For martial arts instructors

Fill your 1:1 slate. No dojo required.

In-House is your AI marketing team. It actually books your 1:1 private week solid: it owns the suburb search for 'BJJ private lesson [suburb]' and 'Krav Maga 1:1 [suburb]', writes the Q-and-A 'BJJ or karate for my kid' content that parents Google before they enrol, and routes corporate self-defence workshop enquiries into a 24-hour reply.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$1,400 to $2,600 / mo

Slow. Expensive. Removed from your business.

A 'martial arts marketing' agency that runs the same generic Meta ad funnel sold to every dojo owner in the country, asks for $1.5k a month in ad spend on top of the fee, and never once watches you roll. They have one playbook and it's built for a venue with 200 students, not an independent instructor with a home garage and a calendar of 1:1s.

DIY tools

$60 to $140 / mo + your evenings

Cheap, but it just hands you a dashboard.

A Squarespace site, Calendly for bookings, Instagram, Mailchimp, your own Google Business profile. Cheap, but the suburb-specific pages never get written, the parent FAQ content stays in your head, and the corporate self-defence enquiry that came through at 4pm on Friday is still unanswered on Monday morning.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team ships a page per discipline per suburb, runs the parent-search and corporate-workshop ads, drafts the 'BJJ or karate' explainers in your voice, and gets every enquiry acknowledged inside 24 hours. You film a 60s technique demo from the garage, approve the week, done.

An independent solo instructor sells four different things to four different buyers

The reality

An independent solo instructor (mobile + 1:1, no venue) is actually running four small businesses at once: private 1:1 BJJ + karate + Krav Maga + Muay Thai + boxing-for-fitness specialty work for adults paying $80 to $150 per hour, small-group (3 to 5 people) home garage + park sessions, corporate self-defence workshops (women's safety, situational awareness) for HR teams who pay per head, and school-program incursion / extra-curricular bookings for primary schools and after-school programs. Each one has a totally different buyer, a totally different search term, and a totally different sales cycle. A parent Googling 'should I send my kid to BJJ or karate' is not the same buyer as an HR manager Googling 'women's self-defence workshop [city]', and neither is the same as a 32-year-old man Googling 'Krav Maga private lesson [suburb]'. One generic 'martial arts instructor' page loses every one of them, and a dojo-built marketing playbook from an agency that has never trained outside a 200-student school doesn't even know these four buyers exist.

What good looks like

Good independent-instructor marketing has three jobs running in parallel: a discipline-plus-suburb page library so a parent in Marrickville Googling 'BJJ private lessons Marrickville' or an HR manager Googling 'self-defence workshop Sydney CBD' both find you, a lineage-and-credentials trust layer (black belt, grade lineage, who you trained under, WWCC and Working with Vulnerable People check, Martial Arts Industry Australia (MAIA) and Australian Self Defence Federation membership) sitting on every page in plain sight, and a parent-FAQ content track that captures the 'should I send my kid to BJJ or karate' Q-and-A traffic months before the parent enrols. The instructors at full slate have all three; the instructors with three 1:1s a week have only the Instagram.

Four buyers, four landing pages

Private 1:1 adult, small-group home garage, corporate self-defence, school incursion. Each has a different search query, a different price point, and a different sales cycle. One 'martial arts' page loses all four.

Lineage and grade is the trust signal

Adults paying $120 an hour for a private want to know who you trained under, your black belt, your grade lineage, your WWCC, and your check status. Most instructor sites bury this on an About page nobody reads.

Travel-to-client beats rent-a-dojo

An independent instructor with no fixed venue can serve every suburb in a 25km radius. That's a competitive advantage if the suburb pages are built, and an invisible non-starter if they aren't.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a martial arts instruction business sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourbusiness.com.au/bjj-private-lessons/marrickville

yourbusiness.com.au/bjj-private-lessons/marrickville

New discipline-plus-suburb page: 'BJJ private lessons in Marrickville' headline, your black belt and grade lineage (who you trained under, year awarded), your WWCC and Working with Vulnerable People check status, the 1:1 + 2:1 + small-group (3 to 5) home garage + park session formats, indicative $120/hr rate, six photos of you rolling, an FAQ on what to bring and what beginners get out of week one. Active Kids voucher accepted line for school-aged. Indexed in 48 hours, ranking page 1 for 'bjj private lessons marrickville' inside three weeks.

One per discipline, per suburb you travel to

Advertising Agent

Live · Google Ads · corporate workshop

Ad · yourbusiness.com.au

Corporate Self-Defence Workshop · Sydney

Women's safety and situational awareness workshop for your HR team. Black belt instructor, MAIA-member, 15+ years teaching. 90 minutes on-site, equipment supplied, $1,500 for up to 20 staff. Reply by end of day, guaranteed.

Targeted at HR and people-and-culture roles, Sydney CBD radius

SEO Agent

Auto-applied · approval rules

Google Business Profile update

 Services list expanded from 3 to 14 (BJJ private 1:1, BJJ small-group, karate private 1:1, Krav Maga 1:1, Muay Thai 1:1, boxing-for-fitness, corporate self-defence workshop, women's safety workshop, school incursion, after-school program, +4 more), 'identifies as women-led' and 'wheelchair accessible' attributes added where relevant, primary category corrected from 'Gym' to 'Martial arts school', WWCC and MAIA-member credentials added to business description, 12 garage and park session photos uploaded. 

Live in your profile within the hour

Your direct line

Email Sam between privates. Drafts come back by morning.

Sam is your AI Account Lead. Email Sam a 60s garage demo, a new suburb you've started travelling to, a corporate workshop enquiry that came in late on Friday, a quiet slot you want to fill. Sam briefs the agents, drafts land in your inbox by morning, two taps to approve, the team ships it.

A 60s garage or park technique demo from the tripod A new suburb you've started travelling to A corporate self-defence workshop enquiry that needs a quote A school incursion booking enquiry from a primary school A quiet 1:1 slot you want to fill this week

Mail

From you@yourbusiness.com.au · To sam.walker@use-ih.com

Booked first corporate workshop in the CBD, push the next one?

Hey Sam, just locked in a women's safety workshop for an HR team in the Sydney CBD for next month, $1,800 for 18 staff. Worth running a paid push to land another one or two before end of quarter? Also picked up two privates in Newtown this week, didn't have a page there before.

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it. Web Agent will ship a Newtown BJJ-private-lessons page tonight (your seventh suburb, the library is starting to compound). Advertising Agent will run a 4-week corporate self-defence Meta layer targeting HR and people-and-culture in the Sydney CBD with the workshop you just booked as the proof case. Social Media Agent will draft a consent-checked recap of the workshop for next week (subject to your client's approval). Content Agent will queue a 'what a corporate self-defence workshop actually covers' explainer for the corporate landing page. Drafts in your inbox by 7am.

Preview the corporate Meta layer draft

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Sets the plan around the four buyers (1:1 adult private, small-group home garage, corporate workshop, school incursion) and which two pay best for your actual life. Briefs the other agents so the discipline-suburb pages, the corporate-workshop ads, the parent-FAQ explainers and the lineage-and-credential trust signals all push toward filling the slate you actually want, not a generic 'martial arts' funnel.

Answers: four buyers, four landing pages

Web Agent

Imports your existing site (or builds one from scratch if you're working off Linktree) and ships a discipline-plus-suburb page library covering every suburb you travel to. Builds a separate corporate self-defence landing page with a real enquiry form and a 24-hour reply guarantee, plus a school-incursion page for primary-school and after-school program coordinators. Surfaces the black belt, grade lineage, WWCC and MAIA membership on every page.

Answers: lineage and grade is the trust signal

SEO Agent

Owns whether you appear for the four different searches (parent search, adult private search, corporate workshop search, school incursion search). Complete Google Business Profile flipped from 'Gym' to 'Martial arts school', MartialArtsSchool schema with discipline list, review prompts after every private 1:1 and corporate workshop, and the suburb-keyword optimisation that lets a travel-to-client business serve a 25km radius. Auto-applies the low-risk fixes.

Answers: travel-to-client beats rent-a-dojo

Advertising Agent

Runs a permanent Google Ads layer on the high-intent searches ('BJJ private lesson [suburb]', 'Krav Maga 1:1 [suburb]', 'women's self-defence workshop [city]'), a separate Meta ad set on corporate HR audiences in the CBD for the quarterly self-defence workshop, and a parent-targeted Meta layer for the school holiday programs. Pauses adult-private ads when your 1:1 slate is full; keeps corporate-workshop ads running year-round because the lead time is six weeks.

Answers: four buyers, four landing pages

Social Media Agent

Turns every garage and park session into a post in your voice: a 60s technique demo, a consent-tagged student progress clip, a programming explainer on why this week's private focused on the cross-collar choke. Builds the lineage-and-craft case that the dojo-marketing agency can't reproduce. You film one 60s clip from the tripod, agent drafts the caption, you approve.

Answers: lineage and grade is the trust signal

Content Agent

Drafts the parent-search Q-and-A that catches the buyer four months before they enrol: 'should I send my kid to BJJ or karate', 'BJJ vs Krav Maga for adult self-defence, which is right for me', 'is martial arts safe for a 5-year-old', 'what to expect in your first private 1:1 BJJ session'. Two a month, in your voice, that pull consideration-stage search and double as homework for new students.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

Discipline-plus-suburb pages drafted for your top two disciplines (BJJ, Krav Maga, karate, Muay Thai) across your three core suburbs in week one.
Corporate self-defence workshop landing page live with a 24-hour reply guarantee enquiry form by day 5.
School-incursion / extra-curricular page live with Active Kids voucher copy by day 7.
Black belt, grade lineage, WWCC and MAIA-member credentials surfaced on every page header (not buried on the About page).
Google Business profile rebuilt from 'Gym' to 'Martial arts school' with 14-strong service list by day 4.
Parent-search 'BJJ or karate for my kid' explainer drafted by day 14.
Adult-private ad layer live on 'BJJ private lesson [suburb]' and 'Krav Maga 1:1 [suburb]' by day 10.
Travel-to-client suburb radius (25km) published on every discipline page so the mobile model becomes visible to search.

See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

Annual plan split across the four buyers (adult 1:1 private, small-group home garage, corporate self-defence workshop, school-incursion program) and tilted to the two that pay your bills
Discipline-plus-suburb pages indexed across your three core suburbs for BJJ private, karate, Krav Maga and Muay Thai
Corporate self-defence workshop landing page live with a 24-hour reply guarantee and a real quote-and-contract enquiry flow
School-incursion / after-school program landing page live with Active Kids voucher copy and a primary-school-coordinator enquiry form
Black belt + grade lineage + WWCC + MAIA + Australian Self Defence Federation member credentials in plain sight on every page header
Google Business profile flipped to 'Martial arts school' with the full 14-strong service list, 12 garage and park photos and the 25km travel radius declared
Adult-private Google Ads layer live on 'BJJ private lesson [suburb]', 'Krav Maga 1:1 [suburb]' and 'private boxing-for-fitness [suburb]'
Corporate-workshop Meta ad layer targeting HR and people-and-culture in the CBD
Parent-search 'BJJ or karate for my kid' and 'is martial arts safe for a 5-year-old' explainers drafted for approval
Garage and park session caption library running three times a week from the 60s clips you film between privates

The bottom line

An independent solo instructor (mobile + 1:1, no venue) sells four totally different things to four totally different buyers, and a generic 'martial arts marketing' agency built for a 200-student dojo doesn't even know those four buyers exist. The work is the discipline-plus-suburb page library, the corporate-workshop landing page, the parent-search Q-and-A content, and the lineage-and-credential trust signals on every page. That work has to happen weekly forever, and you don't have time because you're rolling six privates a day.

Agencies are too dear and built for the wrong business model. Tools are cheap but the suburb pages and the corporate-workshop landing page never get built. In-House is the third option: for $299 a month the agents ship the pages, run the parent-search and corporate-workshop ads, post the garage technique demos, and catch every enquiry inside 24 hours. You film a 60s clip from the tripod, approve the week, two taps from your phone, and your 1:1 slate fills up.

See everything In-House does

No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

I'm a solo instructor with no fixed venue. I travel to clients or use my garage. Will this work for me?

Yes, that's the model the platform is built for. The discipline-suburb page library is what makes a travel-to-client business visible in search. Each page declares the 25km service radius and the formats you run (1:1 at the client's place, small-group at your garage, park session at a nearby park). You don't need a dojo address; you need a real local-search footprint that a parent in Marrickville and an HR manager in the CBD can find. Most independent instructors lift from 'three 1:1s a week' to 'full slate' inside the first 60 days because they finally have one.

I teach multiple disciplines (BJJ, Krav Maga, karate, Muay Thai, boxing-for-fitness). How does that work with a discipline-plus-suburb page library?

Each discipline gets its own page in each suburb you serve. So 'BJJ private lessons Marrickville', 'Krav Maga 1:1 Marrickville', 'Muay Thai private Marrickville' are three separate pages, each ranking for its own search. The Web Agent ships them in a template so you're not writing each from scratch, and the lineage and credentials are inherited from your master profile so you update them once.

Will the platform handle my corporate self-defence workshop enquiries differently from a 1:1 private enquiry?

Yes. Corporate workshop enquiries are a different sales cycle (a quote, sometimes a contract, an invoice, a calendar booking, usually 4 to 6 weeks lead time) and they go into a separate inbox with their own 24-hour reply SLA. The Account Lead drafts the quote reply in your voice, you approve in one tap, and the calendar invite goes out. Adult 1:1 privates use a different flow (a same-day acknowledgement with your indicative rate and a Calendly-style booking link).

How are my credentials handled? Black belt, grade lineage, WWCC, MAIA membership all matter to parents.

Credentials live in a central profile and surface on every page header, the Google Business profile description, the corporate workshop landing page, and the LocalBusiness schema. Working with Children Check and Working with Vulnerable People check status is shown where relevant (junior programs, school incursions). Black belt and grade lineage (who you trained under, year awarded) sits above the fold on every discipline page. Most parents and corporate buyers won't enrol or book without seeing these, so we make sure they can't miss them.

Will the social captions sound like AI?

They sound like you, because the Social Media Agent learns from your existing posts during onboarding and you approve every draft. You film a 60s garage or park technique demo on the tripod, the agent drafts the caption from what's in the clip (the technique you worked, the student, the focus), you approve in two taps. If the voice ever feels off, you correct it once and it updates for next time. No 'transformation tile' templates, no stock fight-gym imagery.

Can I cancel if it isn't working?

Two taps, any time, no exit fees and no notice period. You keep your imported site, every discipline-plus-suburb page, the corporate workshop landing page, the school incursion page, the parent-FAQ content and the Google Business work. There's no $2.5k-a-month agency lock-in and no six-month minimum.