to website including blog posts answering common questions and SEO-optimised pages
• Improve Google Business Profile by posting weekly updates and responding to all reviews
• Partner with local physiotherapists and nutritionists creating referral network that benefits both parties

Most gyms find that referrals and Google Business Profile generate the highest quality leads with conversion rates of 60-80%, compared to 30-40% for paid ads. However, paid ads generate volume that referrals alone can't match in early months. The optimal mix varies by location—London gyms often see better returns from ads due to population density, whilst regional gyms rely more heavily on community partnerships and word-of-mouth.

For local SEO strategies specific to BJJ gyms, see our local SEO guide.

Weeks 7-8 implement systematic retention processes and operational improvements. By now you've identified patterns in member behaviour, class attendance, and operational bottlenecks. Systematise solutions to common problems.

Critical tasks:

• Review attendance data identifying who's coming regularly and who's dropped off in engagement
• Reach out to members who've missed multiple classes with friendly check-in messages encouraging return
• Implement attendance tracking system identifying at-risk members before they cancel (red flag: attendance drops 50% from first month)
• Refine class schedule based on attendance patterns—add sessions at popular times, consider removing poorly attended slots
• Train any new staff or instructors ensuring consistent teaching quality and culture alignment
• Create standard operating procedures (SOPs) for daily operations including opening/closing procedures, cleaning standards, and check-in process
• Review and optimise cleaning schedule ensuring facility standards remain high as usage increases
• Host second social event or specialist seminar building community and providing value beyond regular classes
• Plan first grading if appropriate—typically 3-6 months for first belt promotions, but week 8 is time to begin planning

Members who visit at least twice weekly are 50% less likely to cancel. Your attendance tracking should flag members dropping below this threshold. Reach out proactively: "Noticed you've been coming less frequently—is everything okay? How can we help you get back to your regular training schedule?"

Standard operating procedures seem tedious but become essential as you grow. Document how everything works now whilst it's fresh. This documentation enables you to delegate tasks and take time off without operations collapsing.

Weeks 9-10 conduct thorough financial review of your first two months. Understanding your numbers is critical for sustainable growth and avoiding cash flow crises common in months 4-6.

Critical tasks:

• Review first 2 months' financial performance including total revenue, operating expenses, and profit/loss
• Compare actual results versus projected financials from your business plan
• Identify areas to reduce costs by negotiating better deals with suppliers or cutting ineffective spending
• Identify opportunities to increase revenue including retail sales, private lessons, and specialist workshops
• Assess pricing if needed—rarely advisable this early, but evaluate if significantly under or overpriced versus market
• Meet with accountant for quarterly review ensuring tax compliance and optimal structure
• Forecast next 3 months cash flow accounting for known expenses and conservative revenue projections
• Build emergency fund targeting 3 months expenses in reserve (industry standard for UK small businesses)

Most gyms reach break-even within 12-24 months, with lean boutique gyms potentially seeing profitability in as little as 12 months. At day 90, you're unlikely to be profitable yet—that's normal. Focus instead on runway: how many months can you operate at current burn rate? If runway is less than 6 months, you need to increase revenue, decrease expenses, or secure additional funding.

Typical day-90 financials for UK BJJ gyms: £3,000-£5,000 monthly recurring revenue (30-50 members at £60-£100/month), £2,000-£3,500 in operating expenses (rent, insurance, software, utilities), resulting in £500-£1,500 monthly loss. London gyms often see higher revenue but also higher expenses, particularly rent.

For detailed financial management strategies, see our cash flow management guide.

Weeks 11-12 shift focus to sustainability and scalability. The question becomes: can your gym operate without you doing everything? Delegation and systematisation determine whether you've built a business or bought yourself a demanding job.

Critical tasks:

• Identify tasks to delegate considering whether you can hire part-time help for reception, cleaning, or administrative work
• Systematise operations ensuring classes can run without you occasionally—essential for sustainability and preventing burnout
• Plan content calendar for next 3 months covering social media posts, email newsletters, and community events
• Set quarterly goals for Q2 including member count targets, revenue goals, and retention rate benchmarks
• Plan next quarter's marketing campaigns building on what worked in first 90 days
• Review and update member handbook based on first 3 months' learnings and common questions
• Celebrate 90-day milestone with members through small event or social media celebration post
• Reflect on lessons learned documenting what worked well, what didn't, and what you'll change going forward

Owner burnout is the most common challenge in the first 90 days. Many gym owners teach every class, handle all admin, respond to every message, and clean the mats personally. This intensity isn't sustainable. By week 12, you should have delegated at least 20-30% of tasks—even if it's just hiring a cleaner or having a senior student help with beginners.

Successful gym owners set boundaries early: take at least one day off weekly, don't teach every session, and create space for strategic thinking rather than constant firefighting. Your long-term success depends on building sustainable systems, not heroic personal effort.