What Uppsala Danscenter does

Uppsala Danscenter AB (UDC) is a privately held Swedish dance school founded in 2006 by Alexander Karlsson, Carlos Lopez, and Patric Ekström, operating four studios across Uppsala totaling approximately 1,500 square meters and eight dance halls. The company delivers 130-170 dance and fitness courses per term spanning more than 20 styles — including salsa, bachata, pole dance, ballet, hip hop, contemporary, jazz, streetdance, reggaeton, aerial, and K-pop — for participants aged 1 to 100 at all skill levels, taught by a curated roster of approximately 50 instructors. Course offerings are structured as 12-session terms with binding enrollment, priced between 1,650 SEK and 2,200 SEK depending on tier, with multi-course stacking discounts (20-40%) and a couple's discount (10%) applied at point of registration.

The business operates a direct-to-consumer model with self-serve online booking through udc.se and email-based invoicing. Revenue streams include recurring term course fees (primary), studio rental at 1,000 SEK/hour for private events, corporate wellness channel revenue via Swedish friskvårdsbidrag (tax-deductible employer wellness subsidies), a 50 SEK cancellation protection product, and a newly launched 'All You Can Dance' unlimited card at 1,500 SEK. Distribution channels are exclusively domestic — Uppsala, Sweden — with no disclosed geographic expansion plans, and the technology stack consists of standard web marketing integrations (Hubspot, Google Analytics, Google reCaptcha, YouTube embeds) rather than proprietary platform technology. The company remains founder-owned and operated, with three co-founders retaining active leadership and Mikaela Lindqvist serving as Operations Manager since 2022.

Name

Uppsala Danscenter

Legal name

Uppsala Danscenter AB

Website

https://udc.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Uppsala Danscenter is a privately held dance school founded in 2006, operating four studios in Uppsala, Sweden, offering 130-170 courses per term across 20+ styles to recreational dancers of all ages. Revenue is generated through term course subscriptions, studio rental, corporate friskvårdsbidrag wellness channel, and the new All You Can Dance card.

Ownership category

akta.pro rank

Product category

Dance instruction and fitness education

NAICS

Fine Arts Schools (611610), Dance Companies (71112), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

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), Dancers, Choreographers & Dance Troupes Booking (HSACAHAD)

Keywords

• Dance instruction services
• Dance school operations
• Dance class bookings
• Fitness training programs
• Studio rental services

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dance and fitness course fees: Primary revenue stream from recurring course fees. Standard courses are priced at 2045 SEK for 12 sessions (one per week over 12 weeks). Premium courses (advanced/extra sessions) are 2200 SEK. Children courses range from 1650-1845 SEK. Courses are offered per term with binding enrollment.
2. Studio rental: Studios can be rented for private events, parties, meetings, and corporate events. Pricing is 1000 SEK per hour for single bookings, with negotiated rates for multiple bookings.
3. Cancellation protection: Cancellation protection insurance available for 50 SEK per course, allowing refund if unable to attend due to illness/injury with medical documentation.
4. Friskvårdsbidrag (corporate wellness subsidies): Companies can use workplace wellness subsidies for employee dance and fitness courses. UDC assists with friskvårdsavtal (wellness agreements) for organizations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Uppsala Danscenter operates a multi-studio dance school in Uppsala, Sweden, delivering term-based dance and fitness courses across 20+ styles (salsa, bachata, pole dance, ballet, hip hop, contemporary, jazz, streetdance, reggaeton, aerial and more) for participants aged 1 to 100 and all skill levels. The school also rents out its four dance studios to individuals and organizations for private events, meetings, and parties, and runs children's summer dance camps and an unlimited 'All You Can Dance' term card.

Product overview

Uppsala Danscenter is a dance school offering a comprehensive portfolio of dance and fitness services through multiple studio locations across Uppsala. The core offering centers on dance courses spanning over 20 styles (salsa, bachata, pole dance, ballet, hip hop, contemporary, jazz, streetdance, K-pop, reggaeton, aerial, and more) for all ages (1-100 years) and skill levels, delivered across 4 studio locations totaling approximately 1,200 sqm of dance space. The company operates a multi-tiered model combining regular term courses (12 sessions), the 'All You Can Dance' unlimited card concept, drop-in classes, and summer camps for children. Additional revenue streams include studio rentals, gift cards, multi-course discounts, and health benefit payment integration. With approximately 130-170 courses per week and 50-70 teachers, it represents Uppsala's largest dance school offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Danskurser (Dance Courses) Term-based dance and fitness courses across 20+ styles — including salsa, bachata, pole dance, ballet, hip hop, contemporary, jazz, streetdance, reggaeton, K-pop, aerial and more — for participants aged 1 to 100 and all skill levels (beginner to advanced), delivered as 12 weekly sessions per term.
• All You Can Dance Unlimited dance card granting free access to all dance classes across all styles during a designated intensive term window (weeks 4–7 or 33–36) for a fixed price of 1500 SEK.
• Drop-in Classes Flexible same-day single-class bookings for individuals who want to dance extra or try a class without committing to a full term; limited spots, same-day booking only.
• Sommarläger (Summer Dance Camp) Full-day dance camps for children ages 6–14 during summer weeks 25, 26, 27 and 32, including dance classes, activities, snacks, lunch and a closing performance for family.
• DC Kids (Children's Dance) Age-segmented dance courses for children from 1 to 13 years, including DC Kids with parent (1–3 years), DC Kids (3–6 years) and youth dance classes, focused on motor skills, musicality, and cooperation through playful pedagogy.
• Studio Booking Rental of dance studios for private events, parties, meetings and corporate events across four locations — City – Gränden, City – The Basement, Salabacke – Arken and Rosendal – Inspiration — at 1000 SEK/hour for single bookings with negotiated rates for multiple bookings.
• Presentkort (Gift Cards) Gift cards available for purchase, allowing customers to gift dance experiences for occasions such as birthdays and graduations.

Quantifiable outcome

• Danse is recognized as tax-deductible friskvård (wellness) by Swedish Tax Agency, providing 1.50-6 SEK return per invested krona for companies

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Uppsala Social ClubminorGTM or Marketing PartnerPartnership for meetings and events. Uppsala Social Club is referenced as an event venue partner for meetings and events, potentially cross-promoting services.
• DanshippaminorGTM or Marketing PartnerBachelorette party booking service (danshippa.se) integrated into UDC's offerings for dance-themed parties.
• DanskalasminorGTM or Marketing PartnerChildren's party booking service (danskalas.se) for dance-themed birthday parties.
• Skatteverket (Swedish Tax Agency)coreOthersSwedish Tax Agency recognizes dance as tax-deductible friskvård (wellness activity), allowing employees to use workplace wellness subsidies for dance courses. This provides significant business-to-business revenue opportunity.
• CloudConceptsminorOthersWeb hosting provider that stores personal data on servers. Handles IP addresses, browser information, device information, visited pages for security and troubleshooting purposes.
• Wasabi WebminorOthersWeb design agency credited with website creation. Mentioned in footer as website developer.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Cullberg Ballet: Cullberg Ballet is a renowned Swedish contemporary dance company under Riksteatern, focused on commissioning and performing new works. Comparable to UDC on professional dance performance and production, though operating at a more institutional/arts-grant scale.

Direct peers

• Göteborgsoperans Danskompani: Göteborgsoperans Danskompani is the resident dance company of the Gothenburg Opera, producing and presenting contemporary dance performances and educational programming. Comparable to UDC's performance and community dance programming arm.
• Dansens Hus: Dansens Hus is Stockholm's national venue for dance and a producer of dance courses, performances, and residencies. It overlaps with UDC on dance instruction and live performance programming, making it a close geographic and category peer.
• Balettakademien: Balettakademien is Sweden's largest private dance and performing arts school chain, offering courses across ballet, contemporary, jazz, street, and hip hop for all ages — the most directly comparable Swedish dance school operator to Uppsala Danscenter.

Broad incumbents

• SATS: SATS is the largest fitness chain in Scandinavia, offering group classes including dance-inspired formats (Zumba, dance fitness) at hundreds of clubs. A broad incumbent competing for the same adult fitness-and-dance customer wallet, but without UDC's dance-specialist depth.
• Friskis&Svettis: Friskis&Svettis is a Swedish non-profit fitness movement with very wide membership reach, offering low-cost group exercise including dance formats. Comparable to UDC's adult group-class proposition and friskvårdsbidrag-accepted offerings, but with a mass-market rather than specialist positioning.
• Peloton: Peloton is a global connected fitness platform offering on-demand and live dance, cardio, and strength classes. It competes with UDC for the time and discretionary spend of adult fitness enthusiasts via a digital delivery model that UDC currently does not match.
• Nordic Wellness: Nordic Wellness is one of Sweden's largest gym and fitness chains with hundreds of clubs across the country, including group exercise offerings that overlap with UDC's dance/fitness course portfolio. A broad incumbent competing for consumer fitness spend rather than dance-specialty customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/UppsalaDC
• Facebookfacebook.com/UppsalaDanscenter
• Instagraminstagram.com/uppsaladanscenter
• LinkedInlinkedin.com/company/uppsala-danscenter-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Uppsala Danscenter