What Base Dance Studios does

BASE Dance Studios is a privately held, single-site dance facility operating five fully equipped studios from 4 Tinworth Street, Vauxhall, London (SE11 5EJ). The company delivers a wide range of dance and fitness classes for all skill levels, from beginners to professional performers, and rents studio space for rehearsals, castings, fittings, and events. Its core product surface includes dance classes (bookable up to 7 days in advance via a dedicated app or the Wix-hosted website), studio hire, branded merchandise (t-shirts, hoodies, socks, tote bags, water bottles) sold through an online shop with delivery or studio collection, and digital gift cards in £20/£50/£100 denominations valid for up to one year.

The business extends beyond studio operations through several sub-brands and partnerships. BASE Experience packages curated trips for schools and dance groups including classes, accommodation, theatre trips, and catering. The BASE Podcast, hosted by John Graham, addresses topics across the dance and performing arts industry. BASE Productions Limited is a separate production company supporting arts projects and generating work opportunities within the dance community, led by Producer Michaela Stern and Musical Director Arj Chawda. Strategic educational partnerships include a weekly class arrangement with Bird College (described as the first of its kind between an open studio and a professional college) and the PPAS (Performing Arts School) partnership from January 2025, delivering Sunday courses in dance, drama, and singing for ages 3-18. Additional ecosystem partners include Love K-Pop Dance London (exclusive K-Pop classes), Physio Ed (discounted physiotherapy for BASE members), and a portfolio of sponsored organisations (The Queens, DANCEAID, UCL's Transcendance, Industry Minds Awards, CTC - Identity, Viva Danca, Children of the Moon).

The revenue mix spans recurring class subscriptions/attendances, transactional studio hire, one-off merchandise and gift card sales, and partnership-driven programmes. Go-to-market is community-led, supplemented by event-driven engagement (Move It Creative Ambassadors, sold-out classes), Instagram, email newsletter, and the podcast. Leadership includes Owner and Director Aston Merrygold (former JLS member associated with the JLS Beat Again Tour 2020), and the directors collectively bring over 50 years of entertainment industry experience. The company has won the London Prestige Award for 'Dance Class of the Year — London' in both 2019 and 2020, recognising its personal touch, review consistency, and community feel. No external institutional investors or funding rounds are disclosed.

Name

Base Dance Studios

Legal name

BASE Dance Studios

Website

https://basedancestudios.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

BASE Dance Studios operates five fully equipped dance studios in Vauxhall, London, offering classes for all levels and studio hire for professional rehearsals, castings, and events, serving dancers from beginners to professionals alongside school groups and performing arts students through educational partnerships.

Ownership category

akta.pro rank

Product category

Dance Studios

NAICS

Dance Companies (711120), Fitness and Recreational Sports Centers (71394)

akta.pro primary industry

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

akta.pro secondary industries

Dance Floor, Staging & Platform Rentals (HSACAFAD), Youth/Student & Community Dance Recitals (MPAGADAI), Arts & Design Camps (Visual Arts, Crafts, Design Thinking) (EDAMALAH)

Keywords

• Dance studio classes
• Studio hire
• Performing arts training
• Rehearsal space rental
• Dance education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dance Classes: Class-based revenue through dance and fitness classes for all skill levels. Classes can be booked up to 7 days in advance via app or website.
2. Studio Hire: Five fully equipped studios available for hire for rehearsals, castings, fittings, and events. Contact via email or studio availability page.
3. Merchandise Sales: Online shop selling BASE branded clothing including t-shirts, hoodies, jumpers, socks, water bottles, tote bags. Also sells ENE.G collaborative apparel.
4. Gift Cards: Gift cards available in £20, £50, or £100 denominations, valid for up to 1 year from purchase date.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

BASE Dance Studios is a multi-purpose dance studio in central London Vauxhall offering a wide variety of dance and fitness classes for all skill levels, from beginners to professional performers, bookable via app or website up to 7 days in advance. The studio also rents out five fully equipped studios for rehearsals, castings, fittings, and events, and sells BASE branded merchandise and gift cards through its online shop.

Product overview

BASE Dance Studios is a multi-purpose dance studio facility in central London offering a platform-plus-modules architecture. The core offering comprises dance classes for all levels and studio hire for professional rehearsals, castings, and events. Supporting modules include the BASE Experience (tailored school/group programmes), BASE Podcast (industry content), PPAS x BASE (performing arts courses for children and teens), and BASE Productions Limited (arts production company). The studio also offers branded merchandise and gift cards as ancillary products. A notable partnership connects students to BASE BTEC College for professional training pathways.

Differentiator

Problem solved

Functional benefit

Brands

• BASE Experience: Arranged trips to BASE Dance Studios for schools and dance groups, including classes, accommodation, private classes, theatre trips, catering, and merchandise.
• BASE Podcast
• PPAS x BASE

Products and services

• Dance Classes A wide variety of dance and fitness classes for all skill levels, from beginners to professional performers, offered in a warm, fun, and creative atmosphere. Classes can be booked up to 7 days in advance via the dedicated app or website.
• Studio Hire Rental of five fully equipped studios for rehearsals, castings, fittings, and events. Bookings handled via email enquiries or the online Studio Availability page.
• BASE Experience Tailored programmes for schools and dance groups offering classes at the studio, including accommodation, private classes, theatre trips, catering, and merchandise options.
• BASE Merchandise Branded clothing and accessories including athletic socks, t-shirts, jumpers, hoodies, long-sleeved tops, water bottles, and tote bags, plus ENE.G collaborative apparel. Available for online delivery or studio collection.
• Gift Cards Digital gift cards available in £20, £50, or £100 denominations for friends and family to spend on BASE classes. Sent via email at a chosen date and valid for up to 1 year from purchase.
• PPAS x BASE Performing Arts Courses World-class courses in dance, drama, and singing for ages 3-18 running every Sunday at BASE Studios through the PPAS partnership. Includes dance intensives, performing arts courses, competition teams, and West End-inspired workshops.

Quantifiable outcome

• Awarded 'Dance Class of the Year – London' by London Prestige Awards for consecutive years

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• PPAS (Performing Arts School)coreStrategic or Co-development Partner · 1 January 2025PPAS located at BASE Studios from January 2025 delivering world-class courses in dance, drama, and singing for ages 3-18. Courses run every Sunday covering jazz, contemporary, street, and musical theatre. Includes performance showcases and West End-inspired workshops.
• Bird CollegecoreStrategic or Co-development PartnerInnovative association with Bird College featuring regular weekly classes on the college timetable. Professional teachers from BASE feed into the college curriculum, introducing students to additional foundations and styles not routinely taught at college level. This is the first association between an open studio and a professional college of this manner.
• Physio EdminorGTM or Marketing PartnerPartnership offering discounted physiotherapy treatment including massage, acupuncture, cupping, supportive taping, and tailored exercise advice. BASE members receive sessions at £50.00 (reduced from £65.00) upon presentation of class confirmation email.
• Love K-Pop Dance LondonminorChannel Partner/ Reseller/ DistributorExclusive K-Pop class provider running classes weekly on Thursday and Friday. Classes based on routines to current K-Pop hits in a welcoming environment for all levels.
• BASE Productions LimitedcoreOthersNewly launched production company supporting the arts through projects that generate work opportunities and strengthen the dance community economy. Led by Producer Michaela Stern and Musical Director Arj Chawda.
• The QueensminorOthersSponsored organisation as part of BASE's hub role in the dance community.
• DANCEAIDminorOthersSponsored charity organisation within the dance community.
• UCL's TranscendanceminorOthersSponsored student organisation at University College London.
• Industry Minds AwardsminorOthersSponsored awards event within the dance industry.
• CTC - IdentityminorOthersSponsored dance initiative or project.
• Viva DancaminorOthersSponsored dance organisation or event.
• Children of the MoonminorOthersSponsored dance or performing arts project.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Rambert: Major UK contemporary dance company with its own London studios, education programmes and public participation work. Comparable to BASE on the London dance studio and class delivery model, though operating at a much larger institutional scale.
• Trinity Laban Conservatoire of Music and Dance: London conservatoire offering professional dance training alongside public engagement and short courses. Comparable to BASE as a London dance-education institution and a feeder of professional dancers into the broader UK dance community.
• Sadler's Wells: Leading London dance house presenting performances, hosting artist residencies and running participation programmes. Comparable as a broader London dance ecosystem player that overlaps with BASE on dance education, hire demand and event programming.

Direct peers

• Bird College: Professional dance and musical theatre college in Sidcup with which BASE has a formal weekly-class partnership. Comparable because it is both a training institution and a stakeholder in BASE's class pipeline, with overlapping dance curriculum.
• Italia Conti Academy of Theatre Arts: Historic London performing arts school providing dance, drama and singing training for children through to professional level. Comparable to BASE on the children's and youth performing-arts pathway, particularly relevant given BASE's PPAS x BASE partnership.
• Studio Wayne McGregor: Boutique London contemporary dance studio and creative hub running open classes alongside company rehearsal and residencies. Comparable to BASE on the London studio-hire and open-class model, though with a narrower contemporary focus.
• The Place: London Contemporary Dance School and performance venue operating open-class programmes alongside professional training. Comparable to BASE as a London dance destination offering drop-in classes and studio/performance hire to the public.
• Urdang Academy: London performing arts training institution offering dance, musical theatre and acting programmes with its own studio facilities. Comparable to BASE on dance-class delivery, London location, and crossover with the PPAS-style youth performing-arts segment.
• Pineapple Dance Studios: Iconic large-scale London dance studio in Covent Garden offering multi-style classes for all levels plus studio hire. Directly comparable to BASE on the all-levels class model, studio rental business, and London-centric consumer base.

Others

• Move It: UK's largest annual dance event at which BASE's directors serve as Creative Ambassadors and seminar speakers. Related as an industry platform and demand-generation channel rather than a direct competitor; relevant for ecosystem comparison.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/basedancestudios
• LinkedInlinkedin.com/company/base-dance-studios

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Base Dance Studios