437 | Interview with John Geyston — Relationships, Retention, and Staying Fulfilled as a School Owner

Podcast Description

Episode 437 is a wide-ranging conversation with Master John Geyston—a longtime friend of Allie’s and a school owner who’s built and operated multiple locations over decades. Duane and Allie dig into what keeps John motivated at 63, what’s changed about leadership and mentorship in a distracted world, and the simple business fundamentals John believes every school owner has to nail.

They also get real about how different markets require different models. John compares his long-established Illinois school to his newer Tampa location, explaining why retention, scheduling, traffic patterns, and even family behavior can look totally different depending on where you are.

Finally, John shares how he’s expanding his impact beyond the mat through his kids’ book Embrace Your Awesome, an upcoming illustrated book, and a parent-focused online program—plus where school owners can find him and his resources.

Key Takeaways

The “Four R’s” keep you grounded: Relationships, Recruitment, Retention, Revenue

John’s point is simple: you can’t out-marketing a weak relationship, and you can’t build a stable business without retention.
Many school owners get distracted chasing tactics, coaches, and “the next system,” but the fundamentals don’t change.
If you want a quick self-audit: ask yourself which “R” is weakest right now—and fix that first.

“Friendship over membership” is a retention cheat code

John heard this from Rorion Gracie: it’s easy to cancel a membership, but it’s hard to walk away from a friendship.
That doesn’t mean you have to be best friends with every family; it means you’re consistently friendly, present, and invested.
In a world where people are connected digitally but disconnected relationally, genuine connection becomes a competitive advantage.

Different markets require different delivery—even if your principles stay the same

John sees a higher dropout rate in Tampa than in Illinois, and he’s had to adjust the model while keeping the same core principles.
Scheduling realities (older kids getting home later), high mobility (families traveling for long stretches), and traffic patterns all change what “works.”
The lesson: don’t copy/paste what worked in one town and assume it will work in another. Test, measure, and adapt.

Parents say they want discipline… until it’s uncomfortable

John points out a common contradiction: parents ask you to “crack down,” then pull their child when correction creates resistance.
Duane frames it as the long game: there’s no quick fix—just thousands of conversations over time.
School owners have to keep educating parents that the “fight worth having” is often the one they want to avoid.

Fulfillment beats “success” if you want to stay in the game long-term

John distinguishes happiness from fulfillment: you can have students, money, and locations and still feel empty.
What keeps him going is being “most alive” on the mat teaching, mentoring, and serving.
That’s a reminder for school owners: if you’re burned out, it’s worth revisiting what part of the job actually fuels you.

Action Steps for School Owners

Run the Four R’s audit (15 minutes)

Relationships: Do families feel known? Do you know names, goals, and what’s going on in their lives?
Recruitment: Is your lead flow consistent, or are you riding “hope marketing?”
Retention: Where are you losing people—first 30 days, 3–6 months, pre-black-belt?
Revenue: Are your prices and expenses aligned with a healthy margin?
Make one schedule change that removes friction

Look at your most common late arrivals and dropouts by age group.
Ask: is the problem motivation… or logistics?
Test a 15-minute shift for one month and track attendance changes.

Build “friendly professionalism” into your culture

Decide what “friendly” looks like in your school (greeting by name, eye contact, quick check-ins, celebrating wins).
Train your team: you don’t need BBQ friendships with every family, but you do need consistent connection.
Use the lens: make it harder to leave because it feels relational—not transactional.

Create a parent education script for the “I want to quit” moment

Keep it calm, direct, and values-based.
Remind parents: you already guide your child in other areas of life—this is one of the important ones.
Use Duane’s framing: the obstacle is often the way.

Expand your impact beyond the mat (one small step)

If you’ve got a message you repeat inside your school, consider how to package it: a handout, a short email series, a mini-course, or a book recommendation.
John’s example: turning in-school coaching into books and a parent program.
Start small—consistency beats perfection.

Additional Resources Mentioned

John Geyston’s website: JohnGayston.com
Podcast: Embrace Your Awesome Lifestyle (Apple, Spotify, YouTube)
Book: Embrace Your Awesome (kids 6–12; used by leadership teams and as a parent resource)
Upcoming illustrated book: The Power Inside You

Want to keep the conversation going?

If you’re a martial arts school owner, come share what’s working (and what’s not) inside the School Owner Talk community—and let us know what market differences you’ve had to adapt to (schedule, traffic, mobility, parent culture, etc.).