What Ballroom Dance Center does

The Ballroom Dance Center is a private, founder-owned ballroom dance instruction studio founded in 1992 by Emilie Tobias and headquartered at a 5,000-square-foot facility with floating hardwood dance floors in Evans, Georgia (Augusta/CSRA market). The studio delivers adult and youth dance education across Ballroom, Latin, Rhythm, and Swing styles through private lessons, group classes, themed social events (Friday Night Dances, themed balls), wedding dance programs, summer youth/teen dance camps, an annual Broadway-style theatrical showcase, and a studio-hosted competition (Augusta Dance Challenge), plus the Glory Dancers faith-based performance troupe.

All instruction is delivered in-person by certified instructors (certified through DVIDA, ISTD, NDCA, USA Dance, and ProDvida) with combined teaching experience exceeding 60 years, and the studio is the area's only one with United States Professional finalists in Ballroom and Rhythm 9 Dance Division. The studio added Zoom-delivered virtual private lessons, group classes, and dance parties as a parallel online channel during the pandemic, available for ongoing remote participation. Operating hours are Monday-Thursday 12:30 PM to 8:30 PM and Friday 12:30 PM to 5:30 PM, with weekends closed.

The business operates on a direct-to-consumer model with multiple revenue streams: private lesson packages (pricing not publicly disclosed), group class enrollment, pay-as-you-go event admission ($15 per Friday Night Dance, $20 per themed ball), wedding dance packages, summer camp tuition, competition registration fees, and showcase ticket sales. Customer acquisition relies on local magazine features (Augusta Magazine, Columbia County Magazine), community partnerships (Relay for Life, Alzheimer's Association 'Dancing Stars of Augusta'), social media, word-of-mouth referrals, and open-house orientations. The studio is the oldest continuously operating ballroom dance studio in the Augusta area under the same ownership since founding, with no external investors, parent company, or institutional funding identified.

Name

Ballroom Dance Center

Legal name

The Ballroom Dance Center

Website

https://augustaballroomdance.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

The Ballroom Dance Center is a founder-owned, 32-year-old private ballroom dance studio in Evans, Georgia (Augusta area), offering certified-instructor private lessons, group classes, wedding dance programs, youth camps, themed social events, and an annual competition.

Ownership category

akta.pro rank

Product category

Dance Instruction Services

NAICS

Fine Arts Schools (61161), Dance Companies (711120), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD)

akta.pro secondary industries

Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH), Ballroom & Latin Dance Shows (MPAGADAE), Dance Festivals & Dance Series (MPAGADAJ)

Keywords

• Ballroom dance instruction
• Dance studio services
• Wedding dance training
• Group dance classes
• Private dance lessons

Headquarters

HQ city

Evans

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Private Lessons: One-on-one instruction with certified instructors, available in-studio or via Zoom. Students purchase lesson packages and schedule appointments. Core revenue stream for the studio.
2. Group Classes: Scheduled group instruction for multiple skill levels including Getting Started (beginner), Social Plus (intermediate), and specialty classes like Shag, West Coast Swing, Argentine Tango, and Teen programs. Offered weekly on Monday, Tuesday, and Thursday evenings.
3. Friday Night Dances: Weekly social dance events with $15 admission per person. Includes group lesson, dance card, refreshments, and raffle prizes. danceSMART Rewards Card offers sixth dance free after attending five dances.
4. Themed Balls: Special themed dance events including Snow Ball, Haunted Eye Ball, Wedding Ball, and seasonal celebrations. Admission $20 per person with extended hours until 10:30 PM.
5. Showcases and Productions: Annual Broadway-style theatrical productions featuring professional and student performers. Students pay for instruction to prepare performances; ticket sales generate additional revenue.
6. Wedding Dance Program: Specialized instruction for wedding couples preparing for first dance, father-daughter dance, mother-son dance, and bridal party routines.
7. Youth and Teen Dance Camps: Summer dance camps for youth and teens offered during summer months, providing intensive instruction in ballroom and rhythm dance.
8. Dance Competitions: Registration fees for studio-hosted Augusta Dance Challenge and travel to external competitions. Instructors accompany students to events.
9. Formation and Performance Teams: Ladies formation teams, Glory Dancers (faith-based performance troupe), and other ensemble groups that perform at events and competitions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Ballroom Dance Center is a privately operated dance studio in Evans, Georgia that delivers in-person ballroom, Latin, Rhythm, and Swing dance instruction through private lessons, scheduled group classes, youth and teen programs, and a wedding dance curriculum. The studio also generates ancillary revenue through social dance events (Friday Night Dances, themed balls), an annual Broadway-style theatrical showcase, the Augusta Dance Challenge competition, and a performance troupe (Glory Dancers). All instruction is delivered by certified instructors led by founder Emilie Tobias and professional partner Valery Ganiev.

Product overview

Ballroom Dance Center is a dance instruction studio offering a comprehensive suite of services centered around ballroom and rhythm dance education. The core offerings include private lessons and group classes teaching dance styles such as Waltz, Foxtrot, Cha-Cha, Rumba, Swing, and Tango. The studio operates specialized programs including Wedding Dance instruction, Youth and Teen Dance Camps, and Technique Tuesday classes. Beyond regular instruction, the studio hosts Friday Night Dances and themed balls, produces annual Broadway-style theatrical showcases, and organizes the annual Augusta Dance Challenge competition. The studio also features the Glory Dancers performance troupe. All instruction is delivered by certified teachers with combined experience exceeding 60 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Lessons One-on-one personalized dance instruction tailored to individual skill levels and goals, provided by certified instructors including owner Emilie Tobias, available in-studio or via Zoom.
• Group Lessons Scheduled group classes teaching ballroom and rhythm dance styles including Waltz, Foxtrot, Cha-Cha, Rumba, and Swing at beginner (Getting Started) and intermediate (Social Plus) levels, plus specialty classes such as Shag, West Coast Swing, and Argentine Tango.
• Wedding Dance Program Specialized instruction for engaged couples preparing first dance, father-daughter dance, mother-son dance, and bridal party routines for wedding receptions.
• Youth Dance Camp Summer dance camp program for children teaching ballroom and rhythm dance fundamentals in a fun, supportive environment.
• Teen Dance Camp Summer dance camp program for teenagers covering ballroom and rhythm dance techniques and performance skills.
• Technique Tuesday Weekly technique class taught by Val Ganiev focusing on dance fundamentals including Latin hip action, arm styling, and footwork, available in-person, live online, or via video.
• Friday Night Dances Weekly social dance events at the studio providing students an opportunity to practice skills, with $15 admission per person that includes a group lesson, dance card, refreshments, and raffle entry.
• Themed Balls Special themed dance events including the Snow Ball, Haunted Eye Ball, Wedding Ball, and seasonal celebrations with $20 per person admission and extended hours.
• Broadway-Style Theatrical Productions Annual showcase productions featuring original storylines with both professional and student cast members, including shows such as 'Villains,' 'The Spy Academy,' 'Cats and Dogs,' and Museum After Dark.
• Augusta Dance Challenge Annual dance competition hosted by the studio, featuring amateur and professional divisions in ballroom and rhythm dance categories with paid registration.
• Glory Dancers Performance troupe combining professional and amateur dancers from ballroom, Latin, hip hop, jazz, and ballet disciplines that performs at events and competitions.
• Teen Competitive Ballroom and Rhythm Dance Class Advanced-level competitive dance class for teenagers held on Monday afternoons, preparing students for competitions and performances.
• Teen Social Dance Classes Beginner-level social dance instruction for teenagers covering ballroom and rhythm dance fundamentals, held on Tuesday afternoons.
• Formation Teams and Ladies Formation Team Ensemble groups including ladies formation teams that perform at events, showcases, and competitions, requiring dedicated coaching and rehearsal time.

Quantifiable outcome

• Students develop from complete beginners to competitive dancers and performers within months to years of dedicated instruction
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor.

• ProDvida (Professional Dance Vision International Dance Association)minorOthersProfessional teacher organization providing certification, training, and standards for professional dance teachers. The studio's instructors are certified through this and similar nationally recognized associations.
• ISTD (Imperial Society of Teachers of Dancing)minorOthersOne of the world's leading dance examination boards promoting knowledge of dance and maintaining teaching standards through syllabi and certification.
• NDCA (National Dance Council of America)minorOthersOfficial governing council of traditional Ballroom Dance in the United States representing dance profession interests.
• USISTD (United States Imperial Society of Teachers of Dancing)minorOthersU.S. affiliate of London-based world-leading dance teachers society, maintaining high dance standards through examination board certification.
• USA DanceminorOthersNational governing body for DanceSport and representative organization for social and recreational ballroom dancers in America.
• USA Dance of Augusta/Aiken Chapter 6074minorOthersLocal chapter established in 1999 to improve quantity and quality of ballroom dancing in the Augusta/Aiken area. Does not promote any specific studio.
• Showtime Dance ShoesminorOthersVendor based in Atlanta, leading supplier of ballroom and Latin dance shoes. Referenced as recommended vendor for dance footwear.
• JazzerciseminorOthersGroup fitness program combining cardio, strength and stretch moves. Referenced as related dance/fitness organization in area.
• QuinTangominorOthersInternationally acclaimed Argentine Tango ensemble. Studio owner Emilie Tobias toured with QuinTango as professional dancer in United States, Argentina, and Brazil.
• Spoleto Festival USAminorOthersWorld-famous arts festival. Studio instructors have performed at Spoleto Festival as Argentine Tango dancers.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• CLI Studios: Online dance instruction platform offering live and on-demand classes across multiple styles including ballroom. Comparable as a channel competitor for online private and group lessons, though broader in style coverage and not studio-based.
• Steezy Studio: Digital dance instruction platform with subscription-based on-demand classes across many styles. Comparable as a competitive threat in online dance learning, particularly for younger and beginner segments, though it does not specialize in ballroom.
• Wedding Dance Coaches: Specialty wedding dance instruction service offering first-dance choreography nationwide. Directly comparable on the wedding dance segment of BDC's offering, but operates as a mobile/in-home model rather than studio-based, and competes primarily on the wedding use case.

Others

• National Dance Council of America (NDCA): Official governing body for competitive ballroom dance in the United States. BDC instructors are NDCA members and BDC students compete in NDCA-sanctioned events. Ecosystem participant rather than competitor, but shapes the competitive framework in which BDC operates.
• USA Dance: National DanceSport governing body and recreational ballroom association. Not a commercial competitor but a key ecosystem participant: BDC's local Augusta/Aiken chapter (6074) operates under this body, and competitions referenced in BDC materials (Ohio Star Ball, Hotlanta, First Coast Classic) sit in this competitive ecosystem.
• Dance Vision International Dance Association (DVIDA): Professional dance teacher certification body whose curriculum BDC instructors follow. Functions as an enabler/standards-setter rather than a competitor, but is integral to BDC's instructor credentialing and student examination pathway.

Direct peers

• Revolution Ballroom: Beaufort, South Carolina studio owned by Marcia Mitchell, a former BDC instructor. Offers adult ballroom, Latin, and rhythm instruction in a similar small-studio format. Directly comparable in scale, model, and geographic segment to BDC, and the instructor lineage creates a meaningful competitive link.
• Dancers Ltd./Spartanburg Ballroom: Long-running Spartanburg, South Carolina ballroom studio previously operated by Peter Eanes, where BDC instructor Glenn Gordy trained. Closest geographic and operational peer as a single-location Southeast ballroom studio serving adult social and competitive dancers.

Broad incumbents

• Fred Astaire Dance Studios: Largest ballroom dance studio franchise in North America with hundreds of locations. Operates the same private lesson and group class model targeted at adult social dancers, but at national scale rather than single-location. Directly comparable on offering and customer profile.
• Arthur Murray Dance Studios: Iconic ballroom dance studio chain founded in 1912 with global franchise footprint. Offers private lessons, group classes, and wedding dance programs using the same instructional model BDC employs, but at significantly broader scale and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Augustaballroomdance
• Xx.com/dancebdc
• LinkedInlinkedin.com/company/the-ballroom-dance-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ballroom Dance Center