People Dancing
People Dancing is a UK non-profit membership organisation that serves individual dance artists, dance organisations, and educational institutions as the national centre of knowledge for community and participatory dance, delivering membership, training, professional qualifications, insurance, and sector resources.
- Company typePrivate
- Founded1986
- HeadquartersLeicester, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What People Dancing does
People Dancing (legal name: Foundation for Community Dance, registered charity no. 328392 and company no. 2415458 in England and Wales) is a UK non-profit development and membership organisation founded in 1991 and headquartered at LCB Depot, 31 Rutland Street, Leicester. It is governed by trustees from all four UK nations and operates as the designated UK centre of knowledge for community and participatory dance practice, research, and training. Its core customers are individual dance artists and teaching artists, dance and arts organisations, and educational institutions, with a secondary supporter segment accessed through the Friends of People Dancing scheme.
The organisation's product ecosystem centres on tiered memberships (Individual, Organisational, Educational, Friends) that bundle professional liability insurance, training discounts, Level 4 qualifications, and sector resources. Training is delivered through self-paced online courses (Early Years, Older People, Parkinson's, Teaching Skills, Income Streams, Risk Assessment, Volunteering, Safer Practice) and an annual in-person Summer Programme hosted at De Montfort University Leicester. Supporting products include the Animated Magazine archive, the UK's most comprehensive community dance jobs and opportunities board, a Shopify e-commerce shop, and sub-brand programmes such as Dancing with Parkinson's, 11 Million Reasons to Dance, Let's Dance!, Inclusion in Dance Network, and the Early Years Dance Network. Technology comprises a member-logged digital learning platform, e-commerce via Shopify, email marketing via MailChimp, website production by HCI York Ltd with design by Bluemantle Creative, and integration with Google Analytics, PayPal, YouTube, Vimeo, SoundCloud, and Issuu.
The revenue model is a mix of recurring membership subscriptions (including integrated insurance), one-time training and workshop fees (£95-£270 per workshop tiered by member status), transactional job-advertising fees, publication sales, donations with Gift Aid, and grant funding from Arts Council England, the National Lottery Community Fund, and the Culture Recovery Fund (Here For Culture). Distribution is primarily self-serve digital via communitydance.org.uk, supplemented by annual in-person intensives in Leicester and globally accessible online courses. Strategic partnerships with Mark Morris Dance Group, Alexander Whitley Dance Company, Corali, One Dance UK, and the National Youth Ballet underpin its content and delivery capabilities, while a small staff team of 11-50 executes operations under the leadership of CEO Chris Stenton.
People Dancing firmographics
Firmographics- Name
- People Dancing
- Legal name
- Foundation for Community Dance
- Website
- https://www.communitydance.org.uk
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- People Dancing is a UK non-profit membership organisation that serves individual dance artists, dance organisations, and educational institutions as the national centre of knowledge for community and participatory dance, delivering membership, training, professional qualifications, insurance, and sector resources.
- Ownership category
- akta.pro rank
People Dancing industry classification
Industry- Product category
- Community Dance Services
- NAICS
- Arts, Entertainment, and Recreation (71)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)
- akta.pro secondary industry
- Dance Festivals & Dance Series (MPAGADAJ)
Keywords
Where People Dancing is headquartered
LocationHeadquarters
- HQ city
- Leicester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
People Dancing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Subscriptions: Annual membership subscriptions for individuals, organisations, and educational institutions. Provides access to resources, training discounts, insurance benefits, and professional network access.
- Training Courses and Workshops: Revenue from in-person Summer Intensives and online courses covering various aspects of community dance practice including early years, older people, Parkinson's, disability inclusion, and professional development.
- Insurance Services: Professional insurance coverage for individual members teaching dance in community settings, both online and in-person.
- Publications and Resources: Sale of publications, fact sheets, and professional resources through their online shop.
- Donations: Charitable donations from supporters, with Gift Aid scheme available for UK taxpayers.
- Job Advertising: Fees charged for advertising job vacancies and opportunities in the community dance sector on their website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | One-day workshops (Members) |
| One time/ perpetual license | One time | One-day workshops (Non-Members) |
| Subscription | One time | Two-day courses (Members) |
| One time/ perpetual license | One time | Two-day courses (Non-Members) |
| Subscription | One time | Business skills courses (Members) |
| One time/ perpetual license | One time | Business skills courses (Standard) |
| Unit Pricing | One time | Online course prerequisite add-on |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
People Dancing product offering
Product offeringCore offering
People Dancing is a UK-based registered charity and development organisation for community and participatory dance. It delivers tiered membership schemes (Individual, Organisational, Educational, Friends), integrated professional indemnity insurance, online self-paced courses, in-person Summer Programme intensives, and accredited Level 4 professional qualifications. It also publishes the Animated Magazine and operates a sector jobs and opportunities board.
Product overview
People Dancing is a membership-based organisation offering a comprehensive ecosystem of products and services for the community dance sector. The core offering consists of tiered membership programmes (Individual, Organisational, Educational, and Friends) providing access to insurance, training discounts, publications, and professional resources. Training and professional development is delivered through online courses (covering Early Years, Older People, Parkinson's, teaching skills, income generation, and safer practice) and the annual Summer Programme intensive event. Professional qualifications at Level 4 certify practitioners in specialist areas. The organisation also publishes the Animated Magazine, operates a jobs and opportunities board, and provides resources covering safeguarding, fundraising, and sector information. An online shop sells publications and related products.
Differentiator
Problem solved
Functional benefit
Brands
- Animated Magazine: Animated magazine is a publication by People Dancing covering community dance practice, research and training.
- Friends of People Dancing
- Early Years Dance Network (EYDN)
Products and services
- Individual Membership
Quantifiable outcome
- Charity registration and company registration demonstrate established governance and regulatory compliance
Companies that use People Dancing
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
People Dancing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature1 record
People Dancing partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and secondary.
- Dance for PD® and Mark Morris Dance GroupcoreCollaborative development of the Dance for Parkinson's online learning programme, an eight-unit course providing foundational knowledge for practitioners working with people living with Parkinson's. This partnership brings international expertise to UK training.
- Alexander Whitley Dance CompanysecondaryCollaboration on Digital Dancing Futures workshop and access to Digital Dance Studio software prototype, bringing technologically innovative dance education to People Dancing's Summer Intensive.
- Corali Dance CompanysecondaryPartnership for inclusive dance practice workshops, specifically the 'Learning to (give and) take the lead' course focused on leadership development for learning-disabled dance leaders.
- De Montfort University LeicestercoreHost venue for People Dancing Summer Programme, providing facilities for annual training intensives in Leicester.
- Beeja Dance CompanysecondaryEarly Years dance specialist, represented by Anusha Subramanyam, who delivers workshops and lectures on inclusive practices for children aged 4 and under.
- LuminellesecondaryDance and health organization led by Danielle Jones, contributing to Dance, Health & Wellbeing programming at People Dancing Summer Intensives.
- Second Hand DancesecondaryLed by Rosie Heafford, contributes workshops on inclusive performance for neurodivergent and disabled children as part of Summer Programme.
- One Dance UKsecondaryUK dance sector body partnering on Caring Cultures in Dance workshops for career development and wellbeing.
- National Youth BalletsecondaryDelivers accessible ballet practices workshops through NYB All In! programme for disabled and neurodivergent dancers.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
People Dancing competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
People Dancing social profiles
Digital presencePeople Dancing compliance and trust
Trust signalCompliance3 records
People Dancing financial estimates
Financial estimateRevenue estimate
Valuation estimate
People Dancing leadership team
Management profileNumber of profiles
Profiles1 record
People Dancing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
People Dancing 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 People Dancing
What does People Dancing do?
People Dancing is a UK-based registered charity and development organisation for community and participatory dance. It delivers tiered membership schemes (Individual, Organisational, Educational, Friends), integrated professional indemnity insurance, online self-paced courses, in-person Summer Programme intensives, and accredited Level 4 professional qualifications. It also publishes the Animated Magazine and operates a sector jobs and opportunities board.
Is People Dancing a public or private company?
People Dancing is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was People Dancing founded?
People Dancing was founded in 1986. It employs 11 to 50 people.
Where is People Dancing based?
People Dancing is headquartered in Leicester, United Kingdom, in the Europe region.
How does People Dancing make money?
Six revenue lines are on record. Membership Subscriptions are the primary driver. The others are training Courses and Workshops, insurance Services, publications and Resources, donations and job Advertising.
Does People Dancing have an API?
No public API is recorded for People Dancing.
What industry is People Dancing in?
People Dancing's product category is Community Dance Services. Its primary akta.pro industry code is EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance), with a secondary code of MPAGADAJ, Dance Festivals & Dance Series. Its NAICS code is 71 and its SIC code is 7997.