How to Run a Successful Dance Studio in Canada

StudiosBusiness OwnersBusiness TipsRecent Posts

8 Apr

A professional dance studio owner working on a computer in her dance school

I’ve been part of the Canadian dance community for over 40 years—starting as a young student in local dance classes and continuing today as an active adult dancer. While I’m not throwing down triple pirouettes these days (okay, maybe a solid single on a great day), dance is still an important, and really joyful, part of my life.

After decades of experiencing the inner workings of Canadian dance studios, competitions, conventions, and events, I’ve developed a unique perspective on how things could be done differently—or at least more strategically. From operations to marketing, I see the potential for dance businesses in Canada to grow smarter, stronger, and more sustainably.

You see, while I love dance, I might love business just as much. I’ve got a Master’s degree in business, a background in communications, and a few other letters behind my name, too.

And all around, I’m just sort of a business, marketing, and money nerd. That lens? It never quite turns off.

When I walk into a studio, attend a comp, or scroll through a dance brand’s social media, I see the art and the missed opportunities. I see the heart and the holes in operations. I see where passion is thriving, and where strategy is needed. I’m constantly thinking about things like revenue streams, brand positioning, audience building, and how to make things more efficient or scalable.

Not because I don’t love the art, but because I want to see the people behind the scenes thrive, not burn out. There’s so much potential in this industry, and I can’t help but imagine what would happen if more dance businesses were set up with the same creativity and smart systems as any successful company.

So, what would I do if I ran a dance business in Canada? One rooted in a solid business strategy? One that supports teachers, dancers, and families while building a smart, profitable business?

Here’s exactly how I’d run an awesome Canadian dance school:

1. Staff Would Be My Top Priority

Dance teachers give and give—and then give some more. They show up with energy, prep classes, go to events, support students behind the scenes… and I don’t think they always realize just how valuable their expertise is. If they worked for me, I’d treat them like the stars they are. Every second of their time would be compensated. I’d recognize effort, celebrate contributions, and make it clear every day that they matter. After all, there are big costs associated with unhappy employees…

Yes, dance is a family—but if I own the business and they don’t, I shouldn’t expect them to pour in the same amount as I do. The ROI just isn’t the same for them.

2. Teachers would be Trained in Leadership

Teacher training—both in technique and leadership—is absolutely essential. Nothing makes me more uneasy than the idea of someone teaching a young child without truly understanding the impact of their words, actions, or even their energy in the room. Kids are still kids, and teachers are often one of their earliest role models outside the family.

I speak from personal experience when I say that untrained or unprepared teachers can leave lasting scars. We can’t just assume that good dancers automatically make good teachers.

They need to be trained on how to speak to dancers, how to build confidence, and how to foster a safe, respectful environment. Dance teachers play a critical role in a dancer’s development, and the behavioral and emotional components of that role are, in many ways, even more important than technique.

3. Know My Differentiator

There are a gajillion studios and competitions out there. So why choose mine? Maybe I have an amazing adult dance program. Maybe my ballet training is elite. Whatever it is, I’d get crystal clear on what makes my business different—and I’d make sure that message comes through clearly and consistently.

Not just once on a website or buried in an Instagram caption, but over and over again in every message. I’d use consistent language, tone, and branding across everything—from signage to social media to emails—so that people know exactly what I stand for and what sets me apart. Repetition builds recognition, and recognition builds trust.

4. Dress Codes for Staff

Controversial? Maybe. But I’d have a dress code for my staff. Not to restrict personal expression, but to maintain a professional, unified brand. My team would be easy to identify, and we’d present ourselves in a way that reflects the quality and values of the business. A lot of times, events and studios rely on younger staff, sometimes even teens who are close in age to the dancers they’re supporting. That’s why it’s even more important to set them apart visually.

An appropriate, branded outfit helps distinguish them from other students, establishes professionalism, and signals to parents and dancers alike that this person is in a leadership role. I’d want every person who walks in the door to know exactly who’s in charge, who to go to for help, and what we stand for as an organization. A clear, consistent presentation isn’t just about looking good—it’s about building trust.

5. Focus on What Works and Grow Through Smart Partnerships

I’d start by getting crystal clear on what brings in the most tuition revenue—and then I’d double down on it. Whether it’s a standout adult program, a thriving preschool class, or a specialized style that fills up every season, I’d make sure to lean into what’s working.

At the same time, I’d look for smart ways to grow by partnering with studios or organizations that complement my offerings. Collaboration can open up new audiences and create win-win scenarios that boost both revenue and reputation. In a competitive industry like dance, working smarter, not just harder, is key. Search Canada Dances to find collaborators!

6. Pick One Social Channel and Own It

Not every dance business needs to be on every platform. In fact, spreading yourself too thin can water down your message and burn out your team. I’d choose the one or two channels that best suit my audience, and go all in. Personally, I think I’d focus on YouTube and Facebook.

Why? Because with strategic and consistent posting, those platforms can actually become revenue streams, not just marketing expenses. YouTube allows creators to earn through ad revenue, which means your dance videos, behind-the-scenes content, or tutorials could start generating passive income over time. Facebook also has monetization features, and it continues to be a powerful tool for reaching parents and adult dancers, key decision-makers in the dance world. Unlike other platforms where creators have limited earning potential, these two allow you to turn your content into something that works for your business 24/7. That said, the most important thing is choosing based on your audience, then committing to showing up consistently with value and clarity.

7. Understand SEO (It’s Not Sorcery)

SEO stands for Search Engine Optimization, and while it sounds technical, it’s really just about helping Google know who you are and what you do. It blows my mind how many local dance businesses miss this.

Basic things like: having your address in your website footer, writing a few helpful blog posts, and updating your Google listing go a long way. That gorgeous website you paid for? It’s only useful if people can actually find it. That’s why you need to understand the basics of SEO.

8. Monetize Your Content

Dance businesses are content goldmines. Think about all the video footage, photos, and curriculum you have. Going back to strategically selecting social channels, why not post some of it to YouTube and turn views into income?

Get those dancer waivers in place and start thinking of your content as another revenue stream.

9. Plan Ahead Like a Boss

Every summer, I’d map out the full year—events, communications, promos, all of it. Planning ahead means I’m not scrambling mid-season, and it frees up time to deal with the unexpected (because let’s be real, there will be unpredictable things along the way). I’d also have a clear cancellation policy in place for things like winter storms, so both teachers and students know exactly what to expect. The goal? Keep things running smoothly, no matter what comes up.

10. Print-on-Demand Merch is a Must

I’d set up a print-on-demand store so dancers and families can order merchandise anytime. Then, a couple of times a year, I’d do a premium merch drop to create buzz and boost sales. And yes, there would definitely be a yearly souvenir shirt—because every dance year deserves a keepsake (and the revenue that comes from it).

How I’d Run a Dance School in Canada (And What You Might Want to Try Too)

Pheww. That was a lot. And honestly? It’s not even half the ideas bouncing around in my brain.

I’m not saying all of this is easy, or that every idea fits every studio—but I can’t help but wonder how many dance businesses have really taken the time to explore them.

I see so many incredible business owners hustling hard, often wearing every hat at once. But the truth is, there are ways to bring in more revenue beyond tuition, especially if you start thinking through an online lens and lean into the tools available.

That’s where Canada Dances comes in. It’s not just a place to connect with dancers—it’s a growing hub of support, visibility, and SEO-friendly opportunities to help dance studios, shops, and events grow stronger, smarter, and more connected across Canada - and build their online presence.