| The classic formula for marketing success is the | | | | examples). There is an audience of potential |
| combination of product, position, and price. In simple | | | | customers who are interested in historical sword |
| terms if you have the right product, pitch it to the right | | | | techniques and who will pay for quality lessons. These |
| audience, and charge the right price, you will sell. | | | | include people interested in period history and those |
| Properly done, marketing should generate enough | | | | interested in the dramatic use of the sword. |
| students to produce enough income for you to | | | | This is only a snapshot of the opportunities. |
| consider this a serious venture. In this context product | | | | Therapeutic fencing for students with a variety of |
| becomes very important. | | | | development and health issues, fencing for movement |
| The product line in most clubs is competitive electric | | | | development in young children, and others may be |
| foil, epee, and saber. Is that all there is to fencing? | | | | viable. And do not forget the obvious choices of |
| Does the 60 year old female beginner really want to | | | | Modern Pentathlon and Wheelchair Fencing. |
| compete in your Division's tournaments this year, or | | | | If you are interested in broadening, consider the |
| ever? How about the 30 year old who wants to | | | | following factors: |
| understand how swords were used when they were | | | | (1) do you really want to do it? Offering different |
| sharp as part of a longstanding interest in history? | | | | products requires a lot of time and effort. Don't do this |
| Does your product line capture the interest of all your | | | | unless you have a passion for the new product you |
| beginners? If attrition from beginning fencing classes is | | | | are going to add. |
| a valid indicator, in many cases we may not. | | | | (2) do you have the skills or can you acquire them? |
| This may be as simple as scheduling options. Run one | | | | Are you willing to do the work to become as expert in |
| group for the fencers whose intent is recreation and | | | | the new line as you are in modern fencing? |
| general fitness, and a separate group for your | | | | (3) what is the potential interest in your community? |
| competitively oriented fencers. This positions the | | | | (4) will your facilities support the requirements of a |
| modern fencing experience to make it more attractive | | | | new product? If you are thinking Medieval sword and |
| to those who want to for fun. | | | | weapons play, you need a high ceiling. If you plan to |
| However, there is another option--truly diversifying your | | | | offer wheelchair fencing, you have to have not only an |
| product line. In my salle we offer four other distinct | | | | accessible fencing floor, but also accessible bathrooms. |
| options: classical fencing, historical swordplay, Asian | | | | Each type of product needs slightly different facilities. |
| martial arts swords, and sport chanbara. In my | | | | (5) how can you market it? Where is the audience, |
| program classical is fencing emphasizing blade play in | | | | how do you reach them, and what sells them? |
| the period from approximately 1880 to 1939. Historical | | | | (6) can you convince other professionals to get in the |
| is fencing with the range of weapons typically used in | | | | game with you? If your classical fencers want to |
| serious combat from approximately 1300 to 1800s. | | | | fence others, who will they fence? |
| There are a wide variety of Asian sword systems. | | | | (7) can you afford the equipment? A reasonable |
| We teach a Korean and two Chinese systems. And | | | | inventory of wooden historical weapons can add one |
| chanbara is an international full contact soft sword | | | | to two thousand dollars to your equipment costs. |
| sport done with minimal protective equipment. | | | | Wheelchair frames are not inexpensive. And if you are |
| Classical fencing is a very attractive option for those | | | | doing something other than modern fencing, you may |
| who want a technical, disciplined, blade focused sport. It | | | | need added insurance beyond US Fencing's coverage. |
| appears to be very attractive to middle aged and | | | | (8) can you do this safely? Classical can be done with |
| older individuals who want to take up the sport. | | | | weapons and uniforms that meet current USFA and |
| Sources are readily available, and technique is close | | | | FIE standards. However, when you start wielding |
| enough to modern to allow an interested coach to | | | | Medieval longswords or Renaissance rapiers or |
| transition with some ease. | | | | Chinese big knife sabres, you are in a whole different |
| Historical swordplay is an underdeveloped area, and | | | | world of liability. |
| important to our heritage as fencing professionals. | | | | If you have an interest in broadening your product line |
| Most core concepts of modern swordplay descend | | | | and need help, please feel free to contact me. I do not |
| directly from the work of Medieval fencing masters | | | | have all the answers, but I would be glad to share my |
| (timing, distance control, blade before body, simple | | | | experience. |
| direct attacks, the primacy of the attack, are a few | | | | |