Customer relationship management (CRM) software helps martial arts schools track prospects, manage leads, and convert inquiries into students. With numerous options available, choosing the right system can be overwhelming.
This guide explains what gym CRM software does, what features matter for martial arts schools, and how to evaluate options for your dojo.
What Is Gym CRM Software?
CRM Basics
CRM software manages your relationships with current and potential customers. For a martial arts school, this means:
Lead management:
- Tracking inquiries from website, phone, walk-ins
- Recording contact information and interests
- Following up systematically
- Converting prospects to members
Member management:
- Storing member information
- Tracking communication history
- Managing relationships over time
- Identifying retention risks
Sales pipeline:
- Visualising where prospects are in your funnel
- Moving people through stages
- Forecasting potential revenue
- Identifying bottlenecks
Why Martial Arts Schools Need CRM
Without CRM:
- Leads get forgotten
- Follow-up is inconsistent
- No visibility into pipeline
- Can’t measure what’s working
- Relies on memory and notes
With CRM:
- Every inquiry tracked
- Automated follow-up sequences
- Clear pipeline visibility
- Data-driven decisions
- Nothing falls through cracks
Essential CRM Features for Dojos
Lead Capture
Website forms: Integration with your website to capture inquiries automatically.
Manual entry: Easy way to add leads from phone calls, walk-ins, events.
Source tracking: Know where each lead came from (Google, Facebook, referral, etc.).
Lead Scoring and Qualification
Scoring criteria: Assign points based on factors like:
- How they found you
- Program interest
- Urgency indicators
- Engagement with communications
Qualification stages:
- New inquiry
- Contacted
- Trial scheduled
- Trial completed
- Ready to join
- Lost
Automated Follow-Up
Email sequences: Pre-written emails sent automatically based on triggers.
Task reminders: Alerts to follow up manually at key points.
SMS integration: Text messages for higher response rates.
Pipeline Management
Visual pipeline: See all prospects and their stages at a glance.
Drag-and-drop: Move leads between stages easily.
Stage-specific actions: Different processes for different stages.
Reporting and Analytics
Key reports:
- Lead source performance
- Conversion rates by stage
- Time in pipeline
- Staff performance
- Revenue forecasts
Data for decisions: Know what’s working and what isn’t.
Martial Arts-Specific Features
Trial Class Management
What you need:
- Schedule trial classes
- Send reminders
- Track attendance
- Follow up after trials
Why it matters: Trial classes are your main conversion opportunity. Managing them well is critical.
Program-Specific Tracking
Different programs, different needs:
- Kids programs (parent as contact)
- Adult programs
- Competition teams
- Specialty classes
Track separately: Interest and communication history by program type.
Event and Seminar Leads
For special events:
- Capture registrations
- Track attendance
- Follow up with attendees
- Convert to regular membership
Family Accounts
Family considerations:
- Multiple family members in system
- Parent/guardian for children
- Family discounts and packages
- Coordinated communication
Questions to Ask Vendors
Functionality
- Does it integrate with our website?
- Can we customize the pipeline stages?
- What automation capabilities exist?
- How does lead scoring work?
- What reporting is available?
Integration
- Does it connect with our management software?
- Email integration options?
- SMS capabilities?
- Calendar integration?
- Payment processing connection?
Usability
- How steep is the learning curve?
- Mobile access available?
- How long to implement?
- Training provided?
Cost
- Pricing model (per user, per contact, flat rate)?
- Any setup fees?
- Contract requirements?
- What’s included vs. extra cost?
Support
- What support is provided?
- Response time expectations?
- Training resources available?
- User community or knowledge base?
Types of CRM Options
General CRM Systems
Examples: Salesforce, HubSpot, Pipedrive, Zoho
Pros:
- Powerful features
- Highly customisable
- Large ecosystems
- Often free tiers available
Cons:
- Not built for fitness/martial arts
- Requires configuration
- May be complex for small schools
- Separate from gym management
Gym/Fitness CRM
Examples: Zen Planner, Mindbody, WellnessLiving
Pros:
- Built for fitness businesses
- Often includes gym management
- Understands industry workflows
- Usually includes marketing tools
Cons:
- May not be martial arts specific
- Can be expensive
- Feature overload possible
- Varying quality
Martial Arts Specific
Examples: MyDojo.Software, Kicksite, ChampionsWay
Pros:
- Built for martial arts schools
- Understands belt ranks, programs, etc.
- Industry-specific features
- Often includes full management
Cons:
- Smaller vendor ecosystem
- May have fewer integrations
- Varying feature depth
All-in-One vs. Specialised
All-in-one approach: CRM built into your management software. One system for everything.
Advantages:
- Unified data
- No integration needed
- Single vendor relationship
- Often more affordable
Specialised approach: Best-in-class CRM separate from operations software.
Advantages:
- More powerful CRM features
- Can switch components independently
- Best tools for each function
For most martial arts schools: All-in-one solutions offer the best balance of functionality and simplicity.
Implementation Considerations
Data Migration
What to migrate:
- Current member information
- Prospect/lead lists
- Communication history (if possible)
- Contact preferences
Migration challenges:
- Data cleanup needed
- Different field structures
- Historical data importance
Process Definition
Before implementing:
- Define your sales stages
- Map your follow-up process
- Clarify who does what
- Set conversion goals
Staff Training
Training needs:
- System navigation
- Lead entry and update
- Follow-up execution
- Reporting use
Time investment: Plan for learning curve before expecting full adoption.
Measuring Success
Key metrics to track:
- Lead response time
- Follow-up completion rate
- Conversion rate by stage
- Overall inquiry-to-member rate
- Cost per acquisition
Common CRM Mistakes
Overcomplicating
Starting with complex automation and workflows before mastering basics. Start simple, add complexity as needed.
Inconsistent Use
CRM only works if everyone uses it consistently. Partial adoption creates incomplete data and lost leads.
Too Many Stages
Complex pipelines with many stages create confusion. Start with 4-6 stages maximum.
Ignoring Data
Collecting data but not reviewing reports. Set regular review cadence.
No Follow-Up Strategy
Having CRM but no clear process for what to do at each stage.
Building Your Follow-Up Process
Example Stage Process
Stage 1: New Inquiry
- Action: Personal response within 2 hours
- Content: Thank them, answer questions, invite to trial
- Move to: Trial Scheduled or No Response
Stage 2: Trial Scheduled
- Action: Confirmation email, reminder texts
- Content: What to bring, what to expect
- Move to: Trial Completed or No Show
Stage 3: Trial Completed
- Action: Follow-up call within 24 hours
- Content: How did they like it? Questions? Ready to join?
- Move to: Ready to Join or Needs Time
Stage 4: Ready to Join
- Action: Close the sale
- Content: Enrollment options, payment, start date
- Move to: Enrolled or Lost
Stage 5: Needs Time
- Action: Nurture sequence
- Content: Value content, social proof, soft offers
- Move to: Ready to Join or Lost
Summary
Gym CRM software helps martial arts schools:
- Capture every inquiry systematically
- Track where each prospect is in the pipeline
- Follow up consistently and appropriately
- Convert more prospects to students
- Measure what’s working
Choose a system that fits your school’s size, budget, and technical comfort level. Focus on consistent use over feature richness.
All-in-One Martial Arts Management
MyDojo.Software includes CRM functionality alongside member management, scheduling, and billing—everything you need in one system.
Start your free trial and see how integrated CRM helps you convert more leads to students.
