Ceroc & Modern Jive Dance Company

What Ceroc & Modern Jive Dance Company does

Ceroc & Modern Jive Dance Company Pty Ltd is an Australian privately-held dance education business operating primarily in Sydney, NSW. The company teaches Ceroc, a partner dance blending jive, latin, and swing, through a structured beginner-friendly methodology that emphasizes partner rotation and social learning. Its core offering is weekly in-person group classes across three Sydney venues (Ryde Eastwood Leagues Club in West Ryde on Tuesdays, Canada Bay Club in Five Dock on Wednesdays, Polish Club Ashfield on Thursdays), supplemented by a Smooth Sundayz afternoon event at Concord Seniors Centre. Each class night combines a 45-minute Beginner Class, 45-minute Intermediate Class, and 75 minutes of Freestyle Social Dancing, with casual admission at $20-$22 per person and multi-class passes (Ceroc 5/10/20) providing volume discounts.

The company operates a diversified revenue model across eight identifiable streams: group dance classes (drop-in casual admissions, multi-class passes, and seasonal Winter Warmer unlimited pass), private lessons at $45-$140/hour including wedding specialization, downloadable online video classes at $35 per 6-class series for global home learning, structured wedding dance packages at $500 for 5 hours, corporate and school hire for team building and curriculum programs, weekly themed dance parties, an annual formal Ball at $125-$135/person, and the multi-day Australian Ceroc Dance Championships drawing competitors from Australia and New Zealand. Customer acquisition is community-led through Facebook venue groups, Instagram, YouTube content marketing, an email newsletter (Ceroc Buzz), and word-of-mouth in social dance environments, with no paid acquisition infrastructure disclosed.

The business is founder-aligned: Nicky Haslam established the Ceroc trademark in Australia in 1991; the current entity was carved out in 1999 following a partnership split, acquired by Director Julie Gunn in 2008, and expanded in November 2013 through the purchase of Ceroc Australia, reuniting the Sydney Ceroc community under single ownership. The legal entity (A.C.N. 087 038 668) is registered in New South Wales with a postal address at Lane Cove. Headcount is reported at 11-50, comprising seven named teachers plus support staff. The company has no disclosed external funding, parent company, or subsidiary structure, and no AI, API, or platform technology beyond standard email, social, and e-commerce tooling.

Name

Ceroc & Modern Jive Dance Company

Legal name

Ceroc and Modern Jive Dance Company Pty Limited

Website

https://ceroc.com.au

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Ceroc & Modern Jive Dance Company is a privately-held Australian dance education business that teaches modern partner dance through weekly classes at three Sydney venues, supplemented by private lessons, wedding choreography, online video classes, corporate hire, and annual events.

Ownership category

akta.pro rank

Product category

Dance Instruction Services

NAICS

Fine Arts Schools (611610), Dance Companies (711120)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Dance Fitness Classes (e.g., Zumba) (HSADABAD), Ballroom & Latin Dance Shows (MPAGADAE)

Keywords

• Partner dance classes
• Wedding dance choreography
• Corporate team building dance
• Adult dance instruction
• Dance event management

Headquarters

HQ city

Lane Cove

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Group Dance Classes: Weekly group dance classes at three Sydney venues. Revenue from casual admissions ($20/person), class passes (Ceroc 5/10/20), and seasonal passes (Winter Warmer). No booking required - drop-in model.
2. Private Lessons: One-on-one or couple private dance lessons with single or dual teachers. Offered at $45 half-hour, $90/hour single teacher, $140/hour dual teachers. Includes wedding dance specialization.
3. Online Video Classes: Pre-recorded downloadable video series for home learning. $35 per series of 6 classes covering beginner and intermediate levels.
4. Wedding Dance Packages: Bridal choreography and wedding dance lessons. Package options: $500 for 5 hours, $105/hour single lessons, $20/person group classes. Includes gift certificates.
5. Corporate and Event Hire: Corporate team building, school dance programs, festival performances, and charity event entertainment. Revenue from professional dance displays and instruction services.
6. Dance Parties and Events: Saturday night themed dance parties at $22/person, Sunday Smooth Sundayz at $20/person. Annual Ball event at $125-135/person with dinner.
7. Championships and Workshops: Annual Australian Ceroc Dance Championships with competitor entries, spectator tickets, and Sunday workshops taught by interstate/international champions at $30/workshop.
8. Routine Courses: Choreographed routine courses for performance at Ball and Championships. Solo routine $120, partner routines $120-180/person depending on level.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels8 records

Core offering

Ceroc & Modern Jive Dance Company teaches Ceroc (a smooth and stylish blend of jive, latin and swing partner dance) to adults through weekly drop-in classes at three Sydney venues, online downloadable video classes, and private lessons. The company also sells first wedding dance choreography packages and provides corporate team building, school dance programs, dance parties, an annual Ball, and the Australian Ceroc Dance Championships.

Product overview

Ceroc & Modern Jive Dance Company is a dance education business offering a portfolio of dance instruction services centered around Ceroc, a modern partner dance blending jive, latin, and swing. The core offering is weekly in-person dance classes across Sydney venues, supplemented by digital video classes for home learning, private lessons, and specialized wedding dance packages. Additional offerings include corporate team building programs, school dance curricula, social dance parties, annual championships and ball events, choreographed routine courses, and a member rewards loyalty program. The company operates primarily as a service-based business with in-person instruction as the primary delivery model.

Differentiator

Problem solved

Functional benefit

Products and services

• Ceroc Dance Classes
• Online Video Classes

Quantifiable outcome

• 30+ years of successful operation with strong community retention
• +2 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Cancer Council NSWminorStrategic or Co-development Partner · 1 January 2020Company Director Julie Gunn participated in Cancer Council's 'Dancing With The City Stars' charity event, coaching Olympic Swimming Champion Daniel Kowalski to victory. Raised almost $4,500 for the Cancer Council. Represents community charitable engagement rather than formal partnership.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Regional players

• City Academy: London-based performing arts school offering adult dance classes (ballroom, salsa, swing, jive) plus acting, singing, and music courses. Comparable as an adult-focused dance education provider operating in a single major city with similar drop-in and progressive class structures.
• Pineapple Dance Studios: Iconic London dance studio offering adult classes across multiple styles (ballroom, Latin, contemporary, jazz) with a strong social/community ethos. Comparable in product mix (multi-style adult classes, social events) though geographically separated from the Sydney market.

Direct peers

• Arthur Murray International: Global dance instruction franchise offering ballroom, Latin, swing, and social dance lessons through owned and franchised studios. Highly comparable as a multi-format partner dance school chain serving adult beginners through competitors with private lessons, group classes, and wedding/celebration programs.
• Studio 60 Six: Sydney-based social dance studio offering group classes, private lessons, and events across salsa, bachata, and partner dance styles. Comparable as a same-city direct competitor for adult social dance students with overlapping class formats and event-driven community building.
• Fred Astaire Dance Studios: Large US-headquartered dance studio franchise offering group and private ballroom, Latin, and social dance instruction, including wedding dance preparation. Comparable business model, target demographic (adult couples and singles), and pricing tier (private lessons at premium hourly rates).
• Wedding Dance Co: Australia-focused wedding first dance choreography and private lesson specialist. Directly comparable in product offering (wedding dance packages, private lessons, choreographed routines) and target customer (engaged couples), and competes for the same bridal-market wallet.

Broad incumbents

• Zumba: Global dance-fitness brand offering instructor-led group classes and licensing programs. Comparable as a mass-market dance-based fitness activity competing for adult leisure time and discretionary spend, but at a much broader scale and with a different (non-partner) format.

Others

• DanceSport Australia: National governing body for competitive ballroom and Latin dance in Australia. Related as the ecosystem anchor for competitive dance in the same geography; Ceroc participates in this community through its Australian Ceroc Dance Championships.
• Cancer Council NSW: Australian charity partner through the 'Dancing With The City Stars' program, in which Julie Gunn coached Olympic champion Daniel Kowalski. Tangentially related as a charitable partnership and PR channel, not a commercial competitor.

Emerging players

• Salsabor Sydney: Sydney salsa and Latin dance school running regular group classes, social nights, and private lessons. Comparable as a same-city dance instruction competitor with a similar drop-in, no-commitment approach and strong event-driven community engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC
• Facebookfacebook.com/cerocsydney
• Instagraminstagram.com/cerocdancesydney

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Ceroc & Modern Jive Dance Company