What Swindon Dance does

Swindon Dance is a long-established UK charitable organization (founded 1979, registered charity no. 1111476, Company Limited by Guarantee no. 5467343) operating as both a community dance provider and an advanced talent development institution. The charity delivers a unified ecosystem of dance education services, including community classes for children and adults, the STEPS2 early talent programme (ages 9–13), and the Centre for Advanced Training (CAT) for serious young dancers aged 11–19 — one of only nine National CATs in the UK, supported by the Department for Education's Music and Dance Scheme. The CAT programme operates five specialised streams (Swindon Ballet, Swindon Contemporary, Swindon Street Dance, Exeter Contemporary, Exeter Street Dance), delivered from physical studios at the Swindon headquarters (Regent Circus) and at DanSci Dance Studios in Exeter, serving the Southwest UK region.

The organization's revenue model blends direct programme fees, pay-as-you-go class pricing, facilities hire, charitable donations via CAF Donate, and significant public funding — including DfE means-tested grants covering CAT fees, travel, dancewear and physiotherapy, plus Arts Council England grants. Pricing is modest and concessionary (e.g., STEPS2 at £315/year full / £255 concession; adult classes £7–15), with CAT training often free or subsidised for eligible participants.

Go-to-market is community-led: direct class enrollment at physical studios, school and community outreach targeting areas of high disadvantage, and audition-based talent development pathways. The charity operates with approximately 28 employees and reports serving thousands of participants annually. It has no proprietary technology platform, relying on a Squarespace website, MailChimp for email, and Tickets.com for online booking. Notable recent activity includes hosting the first TEDx event in Swindon (June 2026) and joining the Swindon Culture Collective initiative (May 2026).

Name

Swindon Dance

Legal name

Swindon Dance

Website

https://swindondance.org.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Swindon Dance is a UK charity operating community dance classes, the STEPS2 early talent programme (ages 9–13), and one of nine National Centres for Advanced Training (ages 11–19) across ballet, contemporary and street dance from studios in Swindon and Exeter.

Ownership category

akta.pro rank

Product category

Performing Arts Education

NAICS

Fine Arts Schools (61161), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD), Performing Arts Camps (Theater, Musical Theater, Dance) (EDAMALAI), Youth/Student & Community Dance Recitals (MPAGADAI)

Keywords

• Dance education
• Community dance programmes
• Talent development
• Performing arts training
• Dance classes

Headquarters

HQ city

Swindon

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Dance Classes and Programmes: Revenue from paid dance classes, summer projects, and structured programmes such as STEPS2 and Centre for Advanced Training. Pricing varies by programme type and duration.
2. Venue and Studio Hire: Revenue from hiring out dance studios and rooms to external parties.
3. Grants and Public Funding: Supported by Department for Education via Music and Dance Scheme means-tested grants. Also receives funding from Arts Council England.
4. Donations: Charitable donations received through CAF Donate platform to support the organisation's mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Swindon Dance is a registered charity that delivers in-person dance education, training, and performance services across community, talent development, and professional artist programmes. Its flagship offerings are the Centre for Advanced Training (CAT) for ages 11-19 and the STEPS2 programme for ages 9-13, supported by Department for Education means-tested grants, alongside community classes for all ages and seasonal intensives.

Product overview

Swindon Dance is a dance arts charity operating as both a community dance provider and an advanced talent development institution. The organisation offers a unified ecosystem of dance education and performance services comprising community dance classes for all ages, the STEPS2 early talent programme (ages 9-13), the Centre for Advanced Training (CAT) for serious young dancers (ages 11-19), seasonal youth and adult intensives, and professional performance opportunities. The CAT programme itself comprises five specialised streams: Swindon Ballet, Swindon Contemporary, Swindon Street Dance, Exeter Contemporary, and Exeter Street Dance. Facilities hire and event programming round out the service portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• STEPS2: Early talent programme for children aged 9-13 providing training in ballet, contemporary, and jazz dance styles.
• Centre for Advanced Training (CAT)

Products and services

• Centre for Advanced Training (CAT) Advanced training programme for young dancers aged 11-19 years, supported by the Department for Education via means-tested grants, providing world-class dance training across five specialisations: Swindon Ballet, Swindon Contemporary, Swindon Street Dance, Exeter Contemporary, and Exeter Street Dance.
• Community Dance Classes Inclusive dance classes for children and adults in Swindon, ranging from beginners to aspiring professionals, offering pathways to grow and perform.
• Dance Development Pathway Structured talent development programme supporting dancers at various levels to progress in their dance training and careers.
• STEPS2 Programme One-year training programme for children aged 9-13 years providing weekly sessions in ballet, contemporary, and jazz, with performance opportunities and progression planning.
• Youth Summer Dance Project Creative summer programme for young people aged 8-15, offering three days of workshops with a community performance.
• Adult Dance Week Four-day adult dance intensive featuring Pilates, Ballet, Tap, Jazz, Contemporary, and Commercial classes for all levels, with classes priced at £10 full / £7 concession and a Heels & Commercial Workshop at £15 / £11.50 concession.
• Swindon Ballet Programme CAT stream offering study in ballet technique, introduction to pointework, male virtuosity, creative work, and music appreciation.
• Swindon Contemporary Programme CAT stream covering contemporary, ballet, and jazz dance techniques, improvisation, and choreography.
• Swindon Street Dance Programme CAT stream covering popping, breaking, house, hip hop, commercial, freestyle, and choreography.
• Exeter Contemporary Programme CAT stream based at DanSci Studio and Exeter University, operating bi-weekly on Sundays (11am-5pm) covering contemporary, ballet, jazz, improvisation, and choreography.
• Exeter Street Dance Programme CAT stream hosted at DanSci Dance Studios in Exeter, running bi-weekly on Sundays (11am-5pm) covering Breaking, Hip Hop, Popping, and House styles.
• Facilities Hire Studios and room hire services for dance and performing arts activities at the Swindon Dance venue.

Named customers3 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

Partnerships

Four partnerships are on record, tiered core and minor.

• Arts Council EnglandcoreStrategic or Co-development PartnerArts Council England is a key funder of Swindon Dance. As part of funding agreements, certain data is shared with Arts Council funded organisations including visiting dance companies and other arts organisations, subject to consent.
• DanSci Dance StudioscoreStrategic or Co-development PartnerDanSci Dance Studios hosts the Exeter Contemporary Programme and Exeter Street Dance Programme. Located in Exeter, it serves dancers from Cornwall, Devon, Somerset and Dorset.
• Northern Ballet SchoolminorStrategic or Co-development PartnerMany dancers progress from Swindon Dance's Steps2 programme to the Centre for Advanced Training, and subsequently to full-time training at vocational schools including Northern Ballet School.
• Various UK Conservatoires and Vocational SchoolsminorStrategic or Co-development PartnerPast CAT students have progressed into full-time training at Europe's top vocational schools and conservatoires and are now working professionally in the dance industry.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rambert School: Bath-based ballet and contemporary dance school. Directly comparable as a UK regional vocational training institution; notably, a former Swindon Dance staff member (Abbie) joined Swindon Dance from Rambert's youth programmes.
• Northern Ballet School: Manchester-based vocational dance school and a key progression destination named by Swindon Dance for STEPS2/CAT alumni. Overlaps on talent development for young dancers and is a downstream partner/competitor.
• Royal Ballet School: Elite UK ballet training institution with junior and senior schools feeding into The Royal Ballet. Competes directly with Swindon Dance's ballet stream for advanced young dancers and conservatoire aspirants.
• Dance City: Newcastle-based charity delivering community dance classes, professional development, and a CAT-style advanced training pathway. Closest structural peer — similar charitable mission, mixed community/professional model, and UK regional dance education focus.
• The Place: London's leading centre for dance creation and training, running London Contemporary Dance School and community programmes. Comparable as a hub combining dance education, talent development, and performance under a single charitable brand.
• Elmhurst Ballet School: Birmingham-based specialist dance school offering ballet, contemporary, and jazz training at junior and senior levels. Directly comparable as a multi-discipline UK dance training institution with progression pathways.
• Trinity Laban Conservatoire of Music and Dance: London conservatoire offering undergraduate and postgraduate dance programmes and a noted progression destination for Swindon Dance alumni. Comparable as a UK advanced dance training institution with CAT-overlapping intake.
• Central School of Ballet: London-based vocational dance conservatoire offering professional training. Comparable as a UK ballet/contemporary training destination competing for the same advanced young dancer cohort as Swindon Dance's CAT.

Broad incumbents

• English National Ballet: National ballet company running its own learning and participation programmes (including Dance for Parkinson's). Larger incumbent with overlapping educational/community engagement activity but focused on professional performance.
• Royal Academy of Dance: Global dance education and training body offering examinations, teacher training, and outreach. Adjacent comparator as a wider dance education umbrella organisation rather than a direct delivery competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/swindondance
• Facebookfacebook.com/swindondancetemporary
• Instagraminstagram.com/swindondance
• LinkedInlinkedin.com/company/swindon-dance-2021

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Swindon Dance