Footsteps

What Footsteps does

Footsteps Dance Company is a privately held Australian education service provider founded in 1996, headquartered in South Australia, that delivers curriculum-integrated dance and drama programs to schools across Australia, New Zealand, and the USA. The company serves more than 3,500 schools worldwide and runs over 1,000 school social events (discos, formals, graduations) per year. Its portfolio spans face-to-face program delivery by specialist dance and drama instructors visiting schools, subscription-based online learning programs for remote and self-serve use, and event services covering school concerts, vacation care, and secondary school formals and graduations.

The technology core is a Kajabi-hosted online learning platform that delivers pre-recorded video tutorials, lesson documentation, curriculum alignment to the Australian and New Zealand National Curriculums, and assessment rubrics to teachers. The product surface covers Dance Programs (Foundation to Year 12), Drama Programs (improvisational), Remote Schools Programs, After School Care Programs, 3-month and 6-month Extension Programs, Special Education Programs, Early Learning/Preschool Programs, and USA-specific Online Programs. Revenue mechanics mix recurring subscriptions (e.g., AUD $2,000 Full Bundle Foundation to Year 12, USD $500 per US site for a 3-month subscription), per-program face-to-face bookings, and one-time event fees. Go-to-market runs three motions in parallel: direct sales via regional offices (SA, NSW, NZ), channel partnerships (ASCA preferred supplier, Wakakirri exclusive dance partner), and product-led self-serve via the Kajabi portal.

Customer segmentation is vertical by school type — Primary Schools and Secondary Schools are primary segments, with Special Education, Early Learning/Preschool, Vacation Care providers, and Remote/Rural Schools as secondary segments. The company is founder-operated (Fiona and Stephen referenced in testimonials), employs 11-50 people, has never raised institutional capital, and shows no parent company, subsidiary, or M&A activity in the available record.

Name

Footsteps

Legal name

Footsteps Dance Company

Website

https://footstepsdancecompany.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Footsteps Dance Company delivers curriculum-integrated dance and drama programs to over 3,500 schools across Australia, New Zealand, and the USA via specialist instructors and a Kajabi-based online subscription platform, with additional event and vacation care services.

Ownership category

akta.pro rank

Product category

Performing Arts Education Services

NAICS

Educational Services (61), Fine Arts Schools (61161)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

K–12 Core Curriculum Small-Group Tutoring Centers (Math/ELA/Science/Social Studies) (EDANAHAA)

Keywords

• School dance programs
• Drama education
• Curriculum-aligned dance
• Online learning subscriptions
• School event services

Headquarters

HQ city

Stirling

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Online Program Subscriptions: Subscription-based online dance programs for schools with tiered access (3-month, 6-month subscriptions) covering various year levels from Foundation to Year 12
2. In-School Dance and Drama Programs: Face-to-face dance and drama programs delivered in schools by specialist instructors, priced per program or per head
3. Social Events (Discos, Formals, Graduations): Event-based services including DJ, dance instruction, and choreography for school socials. Each year they run over 1000 evenings
4. Bundle Programs: Bundled remote school programs offering savings (Primary Bundle F/NE to Year 6: $1500, Full Bundle F/NE to Year 12: $2000) vs individual purchases
5. Vacation Care Programs: Dance programs during school holidays with themed activities, instructor, music and lighting provided

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Footsteps delivers curriculum-aligned, age-based dance and drama programs to schools from Foundation/Year 0 through Year 12, delivered in-person by specialist instructors and via subscription-based online programs on a Kajabi-built platform. Complementary offerings include school concerts, discos, formals, graduation ceremonies, and vacation care dance activities, supported by teacher resources with curriculum documentation, assessment rubrics, and lesson plans. The company serves over 3,500 schools across Australia, New Zealand, and the USA.

Product overview

Footsteps Dance Company offers a comprehensive suite of curriculum-integrated dance and drama programs for Australian, New Zealand, and USA schools. The core offerings include Dance Programs and Drama Programs for Foundation to Year 12 students, with digital extensions through Online Programs including Remote Schools, After School Care, Extension Programs (3 and 6 month), Early Learning/Preschool, and Special Education. Additional offerings encompass Secondary Programs, Discos/Formals/Presentations, Vacation Care, and School Concerts, supported by Teacher Resources providing curriculum documentation and assessment tools. The portfolio spans both face-to-face delivery and subscription-based online learning platforms, serving over 3,500 schools worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Dance Programs Curriculum-compliant school dance programs delivered by specialist dance instructors covering hip hop, funk, modern pop, contemporary, partner and multicultural dances for Foundation/Year 0 to Year 12 students in Australian and New Zealand schools.
• Drama Programs Curriculum-compliant improvisational drama program for students, exploring voice, movement, social skills and character development through purposeful structured activities delivered by specialist instructors.
• Secondary Programs Dance programs for secondary students covering PE and Pastoral Care lessons, induction days, formal and graduation partner dances, and disco DJ services for Years 7-12.
• Discos / Formals / Presentations Social dance event services including student performance demonstrations, DJ services, professional sound equipment, and age-appropriate music for school discos, formals, and graduation ceremonies.
• Vacation Care Programs Holiday-themed dance programs for vacation care and before/after school care services, providing a dance instructor, music and lighting for themed physical activity sessions.
• School Concerts Concert production programs featuring pre-selected themes, choreographic support, and assistance with costuming and props to bring school communities together through dance performances.
• Online Programs (AUS/NZ) Subscription-based online dance programs delivered via a secure Kajabi-based platform, covering Remote Schools, After School Care, Extension, Early Learning/Preschool, and Special Education programs for Australian and New Zealand schools.
• Remote Schools Programs Online dance curriculum programs for remote and regional Australian schools, with age-based subscriptions from Foundation/NE to Intermediate/Secondary featuring 10 full lesson tutorials, curriculum documentation, assessment criteria, and self-reflection resources.
• After School Care Programs Online dance programs for before and after school care settings, covering Foundation to Year 6/7 with hip hop, commercial pop, and themed routines for out-of-school-hours care providers.
• Extension Programs (3-Month) Three-month subscription extension program providing 4 dance classes with full tutorials, brain breaks, and choreography, offered as an add-on to face-to-face curriculum dance programs.
• Extension Programs (6-Month) Six-month subscription extension program providing 26 weeks of access with 6 dance classes, including full tutorials, brain breaks, warm-ups, cool-downs, and additional choreography as an add-on to face-to-face programs.
• Early Learning/Preschool Program Online dance program for early childhood and preschool-age children, designed to build confidence and fitness through music, movement and creativity, featuring 4 full dance tutorials.
• Special Education Program Online dance program for special education students with age-based options (PK/F-2, 3-5, and Middle/High School), building skills through music, movement and creativity with complete dance tutorials, brain breaks, and online disco features.
• USA Online Programs Online dance programs for US schools spanning PK to Grade 2, Years 3 to 5, Middle School, Early Learning/Preschool, and Special Education, priced at $500 per site for 3-month access.

Quantifiable outcome

• Over 3,500 schools worldwide use Footsteps programs
• +1 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ASCAcoreChannel Partner/ Reseller/ DistributorASCA (Australian School Canteen Association) is an independent organisation that selects best value suppliers to be ASCA's preferred suppliers for schools and school canteens based on quality, service, cost and school experience. Footsteps is now an ASCA preferred supplier.
• WakakirricoreStrategic or Co-development PartnerFootsteps is the exclusive dance partners of Wakakirri, providing resources and choreography support. Using a storyline developed by the school, Footsteps supplies consultation, choreography and support to make Wakakirri a positive and sustainable experience.
• Kickstart For KidsminorGTM or Marketing PartnerFootsteps is proud to be involved with not for profit Kickstart For Kids through their healthy lifestyles message. Great nutrition + great movement = Active creative risk takers. Instructors volunteer at schools in conjunction with movement programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• TakeLessons: Online and in-person marketplace for private music, dance, and academic lessons connecting instructors with learners. Adjacent to Footsteps' business model as an enablement layer for dance instruction, but it serves individual consumers rather than institutional school buyers.

Direct peers

• Ausdance: Australia's peak body for dance with a national education and school programs remit. Ausdance competes most directly with Footsteps in providing dance curriculum guidance, teacher professional development, and school-facing dance resources across Australian schools.
• PE Central: US-based provider of curriculum-aligned physical education resources, lesson plans, and assessment tools for K-12 schools. Highly comparable to Footsteps because it sells PE/movement curriculum content (including dance units) to schools with teacher resources - directly overlapping with Footsteps' US online programs and teacher portal offering.
• PLT4M: Digital PE and movement curriculum platform serving US K-12 schools with structured lessons, teacher tools, and progress tracking. Comparable to Footsteps' online programs and teacher resources, especially for schools looking for dance/PE content delivered digitally at scale.

Broad incumbents

• ClassDojo: Widely adopted K-12 classroom engagement and communication platform with curriculum and activity content. Comparable to Footsteps only as a broader incumbent in the school-engagement and curriculum-resource category - it does not specialize in dance/drama but competes for schools' supplemental-content wallet share.

Emerging players

• Cool Australia: Australian not-for-profit providing curriculum-aligned teaching resources across multiple subjects to schools. Comparable to Footsteps' Teacher Resources Portal as a curriculum-aligned content destination, although Cool Australia spans broader subjects and is digital-only.

Regional players

• NIDA Open (National Institute of Dramatic Art): NIDA's schools and open programs deliver curriculum-aligned drama workshops, teacher training, and in-school residencies to Australian schools. Directly comparable to Footsteps' Drama Program offering in terms of curriculum compliance and teacher resources.
• Monkey Baa Theatre for Young People: Australian performing arts company producing theatre for young audiences and delivering in-school workshops and education programs. Comparable to Footsteps as a school-facing performing arts provider with curriculum-linked content, although focused on theatre production rather than curriculum delivery.
• Sydney Dance Company - Schools Program: Sydney Dance Company's schools and education programs deliver dance workshops, residencies, and curriculum-aligned experiences to NSW and national schools. Comparable to Footsteps' in-school delivery model and curriculum-integrated offering, though concentrated in NSW.
• The Australian Ballet Education: The Australian Ballet's dedicated Education arm delivers in-school dance workshops, teacher resources, and curriculum-linked programs across Australian schools. Comparable to Footsteps' in-school dance programs and school-concert support, particularly in primary and secondary markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/footstepsdc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Footsteps