3 Key Metrics Every Martial Arts School Must Track

If you want to grow your school, you can’t just focus on how many leads you’re getting — you need to measure what happens after those leads come in. Tracking the right numbers gives you a clear picture of your school’s health and shows you where to improve.

The 3 Key Metrics for a Healthy Sales System

When we look at a martial arts school’s sales system, three metrics stand out as the most important indicators of success:

1. Trial Booking Rate – The percentage of leads who book a trial class

2. Trial Show-Up Rate (and No-Show Rate) – The percentage of booked trials who actually attend

3. Lead Conversion or Sign-Up Rate – The percentage of leads who become paying students

When these numbers are strong, your school grows. When they’re weak, it’s a sign you need to dig into your process and fix what’s broken.

How to Calculate Each Metric

1. Trial Booking Rate

Take the number of trials booked in a given time period and divide by the number of leads generated in that same period.
Example:

• 20 leads generated

• 5 trials booked
  Booking Rate = 5 ÷ 20 = 25%

2. Trial Show-Up Rate & No-Show Rate

Take the number of people who actually show up and divide by the number of booked trials.
Example:

• 5 trials booked

• 3 attended
  Show-Up Rate = 3 ÷ 5 = 60%
  That means your No-Show Rate is 40% (100% – 60%).

3. Lead Conversion Rate

Take the number of new students who signed up and divide by the number of leads generated in that period. This tells you how many leads turn into paying students.

How Often to Review Your Numbers

You should check these metrics at least monthly, but you’ll get a clearer picture if you review them over a longer period (quarterly or even every 6 months). Monthly numbers can fluctuate with seasons, events, and promotions, but a 3–6 month review shows you the true health of your system.

What to Do If the Numbers Are Low

• Low Booking Rate: Improve your first contact speed and messaging.

• Low Show-Up Rate: Send more reminders and set clear expectations.

• Low Conversion Rate: Improve your trial experience and closing process.

The goal is simple: raise booking and show-up rates while lowering no-shows — that’s the recipe for more students without more stress.