Successful marketing strategies for martial arts schools

Hyunmin Choi; Jin Sam  Yong

doi:10.18002/rama.v20i2.2515

Autores/as

Hyunmin Choi Department of Taekwondo, Youngsan University https://orcid.org/0009-0007-8029-3518
Jin Sam Yong Department of Taekwondo, Youngsan University https://orcid.org/0009-0003-3391-5987

DOI:

https://doi.org/10.18002/rama.v20i2.2515

Palabras clave:

Artes marciales, deportes de combate, escuelas de artes marciales, estrategia de marketing, STP, marketing eficaz

Agencias Financiadoras:

Youngsan University Research Fund 2025

Resumen

Este artículo profundiza en las estrategias de marketing eficaces para las escuelas de artes marciales, sobre la base de las ideas de tres academias de taekwondo exitosas en los Estados Unidos. La información se recopiló a través de entrevistas con los fundadores de estas escuelas, seguidas de un análisis de sus estrategias utilizando los principios clave de marketing de STP (segmentación, orientación y posicionamiento). En este contexto, las academias de taekwondo exitosas suelen situarse estratégicamente en zonas urbanas y suburbanas con mucho tránsito peatonal, lo que fomenta una fuerte implicación de la comunidad, y atraen a niños de familias de clase media y alta que buscan disciplina y programas orientados a la familia. Para mejorar la matriculación y la retención, estas escuelas implementan estrategias de marketing específicas, que incluyen una imagen de marca premium, la difusión en las redes sociales y en programas especializados, que hacen hincapié en el crecimiento personal y en el desarrollo de habilidades, con un fuerte énfasis en los elementos culturales y en la tradición asiática. Al examinar estos ejemplos del mundo real, las escuelas de artes marciales de cualquier estilo o ubicación pueden aprender lecciones prácticas para atraer y retener a los estudiantes.

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Biografía del autor/a

Hyunmin Choi, Department of Taekwondo, Youngsan University

Hyun Min Choi (PhD) (South Korea) is an assistant professor at Youngsan University. He researches in the fields of martial arts, taekwondo, and sports. He coached the Afghan taekwondo national team at the Beijing Olympics (2008) and the Thai taekwondo national team at the London Olympics (2012). He specializes in sports sociology and is a training expert. He previously worked at the Kukkiwon Research Institute and the World Taekwondo Federation. E-mail: sbvfef@hanmail.net

Jin Sam Yong, Department of Taekwondo, Youngsan University

Jin Sam Yong (PhD) (South Korea) is an adjunct professor in the Department of Taekwondo at Youngsan University. He researchers in the field of taekwondo studies. He worked as a director for the Busan Taekwondo Association for five years and served as the vice-president of the Asia-Pacific Marina Society at Pukyong National University. E-mail: yong_032@hanmail.net

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