Rubicon Dance
Rubicon Dance is a Cardiff-based community dance charity founded in 1976, delivering classes, accredited learning, health programs, and teacher training across South Wales. It serves individual participants, schools, NHS/health partners, and freelance dance professionals through studio venues in Cardiff.
- Company typePrivate
- Founded1976
- HeadquartersCardiff, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Rubicon Dance does
Rubicon Dance is a Cardiff-based community dance charity and company limited by guarantee (registered charity no. 269068), founded in 1976 and operating continuously for nearly five decades. It describes itself as the oldest community dance organization in Wales and delivers a portfolio spanning community participation classes, accredited learning pathways (BTEC, GCSE, Rambert Grades), health and wellbeing programs (including work with Noah's Ark Children's Hospital and Cardiff and Vale University Health Board), schools programs, and professional development through its Widening Access and Workforce Training Programme (WWTP), which has produced 484 graduates since 2013.
Its core products are in-person dance instruction and accredited education delivered through physical venues including its Roath Library site (acquired via a £100,000 asset transfer grant in 2019) and the Black Box Studio (launched 2025). Strategic partnerships with the Royal Ballet School (Primary Steps), Cardiff and Vale College, Arts Council of Wales, and Garfield Weston underpin both programming capacity and grant-funded income.
The business model blends low-fee community class income (£3–£10 per session), studio hire, donations, corporate and trust grants, and lottery/government funding. Revenue is not publicly disclosed. Distribution is local to Cardiff and South Wales, with institutional concentration in NHS/health, education, and cultural-sector partners, and a stated 50th anniversary expansion planned for 2026.
Rubicon Dance firmographics
Firmographics- Name
- Rubicon Dance
- Legal name
- Welsh Dance Theatre Trust Limited
- Website
- https://rubicondance.co.uk
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rubicon Dance is a Cardiff-based community dance charity founded in 1976, delivering classes, accredited learning, health programs, and teacher training across South Wales. It serves individual participants, schools, NHS/health partners, and freelance dance professionals through studio venues in Cardiff.
- Ownership category
- akta.pro rank
Rubicon Dance industry classification
Industry- Product category
- Community Dance Education and Performing Arts
- NAICS
- Dance Companies (711120), Fine Arts Schools (61161)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)
- akta.pro secondary industries
- Youth/Student & Community Dance Recitals (MPAGADAI), Dance Fitness Classes (e.g., Zumba) (HSADABAD)
Keywords
Where Rubicon Dance is headquartered
LocationHeadquarters
- HQ city
- Cardiff
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Rubicon Dance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Class fees and tuition: Fees charged for dance classes including BTEC courses, adult dance classes, and children's programs. Classes range from £4.50 to £10 per session.
- Government and lottery funding: Major funding from Arts Council of Wales, Arts, Health and Wellbeing Lottery Grant, and other public funding bodies to support health and community programs.
- Donations and fundraising: Individual donations including 50-50-50 campaign (£50 from 50 people for 50 years), general donations, and supporter fundraising activities.
- Corporate and trust grants: Funding from corporate foundations and trusts including Garfield Weston, Waterloo Foundation, Fusion Cardiff, and others.
- Studio hire: Rental of dance studios and facilities to external users and artists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Adult Dance Classes - Standard |
| Unit Pricing | Pay-as-you-go | Adult Inclusive Dance |
| Unit Pricing | Weekly | Active Dancing with Parkinson's |
| Unit Pricing | Pay-as-you-go | Nu Wave Performance Group |
| Other | Pay-as-you-go | Wales Wide Training Programme |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Rubicon Dance product offering
Product offeringCore offering
Rubicon Dance is Wales' oldest community dance organisation (founded 1976), delivering participatory dance classes for children and adults, accredited dance training (GCSE, BTEC Level 3, Rambert Grades), health-focused dance programmes (Active Dancing with Parkinson's, stroke rehabilitation, hospital-based dance for children and adults), and professional development through the Wales Wide Training Programme. The charity generates 24% of all dance participatory attendances in Wales and delivers programmes across Cardiff, Newport, and southeast Wales in studios, community venues, schools, hospitals, and care settings.
Product overview
Rubicon Dance is a community dance organisation offering a comprehensive portfolio of dance programmes across Wales. The core offerings include accredited learning programmes (BTEC Level 3 Extended Diploma, GCSE Dance, Rambert Grades), community dance classes for children, young people, and adults, and health-focused dance programmes for people with Parkinson's, hospital patients, older adults (50+), and children with health conditions. The organisation also provides professional development through the Wales Wide Training Programme and Continuous Professional Development sessions. Key initiatives include the annual Schools' Dance Festival, Freelance Fridays artist support, and studio hire facilities. As Wales' largest community dance employer, Rubicon delivers participatory activities across health & wellbeing, education, and community settings, generating significant impact in the Welsh dance sector.
Differentiator
Problem solved
Functional benefit
Products and services
- BTEC Level 3 Extended Diploma in Performing Arts Full-time pre-vocational two-year dance course following the Dance Pathway framework, accredited by Cardiff and Vale College. Covers technique, performance, creative work, and dance appreciation, preparing students for vocational, degree, or conservatoire-level dance training.
- GCSE Dance Part-time two-year GCSE Level course for pupils aged 14+ covering performance, choreography, and dance appreciation. Accredited under the AQA Framework.
- Dance for Children and Young People Dance sessions for children and young people across Cardiff, Newport and the Vale of Glamorgan, covering various styles and sessions suitable for all ages and abilities.
- Dance for Adults Wide range of dance sessions for adults across Cardiff, Newport and Penarth including Tap, Contemporary, Ballet, Street, and Inclusive Dance. Options to improve technique, perform, or stay active.
- Dance for Health and Wellbeing Dance programmes in health and wellbeing settings including Active Dancing with Parkinson's, LATCH children's cancer support, Community Health Partnerships, Adult Hospital Programme, and Community Over 50's Programme.
- Active Dancing with Parkinson's Fun physical activity for people with Parkinson's that can be shaped to suit individuals, including those with Early/Young Onset. Tailored and modified for seated, standing, and floor-based movements. Free initial taster session, then £4.50 per week.
- Noah's Ark Children's Hospital for Wales Programme Dance sessions for children in hospital providing alternatives for those undergoing long-term treatment or physiotherapy. Delivered in partnership with Noah's Ark Children's Hospital for Wales, with 980 sessions provided to 1,800 participants over 8 years.
- Adult Hospital Programme Dance sessions for adults across hospital settings including Stroke Rehabilitation Centre, Mental Health Services, and Elder Care wards. Partnership with Cardiff and Vale Health Board.
- Community Over 50's Programme Range of sessions across Cardiff, Newport and Vale of Glamorgan for people aged 50+, including seated and standing sessions, performance groups, and care home visits.
- Rambert Grades Accredited dance qualification programme offered as part of Rubicon's professional development offerings.
- Wales Wide Training Programme (WWTP) Programme supporting organisations and individuals across Wales since 2013. Supports 28 organisations and over 350 individuals with networking, workshop sessions, and professional development for the community dance sector.
- Continuous Professional Development (CPD) Professional development training sessions for dance practitioners covering areas including Welsh language, inclusive practice, mental health, climate change, and Dance for Parkinson's.
- Dance in Schools School dance programmes bringing dance education to primary and secondary schools across Wales, including in-school dance delivery, GCSE provision, and the Primary Steps programme with Royal Ballet School.
- Schools' Dance Festival Annual festival celebrating the talent and potential of young people in Wales, hosting over 50 schools and 1,300 pupils at St David's Hall.
- Freelance Fridays Free studio space provision for unfunded artists working on research and development projects. Trust-based initiative supporting independent dance-makers with R&D and workshop stages of project development.
- Studio Hire Dance studio facilities available for hire, including planned black box studio development for rehearsals and small-scale performances.
Quantifiable outcome
- 24% of dance participatory attendances in Wales
- +4 more outcomes
Companies that use Rubicon Dance
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles6 records
Rubicon Dance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Rubicon Dance partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, minor and flagship.
- PilotlightcoreOrganization matching senior business leaders with charities to help succeed and realise vision. Provides 12-18 month mentoring programme following Garfield Weston award win.
- Only Boys AloudminorCollaboration on Academi project bringing together singing and dance workshops at Royal Welsh College of Music and Drama. Performance 'Songs of Light and Darkness' shown in Cardiff and North Wales.
- Music in Hospitals & CareminorPartnership bringing live music (Keith Little Ensemble) into care homes, stroke programme, and over 60s sessions. Combined music and dance provides uplifting engagement for participants.
- Cardiff Metropolitan UniversityminorHost venue for Dance for Parkinson's training events organized by Rubicon, WWTP, and People Dancing. 20 practitioners trained across Wales.
- Noah's Ark Children's Hospital for WalescorePartnership delivering dance sessions for children undergoing long-term treatment or physiotherapy. Working alongside hospital physiotherapists and play specialists since 2012. Provided 980 sessions for 1,800 participants over 8 years.
- The Royal Ballet SchoolflagshipPartnership to launch Primary Steps programme in Cardiff - the first centre in Wales. Programme brings dance to six new schools, in addition to 28 participating schools across England. Strategic partnership bringing prestigious ballet education programme to Welsh students.
- Black Artists in Dance (B.A.i.D)corePartnership to create physical and digital platform responding to educational and professional needs of those working within dance industry. Aims to showcase contribution of black dancers, artists and academics to dance development in UK. Partnership aims to redress inequalities through strategic planning and sector development.
- Cardiff and Vale Health CharitycoreLong-standing partnership delivering dance sessions for adults across hospital settings including stroke rehabilitation, dementia, and mental health services. Partnership includes Arts Team collaboration and won Arts & Business Cymru Award in 2020.
- LATCH (Welsh Children's Cancer Charity)corePartnership delivering dance sessions on Oncology Unit at Children's Hospital for Wales. Uses fun, creativity and movement to support children and families dealing with cancer treatment.
- Women Connect FirstminorCharity empowering black and ethnic minority women in Wales through education, training, and poverty relief. Partnership delivers Women's Health First project providing free health activities in local communities.
- The Stroke AssociationminorPartnership delivering community dance sessions for people recovering from stroke at Minerva Street Day Centre. Sessions help re-engage movement and develop confidence.
- CAVHB Community Neurological Rehabilitation ServicesminorPartnership delivering referral dance programme for people living with neurological disorders. Helps participants exercise, be creative, develop social networks, and gain independence.
- Cardiff and Vale CollegecoreAccrediting body for BTEC Level 3 Extended Diploma in Performing Arts. Course is delivered full-time over two years at Rubicon facilities.
- Common/WealthminorCommunity arts organization whose Community Producer delivered session on site-specific and community-embedded work. Partnership building connections and exchanging ideas in community dance sector.
Scale indicators12 records
Recent moves8 records
Expansion highlights4 records
Rubicon Dance competitors and assessment
Company assessmentDirect peers
- The Place: London's primary centre for contemporary dance development, combining classes, artist development, performance, and participation. Comparable community-dance mission with greater London-focus; useful benchmark for the Black Box Studio / Freelance Fridays direction.
- DanceEast: Regional dance development organisation based in Ipswich with a similar mission of widening participation, professional training, and health-focused dance programmes. Comparable operating model and reliance on Arts Council England funding.
- National Dance Company Wales: Wales' flagship professional dance company, also based in Cardiff. Directly comparable as a Welsh-rooted dance organisation delivering performances, participation, and learning programmes across the country, though NDCWales is the producing/touring arm while Rubicon is the community/participation specialist.
- Dance City: National dance development organisation for the North East of England, based in Newcastle. Closest structural peer — community dance classes, health programmes, accredited training, and a regional sector-development role analogous to Rubicon's WWTP.
- People Dancing: UK-wide sector development organisation for community dance, particularly dance for health and older adults. Direct overlap with Rubicon's Dance for Health portfolio and Dance for Parkinson's training; both collaborate on practitioner development events in Wales.
Broad incumbents
- Trinity Laban Conservatoire of Music and Dance: London-based conservatoire offering pre-professional and community dance training with a strong health-and-wellbeing strand (Dance Science, Dance for Older Adults). Comparable training and health portfolio at a much larger institutional scale.
- Royal Ballet School: Premier UK ballet training institution and Rubicon's Primary Steps partner. Comparable on accredited dance training (vocational grades) and the schools-based delivery model, though focused on elite progression pathways.
- English National Ballet: Major national ballet company running an established Dance for Parkinson's programme and other health-focused community programmes. Larger and broader in scope, but Rubicon's health-and-wellbeing dance work overlaps directly with ENB's participation strategy.
Emerging players
- Candoco Dance Company: UK-based inclusive dance company working with disabled and non-disabled dancers. Comparable mission and audience overlap with Rubicon's Adult Inclusive Dance and inclusive health programmes; smaller scale and London-weighted operations.
Others
- One Dance UK: UK sector umbrella body for dance, administering industry awards (including the One Dance UK Awards 2026 in which Rubicon was shortlisted) and advocating for the sector. Relevant as the awards/recognition peer and as a sector-influence benchmark.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Rubicon Dance social profiles
Digital presenceRubicon Dance compliance and trust
Trust signalCompliance2 records
Rubicon Dance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rubicon Dance leadership team
Management profileNumber of profiles
Profiles1 record
Rubicon Dance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rubicon Dance 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 Rubicon Dance
What does Rubicon Dance do?
Rubicon Dance is Wales' oldest community dance organisation (founded 1976), delivering participatory dance classes for children and adults, accredited dance training (GCSE, BTEC Level 3, Rambert Grades), health-focused dance programmes (Active Dancing with Parkinson's, stroke rehabilitation, hospital-based dance for children and adults), and professional development through the Wales Wide Training Programme. The charity generates 24% of all dance participatory attendances in Wales and delivers programmes across Cardiff, Newport, and southeast Wales in studios, community venues, schools, hospitals, and care settings.
Is Rubicon Dance a public or private company?
Rubicon Dance is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Rubicon Dance founded?
Rubicon Dance was founded in 1976. It employs 11 to 50 people.
Where is Rubicon Dance based?
Rubicon Dance is headquartered in Cardiff, United Kingdom, in the Europe region.
How does Rubicon Dance make money?
Five revenue lines are on record. Class fees and tuition is the primary driver. The others are government and lottery funding, donations and fundraising, corporate and trust grants and studio hire.
Who are Rubicon Dance's main competitors?
Direct peers on record are The Place, DanceEast, National Dance Company Wales, Dance City and People Dancing. Broad incumbents are Trinity Laban Conservatoire of Music and Dance, Royal Ballet School and English National Ballet. Candoco Dance Company is listed as an emerging player. One Dance UK is listed as an others.
Does Rubicon Dance have an API?
No public API is recorded for Rubicon Dance.
What industry is Rubicon Dance in?
Rubicon Dance's product category is Community Dance Education and Performing Arts. Its primary akta.pro industry code is EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance), with a secondary code of MPAGADAI, Youth/Student & Community Dance Recitals. Its NAICS code is 711120 and its SIC code is 7990.