Double the Locations, Double the Stress? The Real Cost of Dance Studio Expansion

How to Grow Your Dance Studio Smartly (Without Burning Out)

You know the feeling. Your waiting room’s buzzing, you’re squishing classes into every corner of your timetable, and someone’s parked in your spot again. You think, "That’s it! We need a second location!"

But hang on a sec. Before you sign a lease, order a fresh logo, and start dreaming of shiny new signage, let’s talk.

Because here’s the truth: not all growth is good growth. And not all studios are actually ready to expand - even if they feel full.

In this week’s Dance Principles United podcast, Bec and Nathan unpack what it really means to grow your studio, sharing real stories from their own experiences running multiple locations, and giving studio owners the permission to pause, breathe, and optimise before taking on more.

Expansion: Exciting… but is it right for you?

Opening a second location can be amazing - but it’s also expensive, exhausting, and very often, unnecessary.

Here’s what most people don’t talk about:

The cost isn’t just the fit-out. You’ll need more admin, more teachers, more marketing, more systems… and more headspace.

Two locations = double the complexity. Communication, scheduling, staff coverage, culture - everything suddenly takes longer and costs more.

Profit often dips before it climbs. Most studios don’t see real profit from a second location for a few years. That’s a long game.

Bec shared how she searched for years before finding a second space just five minutes from her original studio - and even then, it was still a major investment with challenges.

Nathan shared his and Amanda’s story of expanding into a second town based on strong data and demographic shifts - and how, years later, they made the decision to close their original location to focus on the new one. Why? Because the numbers (and their sanity) told them to.

What does “bursting at the seams” actually mean?

We all have those nights where the waiting room is chaos and every class feels jam-packed. But is your whole studio really full?

Here’s how to tell:

Look at class capacity. Are you sitting at 85-100% full across most time slots? Or just peak times like 3:45 and 4:30?

Audit your timetable by age group. Are your preschool classes maxed out every day, or just on Saturday?

Check your later time slots. Are classes after 5:15 half-empty because you’re not around to see them?

Average class placement per student. Are most students only doing one class a week? That’s a red flag for under-utilisation.

It’s easy to feel full when a few classes are hectic. But that doesn’t mean you’ve outgrown your space.

The smarter move? Optimise what you’ve got

Growth doesn’t have to mean “more rooms.” Sometimes it just means “better use of the rooms we have.”

Here’s where to start:

1. Rethink your timetable
As Amanda always says: build your schedule for parents, not teachers.

Stack complementary classes (e.g. acro + circus) to encourage multiple enrolments.

Offer back-to-back classes for popular age groups so families can do it all in one night.

Cut down on single-class time slots that don’t flow into anything else.

2. Increase class placements per student
Instead of chasing 100 new students, can you get your existing ones to enrol in 1–2 more classes? That’s fast, low-cost growth.

Offer multi-class discounts or bundles

Use concert routines or performance teams to encourage commitment

3. Improve retention
Happy families stay longer, and enrol in more classes.

Strengthen communication

Build community (think: buddy weeks, parent nights, behind-the-scenes content)

Train your team to deliver consistent, high-quality classes

4. Evaluate your numbers, properly
Nathan shared how he looks at total potential placements vs actuals, and breaks them down by day, age group, and studio room. If you’re not over 85% across the board, you likely still have room to grow without expanding.

When expansion does make sense

• Sometimes, yes, a second location is the right move. Here’s when it might be time:
• You’re truly over 90% full across multiple rooms and time slots
• You have strong retention systems and stable staffing
• You’ve got waitlists in several age groups
• You’ve spotted demographic shifts (new housing estates, growing school numbers)
• You’ve got cash reserves and a rock-solid plan

Still unsure? Test the market with a pop-up, casual hire space, or short-term program in the new area before going all-in.

Grow smart, not just big

It’s tempting to think more space = more success. But often, the smartest (and most profitable) move is to go deeper, not wider.

Don’t let shiny studio syndrome pull you away from what you’ve already built. Fix the leaks. Maximise the schedule. Fill the gaps. Then, and only then, look to expand.

If you’re in that crossroads space and want support working through your numbers and strategy, come join us in the Training Tribe. Your first two weeks are on us.