Dance Principals United: Dance Studio Growth & Marketing Podcast

Amanda Barr & Rebecca Liu-Brennan: Dance Studio Coaches & Growth Experts
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  • Business
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Do you want to grow your enrolments, make more profit, and find the time in your business to focus on the things that you love? Join hosts Amanda Barr & Rebecca Liu-Brennan as they share the secrets of their Million Dollar Dance Studios. On this weekly podcast, you will get practical, actionable tips how how to grow the BUSINESS of your Dance Studio.

  1. 20h ago

    Beyond Dance Studio Trends: Q&A with Shannon Atkins (Part 2)

    It's easy to look at what other dance studios are posting and wonder if you should be doing the same. A certain style of choreography keeps appearing. Students ask for the classes they've seen online. Before long, you're questioning a training programme you've spent years building. But is the most visible training always the training your students need? In part two of our Q&A with Shannon Atkins, recorded at the Studio Growth Club Fiji retreat, we continue a conversation about looking beyond your immediate dance bubble. Shannon shares her observations from teaching and judging overseas, the small routines that help her make space for herself, and how dance teachers can begin building connections internationally. It's a thoughtful episode for any dance studio owner balancing student expectations, teaching standards and a calendar that rarely leaves much room to breathe. In this episode we discuss... Shannon's observations about technical foundations and traditional training overseas. Why popular dance trends may not tell the whole story about industry expectations. Looking more closely at jazz, hip hop foundations and different approaches to heels training. The value of tap and a broader dance education for musicality and versatility. Small daily routines Shannon uses to create quiet in a busy schedule. Booking rest into your calendar, even if you start with half a day. Why performing, teaching and choreography require different skills. Building overseas connections through classes, conversations and ongoing learning. You don't need to rewrite your whole timetable or book an overseas trip after listening. You might start with one conversation about your training programme, one fresh learning opportunity for a teacher, or one morning in your calendar that stays clear. Listen to part two of our Shannon Atkins Q&A, and take the idea that feels most useful for your dance studio right now. If you enjoy the episode, subscribe to Dance Principals United, leave us a review and share it with a studio owner or teacher who'd appreciate the conversation. We'd love to hear what stays with you.

    Beyond Dance Studio Trends: Q&A with Shannon Atkins (Part 2)

  2. Oct 21

    Shannon Atkins: What REALLY Makes a Great Dance Studio

    What does it really mean to run a successful dance studio? Is it the trophies? The competition results? The students who go on to professional careers? Or is it something much bigger? In this special episode of the Dance Principals United Podcast, recorded at our Fiji Retreat, Bec sits down with internationally recognised dance educator and choreographer Shannon Atkins for an honest conversation about dance studio ownership, student development, mindset and the lessons that have shaped her career. From building a successful studio on the Gold Coast to selling it and starting again in New York, Shannon has experienced both the rewards and the pressures that come with running a dance business. How Shannon went from studying law to running a successful Gold Coast dance studio. The challenges of managing parent expectations and competition pressure. Why dance studio values matter more than maintaining a winning streak. The importance of teaching a broad range of dance and performance skills. Shannon's decision to sell her studio and pursue opportunities in New York. How confidence, preparation and putting yourself forward can create new opportunities. Why reflection, rest and positive self-talk belong in dance education. How Shannon's Dance Journal encourages students to recognise their progress. Why showing parents the personal development behind dance classes can support retention. The lasting value of dance education, even for students who never become professional dancers. Listen to this episode of the Dance Principals United Podcast for a thoughtful, practical and inspiring conversation with Shannon Atkins. Click here to pre-order Shannon Atkins' Dance Journal: https://inmotionsociety.com/products/shannon-atkins-dance-journal  If you enjoy the episode, we'd love you to subscribe, leave a review and share it with another dance studio owner who might need to hear it. And if you'd like more support with the business of running your studio, check the show notes for our special offer of two weeks free inside Dance Principals United Tribe. https://danceprincipalsunited.com/dpu-tribe/

    Shannon Atkins: What REALLY Makes a Great Dance Studio

  3. Oct 15

    Is Your Timetable Costing Your Dance Studio Thousands?

    What if your dance studio timetable was costing you thousands of dollars in missed revenue, and you didn't even realise it? It's that time of year again. Concerts are coming, teachers are exhausted, 2027 planning is underway and somewhere in the middle of it all, you've got to put together a timetable that actually works. But here's the thing. Your timetable isn't just about fitting classes into rooms and keeping teachers happy. It's one of the most important business decisions you'll make all year. In this episode of the Dance Principals United Podcast, Amanda and Bec share the practical timetabling strategies they've used in their own studios, including how to fit more classes into your week, encourage students to enrol in more styles and make better use of your available space. In This Episode We Discuss... Why your dance studio timetable should be built around students and families, not just staff availability. The three questions to ask your teachers before planning next year. How a 15-minute change to opening times could create significant additional revenue. Why 45-minute classes can work when teaching quality and class structure are strong. How to encourage more enrolments by grouping classes together. Why your most popular classes might belong on different days. How to protect prime afternoon teaching times from private lessons. When weekend classes could create more opportunities for your studio. Why you should think about sales and student progression before allocating teachers. How the new DPU Timetable Optimiser can help you approach your planning. One of the biggest lessons from this conversation is that your timetable needs to be easy for families to say yes to. If you'd love a student to take three classes, but those classes are spread across three different afternoons, you're making that decision harder than it needs to be. Instead, think about the journey you want students to take through your studio. Which classes naturally work together? How can you make it easier for a child to try another style? Are your most popular classes helping you fill the rest of your timetable? These small decisions can have a huge impact on dance studio enrolment, retention and profitability. Ready to rethink your 2027 timetable? Tune in to this episode for practical ideas you can put to work straight away, along with a few entertaining detours into Dance Moms and reality TV. If you enjoyed this episode, subscribe to the Dance Principals United Podcast, leave us a review and share it with another studio owner who's currently deep in timetable planning. And don't forget, podcast listeners can access two weeks free in Dance Principals United Tribe through the link in the show notes. https://danceprincipalsunited.com/dpu-tribe/

    Is Your Timetable Costing Your Dance Studio Thousands?

  4. Oct 7

    How Katrina grew her dance studio from 50 to 1000+ students

    What does it actually take to build a dance studio with more than 1,000 students? Is it brilliant marketing? An incredible teaching team? A competition program that wins everything? Or something much simpler? This week, we're coming to you from Fiji, where Beck is joined by one of our wonderful Studio Growth Club members, Katrina, the owner of Townsville Academy of Performing Arts (TAPA). Katrina has been running her dance studio for 27 years. She bought the business in 1999 for $10,000, when it had around 50 students, and has since grown it into a thriving studio with more than 1,000 dancers, six purpose-built studios and a building the business now owns. But what makes this conversation so interesting isn't just the size of her dance business. It's how Katrina thinks about growth, teaching, studio culture and the people who walk through her doors. Because after 27 years, she's still learning. And she still genuinely loves what she does. In this episode we discuss… How Katrina bought her dance studio for $10,000 with around 50 students The old-school flyer drop that helped grow enrolments to almost 500 Why rapid dance studio growth means your systems need to change How TAPA has maintained more than 1,000 students over the years Why preschool programs and dance studio retention are so important How Katrina maintains high technical standards without a large competition program Her clever approach to organising concerts for a huge student base What happened when a car drove through the studio's front entrance Why dance studio owners need to stop copying their competitors The importance of continuing to learn, even after decades in business

    How Katrina grew her dance studio from 50 to 1000+ students

  5. Sep 30

    Are dance competitions becoming too focused on "winning"?

    Dance competitions can be exciting, exhausting, stressful, hilarious and completely chaotic — sometimes all before your first routine has even hit the stage. There's the missing hairpiece. The last-minute position change because someone's sick. The costume that suddenly doesn't fit. The six-year-old who can't remember where she starts. And, of course, the pressure to perform. In this episode of the Dance Principals United podcast, Amanda and Bec are talking about something every dance studio owner with a competition team should think about: What experience are we actually creating for our dancers at competitions? Because it's easy to get caught up in scores, placings and cleaning that final formation. But when your dancers look back on their competition years, the things they remember might have very little to do with the trophy. In this episode we discuss… The different types of dance teachers you see backstage at competitions How much rehearsal dancers actually need on competition day Why younger dancers may benefit from familiarity and routine Simple ways to make dance competitions more fun The story of Bec's accidentally ordered "Lucky Octos" Why winning can't be the only measure of a successful competition How teachers' stress can transfer to dancers Why complicated hair, costumes and quick changes might not be worth it What teachers should say when dancers come off stage How to set competition-day expectations with your dance studio team Your competition culture doesn't happen by accident. You build it. Listen to the full episode of the Dance Principals United podcast for a very honest conversation about winning, competition pressure, Lucky Octos, crazy hair changes and how we can make comp days better for dancers, teachers and parents. https://danceprincipalsunited.com/podcast/ If this episode gets you thinking differently about your own competition team, share it with your teachers before your next comp. And don't forget to subscribe and leave us a review so more dance studio owners can find the podcast.

    Are dance competitions becoming too focused on "winning"?

  6. Sep 24

    Creating a "Fans-First" Dance Concert

    Your dancers aren't the only people experiencing your end-of-year concert. Think about the parent. They've picked their child up from school, rushed home, done the hair and make-up, battled traffic, tried to find a park, dropped off an excited or stressed child... and now they might have two hours to wait before the concert even starts. Then there's the show itself. Then pick-up. Then the tired child. Then the drive home. When was the last time you looked at your dance concert through **their** eyes? In this episode of the Dance Principals United podcast, Amanda and Bec talk about creating a "fans-first" experience and why the small details surrounding your events can matter just as much as what happens on stage. Because your concert isn't only a performance. It's a customer experience. And for a dance studio owner, it can also play a huge role in dance studio retention. In this episode we discuss... What a "fans-first" approach looks like in a dance studio Why parents are your clients, not just the dancers How small details can completely change an event experience Why the final interaction of the night matters Simple concert ideas that don't require a huge budget How to make the pre-concert experience better for parents Why you should map the entire parent journey How your dance concert can affect student retention The difference between making a concert look impressive and making it enjoyable One question to ask before making your next concert decision What does "fans first" actually mean? The conversation was sparked by Bec's experience at a recent dance competition. There were photo booths for the dancers. A dedicated teacher area with food, drinks and somewhere to sit. A VIP viewing space for teachers. Even massages for studio owners. Then, as the younger dancers left after awards, they were handed a lollipop. That last one sounds incredibly simple. But the children loved it. They weren't walking out talking about where they'd placed. They were excited because they'd received a lollipop. It's a great reminder that creating a memorable customer experience doesn't always require spending thousands of dollars. Sometimes it's a 50-cent lollipop. Your last interaction matters Now think about the end of your dance concert. What's the final experience your families have? Is it standing in a huge line waiting for their child? Is someone stressed and snapping at parents during sign-out? Is everyone exhausted and desperate to get home? Or could you change that final moment? Perhaps students walk through a guard of honour while teachers congratulate them. Maybe there's a small treat on the way out. You could even schedule a message to arrive as families are driving home telling them how proud you are of the dancers. The idea isn't that every studio needs to do the same thing. It's to deliberately think about how you want families to **feel** when they leave. Map the parent journey One of the most practical exercises from this episode is to sit down and map the entire concert experience from a parent's point of view. Start well before the curtain goes up. What time are they collecting their child from school? How much time do they have for hair and make-up? What's parking like? What happens at drop-off? Where do they go afterwards? How long do they wait? Can they easily get something to eat or drink? What happens at pick-up? Once you see the whole journey, you'll probably spot moments you can improve. Some won't cost anything. Your concert is part of your retention strategy For a dance studio owner, concert planning can easily become focused on routines, costumes, lighting, props and making the show look incredible. Those things matter. But your families experience far more than what happens on stage. A stressful, exhausting concert experience can affect how they feel about coming back next year. A thoughtful, enjoyable one can reinforce why they love being part of your dance studio. So as you plan your next concert, ask yourself: **Am I making this decision because I want the concert to look good, or because it's genuinely better for our clients?** It's a simple question that can change the way you approach your entire event. Listen to the full episode of the Dance Principals United podcast for more practical ideas around creating a fans-first concert experience. https://danceprincipalsunited.com/podcast/ And if you enjoyed this conversation, subscribe to the podcast, leave us a review and send this episode to another dance studio owner who's currently deep in concert planning.

    Creating a "Fans-First" Dance Concert

  7. Sep 16

    Better Teachers, Better Classes: Setting Staff Expectations In Your Dance Studio

    You know that moment when you walk into the studio and the mat is still sitting in the middle of the floor? Or a teacher turns up to tap without tap shoes. Someone hasn't marked the roll. A staff member hasn't replied to an important message. Or you look at the cameras and realise someone is scrolling on their phone during class. And you're thinking, Surely I shouldn't have to tell them this? In this episode of the Dance Principals United podcast, Bec is flying solo to talk about one of the most common frustrations for dance studio owners: staff not doing the basics. But there's an important question to ask before getting frustrated with your dance studio team. Have you actually told them what you expect? What feels obvious to you after years of running a dance business may not be obvious to a young teacher, a new admin team member or someone who's never worked inside a well-run dance studio before. Clear expectations give your team something concrete to work towards. They also make dance studio management much easier because when something isn't happening, you can coach the behaviour instead of having another awkward conversation based on assumptions. In this episode we discuss... Why you can't assume your dance teachers know the "obvious" basics What being prepared for class should actually look like Setting clear rules around phones, uniforms, footwear and equipment Why teachers need to mark their rolls every lesson How your classes and teachers affect dance studio retention Why teacher-to-parent communication matters more than you might think How your teachers can help increase dance studio enrolment Setting expectations around parent complaints and conflict Creating clear standards for communication within your team What great customer service should look like at your front desk Your classes are your product One of the biggest ideas in this episode is simple: you can have brilliant dance studio marketing, but the marketing only gets someone through the door. What happens next matters even more. Bec uses the example of seeing amazing marketing for a new bubble tea, buying it and discovering it tastes terrible. It doesn't matter how good the marketing was. You're probably not going back. Your dance studio isn't that different. Your teachers and classes are a huge part of the product families are paying for. If the class experience isn't good, more marketing won't solve the underlying problem. That's why staff training isn't just a team leadership exercise. It's part of your dance studio growth and retention strategy. Parent communication isn't an optional extra Parents don't always get to see what happens inside the studio. Unlike standing on the sideline at weekend sport, they might drop their child at dance and see very little of what happens during the lesson. Your teachers can help bridge that gap. It can be as simple as walking out after class and saying: "She's been working so hard on her flexibility. You can really see the improvement." That tiny conversation gives the parent a window into their child's progress. It builds trust. It shows that the teacher knows their child. And it helps the parent understand the value they're receiving from your dance studio. Your teachers can support enrolment too Your dance teachers also see opportunities that your admin team may never see. Bec shares the story of three sisters who came into her studio after their mum had been searching for contortion classes. A simple conversation about another class led to the family becoming some of the studio's biggest clients. One sister went on to become a professional circus performer, while another later became a teacher at the studio. That opportunity came from paying attention and having a conversation. Upselling doesn't need to feel pushy. Done well, it's simply helping a family find a class that's genuinely right for their child. Clear expectations make accountability easier The biggest takeaway from this episode isn't that you need stricter staff. It's that you need clearer expectations. Tell your team what being prepared means. Explain how quickly you expect messages to be acknowledged. Set standards for social media, parent communication, class covers, customer service and class conduct. And importantly, explain why those expectations exist. Once your team knows the standard, you have something objective to coach against. Instead of saying, "You're not doing a good enough job," you can point to the agreed expectation and talk about the specific behaviour that needs to change. That's a much healthier foundation for dance studio leadership. If staff expectations have been causing frustration in your studio, Bec has also created a PDF covering the expectations discussed in this episode. Reach out to Dance Principals United to request a copy and use it as a starting point for your next staff training. Subscribe to the Dance Principals United podcast so you don't miss future conversations about dance studio growth, marketing, leadership, systems and building a stronger dance business. If this episode helped, leave us a review and share it with another dance studio owner who needs it.

  8. Sep 10

    Why Every Dance Studio Owner Needs to Get Financially Fit

    Most dance studio owners didn't open their business because they love spreadsheets, budgets or profit margins. They opened because they love dance. They love teaching. They love creating opportunities for children and building a community that feels like family. But passion alone doesn't pay the mortgage. In this week's episode of the Dance Principles United Podcast, Nathan sits down with former financial adviser and small business owner Jess Bowles to tackle one of the most important — and often avoided — conversations in studio ownership: financial fitness. Because while your studio might be changing lives every single day, it also needs to be doing something else. It needs to be looking after you. Together, Nathan and Jess unpack what it really means to build a financially healthy studio business, why profitability matters, and how studio owners can start thinking beyond simply surviving month to month. In this episode we discuss: What "financial fitness" actually means for dance studio owners Why many studio owners accidentally build jobs instead of assets The difference between revenue and profit (and why it matters) How to know if your classes are actually profitable Why paying yourself properly isn't selfish — it's essential The dangers of relying on credit cards and debt to fund growth Why building wealth outside your studio matters The power of budgeting and paying yourself first How small financial decisions compound over time Why increasing prices is often the fastest path to a healthier business The role accountants and financial advisers can play in your long-term success Nathan and Jess also explore an uncomfortable but important question: If you decided to stop teaching tomorrow, what would your studio actually be worth? Because the goal isn't simply to build a business you love. It's to build one that loves you back. If you've ever wondered whether your studio is truly working for you financially, this is an episode you won't want to miss.

    Why Every Dance Studio Owner Needs to Get Financially Fit
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About

Do you want to grow your enrolments, make more profit, and find the time in your business to focus on the things that you love? Join hosts Amanda Barr & Rebecca Liu-Brennan as they share the secrets of their Million Dollar Dance Studios. On this weekly podcast, you will get practical, actionable tips how how to grow the BUSINESS of your Dance Studio.

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