Self-Defence Workshop Guide for BJJ Gym Owners: Revenue & Lead Generation

A 2-4 hour workshop requires minimal commitment compared to ongoing membership:

• Time commitment: Single afternoon vs ongoing weekly classes
• Financial commitment: £30-£50 one-time vs £70-£110/month membership
• Intimidation factor: One-off event with other beginners vs walking into established class
• Try before buy: Experience instruction and facility before committing
• Social proof: Attend with friends for support and shared experience

This low-pressure environment is perfect for women who are curious but hesitant about martial arts.

Workshops create immediate revenue with minimal additional costs:

Annual revenue potential: 4 workshops per year = £2,400-£6,000 additional revenue (public workshops) or £3,200-£6,000 (2 corporate + 2 public).

Better yet, workshops are pure profit if using existing space and instructors. Your only costs are marketing (£50-£100) and instructor time (£50-£200).

The real value isn't the workshop fee—it's the members you gain. UK gym data shows:

• 30-50% book trial class after workshop (9-15 people from 30-person workshop)
• 50-70% of trials convert to members (industry standard for pre-qualified leads)
• Overall conversion: 15-25% of workshop attendees become members

Lifetime value calculation:

• 30-person workshop × 20% conversion = 6 new members
• 6 members × £1,500 average LTV (15 months at £100/month) = £9,000
• Less workshop costs (£150) = £8,850 true ROI per workshop

This doesn't include referrals those members bring over their lifetime. Each workshop is a marketing event that pays for itself immediately whilst creating long-term revenue.

Workshops create marketing assets and community goodwill:

• Social media content goldmine: Photos, videos, testimonials, Reels
• Local press coverage: International Women's Day workshops are newsworthy
• Community engagement: Positions you as community resource, not just business
• Corporate partnerships: Gateway to ongoing corporate wellness contracts
• User-generated content: Attendees share on social media, tag your gym
• Google reviews: Workshop attendees often leave reviews, boosting local SEO

Workshops let you validate women's programme interest before committing to weekly classes:

• Gauge local market size: See how many women respond to promotion
• Identify ideal customers: Learn demographics, concerns, motivations
• Gather feedback: Ask what would make them join ongoing classes
• Build email list: Capture contacts for future programme launches
• Test pricing: See what price point generates best attendance

If 20+ women attend your workshop, you have sufficient demand for women-only classes. If fewer than 10 attend, you need more marketing or different positioning.

Structure: Intro (15min) + Techniques (90min) + Q&A (15min)

Content: 5-7 core techniques focused on most common scenarios

Best for: Beginners, promotional events, corporate clients, testing market

Pricing: £25-£35 per person (London: £30-£40, regional: £20-£30)

Expected attendance: 20-30 people with good promotion

Ideal timing: Saturday or Sunday morning (10am-12pm)

Recommendation: Start here. It's the sweet spot of value, time commitment, and accessibility.

Structure: Intro (15min) + Techniques (120min) + Scenario Training (45min) + Q&A (15min)

Content: 8-12 techniques plus live scenario training with role play

Best for: Serious learners, more experienced participants, premium positioning

Pricing: £35-£45 per person (London: £40-£50, regional: £30-£40)

Expected attendance: 15-25 people

Ideal timing: Saturday afternoon (1pm-4pm) or Sunday afternoon

Recommendation: Once you've run 2-3 successful 2-hour workshops and want to increase revenue per participant.

Structure: Full day with breaks, comprehensive curriculum, extensive practice

Content: 15+ techniques, extensive scenario training, mental preparation, de-escalation tactics

Best for: Corporate clients, premium pricing, specialty events, dedicated students

Pricing: £50-£75 per person (London: £60-£90, regional: £45-£65)

Expected attendance: 15-20 people (smaller group for intensive instruction)

Ideal timing: Saturday or Sunday full day (10am-2pm or 12pm-4pm)

Recommendation: For established programmes or high-value corporate clients only.

Structure: Weekly 90-minute sessions over 4-6 weeks

Content: Complete beginner self-defence curriculum, progressive skill building

Best for: Serious learners, direct pathway to membership, higher commitment

Pricing: £80-£150 for full course (London: £120-£180, regional: £70-£120)

Expected attendance: 10-20 people (smaller due to higher commitment)

Ideal timing: Weeknight ongoing (e.g., Wednesdays 7-8:30pm)

Conversion rate: 60-80% to full membership (much higher than one-off workshops)

Recommendation: Excellent bridge to membership, but requires consistent attendance. Market as "Introduction to BJJ" course.

Standing Defences:

1. Wrist Grab Escapes (most common, easy to teach)
   • Single wrist grab: Pull through weak point of thumb
   • Double wrist grab: Circular escape motion
   • Cross-wrist grab: Turn and pull technique
   • Why teach: Common in altercations, builds confidence quickly, high success rate
2. Bear Hug Defence (from behind)
   • Arms trapped version: Hip escape, strike, run
   • Arms free version: Elbow strike, turn, escape
   • Why teach: Common surprise attack, addresses high-fear scenario
3. Front Choke Defence (standing)
   • Pluck technique: Two-hand grab and turn
   • Follow-up: Knee strike, push away
   • Why teach: Common assault, life-threatening if not addressed quickly
4. Hair Grab Defence
   • Control attacker's hand by trapping hair to head
   • Turn into attacker to reduce pain
   • Strike and escape: Palm strike, run
   • Why teach: Common female-targeted attack, easy to learn

Ground Defences:

5. Mount Escape (attacker on top)
   • Trap arm and leg on same side
   • Bridge and roll (upa technique)
   • Why teach: Most dangerous position, essential escape skill
6. Guard Position (attacker between legs)
   • Maintain guard structure
   • Striking from guard: Palm strikes, hammerfists
   • Escape to feet: Stand up in base
   • Why teach: Ground fighting basics, common position in altercations
7. Side Control Escape
   • Frame and create space: Push attacker's neck and hip
   • Escape to knees or feet
   • Why teach: Common control position, builds fundamental movement

Striking Basics:

8. Palm Strikes (safer than closed fist for untrained)
   • Targets: Nose, chin, throat
   • Power generation: Hip rotation
   • Why teach: Easy to learn, effective, low injury risk for striker
9. Knee Strikes (powerful and accessible)
   • Clinch position: Control head and strike
   • Targets: Midsection, legs, head (if pulled down)
   • Why teach: Instinctive motion, powerful, practical

This proven structure keeps participants engaged and builds progressive confidence:

Teaching tips:

• Demonstrate each technique 2-3 times before students practice
• Have students practice 3-5 minutes per technique
• Rotate partners so everyone experiences different body types
• Provide positive reinforcement constantly
• Address individual questions whilst group practices

Avoid these topics in beginner workshops—they create confusion or legal/safety issues:

Keep it simple, practical, and confidence-building. Leave advanced material for ongoing classes.

Best days: Saturday or Sunday (weekend availability for working women)

Best times:

• Morning (10am-12pm): Popular with parents, fresh energy
• Afternoon (1-4pm): Good for working professionals, post-lunch

Avoid:

• Weekday mornings (people working)
• Friday/Saturday nights (social plans)
• Bank holiday weekends (people travelling)
• School holidays (parents busy with children)

Frequency: Quarterly (4× per year) recommended to start. Gives 3 months between workshops to nurture leads and convert to members.

Optimal calendar (UK):

• March: International Women's Day hook (perfect timing and PR angle)
• June: Summer safety messaging, pre-holiday confidence
• September: Back to routine, kids in school, mums have time
• January: New Year's resolutions, fresh start mentality

Avoid December (holiday season chaos).

Minimum viable: 12-15 participants (worthwhile to run, covers costs)

Ideal: 20-25 participants (great energy, manageable instruction)

Maximum: 30 participants (instructor-to-student ratio limit)

Instructor ratio: 1 instructor per 15 students maximum for quality instruction

Assistant instructors: Use experienced members (offer free entry or £20-£40 payment)

Cancellation policy:

• Minimum 12 paid participants required to run (announce 1 week before)
• Full refunds if workshop cancelled
• Credit towards future workshop if participant cancels within 48 hours

Minimum space: 30-40 square metres for 15-20 people

Ideal: Your full mat space (can accommodate 25-30 comfortably)

Essential facilities:

• Mat surface (BJJ mats essential for safety)
• Female changing room access (non-negotiable)
• Bathroom facilities (clean, well-stocked)
• Water available (fountain or bottled water station)
• Seating area for registration and breaks
• Parking information provided in advance

Essential:

• Mats (existing gym mats)
• Name tags (icebreaker, personalisation)
• Sign-in sheet (contact capture for follow-up)
• Waivers (liability protection—every participant must sign)
• Water station
• First aid kit (accessible, check expiry dates)

Optional but valuable:

• Training gloves for striking practice
• Focus mitts or pads (2-4 sets for striking drills)
• Music system (energetic atmosphere)
• Whiteboard for visual explanations
• Camera/phone for photos and video (content creation)

Coverage requirements:

• Most UK martial arts insurance policies cover workshops as part of standard coverage
• Verify your policy explicitly covers "workshops" or "seminars" (check with provider)
• Public liability insurance: £5-£10 million coverage standard for UK martial arts
• Event-specific insurance: May be required for off-site or very high attendance (50+ people)

UK insurance providers for martial arts:

• BMABA (British Martial Arts & Boxing Association): Instructor and student coverage
• MAGB (Martial Arts Governing Body): Public liability and professional indemnity
• Clegg Gifford: Specialist martial arts insurance
• Activity Business Cover: Covers workshops and events

Waivers: Every participant must sign liability waiver before participating (no exceptions)

DBS checks: Instructors working with vulnerable adults should have DBS checks (best practice, may be required by venue)

Typical UK martial arts insurance costs £150-£400 annually for instructors, with student coverage included through association memberships.

Female instructor (ideal):

• Comfort and relatability for participants
• Role model effect (representation matters)
• Better understanding of female-specific concerns
• If you don't have one: Bring in guest instructor (£200-£500 fee, worth the investment)

Male instructor (can work with right approach):

• Professionalism and clear boundaries essential
• Sensitivity to body image concerns and past trauma
• Use female students for demonstrations when possible
• Acknowledge the gender dynamic and address it directly in intro

Assistant instructors (2-3 recommended):

• Help with demonstrations and individual attention
• Use experienced female members (builds community leadership)
• Compensate with free workshop entry or £20-£40 payment
• Develop future women-only class instructors

Pricing factors:

• Duration: Longer workshops command higher per-hour rates
• Instructor credentials: Female black belt instructor justifies premium pricing
• Included benefits: Free trial class, t-shirt, or training materials add value
• Target audience: Corporate pays premium, community groups expect budget rates
• Competition: Research other providers' pricing in your area

Standard ticket pricing:

• £35 per person × 25 people = £875 revenue
• Costs: £150 (instructor, marketing, materials) = £725 profit

Early bird pricing (creates urgency):

• First 10 tickets: £30 each = £300
• Next 15 tickets: £35 each = £525
• Total revenue: £825 (slight discount for early commitment)

Group discount (encourages friends to attend together):

• Single ticket: £35
• 3+ friends: £30 each (14% discount)
• 5+ friends: £28 each (20% discount)

Couples pricing:

• Bring partner for £60 total (both attend)
• Effective £30 each (encourages male partners to support)

Additional revenue opportunities:

• Add trial class (included free or £10 add-on for immediate booking)
• Private lesson discount (£40 instead of £60 if booked at workshop)
• Gear discount (10-20% off gi or training gear)
• Photography package (professional photos from workshop for £15)

Typical costs per workshop:

• Instructor time: £50-£200 (if paying guest instructor or staff overtime)
• Marketing: £50-£100 (Facebook ads, printed flyers, design)
• Materials: £20-£50 (waivers, name tags, water, supplies)
• Total costs: £120-£350 depending on approach

Break-even point:

• At £30 per ticket: 6-12 participants needed
• At £35 per ticket: 5-10 participants needed

Target attendance for strong profit:

• 20+ participants at £30-£35 each
• Revenue: £600-£875
• Profit: £450-£725 per workshop

Remember: The real profit is the members you gain (£1,500-£2,500 lifetime value each).

6-8 weeks before:

• Announce date and open registration
• Create event page (Facebook Event, Eventbrite, or your website)
• Email your list with early bird offer
• Post on social media (Instagram, Facebook)

4-6 weeks before:

• Heavy promotion across all channels
• Start Facebook/Instagram ads (£50-£150 budget)
• Engage in Facebook Groups with value posts
• Early bird deadline creates first urgency

2-4 weeks before:

• Urgency messaging: "Filling up fast, 18 spots filled"
• Share testimonials from past workshops
• Partner promotion (ask partners to share with their audiences)
• Increase ad spend if under target attendance

1-2 weeks before:

• Final push: "Last 5 spots available"
• Daily social media posts and Stories
• Email non-openers again with urgency subject line
• Confirm attendance with registered participants

Day before:

• Reminder emails to all registered participants
• Logistics information (parking, what to bring, timing)
• Final social media reminder

Day of:

• Social media live coverage (Stories, posts)
• Photos and video for future marketing
• Capture testimonials immediately after workshop

Week after:

• Follow-up email to all attendees
• Special trial class offer (time-limited)
• Share highlight video and photos
• Request Google reviews

Facebook Event:

• Create detailed event page with photos and full description
• Invite your Facebook friends and gym page followers
• Ask members to invite their friends
• Share in relevant groups (with permission)

Instagram Posts & Stories:

• Announcement post with workshop details
• Countdown posts (4 weeks away, 2 weeks, 1 week)
• Daily Stories during final week
• Testimonials from past workshops
• Behind-the-scenes preparation content

Facebook Groups (highest ROI):

• Local mums groups
• Women's fitness and wellness groups
• Professional women's networks
• Provide value first, soft promotion

Email list:

• Announcement email (6-8 weeks before)
• Early bird reminder (4 weeks before)
• Last chance email (1 week before)
• Segment: Past trial attendees, women-only class waitlist

Google Business Profile:

• Create Event post with workshop details
• Update weekly with attendance numbers

Facebook/Instagram Ads:

• Budget: £50-£150 for 6-week campaign
• Targeting: Women 25-50, local (10-15km radius)
• Creative: Video testimonials or action shots from past workshops
• Landing page: Event registration page

Partnership promotion:

• Ask partners to share with their email lists and social
• Offer partner discount code (they share, track referrals)
• Co-host with complementary business (yoga studio, women's coworking space)

Corporate outreach (for corporate workshops):

• LinkedIn messages to HR managers
• Email pitch with International Women's Day angle
• Phone follow-up

See our complete guide on marketing women's BJJ programmes for detailed tactics.

Wrong (fear-based):

"Learn to defend yourself from attackers this Saturday! Don't be a victim. Book now before it's too late!"

Right (empowerment):

"Feel confident, capable, and empowered. Join our women's self-defence workshop this Saturday and learn practical skills in a supportive environment. No experience needed—just bring yourself and a friend. 22 women already registered!"

Subject lines that work:

• "Feel more confident this summer (self-defence workshop)"
• "You + 25 women + practical skills = empowerment"
• "This Saturday: Build confidence and capability together"

Urgency tactics (use sparingly):

• "Limited to 25 spots" (creates scarcity)
• "Early bird ends Friday" (deadline urgency)
• "18 spots filled, 7 remaining" (social proof + scarcity)
• "Last chance to register" (final push)

• ☐ Confirm final participant count
• ☐ Email attendees: Logistics, what to bring, parking information
• ☐ Prepare sign-in sheet with all registered names
• ☐ Print waivers (2 copies per participant—one for them, one for you)
• ☐ Prepare name tags
• ☐ Set up water station with cups
• ☐ Test music system
• ☐ Prepare trial class offer cards to hand out at end
• ☐ Brief assistant instructors on curriculum and roles
• ☐ Charge camera/phone for photos and video
• ☐ Prepare social media posts to go live during workshop

• ☐ Clean mats and entire facility thoroughly
• ☐ Set up registration table near entrance
• ☐ Lay out waivers, pens, name tags
• ☐ Water station ready with full water and cups
• ☐ Music playing (energetic but not overwhelming)
• ☐ Changing room stocked (toilet paper, hand soap, paper towels)
• ☐ Photographer/videographer briefed and ready
• ☐ Parking signs if needed (direct to parking area)
• ☐ Temperature comfortable (warm up space if cold)
• ☐ First aid kit accessible and visible

Arrival process:

1. Warm greeting: Welcome each person by name (check registration list)
2. Check payment: If not prepaid online, collect payment
3. Sign waiver: Essential, no exceptions, keep copy for your records
4. Name tag: First names only, encourages using names during workshop
5. Facility tour: Show changing room, bathrooms, water station
6. Introduce to others: Help first arrivals mingle, reduce awkwardness

Create welcoming atmosphere:

• Play upbeat music
• Instructor mingles and chats (not hidden in office)
• Assistant instructors introduce themselves
• Encourage early arrivals to chat with each other

Start on time: Respect participants' schedules, don't wait for late arrivals

Introduction (10-15 minutes):

• Introduce yourself and assistants (credentials, experience)
• Icebreaker: Everyone shares name and why they're here
• Set expectations: What you'll cover, how practice works, safety rules
• Address concerns: "Never done this before? Perfect, neither has anyone else here"

Teaching rhythm:

• Demonstrate technique 2-3 times (slow, then normal speed)
• Explain the 'why' not just the 'how' (women often want to understand)
• Students practice 3-5 minutes per technique
• Rotate partners every 2-3 rounds (experience different body types)
• Circulate and give individual feedback whilst they practice

Positive reinforcement:

• Celebrate progress: "Great! You've got it!"
• Encourage effort over perfection
• Share success stories from past students
• Normalise mistakes: "That's exactly what should happen on first try"

Breaks (every 45-60 minutes):

• 5-10 minute water break
• Allows questions and socialising
• Prevents fatigue and maintains energy

End with Q&A and next steps:

• Open floor for any questions
• Hand out trial class offer cards
• Explain women-only classes and schedule
• Thank everyone for attending
• Take group photo

• Thank each attendee personally
• Hand out trial class offer cards with special discount code
• Take group photo (ask permission to post on social media)
• Encourage social media tags and reviews
• Collect immediate feedback (quick survey or verbal)
• Answer any lingering questions
• Clean facility and pack up materials
• Upload photos to Google Drive/Dropbox for sharing

• Send thank you email with workshop photos attached
• Include trial class booking link with special £10 discount (only for workshop attendees)
• Ask for Google review: "If you enjoyed the workshop, we'd love a review!" (include direct link)
• Social media posts: Tag attendees (with permission), share photos and highlights
• WhatsApp/text message: Personal message thanking them for attending

• Personalised follow-up: Text or email mentioning something specific from workshop ("Great job on the wrist escapes!")
• Answer follow-up questions: Many will think of questions after workshop
• Remind about trial offer expiry: "Your workshop discount expires in 5 days—book your free trial this week"
• Share technique video: Short video reviewing one technique from workshop (value-add)

• Second follow-up for non-responders: Different subject line, different angle
• Share workshop highlight video: 60-90 second recap video (share via email and social media)
• Testimonial request: Ask enthusiastic attendees for video testimonial
• Segment your list: Tag as "workshop attendee" for future campaigns

• Final follow-up: "Last chance" email for trial offer before discount expires
• Offer extended deadline: For those who showed interest but haven't booked (another week)
• Add to general email list: If they haven't converted, keep them on newsletter list
• Plan next workshop: Invite them to next workshop with loyalty discount

• Invite to next workshop: "You came to our March workshop—join us again in June with 20% off"
• Monthly newsletter: Keep them engaged with tips, member stories, events
• Special offer: Quarterly "workshop alumni" special membership offer

Industry benchmarks for workshop-to-member conversion:

Lifetime value calculation:

• 6 new members × £1,500 average LTV (15 months at £100/month)
• = £9,000 total lifetime value from single workshop
• Less workshop costs (£150) = £8,850 true ROI

Critical success factors:

• Immediate follow-up (within 24 hours)
• Personal touches (mention specific moments from workshop)
• Time-limited offers (create urgency to book trial)
• Multiple follow-up attempts (3-5 touchpoints over 2 weeks)
• Make booking easy (direct link, simple form, phone option)

• Higher fees: £800-£1,500 per session vs £600-£1,000 public workshop
• Bulk booking: 10-20 employees guaranteed (no attendance risk)
• B2B relationship: Repeat business potential (quarterly or bi-annual sessions)
• Off-peak timing: Weekday lunch or after-work (doesn't compete with member classes)
• PR benefit: Corporate partnership adds credibility and visibility
• Individual conversions: Some participants join as individual members (bonus revenue)

Based on 2026 UK corporate wellness data, workshop pricing ranges from £800-£1,500 for 2-hour sessions with 10-20 participants.

Best prospects:

• Women-led companies: Female founders/CEOs prioritise women's empowerment
• Tech companies: Well-funded diversity and inclusion initiatives
• Professional services: Law firms, accounting, consulting (employee wellness budgets)
• Healthcare sector: Employee wellness emphasis, shift workers' safety concerns
• Education sector: Teacher wellness programmes, safeguarding awareness
• Companies with ERGs: Employee Resource Groups for women (built-in audience)

Perfect timing hooks:

• International Women's Day (March 8): Strongest hook, cultural relevance
• Mental Health Awareness Week (May): Wellness and empowerment angle
• New financial year (April): Fresh budgets available
• New calendar year (January): Wellness programme planning

Value proposition:

• Employee wellness and duty of care
• Team building and morale
• Empowerment and confidence building
• Practical personal safety skills
• Diversity and inclusion initiative
• Positive PR opportunity

Pricing approach:

• First session at discount: £500-£700 (prove value)
• Standard pricing: £800-£1,200 for 2 hours
• Quarterly package: £3,000-£4,500 (4 sessions, £750-£1,125 each)
• Premium (4-hour intensive): £1,500-£2,000

Identify decision-makers:

• HR managers
• Diversity and inclusion leads
• Employee wellness coordinators
• Women's ERG leaders

Outreach channels:

1. LinkedIn: Direct message with personalised pitch
2. Email: Concise pitch with clear value proposition
3. Phone: Follow-up call 1 week after email
4. Networking events: Chamber of Commerce, BNI, professional networks

Email pitch template:

Subject: International Women's Day: Empower Your Team

Hi [Name],

With International Women's Day approaching, I wanted to reach out about a unique employee wellness opportunity.

We run women's self-defence workshops specifically designed for corporate teams—practical skills, confidence building, and team bonding in one empowering session.

Previous clients include [Company 1] and [Company 2], with consistent feedback that it's one of the most valuable wellness initiatives they've run.

We offer:
• 2-hour on-site or in-gym sessions
• Tailored to your team's needs
• No experience required
• Professional, engaging instruction

Would you be open to a quick 15-minute call to discuss how this could benefit your team?

Best,
[Your Name]

Format differences from public workshops:

• Shorter (90 minutes): Fits lunch break or after-work slot
• Professional attire friendly: Can be done in work clothes (joggers/leggings recommended but not required)
• Less intense: Awareness, easy techniques, confidence-building (not full BJJ introduction)
• Team-building emphasis: Frame as bonding and shared experience
• On-site option: Bring mats to their office (meeting room or car park)

Follow-up opportunities:

• Offer individual gym memberships at corporate discount (10-20% off)
• Quarterly sessions package
• Invite team to open mat or social event
• Testimonial and case study (with permission)