020: When Growth Slows, Here’s Where to Focus.

For the first time in years, a lot of kids’ activity businesses are seeing enrollment level off, even dip a little. After the massive post-Covid boom, it can feel unsettling.

But here’s the thing: dips aren’t a sign of failure. They’re a sign that the environment has shifted, and that’s our cue as leaders to shift with it.

So where do you focus when growth slows? Two places: marketing and retention.

1. Marketing - Families need more touches than ever before before making a decision. That means consistent, creative outreach, not just a seasonal push.

• Social proof matters. Share parent testimonials, student milestones, and your community impact. Show families why you do what you do, not just what you offer.

• Awareness is ongoing. Short-form videos, local partnerships, and open houses should run year-round, not just in peak enrollment season.

  
  

2. Retention - Your best new customer is the one who’s already enrolled. The key question: are parents feeling the value every single week?

• Retention is built on connection. Coaches who know names. Small celebrations of progress. Clear communication about “what’s next.”

  
  

• Build systems that spotlight growth, like level-ups and shout-outs (even something visual and tangible like a headband works wonders). When families see their kids making progress, they stay longer and share their excitement with others.

This is exactly why NinjaZone thrives across different markets. From the first class, new families get a uniform and a creed. Kids feel like they’re stepping into something special. Parents notice the structure, the curriculum, the communication. And because the program is built for consistency, coaches always have tools to keep kids progressing, celebrated, and engaged. That’s retention in action.

One of our Midwest licensees shared that when their numbers slowed last year, they leaned hard into retention. More progress celebrations. More coach-parent connection. More consistent communication. The result? They didn’t lose families, they held steady. By the next season, growth returned stronger than before.

When numbers dip, it’s tempting to hunt for the "quick fix" or a "big fix". But the most effective move is doubling down on what you can control: the story you tell, the relationships you build, and the systems you refine.

Slowdowns don’t have to mean setbacks. With intention, they can be the very thing that makes your business stronger, more resilient, and better prepared for the next wave of growth.

Keep going, the market always rewards focus on the fundamentals.

Rooting for you,

-Casey

🎯Real Talk - A dip in enrollment feels a little like when the Wi-Fi cuts out mid-Zoom call.

First there’s panic, then frantic clicking, maybe even yelling at the router like it can hear you.

But just like the internet, your connection with families can be reset.

That reset comes from the small things: celebrating progress so parents see growth, well trained coaches, and clear communication about what’s coming next.

Once you plug those pieces back in and reset - the connection is stronger, faster, and built to last.