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Episode 429: The December Retention Crisis: Keeping Students Through the Holidays

Podcast Description

It’s mid-November, and you can feel it coming. Families are getting busier. Attendance is starting to drop. Parents are distracted. And you know what’s around the corner—the December retention crisis.

Every year, it’s the same story. December hits, families disappear, and then January rolls around and half of them don’t come back. But it doesn’t have to be that way.

In this timely episode, Duane and Allie break down exactly how to keep your students engaged, motivated, and committed through the holidays—and how to set yourself up so January isn’t a rebuild month.

Duane and Allie cover:

Why December is so dangerous for retention (and what’s really happening)
Early warning signs to identify at-risk families before they disappear
Proactive retention strategies you can implement right now
How to handle the “break” conversation when parents ask to pause
Setting up January success in December (pre-selling enrollment, reconnecting with former students)
Common mistakes to avoid (and what to do instead)

Whether you’ve been in business for 30+ years like Duane and Allie (combined 60 years of martial arts experience!) or you’re newer to school ownership, this episode will give you a clear action plan to finish 2025 strong and start 2026 even stronger.

The work you do in November and December determines your January numbers. Don’t wait—start now.

Key Takeaways

1. December Is a Retention Battleground—Not a Throw-Away Month

Families are overwhelmed with school concerts, holiday parties, family travel, shopping, cooking, and hosting. Kids are exhausted from end-of-semester exams, school projects, and holiday events. Parents mentally check out, thinking, “We’ll get back to normal in January.”

The hidden danger: Families who skip 2-3 weeks in December often don’t return in January. They were already on the fence—the holidays just gave them permission to quit.

The mindset shift: December isn’t a “throw-away month.” The work you do in November and December determines your January numbers.

2. People Are Creatures of Habit—Don’t Let Them Break the Training Habit

Allie’s “drink analogy”: When the refrigerator at his school is full, people constantly buy drinks. The minute it goes empty for a few days, people go to 7-Eleven instead and form a new habit. When he refills the fridge, drink sales drop to zero—he has to ramp them back up again.

The lesson: The longer you’re closed (or the longer students skip class), the harder it is to get them back into the habit of training.

3. Identify At-Risk Families Early—Don’t Wait Until January

Red flags to watch for:

Attendance drops in November (coming 1x/week instead of 2-3x)
Parents stop engaging (no eye contact, quick drop-offs, don’t respond to texts)
Students seem disengaged (low energy, not participating, sitting out)
Families mention “busy schedules” repeatedly
They ask about “pausing” or “taking a break”
Billing issues (failed payments, late payments, asking about payment plans)

Action step: This week, make a list of your at-risk families. Don’t wait until they’re gone.

4. Overcommunicate in November—Set Expectations for December

Send a “Holiday Schedule & Expectations” email or letter in mid-November. Set the expectation: “We know the holidays are busy, but staying consistent is key to your child’s progress.”

Remind families: “Students who train through December start January ahead of the game.”

Duane’s multi-channel approach: Create a video about the holiday schedule and expectations. Post it on YouTube, Facebook, your parent group, send a push notification through the app with the link, and send an email. Get that information out so everybody knows.

5. Create December Incentives to Drive Attendance

Perfect Attendance Challenge: Students who attend all December classes (or 80%+ of classes) get a prize—patch, certificate, free private lesson, custom trophy, or their name on the “Wall of Warriors.”

Allie’s mid-month check-ins: “Duane, it’s eight classes for the month. You’ve only made three, but over the next two weeks, if you make five more classes, you’re going to get that perfect attendance award.”

Other incentives:

Holiday belt or stripe promotion (give students a goal to work toward in December)
December Warrior Club (recognize students who don’t miss a class)
Chart on the wall showing who has perfect attendance

6. Don’t Close for Two Weeks Without Staying Connected

The longer you’re closed, the harder it is to get families back in the habit. If you do close (like Duane does for two weeks), make sure you stay connected with virtual events, challenges, and personal outreach.

Alternatives to closing:

Offer shorter classes (30 minutes instead of 45-60)
Add family classes (parents can train with kids)
Offer make-up class flexibility (extra Saturday classes, open mat times)

Duane’s philosophy: “The moment you close for two weeks, you’re telling families it’s okay to take a break. And once they take a break, it’s hard to get them back.”

7. Personal Outreach Saves Students—Call At-Risk Families Personally

Don’t send a mass message. Call or text personally: “Hey Mrs. Smith, I noticed Emma missed class this week. Just checking in—is everything okay? We miss her!”

Offer solutions: “I know December is crazy. Would a different class time work better?”

Allie’s story: A family ghosted him in December. He called the mom. She said, “Oh, we were just so busy, we figured we’d start back in January.” He said, “I totally get it. How about Emma just comes once a week in December? That way she stays sharp.” She said yes. They never quit.

Duane’s tip for Spark users: Switch up the frequency in your MIA system for November/December. If they miss just one class (instead of waiting 8 days), follow up immediately.

8. Host December Events to Build Community and Reinforce Commitment

Event ideas:

Holiday party (potluck with food drive—cans of non-perishable food as admission)
Board breaking event (Duane does this every year on the last day before closing)
Year-end belt testing ceremony
Virtual karate tournament (during the break)
Virtual scavenger hunt (Duane’s students love this—60 seconds to find each item, then message through the app how many they found)
Pizza night (Allie sent pizza kits to every student’s house during COVID—families made pizzas together and sent photos)

Why it works: Creates a sense of community, gives families a reason to show up, and reinforces commitment.

Bonus tip: Take pictures of your food drive donations and post them on social media to showcase your school’s community involvement.

9. Handle the “Break” Conversation Strategically—Don’t Just Say “Okay, See You in January”

The wrong response: “Okay, no problem. See you in January!” (They won’t come back.)

The right response:

Acknowledge their concern: “I totally understand—December is crazy.”
Ask questions: “What’s going on? Is it the schedule, or is something else happening?”
Offer alternatives: “What if we just dropped to once a week for December? That way [child’s name] stays sharp and doesn’t lose momentum.”
Reinforce the value: “The kids who train through December always come back stronger in January. The ones who take a break? It’s really hard to get them back on track.”

Allie’s approach: “I don’t do credits for tuition anymore. You can make those classes up. You missed 12 classes? Come an extra two times a week for the next seven months. But you’re in an agreement, and we can’t pause just because you’re not driving the car—you still pay the loan.”

When to let them go: If they’re truly unhappy or it’s a financial hardship, let them pause with dignity. Offer a “comeback plan” for January.

10. Pre-Sell January Enrollment in December

Target your current families first:

Siblings who aren’t training yet (offer half-off for January, free uniform and belt to put under the tree)
Extended family or friends (gift certificates for 2-month memberships at a discounted rate)

Allie’s approach: “Don’t ask grandparents to buy another ugly sweater or a new game—have them pay a month of tuition at the school. If you need weapons for the holidays, have relatives buy those as gifts instead of tchotchkes.”

Create urgency: Limited-time offer, early-bird discounts, lock in 2025 pricing before rates go up in January.

11. Reconnect with Former Students Before January

Send a “We Miss You” email or text to families who quit in the past 6-12 months. Offer a “Fresh Start” package:

Free uniform
First month free
Roll back to their old pricing for the first year

Allie’s results: “Last year, I sent a ‘We Miss You’ text to former students. Many of them had kids now and brought their children to train, even if they didn’t finish their black belt themselves.”

Key insight: Old students who had a positive experience will bring their kids to you, even if they didn’t continue training themselves.

12. Launch Your January Marketing in December

Email your list at least 2x per week (Duane emails every day—2-3 days of offers, other days are educational content).

Post on social media about New Year’s resolution offers, “New Year, New You” campaigns, and January enrollment specials.

Promote referrals: “Bring a friend in January and get a free month.” Create a referral campaign with incentives (5 referrals = train for free).

Allie’s Referral of a Lifetime system: Make top referrers “ambassadors” for your school—give them custom business cards and passes with their name on it. Get 10 people like that pushing your school, and it’s like having 10 marketing people working for you.

13. Plan a January Kickoff Event

“New Year, New Belt” promotion
Goal-setting workshop for students
Parent seminar: “How Martial Arts Builds Discipline in 2026”
Free trial week for new students

Why it works: Gives current students something to look forward to and attracts new students who are motivated by New Year’s resolutions.

14. Send Holiday Cards or Gifts to Students During the Break

Duane’s approach: Send a physical Christmas card to each individual student (uses a system that replicates his handwriting to make it easier). Time it so they receive it during the break. CLICK HERE to acess that exact system.

Allie’s approach: Include a $5-off gift card for any gear purchase over $100. For birthdays, he sends a $10 gift certificate (must be used toward a $40+ purchase).

Why it works: Physical cards stand out in a digital world. People reciprocate—when you send cards, they send cards back. It builds loyalty and keeps your school top-of-mind.

15. Common Mistakes to Avoid

Mistake #1: Closing too long without staying connectedIf you close for two weeks, make multiple connections: virtual scavenger hunt, pizza night, holiday cards, video messages, etc.

Mistake #2: Ignoring attendance dropsWaiting until January to address retention issues is too late. Track attendance weekly and follow up immediately.

Mistake #3: Not communicating expectationsFamilies need to hear from you that December is important. If you don’t say it, they’ll assume it’s okay to skip.

Mistake #4: Giving up on at-risk familiesOne phone call can save a student. Call a second time if they don’t answer the first time—don’t assume they’re ghosting you.

Mistake #5: Forgetting to celebrateDecember is hard. Celebrate your students, your staff, and yourself. Recognition builds loyalty. Host a staff holiday party, give gifts, and show appreciation.

Action Steps for School Owners

1. Make a List of At-Risk Families This Week

Identify students with attendance drops, disengaged parents, billing issues, or anyone who’s mentioned being “too busy.” Don’t wait until they’re gone.

2. Send a “Holiday Schedule & Expectations” Email by November 20th

Set the expectation that training through December is important. Remind families that students who stay consistent start January ahead of the game.

3. Create a December Incentive Program

Perfect Attendance Challenge, holiday belt promotion, December Warrior Club, or mid-month check-ins. Give students a goal to work toward.

4. Adjust Your MIA System for November/December

If you use Spark (or similar software), switch the frequency so you follow up after just one missed class instead of waiting 8 days.

5. Plan At Least One December Event

Board breaking, holiday party with food drive, year-end testing, virtual scavenger hunt, pizza night—choose one and commit to it.

6. Reach Out Personally to Any Family Who’s Missed 2+ Classes

Call or text personally (not a mass message). Ask what’s going on. Offer solutions. Show you care.

7. Host Virtual Events During Your Break (If You Close)

Virtual scavenger hunt, virtual karate tournament, pizza night, goal-setting challenge—keep students engaged even when you’re closed.

8. Send Holiday Cards or Gifts to Students

Physical cards with a personal message, $5-10 gift certificates for gear purchases, or small tokens of appreciation. Time it so they receive it during the break.

9. Pre-Sell January Enrollment to Current Families

Promote sibling discounts, gift certificates for relatives/friends, and early-bird specials for January. Create urgency with limited-time offers.

10. Launch Your January Marketing Campaign by December 1st

Email your list 2x/week minimum, post on social media about New Year’s offers, promote referral incentives, and plan a January kickoff event.

11. Send a “We Miss You” Message to Former Students

Reconnect with families who quit in the past 6-12 months. Offer a Fresh Start package (free uniform, first month free, roll back pricing).

12. Train Your Staff on Retention Strategies

Hold a staff meeting this week. Walk through red flags, how to handle “break” requests, follow-up procedures, and the importance of personal outreach.

13. Plan a Staff Holiday Celebration

Take your team out to dinner, give them gifts (hoodies, cash bonuses, etc.), or host a party after your last event of the year. Show appreciation for their hard work.

14. Track What Works (Event Journal or Notion Page)

Write down what retention strategies you implemented, what worked, what didn’t, and what you’ll do differently next year. Review it in November 2026.

15. Don’t Overthink It—Just Start

Pick 3-5 strategies from this episode and implement them this week. The work you do in November and December determines your January numbers. Start now.

Additional Resources Mentioned

Spark Membership Software

Duane and Allie both use Spark for billing, attendance tracking, and the MIA (Missing in Action) Maximizer report. Allie notes that many school owners only use Spark for billing and miss out on powerful tools like attendance tracking, automated follow-ups, and push notifications through the app.

Key features mentioned:

Automated MIA system (adjustable frequency)
Push notifications through the app
Attendance tracking and reporting
Email integration for follow-ups

Allie’s Perfect Attendance System

Students who attend all classes in a month (e.g., 8 classes for Little Warriors) get a certificate and trophy. After earning three trophies, they turn them in for a big trophy. The cycle repeats, creating a year-long incentive for consistent attendance.

Mid-month check-ins: Allie calls families halfway through the month if they’re behind on attendance, encouraging them to make up classes to earn the award.

Wall chart: A visible chart in the lobby shows who has perfect attendance, motivating students to get their name added.

Allie’s Referral of a Lifetime System

A $47 program that includes multiple referral strategies and systems. Key concept: If you refer 5 people who join, you train for free. Top referrers become “ambassadors” with custom business cards and passes.

Allie’s insight: “Everyone knows somebody. We just have to know how to ask for referrals and stay on top of it.”

Virtual Scavenger Hunt (Duane’s System)

During the break, Duane hosts a virtual scavenger hunt on Zoom. Students have 60 seconds to find each item (e.g., “two packets of sugar”). After the event, students message through the Spark app how many items they found. Duane reviews the messages, tallies the results, and awards prizes.

Why it works: Keeps students engaged during the break, involves the whole family (parents and siblings can participate), and reinforces the app as a communication tool.

Pizza Night (Allie’s COVID Strategy)

Allie partnered with a local pizza company to create pizza kits (dough, sauce, seasoning, cheese). The kits were delivered to every student’s house. Families made pizzas together on “pizza night” and sent photos to the school.

Why it works: Brings the school into students’ homes, creates family bonding experiences, and reinforces the “your family is our family” mentality.

Holiday Party with Food Drive

Allie has hosted a holiday party for 34 years. Admission: bring a dish or dessert (potluck style) and a can of non-perishable food for every person attending. The school collects boxes of food to donate to local charities.

Bonus tip: Take pictures of the food donations and post them on social media to showcase community involvement.

Handwritten Holiday Cards (Duane’s System)

Duane uses a system that replicates his handwriting, making it easier to send personalized holiday cards to every student. The cards are timed to arrive during the break. CLICK HERE to access the exact system.

Allie’s insight: “When you send cards, people reciprocate. My lobby used to be loaded with Christmas cards from families. Now I’m lucky if I get 5-10, but I think that’s my fault because I haven’t been sending cards to them.”

School Owner Talk Facebook Group

Join the private Facebook group to share your retention strategies, ask questions, and learn from other successful school owners. Access the group by CLICKING HERE.

Final Thought

December doesn’t have to be a retention crisis. If you’re proactive, communicate well, and stay engaged with your families, you can actually finish the year stronger than you started.

And remember—January is only as good as the work you put into November and December. You don’t come back and hope the ball starts rolling. You put things in place now so when you come back, it’s already in motion.

What retention strategy are you going to implement after listening to this episode? Pick one (or a few) and do it now. Don’t wait.

Drop a comment in the School Owner Talk Facebook group and let us know what you’re implementing this week!