In this episode of The Ultimate Dance Business Podcast, Deborah Laws interviews Gary Edwards, CEO and partner of Arthur Murray International, to discuss building a successful dance business while staying true to your passion for dance.

Gary shares his journey from starting dance at seven in Romford, Essex, to leading a major dance organisation.

Deborah and Gary explore why dance studio owners should embrace their business identity, how partner dancing skills translate to business, and the importance of marketing, networking, and community for all dance schools.

Gary explains why he considers the studio owner the first ‘product’ of a dance business, the significance of creating a welcoming environment, and how successful studios can become destinations.

They also discuss the broader impact of dance studios on people’s lives, from fostering community and improving well-being to supporting individuals through challenging times.

Gary shares his efforts to create better career pathways for dancers, including a partnership with the University of North Florida offering a health, wellness, dance, and business degree.

Gary’s message is clear: don’t underestimate the impact you can have as a dance business owner. Dance businesses aren’t just selling lessons; they’re creating experiences, community, confidence, connection, and happiness.

Find out more about Arthur Murray International at https://www.arthurmurray.com

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

How many trial bookings do you normally get when your new academic year begins? And what would happen if you challenged yourself to double that number?

In this episode of the Ultimate Dance Business Podcast, Deborah Laws explores what it really takes to attract more students to your dance school and why your results are often directly connected to the amount of thought, time and energy you put into your marketing.

Rather than relying on a last-minute flurry of Facebook posts, flyers or ads, Deborah looks at the importance of having a proper dance studio marketing strategy in place well before your new term begins.

Deborah takes you through how to:

Create a planned marketing campaign to attract new dance students

Use previous results to improve your marketing each year

Test different versions of your adverts, flyers and content

Understand why one marketing approach can work brilliantly one time and fail another

Use split testing to discover what actually attracts enquiries

Set yourself a challenging but achievable target for new trial bookings

Think differently about the amount of effort you're prepared to put into growing your dance school

Ultimately, getting more dance students isn't about hoping that enquiries arrive. It's about making a conscious decision about what you want, creating a strategy to achieve it, and being prepared to put the work in.

So, what would you really love your next academic year to look like and what are you prepared to do to make it happen?
Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

What if the biggest thing holding your dance studio back isn't your marketing, pricing or timetable...but your mindset?

In this thought-provoking episode of the Ultimate Dance Business Podcast, Deborah Laws is joined by transformation coach Gemma Gilmour for a conversation that goes far beyond business strategy. Together, they explore identity, limiting beliefs, confidence, fear, neuroplasticity and why so many dance studio owners unknowingly hold themselves back from the success they truly want.

Whether you're struggling to let go of teaching, finding delegation difficult, questioning your next chapter, or simply feeling stuck, this episode will challenge the way you think about yourself and your business.

You'll discover why courage matters more than confidence, how to retrain your brain for success, and practical mindset exercises you can start using today.

Find out more about Gemma's work at https://www.gemmagilmour.com

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

Want more students taking multiple classes and staying at your dance studio for years?

In this episode, guest host Heather Buelow shares practical strategies to increase multi-class enrolment, improve retention and create a studio community that keeps families engaged for the long term.

Discover how smarter scheduling, stronger community-building, staff training and strategic promotions can help you grow your studio without constantly chasing new enrolments.

If you're a dance studio owner looking to improve retention, increase revenue and create a stronger studio culture, this episode is packed with actionable ideas you can implement right away.

Topics covered:

Multi-class enrolment strategies

Dance studio retention

Building studio community

Dance studio scheduling tips

Teacher-led enrolment conversations

Family-friendly studio systems

Revenue growth strategies

Dance studio marketing and retention

Subscribe for more dance studio business advice, marketing strategies and growth tips.

In this episode of the Ultimate Dance Business Podcast, Deborah Laws is joined by Hannah Hannon, founder of HVA, to discuss one of the most overlooked areas of running a successful dance school: business systems and operations.

As a former performer turned business strategist, Hannah understands the unique challenges creative business owners face. Together, Deborah and Hannah explore why so many dance studio owners struggle with systems, automation and administration, and why embracing your role as a business owner is essential for sustainable growth.

The conversation covers practical ways to improve efficiency, manage enquiries, strengthen financial processes and build the foundations that allow your studio to grow without creating more overwhelm.

Whether you're running a small dance school or managing multiple locations, this episode will help you identify the systems that matter most and the mindset shifts needed to move your business forward.

If you've ever felt overwhelmed by the operational side of running your studio, this episode offers practical advice and reassurance that you don't need to do everything alone.

Subscribe for more dance business, leadership, and entrepreneurship content.

Find out more about Hannah's work at https://hva-ents.co.uk

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

The dance industry is changing faster than ever. With advances in AI, automation and technology transforming the way businesses operate, what will successful dance schools look like in five years' time?

In this solo episode, Deborah shares her predictions for the future of dance studio ownership and highlights the key areas studio owners should be focusing on right now to stay ahead of the curve.

From automated systems and AI-powered marketing to building an unbeatable reputation and improving student retention, this episode explores the trends that could define the next generation of thriving dance schools.

Deborah also discusses why, despite rapid technological change, the future remains incredibly bright for dance studios as parents increasingly seek meaningful, real-world experiences for their children away from screens.

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

In this episode of the Ultimate Dance Business Podcast, Deborah Laws is joined by branding expert and Creative Sass founder JoJo Smith to discuss the mindset, confidence, and self-awareness needed to build a successful business and a lasting brand.

JoJo explains why most business owners focus on the wrong aspects of branding, how limiting beliefs hold entrepreneurs back, and why building a business starts with understanding yourself first.

Whether you're a dance school owner, performing arts entrepreneur, or small business owner, this conversation is packed with valuable lessons on leadership, confidence, vision, and growth.

Subscribe for more dance business, leadership, and entrepreneurship content.

Find out more about Jo Jo's work at https://www.creativsas.co.uk

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

In this episode of the Ultimate Dance Business Podcast, we’re talking about one of the biggest hidden issues holding dance schools and performing arts businesses back: being too nice.

If you’re a people pleaser, avoid confrontation, struggle with late payments, over-give to parents and students, or constantly feel emotionally drained from trying to keep everyone happy, this episode is for you.

Deborah explores the difference between being kind and being unclear, and why strong leadership, clear boundaries, and professional standards are essential if you want your dance school to grow and thrive.

You’ll hear practical examples of how being overly flexible can lead to lost revenue, weak boundaries, parent pushback, team issues, burnout, and resentment, plus simple ways to start tightening up your systems without becoming harsh or unkind.

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

In this episode of The Ultimate Dance Business Podcast, Deborah Laws is joined by Dawni Baxter, founder of Beyond The Dawn Digital, for an honest conversation about business growth, social media marketing, burnout and building a business that actually works for your life.

Dawni shares how she went from theatre kid and jewellery retail manager to running multiple businesses across digital marketing, coaching and wellbeing. Together, she and Deborah talk about the realities of entrepreneurship, growing a team, learning to delegate, adapting as your business grows and why trying to control everything often leads straight to burnout.

There’s also a really interesting discussion around ADHD and entrepreneurship, creating genuine relationships with clients, avoiding comparison with competitors and how to use social media in a way that still feels human.

For dance studio owners and creative business owners, this episode is full of relatable moments and practical advice around branding, visibility, leadership and growing your business without losing the personal touch that made people connect with you in the first place.

Plus, Dawni shares simple but effective social media tips that can help you grow your audience, improve engagement and build a stronger brand online.

Find out more about Dawni's amazing work at https://beyondthedawndigital.com

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio

“We’ve always done it that way” might feel safe. But in business, it can quietly hold you back.

In this episode, Deborah challenges dance studio owners to take an honest look at the systems, habits, and decisions they’ve been relying on for years. Just because something works does not mean it is still working well.

From outdated class offerings to clunky payment systems, from old-school marketing to evolving expectations around team leadership, Deborah walks you through the key areas where staying the same could be costing you growth, time, and energy.

This is not about chasing every new trend. It is about staying relevant, staying aware, and making sure your studio continues to meet the needs of today’s families, not yesterday’s.

Book an evolution call with Deborah⁠⁠ ⁠https://go.dancebusinesslab.com/dance-school-success-plan

To find out more about Dance Business Lab and work with Deborah head to ⁠https://dancebusinesslab.com⁠

To find out more about working with Deborah through her exclusive Dance Business Lab membership programs follow the links below.

Sparks membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/sparks⁠ 

Ignite membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/ignite⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Illuminate membership - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://dancebusinesslab.com/memberships/illuminate⁠

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you love the show and you would like to support then why not buy Deborah a coffee simply head to ⁠http://buymeacoffee.com/DeborahL⁠

This episode is sponsored by Dance Studio Marketing.

You can find out more about Dance Studio Marketing and how you can work with Sally to supercharge your dance business at ⁠https://dancebusinesssolutions.com/social-media-for-dance-businesses/⁠

This podcast is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Creative Content Studio