Most dance studio owners did not start their businesses because they were passionate about spreadsheets.
We started because we loved dance. Kids. Creativity. Watching students grow in confidence. Creating a second home for families.
And somewhere between choreography, costumes, school pickups, recital planning, staff management, and trying to remember what day it is… the business side became the thing many of us quietly avoided.
If that sounds familiar, you are definitely not alone.
In this week’s podcast episode, Bec sat down with Nath for a conversation all about studio revenue, pricing, class placements, and the numbers that actually matter in a dance studio business.
But before you panic and think this is one of those dry finance conversations… it’s really not.
This conversation was all about making numbers feel simple, practical, and far less scary.
One of the most refreshing parts of the episode was hearing Nath openly acknowledge that studio owners are teachers first.
We know how to nurture children, build confidence, create magic on stage, and support families.
But understanding revenue, pricing structures, profit margins, and business strategy? Most of us were never taught any of that.
And because of that, many studio owners spend years operating on instinct instead of data.
Bec even admitted that for the first 15 years of owning her studio, she probably couldn’t have clearly explained the difference between revenue and profit.
And honestly? So many studio owners would relate to that.
The good news is that you do not need to become a finance expert overnight. You just need to understand the numbers that actually move the needle in your business.
One of the biggest mindset shifts from this episode was the difference between student numbers and class placements.
Because those two things are not the same.
For example:
One student doing one class per week equals one class placement.
Another student doing four classes per week equals four class placements.
Both count as “one student,” but financially they impact the business very differently.
This is where so many studios miss opportunities.
Instead of constantly chasing brand-new enrolments, sometimes the biggest growth opportunity is simply encouraging existing students to try an additional class.
And the best part?
Those students already know you.
Their families already trust you.
You’ve already done the hard work of building the relationship.
That’s why increasing class placements can often be one of the most effective ways to grow studio revenue.
One of the standout moments in the episode was Nath encouraging studio owners to simply pick up the phone.
Not for a giant sales pitch.
Not to pressure anyone.
Just to personally invite students into another class that might suit them.
Sounds simple, right?
But so many studio owners avoid it because they’re afraid of hearing no.
The reality is, marketing is a numbers game.
If you call 20 families and 3 or 4 add another class, that’s actually a huge win.
But perfectionist studio owners often see that as failure because it wasn’t 20 out of 20.
This was such an important reminder that consistency matters more than perfection.
Small actions repeated regularly create long-term growth.
This part of the episode was honestly eye-opening.
Many dance studio pricing structures have become incredibly complicated over the years:
Sibling discounts
Multi-class percentages
Different rates for different class lengths
Add-on fees
Tiny fine print everywhere
And while studio owners often create these systems trying to offer “value,” they can actually make it harder for families to understand what they’re paying.
As Nath explained in the episode:
“A confused mind never buys.”
Simple pricing builds trust.
When families can quickly understand your pricing without needing a calculator and a headache tablet, they’re far more likely to say yes to additional classes.
Bec shared her own experience of simplifying her studio pricing structure after initially resisting the idea for years.
And interestingly?
Nobody complained.
In fact, simplifying the pricing:
Reduced admin time
Made enrolment decisions easier for families
Allowed for healthier revenue growth
Encouraged students to take more classes
Sometimes the things we fear most in business end up becoming the biggest breakthroughs.
Possibly the funniest — and most practical — takeaway from the episode was Nath’s “Random Guy Test.”
Here’s how it works:
Hand your pricing structure to someone completely outside the dance world.
Maybe your brother.
Your uncle.
A family friend.
Then ask them:
“If one child does four classes and the other does two… how much does it cost?”
If they cannot work it out within 30–60 seconds, your pricing is probably too complicated.
Honestly? It’s genius.
Because parents don’t want to solve maths equations while enrolling their children in dance.
They just want things to feel easy.
If this episode proved anything, it’s that understanding your studio numbers doesn’t need to feel overwhelming.
You do not need a finance degree.
You do not need complicated spreadsheets.
You do not need to suddenly become “good at business.”
You simply need a willingness to look at your studio with fresh eyes and make small, intentional improvements over time.
And sometimes, the simplest changes create the biggest results.
If you haven’t listened to the episode yet, go give it a listen — and make sure you come back next week because this conversation got so big we had to split it into two parts.
And if you’d love support from studio owners who truly get it, you can grab 2 weeks free inside Dance Principals United Tribe through the link in the show notes.
You don’t have to figure all of this out alone.
