He Was Charging $40/Week—Now Clients Gladly Pay $1,000 Upfront—The Strategy That Changed Everything

For 15 years, West Coast Martial Arts Academy in Rancho Bernardo, CA, served its community with heart and hustle—but like so many small gyms, it was stuck.

Despite the owner Will Deutschendorf’s passion for martial arts and deep care for his students, the business had plateaued. Will was juggling every task himself, often burning out, and was afraid to make bold changes for fear of losing the loyal members he had worked so hard to gain.

That all changed when Will reconnected with Jimmy Davidson from Motion Mentors—a former student and friend from years prior—who brought in a fresh perspective, modern systems, and a proven process for helping gym businesses grow. Together, they transformed West Coast Martial Arts from a treading-water operation to a purpose-driven, financially secure business in just a few months.

Here’s how they did it—and how you can apply the same lessons to your own gym.

See the full podcast here.

🔑 Lesson 1: You Can’t Scale Without Systems

When Will started working with Motion Mentors, his gym operations were held together with tape and good intentions. He was handling nearly everything himself—from sales to private lessons—and was using outdated software that didn’t support growth.

Jimmy helped Will restructure the business by installing clear systems and roles:

• A modern CRM (customer relationship management software) that tracks every lead and follows up automatically. Will is using the Motion Mentors CRM that we use in our own parkour gyms. It comes pre-set up for gyms to use right out of the gate!
  

• Clear job descriptions so staff knew what was expected of them.
  

• An upgraded sales process that included lead handling, follow-up, and direct asks for the sale.
  

• A pricing model that matched the value of the services offered.

These systems freed up Will’s time and lowered his stress, allowing him to get out of survival mode and step into the role of true business owner.

“Now I can be the senior instructor again. I’m not desperate to make rent anymore—I’m focused on how to improve our programs and culture.”

💵 Lesson 2: Stop Charging Too Little and Hoping for the Best - martial arts pricing and sales strategy

Before working with Jimmy, Will’s clients were paying just $41/week—after a free trial month, and often without even committing to payment info upfront. He was teaching his heart out but barely scraping by.

Jimmy helped Will confidently:

• Switch to a four-week billing cycle (instead of monthly), creating an 8% hidden revenue boost overnight.

• Increase prices from $41 to an average of $54–$56 per week.

• Introduce an upfront enrollment process, where new clients pay as much as $950–$1,000 on day one.

The result?

Will’s bank account jumped from $10,000 to over $90,000 in just a few months—all without a dip in enrollment.

More importantly, he now had the cash to pay staff, invest in advertising, and stop relying on exhausting one-on-one lessons to make ends meet.

💡 Lesson 3: Build Offers That Clients Love to Say “Yes” To

When it came time to raise prices, Will was afraid clients would leave. But instead of just increasing costs and hoping for the best, Jimmy helped him offer a contingency plan: families could lock in a lower rate by prepaying for a year.

This strategy brought in thousands of dollars in upfront revenue and kept Will’s most loyal clients invested in the long-term success of the school.

“Jimmy gave me a script and helped me put my own voice into it. I still got to sell with integrity—and I got better results than I ever thought possible.”

This wasn’t just about money—it was about showing Will that great sales don’t have to be pushy or disingenuous. They can be honest, values-driven, and still incredibly effective.

📈 Lesson 4: Ads Only Work If You’re Ready to Catch the Leads

Will had tried running Facebook ads before, but never saw much return. What changed?

• Jimmy’s team provided professionally written and edited ad content, designed to convert.

• Every lead went straight into the new CRM, where follow-up was automatic and visible to the whole team.

• A clear handoff process ensured that no lead ever fell through the cracks.

“I used to spend $500 and maybe get two kids to enroll. Now I feel like my ad spend is actually working—and I finally have time to learn how to do it right.”

With the systems now in place, Will is preparing to scale his ad budget and lead volume to any level he wants, based on the exact number of members he wants to enroll each month.

🧠 Lesson 5: Your Mental Health Matters Just as Much as Your Profit

Perhaps the biggest transformation in Will’s business wasn’t just financial—it was emotional.

After losing his twin brother and business partner to suicide in 2017, Will struggled for years to stay motivated. The stress of running a gym alone with limited systems left him overwhelmed and burnt out.

But with Jimmy’s help, Will built a business that supports his mission—and his peace of mind.

“Your brain doesn’t work in a state of desperation. Now that I’m not constantly worried about rent, I can finally be creative again. I’m excited to wake up and go to work.”

Will is now pursuing a counseling license and actively building mental health into his gym’s mission—something he didn’t have the time or energy for before.

👊 Final Thoughts from Will

“If you’re a gym owner stuck in a rut—whether it’s burnout, bad systems, or just the fear of change—Motion Mentors is the help you didn’t know you needed. I’ve got more time, more money, and more joy in my work than I’ve had in years.”

Ready to Transform Your Gym?

Will’s story is a powerful example of what can happen when you get the right support at the right time.

If you're a gym owner stuck in stagnation—or if you're just ready to finally grow your business with intention—Motion Mentors can help. We work side-by-side with you to identify your biggest opportunities, install systems, and guide you step by step to the next level.

👉 Visit motionmentors.org to explore free resources and start your journey toward a more profitable, impactful business today.