You can't just count on skating lessons to fall into your lap. In my 13
years as a certified instructor, I only got a handful of lessons from the
IISA website. I did, however, get a considerable amount from Rollerblade's
website as a sponsored skate school.

You have to market yourself, and only the strong marketers are going to make
it in this business. I have been able to survive because I have put myself
out there doing a multitude of things. I have a demo team, do school
programming and have good relationships with retailers and the parks and
recreation department. I also have a great relationship with Rollerblade
that was built on my grassroots efforts to promote skating. I have given
many, many free lessons to get where I am and still give them. For
instance, in a few weeks I am going to a school for handicapped children and
spending the whole day giving lessons there. My team will perform and help
to teach the kids. This gets us a lot of media attention every time we do
it. The school is so happy to have us that they get the media to come. The
last time we were there I was able to donate 20 pairs of skates to the
school. Some were old skates that I didn't need in the fleet anymore and
some were donated by my students.

Here are some ideas for marketing:

1. Use the fact that Rollerblade is celebrating its' 25th anniversary this
year. Offer free lessons to media members in a press release.

2. Hook up with a non-profit organization to offer some free lessons. This
will generate media coverage.

3. Put together a demo team of students and appear at high profile events.
Team Mercury didn't get paid for demos in the first 5 years of its
existence. Now, we command a $500 fee for shows. We still do them for free
for non-profits or events that can get us a lot of attention.

4. Develop relationships with businesses with high traffic. One local
Bruster's ice cream shop sends me students. It all started with my dogs and
me then talking about skating with them....

5. Be an ambassador for the sport. Offer free tips to people along the
trail. Be able to tell people where they can buy skates. Have business
cards with you when you skate. If the person you give the card to doesn't
need lessons, they are likely to pass it along to one of their friends who
has been chicken to try skating.

6. Hook up with a local health club. I have been teaching at one of the
top health clubs in my city for the last 10 years. They are so happy with
me that they have stuck with me through the ups and downs of the sport.

7. donate free lesson certificates to charity events, bingos, etc..

I could go on for days about different things that I have done over the
years. You have to create your own hype. You cannot count on others to do
it for you. Be visible, be generous and be memorable! It is possible to
build a business for yourself, but you have to make sacrifices along the
way. I was one of the first certified instructors in the country, and
believe me, I did a lot of work that newer instructors never had to . I
created the demand for lessons in my city and newer instructors were able to
ride on my shirt tales. I am not surprised that I am the only one still
teaching here. I learned to survive on my own from the get go. Those weaker
souls who rode on my shirt tails have been left in the dust! Only the strong
survive!

Amy Krut
Mercury Skate School