^
What Balto said. I'll add that it also speaks to an unwillingness to invest in the development of quality marketing material so the public can form appropriate expectations. Do you want BJJ-naive students to show up at a particular time? Make it explicit on your website that new students should call in advance as opposed to hiding your schedule. Also, the example of the soccer mom and the kids' class wouldn't be a problem if your website had enough properly-linked material about the different training groups such that they could learn what to expect from competitive vs basics sessions.
Also, I think there's honestly an inherited cultural Brazilian bias against planning and timeliness. My mother's family is from Rio. "Brazilian time" is absolutely a real thing, and it's frustrating as hell. I've trained at a school where the owner decided to cancel the kids class for *Presidents's Day*, only providing an hour's notice on his personal athlete Instagram account. He actually showed up to the gym at the scheduled time just to tell parents to go home.
The lack of professionalism in Brazilian-run BJJ school management can be horrendous. This goes even for nominally successful and famous gyms.
Well, not only that but it also resounds in the attitude that if the potential customers is not bothered to visit my gym so I can announce the price that I refuse to divulge on the website....he is not worthy of my time.
It is already that pompous attitude that his service is so excellent and important that the service provider is already taking the attitude of superiority.
Well, guess what the person will take his money somewhere else.