Dance Factory
Dance Factory is a Melbourne-based dance education institution offering accredited and casual classes across multiple styles, serving children, adults, international students, and partner secondary schools via RTO auspice arrangements.
- Company typePrivate
- Founded1986
- HeadquartersRichmond, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Dance Factory does
Dance Factory is a privately held, for-profit dance education institution headquartered at 225-227 Swan Street, Richmond, Melbourne, that has operated continuously for more than 40 years under the ongoing involvement of co-founders Dulcie Lee (Principal) and Vicki Lee (Director). It delivers instruction across multiple dance styles to children, teenagers, adults, international students, and partner-school cohorts, with the curriculum structured around the proprietary Dance Factory Teachers Association (DFTA) syllabus — an eight-level graded framework introduced in 1982 — and led artistically by Mark Laguerre.
The institution is registered as a Registered Training Organisation and listed on CRICOS, enabling it to issue nationally accredited qualifications from Certificate II through Diploma level, including VET Dance programs delivered under formal auspice arrangements with Victorian secondary schools and independent dance studios. Revenue is generated through a diversified mix of channels: casual and term-based class enrolments, ten-class passes, private lessons, studio hire for weddings and corporate events, holiday intensives, and accredited tuition. Faculty are practising industry professionals with current or recent credits in stage, screen, and cruise-line productions, and alumni have been placed in major commercial productions including Hamilton.
The operating base is concentrated at the single Richmond campus (five studios) with headcount of 11–50 employees, no external equity funding, and no disclosed M&A activity. Distribution has been extended beyond the campus through the auspice channel, and product range has been expanded with the upcoming Diploma of Musical Theatre (2026), VET Dance 2027 enrolments, and Summer Night Classes targeting adult learners from January 2026.
Dance Factory firmographics
Firmographics- Name
- Dance Factory
- Legal name
- Dance Factory
- Website
- https://dancefactory.com.au
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dance Factory is a Melbourne-based dance education institution offering accredited and casual classes across multiple styles, serving children, adults, international students, and partner secondary schools via RTO auspice arrangements.
- Ownership category
- akta.pro rank
Dance Factory industry classification
Industry- Product category
- Dance Education
- NAICS
- Fine Arts Schools (61161), Dance Companies (71112), Other Performing Arts Companies (711190)
- 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), Youth/Student & Community Dance Recitals (MPAGADAI), Dance Floor, Staging & Platform Rentals (HSACAFAD), Dancers, Choreographers & Dance Troupes Booking (HSACAHAD)
Keywords
Where Dance Factory is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Dance Factory business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Dance Classes and Courses: Revenue from casual adult classes, short courses, full-time and part-time accredited courses. Classes offered across multiple dance styles and skill levels from beginner to advanced.
- Private Lessons: One-on-one tuition in all dance styles for technique improvement, competitions, and weddings. Offered at premium pricing for 30-minute and 60-minute sessions.
- Studio Hire: Rental of dance studios to external groups for classes, auditions, rehearsals, workshops, and lectures. Studios feature sprung floors, sound systems, and kitchen facilities.
- VET Dance Programs: Vocational Education and Training in Dance for secondary school students (Years 10, 11, 12), providing nationally recognized qualifications integrated into VCE. Auspice arrangements with partner schools.
- Wedding Dance Services: Private lessons for couples preparing first dance routines for weddings. Custom choreography and teaching services.
- Group Dance Workshops: Dance workshops and group lessons for schools, companies, and clubs. Delivered at Dance Factory studios or on-site at client locations. Includes team building and school incursions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Casual Class Drop-In |
| Subscription | Monthly | Dance Card - 10 Classes |
| Subscription | Annual | Term Payments - Weekly Classes |
| Unit Pricing | Pay-as-you-go | Short Courses |
| Unit Pricing | Pay-as-you-go | Over 60's Dance Classes |
| Subscription | Multi-year contract | Performance Classes |
| Unit Pricing | Pay-as-you-go | Private Lessons |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Dance Factory product offering
Product offeringCore offering
Dance Factory is a Melbourne-based dance school that delivers in-person dance instruction across jazz, tap, ballet, lyrical, hip hop, musical theatre, and contemporary for children, teenagers, adults, and seniors. The school operates as a Registered Training Organisation (RTO), offering nationally accredited Certificate II through Diploma qualifications in dance, dance teaching and management, musical theatre, and professional dance, alongside casual classes, short courses, private lessons, wedding dance choreography, studio hire, and group workshops.
Product overview
Dance Factory is a dance education institution in Melbourne, Australia offering a comprehensive portfolio of programs across multiple delivery formats. The core offering includes accredited certificate and diploma courses (Certificate II-IV, Diploma of Dance, Diploma of Dance Teaching and Management, Diploma of Musical Theatre, Diploma of Professional Dance) delivered through full-time and part-time modalities. These are complemented by non-accredited programs including casual adult classes, short courses, performance classes, kids and teenagers programs, and senior-specific Over 60's classes. Dance Factory also provides specialized services including private lessons, wedding dance choreography, children's dance parties, and studio hire. For institutional partners, Dance Factory operates as an RTO (Registered Training Organisation) offering VET Dance programs and auspice arrangements for secondary schools and dance schools. The DFTA (Dance Factory Teachers Academy) syllabus provides a proprietary teaching framework distributed to partner schools across Victoria.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Time Dance Courses
Quantifiable outcome
- 100% success rate for RAD examinations from Primary through Advanced 2
- +2 more outcomes
Companies that use Dance Factory
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles4 records
Dance Factory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Dance Factory partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Victorian Secondary SchoolscoreAuspice arrangements where Dance Factory acts as Registered Training Organisation (RTO) to deliver VET Dance programs at secondary schools. Schools with suitable staffing and facilities can offer nationally recognized dance qualifications without becoming RTOs themselves. VET clusters also possible where schools share facilities and staff expertise.
- Dance Schools (Non-RTO)coreAuspice partnerships with dance schools that are not RTOs, allowing them to deliver accredited courses under Dance Factory's RTO status. Options include Dance Factory providing teachers and assessors at additional cost.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Dance Factory competitors and assessment
Company assessmentDirect peers
- The Conlan College: Sydney-based performing arts college offering full-time and part-time courses in dance and musical theatre. Comparable to Dance Factory in course structure, accredited qualification offerings, and career-preparation focus.
- Patrick Studios Australia: Adelaide-based dance studio offering classes, workshops, and performance opportunities across multiple styles. Comparable in offering diversity (kids, adults, performance prep) and studio-based operating model.
- Jason Coleman's Ministry of Dance: Melbourne-based dance school offering full-time and part-time performing arts courses, casual classes, and industry preparation. Closest geographic and offering peer to Dance Factory with comparable course structures and credential outcomes.
- Brent Street: Sydney-based performing arts school offering full-time courses, part-time classes, and workshops across multiple dance styles. Comparable in offering breadth, target demographics (kids through adults), and professional pathway positioning.
- Tanya Pearson Classical Coaching Academy: Sydney-based classical ballet and dance academy providing structured syllabus-based training and performance opportunities. Directly comparable to Dance Factory's structured multi-level approach and focus on examination/performance pathways.
Broad incumbents
- Australian Dance Theatre: Adelaide-based contemporary dance company with associated education programs. Comparable in dance specialization and professional performance pathways, though more focused on contemporary dance production.
- National Institute of Dramatic Art (NIDA): Australia's premier performing arts education institution offering conservatoire-level training in dance, musical theatre, and related disciplines. Comparable as a credentialed performing arts educator but at a higher institutional tier.
- Victorian College of the Arts (VCA): University-affiliated tertiary performing arts institution in Melbourne offering degree-level dance programs. Overlaps with Dance Factory's Diploma portfolio at a higher credential level and competes for advanced students.
- Sydney Dance Company: Major Australian contemporary dance company with school and education programs. Overlaps with Dance Factory's professional pathway positioning and elite performance training, though focused on contemporary genres.
Emerging players
- National Theatre Melbourne (Drama School): Melbourne-based performing arts training institution with dance and musical theatre programs. Partial overlap with Dance Factory's musical theatre offerings and shares the Melbourne geographic market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Dance Factory social profiles
Digital presenceDance Factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dance Factory leadership team
Management profileNumber of profiles
Profiles7 records
Dance Factory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dance Factory 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 Dance Factory
What does Dance Factory do?
Dance Factory is a Melbourne-based dance school that delivers in-person dance instruction across jazz, tap, ballet, lyrical, hip hop, musical theatre, and contemporary for children, teenagers, adults, and seniors. The school operates as a Registered Training Organisation (RTO), offering nationally accredited Certificate II through Diploma qualifications in dance, dance teaching and management, musical theatre, and professional dance, alongside casual classes, short courses, private lessons, wedding dance choreography, studio hire, and group workshops.
Is Dance Factory a public or private company?
Dance Factory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dance Factory founded?
Dance Factory was founded in 1986. It employs 11 to 50 people.
Where is Dance Factory based?
Dance Factory is headquartered in Richmond, Australia, in the Oceania region.
How does Dance Factory make money?
Six revenue lines are on record. Dance Classes and Courses are the primary driver. The others are private Lessons, studio Hire, VET Dance Programs, wedding Dance Services and group Dance Workshops.
Who are Dance Factory's main competitors?
Direct peers on record are The Conlan College, Patrick Studios Australia, Jason Coleman's Ministry of Dance, Brent Street and Tanya Pearson Classical Coaching Academy. Broad incumbents are Australian Dance Theatre, National Institute of Dramatic Art (NIDA), Victorian College of the Arts (VCA) and Sydney Dance Company. National Theatre Melbourne (Drama School) is listed as an emerging player.
Does Dance Factory have an API?
No public API is recorded for Dance Factory.
What industry is Dance Factory in?
Dance Factory's product category is Dance Education. Its primary akta.pro industry code is EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance), with a secondary code of EDAAAGAD, Dance & Movement (Ballroom, Contemporary, Social Dance). Its NAICS code is 61161 and its SIC code is 7900.