dans in school

What dans in school does

Dans in School is a Dutch non-profit educational dance service founded in 1990 after spinning off from the Internationaal Danstheater. The company delivers one-day and multi-day dance projects on-site at primary (basisonderwijs), secondary (voortgezet onderwijs), and special (speciaal onderwijs) schools across the Netherlands, reaching approximately 25,000 young people annually. Its 15-plus thematic projects span world dance (Samen op reis, World Urban), Dutch cultural history (Heel Holland danst, tied to the Canon of the Netherlands), seasonal celebrations (Licht, Feest!), sustainability (Dans Duurzaam), sports (Dansen in de arena), social-emotional learning (Respect in Beweging, Doorlopende leerlijn Respect), and digital dance-film making (Balance & Off Balance, co-developed with Het Nationale Ballet). The company differentiates through a corps of academically trained dance teachers from Codarts Rotterdam, Fontys Tilburg, Artez Arnhem, and the Amsterdamse Hogeschool voor de Kunsten, several of whom hold additional qualifications in Pabo and dance therapy.

The offering is delivered by ~11 employees led since 2022 by co-owners Mirjam Visser and Ireen Kurvers, who both act as primary sales contacts. Pricing is quote-based, dependent on the number of classes or groups participating, and structured as a one-time project fee rather than a recurring subscription. Go-to-market is sales-led and direct-to-school, relying on referrals from satisfied school clients, organic social media (Facebook, LinkedIn, Instagram, YouTube), and the company website. There is no proprietary technology platform; the moat rests on the curated repertoire accumulated over 30 years and the in-house teaching talent.

The business is privately held, headquartered in Rotterdam, and operates exclusively in the Netherlands with at least one documented Belgian engagement (Europese school Mol). Recognition includes the 2016 People Help the People Award from Stichting Veilig Onderwijs for 'Respect in Beweging' and a Cultuurnetwerk third prize for best educational heritage project for 'Heel Holland danst'. No external funding, mergers, or acquisitions are recorded; strategic activity centres on co-developed curriculum partnerships and incremental product launches rather than capital-driven expansion.

Name

dans in school

Legal name

Dans in School

Website

https://dansinschool.nl

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Dans in School is a Dutch non-profit that delivers on-site one-day and multi-day dance projects to primary, secondary, and special education schools across the Netherlands through a team of academically trained dance teachers, reaching ~25,000 young people per year.

Ownership category

akta.pro rank

Product category

School Dance Education Services

NAICS

Fine Arts Schools (61161), Fine Arts Schools (611610)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAMAAAH

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

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Arts & Creative Enrichment (Visual Arts, Music, Theater, Dance)

SECONDARYMPAGADAI

Youth/Student & Community Dance Recitals

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Dance & Ballet Performances

Keywords

• School dance projects
• Arts education services
• Curriculum dance programs
• School workshop delivery
• World dance education

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Dance project fees: The company sells one-day and multi-day dance projects to schools. Pricing is quote-based and varies depending on the number of groups and the specific project. This is a one-time project fee model rather than a recurring subscription. The company also creates custom projects on request for special occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Dans in School delivers one-day and multi-day themed dance projects on-site at Dutch primary, secondary, and special education schools. Projects are taught by academically trained dance teachers who choreograph routines, bring professional sound equipment, and produce a final performance for students, families, and the school. The portfolio spans world dance, Dutch history, sustainability, social themes (bullying, respect), and contemporary styles, with custom projects also created on request.

Product overview

Dans in School is a dance education service offering one-day and multi-day dance projects for primary, secondary, and special education schools throughout the Netherlands. The core portfolio spans world dance projects (Samen op reis, World Urban), thematic dance projects (Heel Holland danst, Licht, Feest!, Dans Duurzaam, Dieren Dansen, Dansend door de tijd, Let's swing, Dansen in de arena), and social-educational programs (Respect in Beweging, Doorlopende leerlijn Respect). Collaboration projects include Balance & off balance (with Het Nationale Ballet). Projects are delivered on-site by the organization's team of academically trained dance teachers who bring their own professional audio equipment. Approximately 25,000 young people are reached annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Samen op reis A world dance project for primary school students in which children travel the world experiencing dance, music, and traditions from different cultures, culminating in a colorful presentation for the school community.
• Dansend door de tijd A dance history project for primary schools where children explore the evolution of dance worldwide from folk dance through to modern youth culture dance styles.
• Heel Holland danst A Dutch history dance project for primary schools based on the Canon of the Netherlands, where students dance through 5,000 years of Dutch history.
• Feest! A celebration-themed dance project for primary schools exploring holiday preparation, party themes, and festive occasions through various dance styles.
• Let's swing A swing dance project for primary schools teaching classic swing repertoire dances such as Lindy Hop, Charleston, Rock 'n Roll, and Twist, adaptable year-round for celebrations or themed weeks.
• Dansen in de arena (Basisonderwijs) A sports and Olympic Games-themed dance project for primary schools where students prepare presentations inspired by athletic themes including teamwork and fair play.
• Licht A warm midwinter dance festival for primary schools celebrating light and new beginnings, featuring dances on topics such as new life, dreams, friendship, fire, and peace, with the presentation incorporating lights and a wish tree.
• Dans Duurzaam A sustainability-themed dance project for primary schools exploring environmental topics including insects, trees, recycling, and climate change through positive, constructive dance movements.
• Dieren Dansen An animal dance project for primary schools featuring animal dances from cultures around the world, exploring how different societies imitate and celebrate animals through movement and music.
• World Urban An urban and world dance project for secondary schools featuring dynamic international dance styles including African Ghetto dance, Latin House, Capoeira-inspired dance, and flamenco performed by youth.
• Dansen in de arena (Voortgezet onderwijs) An Olympic Games-inspired dance project for secondary schools exploring themes of sportsmanship, teamwork, and competition through dance presentations resembling an opening ceremony.
• Respect in Beweging A dance theater project for secondary school students addressing bullying and respect, developed in collaboration with Yuverta vmbo Aalsmeer.
• Balance & off balance A dance-film project for secondary schools developed in collaboration with Het Nationale Ballet, where students create short one-minute films exploring the theme of balance through movement and cinematography using apps such as Movie Maker, Kinemaster, Movavie, or VITA.
• Doorlopende leerlijn Respect A continuous learning line on respect for secondary schools developed with Yuverta vmbo Aalsmeer, covering four school years with progressive projects (Respect in Beweging, Go Global, Verborgen Verhalen, and Op de Drempel) linked to citizenship education.
• Speciaal onderwijs projecten Adapted dance projects for special education students designed with a special approach emphasizing enjoyment, relaxed atmosphere, and inclusive participation regardless of whether students join the final presentation.

Quantifiable outcome

• Reaches approximately 25,000 young people per year across the Netherlands
• +1 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Nationale Opera en Ballet / Het Nationale BalletcoreStrategic or Co-development PartnerDans in School collaborated with Nationale Opera en Ballet / Het Nationale Ballet to create 'Off Balance', a special dance-film project based on the work of choreographer Hans van Manen. Students explore the themes of balance and off-balance in dance, watch excerpts of Het Nationale Ballet's films, and create their own short dance films. This partnership represents a high-profile cultural collaboration that enhances the company's credibility in the Dutch arts education landscape.
• Yuverta (formerly WellantCollege)coreStrategic or Co-development PartnerLong-standing collaboration with Yuverta vmbo Aalsmeer to develop and deliver dance projects. Jointly created 'Respect in Beweging' (2016, award-winning) and a continuous learning line (doorlopende leerlijn) on RESPECT across all four years of secondary school. This is a multi-year, co-developed programme in which dance and music are used as tools to address bullying, citizenship, and social harmony. Yuverta also operates as a regular customer across multiple locations (vmbo Aalsmeer, mavo Aalsmeer, and other campuses).
• Stichting KunstkrulminorStrategic or Co-development PartnerStichting Kunstkrul collaborated with Dans in School on the 'Heel Holland danst' project, which is based on the Canon of Dutch History. Stichting Kunstkrul developed teaching kits (leskisten) for all 50 windows of the canon, complementing the dance projects delivered by Dans in School.
• Internationaal Danstheater (International Dance Theater)minorStrategic or Co-development PartnerDans in School originally began as the educational service of the Internationaal Danstheater before becoming an independent organisation in 1990. The company continues to operate in the spirit and tradition of the International Dance Theater, building on its world dance specialisation.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ICK Dans Amsterdam: Amsterdam contemporary dance company with youth education programs and school performances. Directly comparable in delivering choreographic content to school audiences and developing educational repertoires.
• ISH Dance Collective: Amsterdam-based dance collective running inclusive dance and educational programs for schools and youth across the Netherlands. Overlaps with Dans in School in school-based dance delivery and youth-focused social themes.
• Kunst Centraal: Utrecht-based cultural-education organization that brokers performing-arts and visual-arts projects to schools across the province. Comparable in delivering curated, theme-based arts programs to Dutch schools as a turnkey service.
• Holland Dance: Dutch dance foundation that programs festivals, professional-development courses, and educational outreach to schools. Directly comparable to Dans in School in bringing dance experiences into Dutch educational settings.
• Introdans: Arnhem-based contemporary dance company that runs dedicated education programs for primary and secondary schools throughout the Netherlands, including matinee performances and curriculum-linked projects — a directly comparable operating model.
• Cultuurkwadrant: Dutch regional organization delivering cultural-education programs (including dance, music, and visual arts) to schools in Overijssel. Closely comparable business model: turnkey cultural projects delivered to primary and secondary schools.
• Scapino Ballet Rotterdam: Rotterdam-based dance company with established school and youth programs. Geographically and operationally comparable to Dans in School's Rotterdam headquarters and educational outreach mission.

Broad incumbents

• Nationale Opera & Ballet: The largest Dutch performing-arts institution and a direct collaboration partner of Dans in School on the 'Balance & off balance' project. Operates broad education and outreach programs across Dutch schools and represents the established incumbent with overlapping reach.

Others

• Codarts Rotterdam: Rotterdam university of professional arts education where several Dans in School teachers trained and which supplies talent to the Dutch dance sector. Functions as a talent and training pipeline rather than a competitor.
• Internationaal Danstheater: The Amsterdam-based international dance company from which Dans in School was originally spun off in 1990. Functions as a heritage and cultural-pedigree connection rather than a current competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@DansinSchool-qk5wy
• Facebookfacebook.com/dans.inschool
• LinkedInlinkedin.com/company/dansinschool
• Instagraminstagram.com/dans.inschool

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 dans in school