There’s a phrase studio owners LOVE saying:
“We grow by word of mouth.”
And look… we get it.
There’s something really comforting about believing your reputation alone is enough to keep your studio growing year after year.
But in 2026, word of mouth by itself usually isn’t enough anymore.
Oof.
We know.
But this isn’t bad news — it’s actually really empowering.
Because once you stop relying on “hopefully people hear about us,” you can start building intentional growth strategies that actually work.
And that’s exactly what Amanda and Bec unpacked in this week’s podcast episode.
From marketing and events to private lessons and pricing, this conversation was packed with practical reminders that profitable studios don’t happen accidentally.
They’re built deliberately.
One of the biggest themes in the episode was simple:
Marketing wins.
Not because your studio isn’t amazing.
Not because your teaching isn’t incredible.
But because people can’t enrol somewhere they’ve never heard of.
And while many studio owners still feel nervous about paid marketing, the reality is that every major business in the world invests heavily into getting seen.
Your studio is no different.
Amanda and Bec talked honestly about Meta ads and why so many studio owners think they “don’t work.”
Usually, it’s not that ads don’t work.
It’s that they weren’t set up properly.
Without tracking leads, understanding conversions, or following up effectively, it’s easy to feel like marketing money disappears into the void.
But when it’s done strategically?
Everything changes.
One example they shared was spending $1,000 on ads and converting enough students to generate four times that amount back in revenue.
That’s not luck.
That’s strategy.
Now before you panic and think:
“Well that’s great for studios with money…”
Take a breath.
Because one of the best reminders from the episode was this:
If you can’t invest a lot of money right now, invest time.
Organic marketing still works incredibly well when it’s done consistently.
The key word there being consistently.
Not posting once every two weeks and hoping for miracles.
Amanda and Bec shared the example of Kiko Studios — a small-town studio generating over 140,000 monthly views on their content simply because they show up regularly online.
They allocate a few hours each week specifically to creating content.
And because of that consistency, they’re building visibility, trust, and momentum every single month.
Simple strategies make a huge difference too:
Tagging parents in event photos
Encouraging families to share performances
Creating social media competitions
Posting behind-the-scenes content regularly
Building excitement before events
The point is this:
People need to see your studio repeatedly before they take action.
This part of the episode was SUCH a good reminder.
So many studio owners run workshops, discos, Bring a Friend Weeks, and holiday programs… then quietly wonder why nobody signs up.
Meanwhile the entire marketing strategy was:
“One Instagram story three days before.”
Events don’t become profitable because they exist.
They become profitable because they’re marketed intentionally.
Amanda and Bec talked about how successful events need:
Staff buy-in
Consistent promotion
Posters around the studio
Email reminders
Social media campaigns
Excitement in classes
Clear goals
And importantly — understanding what the goal of the event actually is.
For example, Bring a Friend Week isn’t just about having visitors.
The real goal is enrolments.
That means there needs to be a strategy for converting those visitors into actual students.
It sounds obvious… but so many studios skip that step.
One of the most powerful parts of the conversation was around belonging.
Bec shared how her studio creates hype around events like pep rallies, encouraging parents to dress up, make signs, and fully get involved.
And honestly?
That sense of community matters more than we sometimes realise.
Families want to feel connected.
They want to belong to something.
When parents proudly wear studio merch, share performances online, and feel emotionally invested in your culture, they become incredibly loyal.
And loyal customers stay longer.
Which is ultimately one of the biggest drivers of profitability in any studio.
This part of the episode was GOLD.
Because so many studio owners still think privates are only for elite competition dancers.
But parents often want private lessons for a completely different reason.
Confidence.
Support.
Skill development.
Helping their child feel more capable.
Bec shared a really relatable story about her son playing soccer and how she’d happily pay for private coaching simply to help him feel more confident.
Not because she thinks he’ll become a professional athlete.
But because she wants him to enjoy it more.
And dance parents feel exactly the same.
Private lessons can focus on:
Flexibility
Acro
Turns
Technique
Performance quality
Confidence building
Specific skills
And they can become an incredibly valuable revenue stream for studios.
One studio sold $8,000 worth of holiday privates in just 30 minutes by creating excitement, using FOMO marketing, and making the process easy to book.
That’s huge.
Probably the biggest mindset shift in the episode was around time.
Amanda talked about the importance of studio owners focusing more energy on “$100/hour tasks” instead of getting stuck constantly doing low-value admin.
And honestly?
This is something almost every studio owner struggles with.
Because it feels productive to answer emails, reorganise cupboards, or tweak Canva graphics for an hour.
But the real growth often comes from:
Marketing
Strategic planning
Relationship building
Sales
Events
Leadership
Revenue-generating opportunities
The most profitable studio owners aren’t necessarily working harder.
They’re protecting their time differently.
This episode was such a good reminder that profitable studios aren’t built by accident.
They’re built through intentional marketing.
Clear strategy.
Strong community.
Consistent visibility.
And being willing to try things that might feel a little uncomfortable at first.
Because at the end of the day, if you genuinely believe dance changes kids’ lives… then marketing your studio isn’t “salesy.”
It’s service.
And more families deserve to know you exist.
If this conversation resonated with you, come join us inside Dance Principals United Tribe.
You’ll get practical support, honest conversations, and strategies that actually work — from people who truly understand studio ownership.
And podcast listeners can grab TWO WEEKS FREE using the link in the show notes.
We’d absolutely love to have you there ❤️
