This Pre-Sales Campaign Got Austin Jiu Jitsu Parlor Hundreds of Members before Opening

Opening a new BJJ gym is tough, especially in a competitive city like Austin, Texas.

Building momentum before the doors open is key, and the team at East Austin Jiu-Jitsu Parlor proved the power of the pre-signup campaign when they launched their gym to great success.

In just their first year, they were voted “Best Gym in Austin” by the Austin Chronicle and featured on FloGrappling. Their process offers practical lessons for other martial arts entrepreneurs hoping to generate buzz and sign up members from day one.

Plan the Pre-Signup Campaign

The founders made the decision early on that they needed to build community and anticipation before opening.

As co-founder James Villa explained, “We did a pre sales campaign. We announced we were going to open the gym, and then we started collecting leads, and then we told the leads when we're going to be open about a month out.”

Rather than waiting until every detail was polished, they put their energy into building their list of potential members. Collecting leads beforehand, and nurturing excitement, was a major part of their formula.

Come launch time, they weren’t relying solely on walk-ins or last-minute ads. “Pretty full from the get go,” James noted.

From their first open mats, they were enjoying robust attendance: “We were hosting open mats end of July and we had 20 to 40 people on the mats. Our morning classes regularly have like double digits. Noon regularly has like 15 and 20 night classes. 30 plus.”

Create Scarcity and Value

To create urgency and give their earliest supporters a sense of belonging, they offered exclusive founding member perks. James shared, “We gave all the founders like a price that no one else will get and we'll honor that price for the duration of our business's existence.”

This “locked-in” rate incentivized quick sign-ups and rewarded those who committed early. “So basically you pre-sell. Like the, the early folks who decide to commit their price is locked in forever. Special price,” host James Villa summarized.

Capping the number of founding packages fostered even more demand.

“Like we capped the number of people that could get it to like great scarcity and stuff," James reflected. "But then so many people wanted it, they're like, oh, I guess you can be a founder too.”

The exclusivity, combined with actual scarcity, helped fuel interest and a fear of missing out.

Make the Offer Fun and Engaging

Instead of a boring sales funnel, the gym’s pre-opening outreach was authentic and community-driven.

“When we first announced we were opening a jiu jitsu gym, we’re like, here’s our logo. Here’s some cool merch. If you want to buy these sick hats or these shirts, like you get it, you’re on the list,” James said.

Offering branded merchandise before opening not only rewarded early fans but also started spreading the gym’s identity around Austin. These first supporters became brand advocates before the first class was ever taught.

Steps to Use This Strategy for Your Gym

Thinking about opening your own gym? Here’s how to make this strategy work for you:

1. Collect Leads Early: Set up a landing page, social media campaign, or email list to gather potential member contact info long before opening day.
2. Create Exclusive Founder Offers: Offer a discounted lifetime rate or special member perks for those who sign up before opening, and limit the quantity to build urgency.
3. Nurture Your Leads: Keep in touch with updates, opening day announcements, and invitations to pre-opening events or open mats.
4. Make It Fun: Offer early-branded merchandise, create a referral contest, or share sneak peeks of your process to foster true community.
5. Follow Through: Put systems in place so that your founders know their commitment is valued—honor your discounts, and treat them as part of your core tribe.

Build Your Own Success Story

East Austin Jiu-Jitsu Parlor’s pre-signup campaign wasn’t just about numbers. It reflected their culture of inclusion and fun, and the principle of giving early adopters real value. By combining scarcity, excitement, and gratitude, they launched with a full schedule and a committed member base.

"It worked."

With careful planning and a commitment to community, your gym can capture that same lightning—and roll to the top of its market, too.