In Part 3 of the onboarding series, Ian and Eliot break down what happens after the first day, covering the critical first 90 days of a new student's journey. From structured follow-up systems to creating a world-class fundamentals experience, this episode dives into how to turn new sign-ups into long-term members.

They explore the importance of consistent communication, why onboarding must be engineered (not left to chance), and how simple systems like CRM-driven follow-ups can dramatically improve retention.

The conversation also unpacks how to properly structure fundamentals classes, remove overwhelm, and build real confidence in new students without sacrificing quality or toughness.

If Parts 1 and 2 were about getting people in the door and delivering a great first experience, Part 3 is about what truly matters: keeping them.

This episode is essential for any school owner looking to improve retention, create a better student experience, and build a more sustainable, profitable academy.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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In this episode of the Black Belt Business Podcast, Eliot Marshall and Ian Lieberman continue their series on student onboarding and break down what should happen on a new student's first day at your academy. They discuss how to eliminate friction, create a "red carpet" experience, run effective intro classes, and structure fundamentals classes so beginners feel successful from day one. If you want more students to sign up and stay longer, this episode explains how to engineer a better first impression.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog

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Easton Training Center's Vice President and Director of Operations, Ian Lieberman, joins Eliot o kick off a three-part series on one of the most overlooked systems in martial arts schools: onboarding.

This episode looks at what happens from the moment a lead clicks your website to the moment they set their first appointment — and why most schools get this stage completely wrong.

The conversation covers the true cost of a lead, why response time matters more than world titles, how to structure a follow-up cadence that lasts months (not days), and why every school needs a CRM instead of relying on memory.

If you want more students walking through your doors and fewer missed opportunities, this episode lays out the blueprint.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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In this episode of the Black Belt Business Podcast, Easton Muay Thai Program Director Sean Madden joins Eliot to explain why Muay Thai programs in America need clear structure and progression. They discuss how Easton built a ranking and ascension model that improves safety, retention, and class quality while preserving the integrity of the art. A must-listen for any school owner running a striking program.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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Easton Muay Thai Program Director Sean Madden joing Eliot to break down the class structure and ascension model that allowed Easton's striking program to grow across multiple academies. They discuss why American students need a different approach than traditional Thai training, how Kickboxing can serve as the on-ramp into Muay Thai, and why Fundamentals and Intermediate classes are essential steps that build both skill and community. If you want a Muay Thai program that's safe, scalable, and built for long-term student progression, this episode lays out the blueprint.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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In this episode, Eliot Marshall and Easton Muay Thai Program Director Sean Madden break down how Easton evolved from a fighter-run striking program into a scalable, system-driven curriculum that now serves thousands of students. They discuss why passion and talent aren't enough, why Muay Thai gyms often struggle with structure, and the key systems that allowed Easton's program to grow across multiple academies. If you want your striking program to move beyond the same 30–50 students, this episode shows you how to build something that lasts.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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In this episode of the Black Belt Business Podcast we dive into one of the most avoided yet essential topics in martial arts business ownership—money. From confronting the stigma around talking about finances to understanding how to actually run a profitable academy, this episode is packed with honest conversation and actionable advice.

We explore why financial literacy is critical for school owners, general managers, and anyone running a martial arts business. They break down how to track your profit and loss (P&L), what cost of goods sold (COGS) actually means, and why understanding depreciation and cash flow is just as important as running great classes.

If you've ever felt weird about talking money in the martial arts world, or just want to get better at it, this one's for you.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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Culture doesn't just happen in a martial arts school. It's either built with intention or left to grow on its own—and when it's left alone, it often drifts in the wrong direction. In this episode of the Black Belt Business Podcast, Easton's Eliot Marshall and Mike Tousignant dig into what it really takes to shape and protect the culture of your academy. From setting clear values, to holding tough conversations, to developing leaders who embody your mission, they outline the steps every school owner needs to take to ensure their academy's culture supports growth and longevity.

If you want your school to thrive not just this year, but for decades, this episode is a must-listen.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/ Visit https://www.easton.online to sign up for our mailing list!

What does it take to build a martial arts academy that thrives for decades—not just a few years?

In this episode of the Black Belt Business Podcast, Easton leaders Eliot Marshall, Mike Tousignant, and Ian Lieberman share the biggest lessons from over 25 years of running successful martial arts schools. From the power of fundamentals programs to the role of core values, and from aligning staff to ensuring product quality on the mats, they break down what truly sustains growth.

Whether you're just starting your academy or scaling past 500 members, this conversation is a roadmap for creating a school culture, business structure, and training environment that lasts.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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In this episode of the Black Belt Business Podcast, Eliot Marshall is joined by Easton Training Center CEO Mike Tousignant and VP Ian Lieberman to unpack the five major shifts that propelled Easton from a single location to one of the most successful martial arts organizations in the country.

They discuss how changes in training structure, leadership systems, communication, and core values created alignment, empowered team members, and fueled long-term growth. From implementing a fundamentals program to adopting decentralized command, this conversation is packed with practical lessons for any school owner serious about scaling their academy the right way.

If you're ready to build a stronger business and a better team, this episode is your blueprint.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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In this episode of the Black Belt Business Podcast, Easton Training Center CEO Mike Tousignant joins host Eliot Marshall to discuss one of the most critical (and often neglected) components of a martial arts academy: the fundamentals class.

They break down why having a dedicated fundamentals program is essential for student retention, safety, and long-term success. From class structure and warm-up consistency to when (and why) beginners shouldn't spar, this episode offers clear guidance for school owners looking to build a more effective and inclusive training environment.

If you're serious about creating a program that serves both beginners and advanced students, this conversation is a blueprint you won't want to miss.

Watch or listen to the full podcast on our blog: https://www.easton.online/blog/

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