DanceWest

What DanceWest does

DanceWest is a West London-based registered charity (charity number 1179424, company number 10991191) founded in 2014 by choreographer and producer Rosie Whitney-Fish. The organisation delivers community dance and movement programmes to roughly 30,000–36,000 people each year through 72 weekly activities spanning eight London boroughs: Brent, Hammersmith & Fulham, Hounslow, Richmond, Kensington and Chelsea, Kingston, Wandsworth, and Westminster. Its delivery mix targets underserved populations, including children and young people with special educational needs and disabilities (Move It Mondays), adults with dementia and their carers (Dance for Dementia), older adults in the Grenfell community (Move to Health), low-income families (Fit & Fed Holiday Club), and library-based under-4s and over-60s (Dancing Books), alongside adult recreational classes in Ballroom and Latin, contemporary dance, yoga, Pilates, and children's dance and gymnastics.

The organisation operates a hybrid venue model. Its owned anchor is DanceWest Studio, a professional 15m × 10m sprung-Harlequin-floor facility at Sands End Arts & Community Centre in Fulham (opened 2021), which has hosted BBC Strictly Come Dancing and ITV Good Morning Britain filming. Partner venues include the Lyric Theatre Hammersmith (since 2015, generating 21,000+ young-person attendances annually), Riverside Studios, plus in-reach delivery at care homes, sheltered housing, community centres, libraries, hospitals, schools, and local-authority sports centres. Programmes are co-designed with participants and partners; 70% of classes are free and 60% of class fees are reinvested into community programmes.

DanceWest earns revenue through a diversified not-for-profit model: paid drop-in and term classes (typically £9.50–£15 per class, term programmes £40–£150), studio hire, birthday parties (Bronze £360, Silver £450, Gold £600), private 1-to-1 lessons (£95 single to £1,500 for 20 lessons), merchandise, and donations/grant funding from Arts Council England, multiple London boroughs, Peabody, Thomas's Foundation, Let me Play, and others. Booking flows through Eventbrite, Pebble, Google Forms, and PayPal. The leadership comprises three part-time freelance producers (CEO/Founder Rosie Whitney-Fish; Producers Jess Moncur and Alice Roots) plus a Board of Trustees, with a teaching roster of approximately 23 specialist, DBS-checked instructors.

Name

DanceWest

Legal name

DanceWest

Website

https://dancewest.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

DanceWest is a West London community dance charity delivering 72 weekly dance and movement programmes across 8 boroughs, reaching 30,000–36,000 people annually — including SEND youth, dementia patients, older adults, and low-income families — from its owned studio in Fulham and partner venues.

Ownership category

akta.pro rank

Product category

Community Dance and Wellbeing

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Dance Companies (71112)

SIC

Services-Miscellaneous Amusement & Recreation (7990), 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), Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD), Dance Festivals & Dance Series (MPAGADAJ)

Keywords

• Community dance programmes
• Dance classes West London
• Inclusive dance charity
• Wellbeing movement classes
• Dance studio hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Class Fees and Programme Revenue: Revenue from paid dance classes including drop-in sessions, term-long programmes, and workshops. 60% of fees reinvested directly into community programmes.
2. Studio and Venue Hire: Professional dance studio hire for rehearsals, workshops, events and filming. The studio has hosted BBC Strictly Come Dancing and ITV Good Morning Britain.
3. Event Services (Birthday Parties): Bespoke studio celebrations with Bronze (£360), Silver (£450) and Gold (£600) packages for children's birthdays and adult milestones.
4. Merchandise Sales: Sale of branded merchandise including t-shirts (adult and children's at £10) and tote bags.
5. Donations and Fundraising: Individual donations, Pay It Forward class pass programme, regular giving (Friends/Patrons), and corporate/trust fundraising to fund free community programmes.
6. Private Classes: Personalised 1-to-1 sessions in Dance, Yoga or Pilates at £95 per single lesson with discounted package pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

DanceWest is a registered community dance charity that delivers weekly dance, yoga, Pilates and movement classes and programmes across West London for children, adults, older adults and people with disabilities or SEND. It operates its own professional dance studio (DanceWest Studio in Fulham) and partners with Lyric Theatre Hammersmith and Riverside Studios, running 72 weekly activities across eight London boroughs and reaching 30,000 people a year. Revenue comes from class fees (with 60% reinvested into community programmes), studio hire, birthday parties, private coaching and merchandise, supplemented by donations and grants; 70% of classes are offered free of charge.

Product overview

DanceWest is a community dance charity offering a portfolio of dance and movement programmes across West London. The organization operates its own professional DanceWest Studio in Fulham and partners with Lyric Theatre Hammersmith and Riverside Studios. The core offering includes regular dance and fitness classes (yoga, contemporary, street dance, Ballroom & Latin, musical theatre) for children, adults, and older adults; specialized programmes for SEND participants (Move It Mondays), dementia (Dance for Dementia), and Grenfell community (Move to Health); creative literacy programmes (Dancing Books) in libraries; and seasonal offerings including Fit & Fed Holiday Clubs and Dance in the Park festivals. Additional services include studio hire, private 1-to-1 coaching, birthday party packages, and branded merchandise. The not-for-profit model reinvests 60% of class fees into free community programmes, with 70% of 72 weekly classes offered at no cost.

Differentiator

Problem solved

Functional benefit

Products and services

• DanceWest Studio Fulham Professional dance studio at Sands End Arts & Community Centre featuring a fully sprung Harlequin dance floor, natural ventilation, underfloor heating, integrated sound system, and professional filming capabilities. Hosts BBC Strictly Come Dancing and ITV Good Morning Britain.
• Ballroom and Latin Classes Open Ballroom and Latin dance classes for adults of all ages and experience levels at Riverside Studios, covering ten core dances including Waltz, Tango, Foxtrot, Cha Cha, Rumba and Jive.
• Adult Dance and Fitness Classes Weekly classes including Power Yoga, Gentle Yoga & Stretch, Bolder not Older Contemporary Dance, Keep Fit, Restore & Mindful Yoga, and Seated Yoga, primarily serving adults 60+ and those with limited mobility.
• Children's Dance Classes After-school and weekend dance programmes for children aged 4-16 including Gymnastics & Dance, K Pop & Street Dance, lyrical contemporary, and musical theatre at DanceWest Studio.
• Move It Mondays: SEND Free creative dance classes for young people aged 11-17 and young adults aged 18-24 with special educational needs and disabilities, held at Lyric Theatre Hammersmith.
• Dance for Dementia Free weekly dance classes for adults living with dementia and their carers, providing cognitive stimulation and physical exercise through lyrical and contemporary movement at MindSport Centre Hammersmith.
• Move to Health: Grenfell Community Free dance sessions for adults aged 60+ in RBKC and the Grenfell community, held at Notting Hill Methodist Church and Pepper Pot Community, promoting movement, social connection and wellbeing.
• Dancing Books Creative movement programme inspired by poetry, stories and literature. Children's sessions for under 4s and their carers held in libraries; adult 60+ sessions combining gentle movement, conversation and creativity. Operates in Hounslow, Kingston, and Hammersmith & Fulham libraries.
• Bolder not Older Contemporary Dance Company Weekly contemporary dance sessions for adults 60+ in Fulham and Richmond, providing a space for experimentation, expression and collaboration with original choreography creation.
• Dance in the Park Free outdoor dance festival featuring open dance floors, outdoor classes, global dance workshops, performances, and silent disco with live DJ in Ravenscourt Park, Hammersmith & Fulham.
• Fit & Fed Holiday Club Free holiday club for children aged 7-12 from Hammersmith & Fulham families on Universal Credit or means-tested benefits, combining dance activities with nutritious hot meals during school holidays.
• Workshops and Taster Sessions Short-format dance sessions including Jive & Swing Dance, Line Dancing Taster, and Ballroom & Latin Dance Taster for adults, offered as drop-in classes with social dancing components.
• Private Classes & Coaching Personalised 1-to-1 sessions in Dance, Yoga or Pilates for children and adults, with pricing from £95 single lesson to £1500 for 20-lesson package. Includes exclusive studio use and dedicated coaching.
• Studio Hire Professional studio rental at DanceWest Studio for rehearsals, classes, workshops, events and filming. Features 15m x 10m space with Harlequin dance floor, accommodating up to 20 participants per class.
• Birthday Parties and Events Bespoke studio celebrations with Bronze (£360), Silver (£450) and Gold (£600) packages including professional dance sessions, dedicated host, and refreshment time for up to 32 guests.
• DanceWest Merchandise Branded merchandise including adult and children's t-shirts (£10) and tote bags, sold to support the charity's community dance programmes.

Quantifiable outcome

• 80% of participants feel healthier and happier as a result of taking part in dance sessions
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Lyric Theatre HammersmithcoreStrategic or Co-development Partner · 1 January 2015DanceWest is a Partner at the Lyric Theatre Hammersmith. The Lyric Partnership consists of specialist organisations who pioneer and deliver best practice for young people in music, dance, acting, technical theatre, digital skills and disability arts. The partnership sees 21,000+ attendances of young people annually in free or low cost classes.
• State-Funded SchoolscoreStrategic or Co-development PartnerDelivery of after-school dance clubs and dance in PE programmes across state-funded schools in West London boroughs.
• Independent SchoolsminorStrategic or Co-development PartnerDance, yoga and Pilates delivered after school and within curriculum time at independent schools.
• Local AuthoritiescoreStrategic or Co-development PartnerDelivery of health and wellbeing campaigns and consultancy to support engagement with local communities. Active partnerships with Hammersmith & Fulham, Kingston, Hounslow councils.
• Housing Associations (incl. Peabody)coreStrategic or Co-development PartnerClasses for adults 60+, disabled adults, families, children and young people. Supported by London Community Foundation and Peabody London to design and deliver health and wellbeing programmes.
• Care HomescoreStrategic or Co-development PartnerDance for dementia sessions plus classes and activities for adults and carers in care home settings.
• Community CentrescoreStrategic or Co-development PartnerClasses for adults 60+, disabled adults, families, children and young people in community centre settings.
• Registered CharitiesminorStrategic or Co-development PartnerShort-term projects and programme delivery partnerships with various registered charities including Hammersmith & Fulham Mencap.
• Age UK WestminstercoreStrategic or Co-development PartnerPartnership to deliver dance and wellbeing programme for older adults including Silver Sunday event and weekly classes.
• NHS West London TrustcoreStrategic or Co-development PartnerSupported Groove to Health programme - free dance and yoga classes for disabled and learning disabled adults.
• Royal Trinity HospiceminorStrategic or Co-development PartnerPartner in Dance for Dementia Wandsworth programme alongside Welcome to Wandsworth.
• Welcome to WandsworthminorStrategic or Co-development PartnerPartner in Dance for Dementia Wandsworth programme.
• BBCminorStrategic or Co-development PartnerBBC Radio London interview with Founder Rosie Whitney-Fish. Studio hosted BBC Strictly Come Dancing filming.
• ITVminorStrategic or Co-development PartnerFeatured on Good Morning Britain as part of 1 Million Minutes campaign. Studio hosted Good Morning Britain filming.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• People Dancing: UK national development organisation for community dance, supporting inclusive dance practice, training, and network building across older adults, SEND and health contexts. Highly comparable as a community dance infrastructure body with similar health, disability and older-adult focus.
• Candoco Dance Company: UK-based inclusive contemporary dance company working with disabled and non-disabled dancers across professional performance, learning, and participation programmes. Closely comparable in mission and target audience (disabled and SEND communities), although smaller and more performance-focused.
• StopGap Dance Company: Inclusive dance company creating performance and participation work with disabled and non-disabled dancers across the UK. Closely comparable on inclusive dance mission and community delivery model, with overlapping audience and participant demographics.

Broad incumbents

• Sadler's Wells: London dance venue and producer with extensive learning, participation and Get Dancing community programmes. Comparable as a London-anchored dance organisation combining professional programming with participation and community engagement, though venue-led rather than studio-led.
• Royal Academy of Dance: Global dance education and training charity that promotes dance participation through teacher training, examinations, and community programmes including Silver Swans for older adults. Comparable as a UK-anchored dance charity with overlapping community and older-adult engagement mission, though focused on training rather than direct delivery.
• Rambert: Major UK contemporary dance company with significant learning, participation and community engagement programmes. Comparable as a UK dance charity combining professional performance with health, schools and community participation work, though at substantially larger scale.
• English National Ballet: Major UK dance charity combining professional ballet performance with extensive learning, participation and health-and-wellbeing programmes. Comparable as a registered dance charity with national reach, education/outreach arm, and similar health and community engagement mission, though substantially larger and more performance-focused than DanceWest.
• The Place (London Contemporary Dance School): London-based contemporary dance venue, school and participation organisation offering professional training alongside adult and youth participation classes. Comparable on London dance education, participation programmes and venue-based class delivery model, though more performance/training focused.

Others

• Lyric Theatre Hammersmith: West London producing theatre and DanceWest's named Partner venue, hosting the Lyric Partnership that delivers 21,000+ youth attendances annually. Listed as a peer because it is a co-delivery partner rather than competitor, providing venue infrastructure and shared young-people programming logic.

Regional players

• Dance East: Regional dance development organisation based in Ipswich delivering participation, education and health programmes across the East of England. Comparable on community dance participation, health/wellbeing and education focus, with a similar operating model in a different UK region.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/dancewestldn
• Facebookfacebook.com/dancewestldn
• YouTubeyoutube.com/@dancewestldn
• LinkedInlinkedin.com/company/dancewest

Compliance1 record

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 DanceWest