Sadler's Wells
Sadler's Wells is a UK-registered charity operating four London dance theatres, a free Digital Stage streaming platform, and extensive artist development and education programmes. It serves audiences, choreographers, schools, communities, and corporate partners through ticketed performances, donations, and public/corporate funding.
- Company typePrivate
- Founded1998
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Sadler's Wells does
Sadler's Wells is a UK-registered charity (no. 279884) operating as Sadler's Wells Trust Limited, headquartered at Rosebery Avenue, London. Founded in 1998 (with the original venue dating to 1683), the organization is dedicated to commissioning, producing, and presenting dance across all forms. It operates four physical theatres in London — Sadler's Wells Theatre (Angel), Lilian Baylis Studio, Peacock Theatre (West End), and Sadler's Wells East (Stratford, opened February 2025) — offering a combined infrastructure footprint of more than 550 seats at the newest venue plus additional capacities across the older sites. Sadler's Wells East, purpose-built within the East Bank development at Queen Elizabeth Olympic Park, features a 550-seat flexible auditorium with power flying and fold-away seating, six studios with environmental control and natural light via a saw-tooth roof design, and a community performance space called The Dance Floor in the L-shaped foyer.
The organization's product surface extends well beyond live performance. It runs an Artist Development Programme with seven distinct schemes (Associate Artists, Young Associates, Rose Choreographic School, National Youth Dance Company, Academy Breakin' Convention, Back To The Lab, Open Art Surgery), a free Digital Stage streaming platform for dance films and documentaries, the biennial Rose International Dance Prize for original choreography, and education/outreach programmes such as Making Moves (up to 54 schools annually) and community engagement events. It also operates Sadler's Wells America, a 501(c)(3) supporting body for US-based commissioning and touring.
Revenue is generated through a diversified, charity-model mix: ticket sales across four venues, annual memberships and patron subscriptions, corporate partnerships (Barclays is a major sponsor of Making Moves and Dance Pass), individual donations (with Gift Aid eligibility), trusts and foundations funding (Garfield Weston, Mohn Westlake, Project Giving Back), legacy giving, and venue hire. Arts Council England is the primary public funder as a National Portfolio Organisation. Customer segments span general dance audiences, professional choreographers and artists, schools/youth groups, community participants in east London, and corporate partners — a deliberately broad base for a non-profit performing arts institution.
Sadler's Wells firmographics
Firmographics- Name
- Sadler's Wells
- Legal name
- Sadler's Wells Trust Limited
- Website
- https://sadlerswells.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sadler's Wells is a UK-registered charity operating four London dance theatres, a free Digital Stage streaming platform, and extensive artist development and education programmes. It serves audiences, choreographers, schools, communities, and corporate partners through ticketed performances, donations, and public/corporate funding.
- Ownership category
- akta.pro rank
Sadler's Wells industry classification
Industry- Product category
- Performing Arts / Dance Venue & Programming
- NAICS
- Dance Companies (711120), Dance Companies (71112), Performing Arts Companies (7111)
- akta.pro primary industry
- Dance Performances (THAJAFAD)
- akta.pro secondary industries
- Theater, Musicals & Performing Arts (THAJAFAB), Dance Festivals & Dance Series (MPAGADAJ), Youth/Student & Community Dance Recitals (MPAGADAI), Dancers, Choreographers & Dance Troupes Booking (HSACAHAD)
Keywords
Where Sadler's Wells is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Sadler's Wells business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Others, Marketing or Sales, Infrastructure
Revenue model
- Ticket Sales: Revenue from selling tickets to dance performances across four theatres including Sadler's Wells Theatre, Lilian Baylis Studio, Peacock Theatre, and Sadler's Wells East.
- Memberships and Patrons: Annual membership programs offering ticket discounts, priority booking and other benefits. Patron programs provide enhanced benefits for higher-tier supporters.
- Corporate Support: Corporate partnerships and sponsorship arrangements with organizations including Barclays for programs like Barclays Dance Pass and Making Moves.
- Individual Donations: Charitable donations from individuals supporting dance commissioning and production. Gift Aid eligible for UK taxpayers.
- Name a Seat: Minimum £1,000 donation for naming a seat at Sadler's Wells Theatre for 5 years, or £2,000 for 10 years at Sadler's Wells East.
- Trusts and Foundations: Funding from charitable trusts and foundations supporting artistic programming, artist development, and community engagement.
- Legacy Giving: Bequests and legacy gifts through the Legacy Circle program supporting future generations of dance artists and audiences.
- Making Moves Program Fees: Schools and youth groups pay £300 (+VAT) to participate in the Making Moves choreography project, with bursaries available for financial support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Name a Seat - Sadler's Wells Theatre |
| One time/ perpetual license | Multi-year contract | Name a Seat - Sadler's Wells East |
| Subscription | Annual | Membership Program |
| Subscription | Annual | Patron Program |
| Other | Pay-as-you-go | General Donations |
| Unit Pricing | One time/ perpetual license | Making Moves Program Fee |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels6 records
Sadler's Wells product offering
Product offeringCore offering
Sadler's Wells operates four London theatres (Sadler's Wells Theatre, Lilian Baylis Studio, Peacock Theatre, and Sadler's Wells East) presenting live dance performances across all styles from UK and international companies. It supplements live programming with Digital Stage, a free online streaming platform for dance films and documentaries, alongside artist development programmes, schools/youth outreach (Making Moves), community engagement initiatives, and venue hire services.
Product overview
Sadler's Wells is a world-leading dance organisation operating four London theatres (Sadler's Wells Theatre, Lilian Baylis Studio, Peacock Theatre, and Sadler's Wells East) that programme and present dance performances across all styles. The organisation offers Digital Stage, a free streaming platform for dance films and documentaries. Its education and development arm includes Artist Development Programme, Associate Artists, Young Associates, Rose Choreographic School, Academy Breakin' Convention (ABC), and Making Moves (a school and youth choreography project). Community engagement encompasses The Dance Floor, Schools and Colleges Programme, Community Engagement activities, and Online Workshops. Support programmes include Membership, Patronage, Name a Seat, and Sadler's Wells America. Venues are also available for hire.
Differentiator
Problem solved
Functional benefit
Brands
- Digital Stage: Digital platform offering free dance films, documentaries, and behind-the-scenes content showcasing dance performances and artist works
- The Rose International Dance Prize
- Academy Breakin' Convention (ABC)
- Rose Choreographic School
- National Youth Dance Company (NYDC)
- Associate Artists Programme
- Making Moves
- Young Associates
- Company of Elders
- Back To The Lab
- Open Art Surgery
Products and services
- The Four Theatres Live Dance Programming Live dance performances presented across four London theatres (Sadler's Wells Theatre in Angel, Lilian Baylis Studio, Peacock Theatre in the West End, and Sadler's Wells East in Stratford) covering contemporary dance, ballet, hip hop, and international touring companies for general dance audiences.
- Digital Stage Free online streaming platform offering dance films, documentaries, behind-the-scenes content, and digital productions such as the Motion Picture choreographer-filmmaker collaborations and Making Moves documentaries, accessible to global audiences.
- Making Moves Annual choreography and performance project for schools and youth groups across England, supported by Barclays, connecting young people aged 11-18 (up to 24 for d/Deaf/disabled) with professional choreographers through digital toolkits and practical workshops; up to 54 groups participate annually with 8 selected to perform on the Sadler's Wells stage at National Platform.
- Rose Choreographic School Two-year development programme supporting a cohort of 13 artists through workshops, lectures, mentoring, and choreographic research projects, based at Sadler's Wells East.
- Associate Artists Programme Roster of 22 dance artists representing diverse styles who receive commission opportunities, development resources and support from Sadler's Wells, including world-renowned choreographers such as Akram Khan, Wayne McGregor, Crystal Pite, Matthew Bourne, and Sylvie Guillem; first cohort appointed in 2005.
- Young Associates Two-year development programme for four dance artists aged 18-24 (or aged 18-30 for those who identify as d/Deaf and disabled), including development weekends and public performance opportunities.
- Academy Breakin' Convention (ABC) Full-time further education programme for creative and talented 16-19 year olds covering hip hop theatre foundations including Breaking, DJing, Emcee, Graffiti, Music Production, Popping and Hip Hop Social Dance, delivered at Sadler's Wells East.
- Membership & Patronage Programme Annual charitable membership and patron programmes offering ticket discounts, priority booking and other benefits, supporting Sadler's Wells' artistic work on its stages, in communities and with next generation dancers.
- Name a Seat Donor recognition programme allowing supporters to name theatre seats at Sadler's Wells Theatre (minimum £1,000 for 5 years) or Sadler's Wells East (minimum £1,000 for 5 years or £2,000 for at least 10 years), with personalised plaques engraved with up to 54-70 characters.
- Sadler's Wells America US-based 501(c)(3) tax-exempt non-profit organisation (Sadler's Wells Association Inc.) supporting commissioning, showcasing American dance artists, and touring UK and European contemporary dance work in the United States.
- The Dance Floor at Sadler's Wells East Public performance space in the light-filled L-shaped wrap-around foyer of Sadler's Wells East hosting community groups, guest artists, free activities and events for people of all ages and backgrounds.
- Venue Hire (Hire Our Spaces) Venue hire services offering Sadler's Wells' theatres and studios for conferences, concerts, filming, photography, and fashion shows.
- Rose International Dance Prize Biennial global prize for original dance creations in any style from across the globe, awarded by Sadler's Wells, recognising radical movement and global voices in dance.
Quantifiable outcome
- 8 groups selected annually to perform on Sadler's Wells stage through Making Moves
- +2 more outcomes
Companies that use Sadler's Wells
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles5 records
Sadler's Wells technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sadler's Wells partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- East Bank Partners (BBC, UAL London College of Fashion, UCL, V&A)coreEast Bank is London's biggest single investment in culture and education in over a century. Co-located institutions creating a new cultural quarter in Queen Elizabeth Olympic Park with opportunities for collaboration and innovation.
- DanceEastminorPartner venue hosting Making Moves regional platforms for schools and youth groups across England.
- The LowryminorPartner venue hosting Making Moves regional platforms for schools and youth groups.
- Pavilion Dance South WestminorPartner venue hosting Making Moves regional platforms for schools and youth groups.
- Midlands Arts CentreminorPartner venue hosting Making Moves regional platforms for schools and youth groups.
- Northern School of Contemporary Dance (The Riley Theatre)minorPartner venue hosting Making Moves regional platforms for schools and youth groups.
- Sadler's Wells AmericacoreTax-exempt US charity (EIN: 13-3036349) supporting Sadler's Wells through commissioning, showcasing American artists, and touring UK work in America. Donations tax-deductible for US taxpayers.
- Associate Schools NetworkminorPartnership with schools and colleges in east London giving students access to world-class dance. Includes School 21 in Stratford.
- School 21minorSadler's Wells Associate School in Stratford receiving plants and materials from RHS Chelsea Flower Show garden. Works closely with Sadler's Wells to embed arts-inspired activities.
Scale indicators11 records
Recent moves2 records
Expansion highlights7 records
Sadler's Wells competitors and assessment
Company assessmentDirect peers
- English National Ballet: National touring ballet company that performs regularly at Sadler's Wells venues and competes for similar audiences and donors. Comparable as a dance-producing organisation operating at the intersection of performance, education and touring.
- The Place: London's leading contemporary dance venue and school, presenting dance and supporting choreographers in the early stages of their careers. Directly comparable to Sadler's Wells on the contemporary-dance presenting and artist-development axis.
- DanceEast: Regional dance presenting and artist-development organisation based in Ipswich; runs National Dance Network platforms and is a Making Moves partner venue. Comparable as a mission-aligned dance developer and presenter, though with a regional rather than London base.
- The Joyce Theater: New York City dance-only presenting venue programming contemporary dance, ballet and international companies. Closely comparable to Sadler's Wells as a dedicated dance showcase and commissioning venue in a major global city.
Broad incumbents
- Royal Opera House: Major London performing-arts venue presenting opera and ballet at the main house and Linbury Theatre. Overlaps with Sadler's Wells on dance presentation and high-end production infrastructure, but on a much larger scale and broader repertoire.
- The Barbican Centre: Major London multi-artform venue operated by the City of London, hosting international dance companies as part of its International Programming dance strand. Comparable as a large publicly-supported London presenter competing for the same international touring dance product.
- Southbank Centre: London's largest arts complex with multiple venues (Royal Festival Hall, Queen Elizabeth Hall, Purcell Room) presenting dance, music and literature. Comparable as a multi-venue London presenting body competing for the same audiences, funders and corporate sponsors.
- National Theatre: Flagship publicly-funded London producing theatre with three auditoriums and a national touring and learning remit. Overlaps with Sadler's Wells on venue-based presenting, public-funding reliance, learning programmes, and corporate partnership base.
- Linbury Theatre (Royal Opera House): Flexible 400-seat studio theatre within the Royal Opera House complex used for smaller-scale dance, opera and experimental work. Closely comparable to Lilian Baylis Studio and Sadler's Wells East as a flexible-scale dance and new-work venue in London.
Regional players
- Edinburgh International Festival: Annual summer festival in Edinburgh presenting opera, dance, theatre and music from leading international companies, including dance premieres often seen later at Sadler's Wells. Comparable as a high-prestige dance presenter with an international booking model, but operating on a seasonal festival cadence in Scotland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Sadler's Wells social profiles
Digital presenceSadler's Wells financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sadler's Wells leadership team
Management profileNumber of profiles
Profiles2 records
Sadler's Wells subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sadler's Wells funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sadler's Wells M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sadler's Wells
What does Sadler's Wells do?
Sadler's Wells operates four London theatres (Sadler's Wells Theatre, Lilian Baylis Studio, Peacock Theatre, and Sadler's Wells East) presenting live dance performances across all styles from UK and international companies. It supplements live programming with Digital Stage, a free online streaming platform for dance films and documentaries, alongside artist development programmes, schools/youth outreach (Making Moves), community engagement initiatives, and venue hire services.
Is Sadler's Wells a public or private company?
Sadler's Wells is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Sadler's Wells founded?
Sadler's Wells was founded in 1998. It employs 101 to 250 people.
Where is Sadler's Wells based?
Sadler's Wells is headquartered in London, United Kingdom, in the Europe region.
How does Sadler's Wells make money?
Eight revenue lines are on record. Ticket Sales are the primary driver. The others are memberships and Patrons, corporate Support, individual Donations, name a Seat, trusts and Foundations, legacy Giving and making Moves Program Fees.
Who are Sadler's Wells's main competitors?
Direct peers on record are English National Ballet, The Place, DanceEast and The Joyce Theater. Broad incumbents are Royal Opera House, The Barbican Centre, Southbank Centre, National Theatre and Linbury Theatre (Royal Opera House). Edinburgh International Festival is listed as a regional player.
Does Sadler's Wells have an API?
No public API is recorded for Sadler's Wells.
What industry is Sadler's Wells in?
Sadler's Wells's product category is Performing Arts / Dance Venue & Programming. Its primary akta.pro industry code is THAJAFAD, Dance Performances, with a secondary code of THAJAFAB, Theater, Musicals & Performing Arts. Its NAICS code is 711120.