Video Description

In this video, we break down how marketing strategies should shift depending on your club’s size and stage of growth. If you’re a new or smaller wrestling club working to build your first 30 members, this video will help you focus your efforts, avoid common mistakes, and lay the foundation for long-term success.

What You’ll Learn.

  • Marketing as a new club
  • How to identify the needs of your local community
  • Finding your club’s unique value
  • Common pitfalls new clubs make when trying to grow too fast

New Clubs vs. Established Clubs.

These are two different worlds. Small or new clubs (under ~30 kids) while large or established clubs (30+ kids) should have different marketing focuses.

For Clubs with 30+ Wrestlers

Larger clubs rely more on brand marketing — they already have a reputation and culture

For Clubs with Under 30 Wrestlers

Newer clubs rely more on direct marketing — they must first define their brand, audience, and purpose.

Strategy for New or Smaller Clubs.

  • Focus on building your brand identity. Who you are, who you serve, and what makes your club different.
  • Identify community needs. Look at what’s missing or what barriers to wrestling exist in your area.
  • Target your marketing. Choose a clear starting point (e.g., beginners, girls, new wrestling families).

    Don’t try to serve everyone – fewer membership types and more focused programs work better.

  • Build your first ‘plate’ – concentrate on one strong customer cycle before adding more. Understand that initial growth may require serving community needs, even if it’s not your favorite area (e.g., focusing on beginner wrestlers).

Common Pitfalls.

Trying to serve everyone too soon

Attempting to offer programs for all ages or skill levels instead of focusing on one core group can lead to diluted programs and weaker member experiences.

Lack of clear identity or brand

Not defining who the club serves or what makes it different from others in the area.

Ignoring local needs

Building programs around personal preferences (e.g., advanced wrestlers) rather than what the community actually needs.

Lack of focus on retention

Spending all energy on recruiting new members instead of keeping the first group engaged and satisfied.

Spreading resources too thin

Too many membership types or marketing efforts lead to weak results and inconsistent quality.

Conclusion

For new clubs, it is important to focus on who you serve, what makes your club different, and how you show up for your community. You don’t need to do everything – you just need to do the right things well. As you deliver great experiences and earn trust, your reputation will grow naturally, and your brand will begin to speak for itself.

Next Lesson.

Lesson 4. Creating Brand Awareness in the Community

Learn how to build trust and credibility as a new club by showing up consistently, engaging your community, and establishing a clear, authentic brand before you even open your doors.