The Dance Collective

What The Dance Collective does

The Dance Collective (TDC) is a privately held dance training centre and performance company founded in 2003 by Andrea Chan and now owned and directed by Charisse Parnell, operating from Perth, Western Australia. It delivers structured dance instruction across 14+ styles — Ballet, Jazz, Contemporary, Hip Hop, Breaking, Commercial, Lyrical, Lyrical Fusion, Latin Fusion, Acro Dance, DanceFit, Heels, Tap and Funky Dance — to dancers aged 2 through adult, segmented into Tiny Tots, Kids Club, Pre-Junior/Junior, Teen Company, and Senior Company tiers.

The core product is recurring weekly dance classes billed via monthly auto-pay on the 1st of each month, with an annual $50 membership fee per dancer and multi-class subscription discounts of 10–30% after the second class. Ancillary revenue streams include trial classes ($10), casual drop-ins ($23–$25), annual Youth/Teen/Senior concert levies ($60–$70), costume hire ($60–$70/class), compulsory digital concert video downloads ($40/family), concert ticketing via TryBooking and Ticketmaster, and an apparel shop on Square. A TDC-branded mobile app on iOS and Android, integrated with Jackrabbit Class, serves as the self-serve enrolment and billing hub, alongside a web-based Client Portal.

Beyond consumer tuition, TDC operates an event and entertainment services business supplying dancers, choreographers, and performers for corporate events (Priceline, Kohler Asia Pacific, SGIO), TV and film (Channel 9, MTV), product launches, wedding dances, hens nights, birthday parties, and school workshops. The company manages a costume inventory of over 1,000 boxes out of a dedicated Myaree Dressing Room location and runs a formal charity sub-brand, HOPE (Helping Other People Everywhere), which channels proceeds from dedicated workshops to not-for-profits including Oxfam, UNICEF, Red Cross and World Vision.

Name

The Dance Collective

Legal name

The Dance Collective

Website

https://thedancecollective.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

The Dance Collective is a privately held Perth-based dance training centre and performance company founded in 2003, delivering recurring weekly classes across 14+ styles to dancers aged 2 to adult, supplemented by concerts, workshops, costume hire, and corporate/TV/film entertainment services.

Ownership category

akta.pro rank

Product category

Dance Instruction Services

NAICS

Fine Arts Schools (61161), Dance Companies (71112)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)

akta.pro secondary industries

Youth/Student & Community Dance Recitals (MPAGADAI), Dance Festivals & Dance Series (MPAGADAJ), Contemporary & Modern Dance (MPAGADAB)

Keywords

• Dance instruction services
• Dance studio classes
• Performance company
• Dance education
• Choreography services

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Dance Class Tuition: Recurring monthly tuition fees for weekly dance classes. Billed via monthly auto-pay on the 1st of each month. Discounts applied for multi-class enrolment (3+ classes per week).
2. Annual Membership: One-time annual membership fee of $50 per dancer charged upon enrolment. Covers administration, insurance, and music licensing costs.
3. Concert Revenue: Concert levies, costume hire fees, and digital video downloads. Concert levies: Youth $60/dancer, Teen/Senior $70/dancer. Costume hire: Youth $60/class, Teen/Senior $70/class. Digital video download: $40/family.
4. Casual and Trial Classes: Casual drop-in classes at $23 (30-45min) or $25 (60min). Trial classes at $10 for first class.
5. Additional Services: Birthday parties, hens nights, corporate team building, wedding dances, school workshops, private lessons, events performances (TV commercials, film, flash mobs), costume hiring.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

The Dance Collective is a Perth-based dance training centre and performance company that provides weekly dance instruction across 14+ styles (Ballet, Jazz, Contemporary, Hip Hop, Breaking, Commercial, Lyrical, Heels, Acro Dance, Tap, Latin Fusion, Lyrical Fusion, DanceFit, and Funky Dance) for students aged 2 to adult. The studio-based curriculum is complemented by annual concerts across three companies (Youth, Teen, Senior), private lessons, school and community workshops, birthday parties, hens nights, wedding dance choreography, corporate team building, TV/film casting and choreography, and a costume hiring service backed by a Dressing Room facility with over 1000 costume boxes.

Product overview

The Dance Collective is a dance training center and performance company offering a unified service portfolio centered on dance instruction across 14+ styles (Ballet, Jazz, Contemporary, Hip Hop, Breaking, Commercial, Lyrical, Lyrical Fusion, Latin Fusion, Acro Dance, DanceFit, Heels, Tap, and Funky Dance) for ages 2+. The core curriculum of structured dance classes is complemented by performance opportunities (Youth, Teen, and Senior Concerts), seasonal holiday workshops and camps, and the HOPE charity workshop program. Additional revenue streams include private lessons, corporate/TV/film entertainment services, birthday parties, hen\'s nights, and costume hiring. The TDC App (iOS/Android) serves as the central digital hub for enrollment and payments, integrated with JackRabbit Class for class management, Square for apparel e-commerce, and Vimeo/YouTube for video content delivery. The company operates from two locations (TDC Studio in Willagee and TDC Dressing Room in Myaree) and has an established agency role supplying dancers and choreographers for external commercial productions.

Differentiator

Problem solved

Functional benefit

Brands

• HOPE - Helping Other People Everywhere: TDC's charity branch committed to organising workshops where all proceeds go towards needed charities. Supports organisations including CARAD, Not for Sale, St Patrick's Community Support Centre, Oxfam, UNICEF, Red Cross, World Vision, and many others.

Products and services

• Dance Classes (Core Curriculum) Comprehensive weekly dance instruction across 14+ styles including Ballet, Jazz, Contemporary, Hip Hop, Breaking, Commercial, Lyrical, Lyrical Fusion, Latin Fusion, Acro Dance, DanceFit, Heels, Tap, and Funky Dance, structured by age and skill level from Tiny Tots (ages 2-3) through Senior Company (18+). Billed monthly via auto-pay with multi-class subscription discounts.
• Birthday Parties Customizable dance-themed party experiences including ballet fairies, superhero, disco, and hip hop themes, available at the studio or with entertainers traveling to the client's location.
• Hens Nights Group dance lessons teaching fun routines suitable for bridal celebrations, including moves for wedding day performances.
• Wedding Dances Private choreography sessions creating personalised first dance routines for couples, typically completed in 1-3 lessons.
• School Workshops One-off or recurring dance sessions for primary schools, high schools, and community centres, customisable by style and duration, including teacher supply for dance programs.
• Private Lessons One-on-one dance instruction for audition preparation, technique improvement, performance skills, or building dancer confidence.
• Corporate, TV & Film Services Comprehensive entertainment services supplying dancers, choreographers, directors, and teachers for corporate events, product launches, music videos, trade shows, TV commercials, festivals, fashion shows, and film productions. Includes corporate team building experiences and event performances for flash mobs, balls, charity events, awards nights, and themed occasions.
• Costume Hiring Costume rental services for corporate groups, schools, and concert performers, with over 1000 costume boxes managed at The Dressing Room location covering storing, organising, styling, purchasing, altering, fitting, cleaning, transporting, and maintaining costumes.
• Concerts Annual showcase performances including Youth Concert (Kids Club through Junior levels), Teen Concert (Pre-Elementary through Pre-Senior), and Senior Concert (Adults 18+), held at professional venues with full production and ticketed via TryBooking and Ticketmaster.
• Holiday Workshops School holiday dance programs including day camps, intensives, and specialty workshops with guest artists held during each school holiday period, including seasonal offerings such as Summer Dance Camp, Winter Dance Camp, and Spring Dance Fest.
• HOPE Charity Workshops Charity workshops under the HOPE (Helping Other People Everywhere) banner where all proceeds go to charitable organisations including CARAD, Not for Sale, St Patrick's Community Support Centre, Oxfam, UNICEF, Red Cross, World Vision, and other causes.
• Apparel Shop Online merchandise store selling dance apparel and branded merchandise through the Square e-commerce platform, plus gift cards available for purchase.

Quantifiable outcome

• Multiple annual concert productions across three companies (Youth, Teen, Senior)
• +2 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brent Street Studios: Large Australian commercial dance studio offering training across multiple styles for children through professionals, with performance, agency, and corporate entertainment arms. Highly comparable to TDC in curriculum breadth, age range, and entertainment services.
• Sydney Dance Company: Major Australian professional dance company that combines performance production with community and education programs. Comparable to TDC's hybrid training-plus-performance model, though at significantly larger scale.
• Tanya Pearson Classical Coaching Academy: Sydney-based classical and contemporary dance training academy offering intensive programs and performance opportunities. Comparable as a high-end private dance studio with concert/performance outputs and a premium positioning similar to TDC.
• Ministry of Dance: Australian commercial dance studio offering multi-style training, industry workshops, and performance opportunities for serious recreational and pre-professional dancers. Highly comparable to TDC in target customer and curriculum breadth.

Regional players

• West Australian Ballet: Perth-based professional ballet company with associated education and outreach programs. Directly comparable geographically; Andrea Chan of TDC previously helped design its education curriculum, evidencing direct competitive overlap in the local Perth dance market.
• Queensland Ballet: Brisbane-based professional ballet company with significant training and education programs. Comparable business model combining performance and dance instruction, but focused on a different Australian region.

Broad incumbents

• Bangarra Dance Theatre: Australia's leading Indigenous contemporary dance company producing performances and education programs nationally. Comparable as a dance performance-plus-education hybrid, but at much larger scale and broader geographic reach.
• The Australian Ballet: National ballet company offering performances, education, and outreach. Comparable on the performance and dance-education axes, but operates at national scale rather than a single metro market.

Others

• National Institute of Dramatic Art (NIDA): Australia's leading performing arts training institution. Comparable on the performing-arts-education axis, but focused on tertiary accreditation rather than community/children's classes; relevant for benchmarking curriculum depth and brand prestige.

Emerging players

• Village Performing Arts (formerly Newtown High School of the Performing Arts): Sydney-based performing arts school offering dance, drama, and music training for school-age students with concert outputs. Comparable to TDC's youth pipeline and concert business model in a different metro market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCeKWshXgBU0cN20GZOBtB-g
• Facebookfacebook.com/thedancecollectiveau
• Instagraminstagram.com/thedancecollectiveau

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Dance Collective