Springfield Dance

What Springfield Dance does

Springfield Dance is a privately held, single-location dance studio operating from a 5,000 square foot purpose-built facility at 5531 International Parkway in Springfield, Illinois. Founded in 1995 by Ronda Brinkman — who remains the director and primary operator — the studio serves ages 18 months through adult with a progressive curriculum spanning classical ballet, tap, jazz, hip hop, contemporary, modern, acrodance, aerial silks, musical theatre, yoga, and barre fitness. Core offerings are organized by age tier (Toddlers, Preschoolers, Minis, Juniors, Foundations/Progressions/Mastery, Adults) and supplemented by an in-house performance company (Springfield Dance Theatre), a retail boutique, birthday party packages, and a "Learning Studio" educational resource hub. The studio also maintains ties to the Springfield Ballet Company.

The business operates on a recurring tuition model with monthly auto-pay (Visa/Mastercard/ACH, with a 4% card convenience fee) plus a $40 annual per-family registration fee and per-event pricing for adult line dancing ($15 single / $25 couple). Class tuition starts at $17 per class with family discounts and flexible scheduling; adult drop-in class cards support pay-as-you-go entry. Ancillary revenue comes from event fees, boutique sales, and birthday party packages. The technology stack is light: a Squarespace marketing site with a third-party lead capture widget for trial bookings, paired with The Studio Director SaaS for student portal, registration, and payment management.

Springfield Dance is a traditional community-rooted small business, not a venture-backed company. It is privately owned by Ronda Brinkman with no institutional investors, no subsidiaries, no disclosed revenue, and a single-market geographic footprint. Customer acquisition is predominantly organic — content marketing via blog and the monthly "En Pointe" newsletter, an alumni #WhyWeDance testimonial series, performance events (recital, Nutcracker, Rockballet at Sangamon Auditorium), word-of-mouth referrals, and modest Facebook Lead Form Ads — supported by trial-class conversion through a low-commitment funnel. The studio's positioning emphasizes technique-driven curriculum, certified professional instructors, family-friendly non-competitive culture, and multi-decade local brand equity.

Name

Springfield Dance

Legal name

Springfield Dance, Inc.

Website

https://springfielddance.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Dance Studio Services

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD), Children’s & Youth Theatre (MPAGABAE)

Keywords

• Dance studio classes
• Ballet instruction
• Children dance programs
• Adult dance fitness
• Performance company training

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Class Tuition: Primary revenue stream. Families pay tuition based on the number of classes per student per week. Pricing is per-class, starting at $17 per class for regular enrollment. Class cards (for adult-level classes) allow drop-in attendance.
2. Annual Registration Fee: A $40 annual registration fee is charged per family per year.
3. Event Registration Fees: Fees charged for specific events and classes, such as $15 for a single line dancing attendee or $25 for a couple.
4. Boutique Sales: The studio operates a boutique selling dance-related merchandise (shoes, apparel), providing ancillary retail revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Springfield Dance sells in-person dance instruction for students ages 18 months through adult across multiple styles including ballet, tap, jazz, hip hop, contemporary, modern, acrodance, aerial silks, musical theatre, barre fitness, yoga, and line dancing. Revenue is generated primarily through recurring class tuition plus annual registration fees, with ancillary revenue from short-term sessions, birthday parties, an on-site boutique, and performance company productions.

Product overview

Springfield Dance is a dance studio offering a comprehensive portfolio of dance education services structured by age and skill level. The core offering consists of traditional dance classes (ballet, tap, jazz, hip hop, contemporary, modern) for ages 18 months through adult, organized into progressive levels from Toddlers through Foundations/Progressions/Mastery. Beyond the foundational class program, the studio provides specialty programming including Beyond the Barre (Aerial Silks, Acrodance, Musical Theatre, Yoga & Barre, Progressing Ballet Technique), an in-house performance company (Springfield Dance Theatre), seasonal recitals, short-term introductory sessions for beginners, birthday parties, and a retail boutique. The studio operates from a 5,000 square foot facility with four studios, serving the Springfield, Illinois community since 1995.

Differentiator

Problem solved

Functional benefit

Products and services

• Dance Classes for All Ages Comprehensive dance instruction programs for ages 18 months through adult, covering ballet, tap, jazz, hip hop, contemporary, modern, and acrobatic arts, structured into progressive age groups (Toddlers, Preschoolers, Minis, Juniors, Foundations/Progressions/Mastery, Adults) with curriculum-based skill development.
• Beyond the Barre Supplementary programming including Aerial Silks (Mini Movers through Adult), Acrodance, Musical Theatre, Yoga & Barre fitness classes, and Progressing Ballet Technique (PBT), focused on strength, flexibility, performance, and confidence building.
• Springfield Dance Theatre In-house performance company giving students the opportunity to audition for two productions per year, including storybook ballets, with progression from Mini Performers (ages 5-7) to full Company membership.
• Seasonal Recital Annual end-of-year performance showcase where students from all classes perform, providing non-competitive performance opportunities for families to celebrate dancers' progress.
• Short Term Sessions Flexible introductory dance programs including Line Dancing Night Out (monthly adult events), 3-week Ballet Magic mini sessions for ages 3-6, Adult Beginning Tap classes, and Silks classes, designed as low-commitment entry points.
• Birthday Parties Dance-themed birthday party packages offered at the studio for children to celebrate with themed activities and experiences.
• Boutique On-site retail shop selling dancewear, shoes, and other dance-related merchandise for students and families.
• Learning Studio Dedicated educational space and resources supporting the studio's curriculum-based instruction and technique development programs.

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Pure Barre: Largest U.S. barre fitness franchise offering technique-driven classes that overlap with Springfield Dance's adult barre offerings. Comparable customer profile (predominantly adult women seeking ballet-inspired fitness) and franchise operating model.
• Fred Astaire Dance Studios: Largest franchised ballroom and social dance studio chain in the U.S. Comparable on multi-location, multi-discipline, technique-driven dance instruction for all ages, though focused on ballroom/latin rather than ballet/jazz/hip hop.
• Arthur Murray Dance Studios: National franchised dance studio chain offering private and group lessons across ages and skill levels. Comparable as a multi-location, technique-driven dance education business with structured curriculum and recurring tuition model.
• Peridance Capezio Center: Long-established NYC dance school offering progressive ballet, modern, and multi-genre programs with affiliated performance opportunities. Comparable curriculum structure (Foundations through advanced levels) and on-site retail boutique.
• Broadway Dance Center: Major NYC drop-in dance studio with broad multi-style class portfolio (ballet, jazz, hip hop, tap, contemporary) and performance programming. Comparable on class-card/drop-in pricing model and breadth of disciplines under one roof.
• Steps on Broadway: Iconic NYC multi-discipline dance studio offering ballet, jazz, tap, hip hop and more across age groups — comparable on breadth of class portfolio, drop-in pricing, and technique-driven instruction, though at significantly larger scale.

Emerging players

• STEEZY Studio: Online dance education platform offering on-demand multi-genre instruction. Comparable in offering dance education across ballet, jazz, hip hop, contemporary, and tap, but distributed digitally rather than in-studio — represents a potential competitive or partnership vector.

Regional players

• The Barre Code: Franchised barre fitness studio founded by Courtney Vorachek, a Springfield Dance alumna. Directly comparable as a ballet-derived fitness business, demonstrating the commercial pathway from classical dance training into scaled fitness concepts.

Others

• Club Pilates: Largest U.S. Pilates franchise with group-class studio model overlapping Springfield Dance's Beyond the Barre (Pilates-adjacent) fitness programming. Comparable as a recurring-membership boutique studio concept competing for adult discretionary fitness dollars.

Direct peers

• Springfield Ballet Company: Local Springfield, IL ballet company with which Springfield Dance maintains deep ties and shares students. Operates in the same geographic market with overlapping classical ballet curriculum and performance pathways for advanced dancers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Springfield Dance