Prima Danse

What Prima Danse does

Prima Danse is a Montréal-based non-profit organization founded in 2010 that uses dance as a non-verbal social intervention tool to address emotional management, self-esteem, mental health, gender stereotypes, performance anxiety, and social isolation. The organization delivers customized in-person workshops directly into client sites — primary and secondary schools, community organizations, seniors' residences (CHSLDs), healthcare institutions, sports clubs, and corporate environments — serving approximately 20,000 participants annually across Quebec and Canada, with 95% of participants reporting improved self-perception after participation.

The core product set comprises themed pedagogical workshops (ateliers pédagogiques) covering youth emotional management, senior adapted dance, performance anxiety, gender stereotypes, media sexuality representation, mental health, functional diversity, and corporate team-building. The technology layer is modest: a subscription-based digital portal (portail.primadanse.com, branded Programme Prima) delivers video capsules, educational documentation, and exercises aligned with Quebec Education Program competencies, with a freemium tier, a $300 single-workshop package, and a $500 complete-access package. Payment processing runs on Stripe. The organization also operates the annual RepreZent dance competition (Quebec City and Laval at Place Bell) as its primary fundraising event.

Prima Danse is a social-economy non-profit (organisme à but non lucratif) governed by a seven-member board and funded through a diversified mix of workshop fees, digital subscriptions, donations, government subsidies from multiple Quebec and Canadian ministries (Culture et communications, Sécurité publique, Famille, Ville de Montréal, Secrétariat aux relations canadiennes, Programme Les Jeunes s'engagent), and proceeds from RepreZent. Co-founders Katrina Journeau (Directrice générale) and Josiane Simard (Directrice des opérations) lead a team of ~20 including specialized intervenors in psychosociology, therapeutic dance, dramatherapy, and somatic education. There are no disclosed funding rounds, parent company, or equity ownership; surpluses are reinvested into the social mission of providing subsidized or free workshops to underserved communities.

Name

Prima Danse

Legal name

Prima Danse

Website

https://primadanse.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Prima Danse is a Montréal-based non-profit founded in 2010 that delivers dance-based social intervention workshops in schools, seniors' residences, healthcare institutions, sports clubs, and corporations across Quebec and Canada, reaching ~20,000 participants annually through in-person sessions and a subscription digital portal.

Ownership category

akta.pro rank

Product category

Social Intervention Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

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

akta.pro primary industry

Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE)

Keywords

• Dance-based social intervention
• Pedagogical workshops
• Community wellness programs
• Corporate team building
• Therapeutic dance services

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workshop fees: On-site workshops delivered directly in schools, organizations, companies, and residences. Pricing is customized based on format (one-time or recurring sessions) and duration. Subsidized rates available for disadvantaged organizations.
2. Digital subscriptions: Monthly subscription access to the Prima Programme portal offering themed workshop packages (5 or 10 capsules), documentation, exercises, and member discounts of 30-55% on in-person workshops.
3. Donations and fundraising: Donations are reinvested into the mission to offer workshops at reduced or free rates to underserved communities. Annual RepreZent dance competition generates proceeds for the social mission.
4. Government subsidies and grants: Funding from Quebec and Canadian governments including Ministère de la culture et des communications, Ministère de la sécurité publique, Ministère de la Famille, Ville de Montréal, Secrétariat du Québec aux relations canadiennes, and Programme Les Jeunes s'engagent.
5. Event revenue (RepreZent competition): Dance competition events (RepreZent Quebec and Laval) generate revenue through spectator tickets, with profits supporting the social mission of subsidized workshops.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Prima Danse delivers customized dance-based social intervention workshops on-site at schools, community organizations, corporations, seniors' residences, and sports clubs across Quebec and Canada, using non-verbal body movement as a therapeutic medium. Its offerings span youth, seniors, functional diversity, athletic, and corporate segments, and are complemented by the Portail Prima Danse (Programme Prima) digital subscription platform providing themed video capsules and educational documentation.

Product overview

Prima Danse is a non-profit organization using dance as a social intervention tool. The core offering consists of in-person pedagogical workshops (Ateliers pédagogiques) delivered directly in schools, organizations, and corporations, addressing themes such as emotional management, self-esteem, mental health, gender stereotypes, and performance anxiety. Key workshop categories include youth programs, senior programs, functional diversity programs, sports programs, and corporate team building. The organization also runs the RepreZent annual dance competition as its primary fundraising event. Complementing the in-person services is the digital platform 'Portail Prima Danse' (Programme Prima) offering subscription-based video content, virtual workshops, and educational materials for schools and youth organizations.

Differentiator

Problem solved

Functional benefit

Brands

• RepreZent: Annual dance competition organized by Prima Danse for dance schools and independent dancers across Québec and Canada. All profits fund Prima Danse's social mission of offering low-cost or free workshops to underserved communities.
• Programme Prima

Products and services

• Ateliers pédagogiques pour la jeunesse
• Ateliers de danse adaptés pour aîné·e·s
• Ateliers d'anxiété de performance
• Ateliers d'affirmation de soi et diversité
• Ateliers sur les stéréotypes de genre
• Ateliers sur la représentation de la sexualité dans les médias
• Ateliers de santé mentale
• Ateliers pour la diversité fonctionnelle
• Ateliers en entreprise et team building
• Compétition de danse RepreZent
• Portail Prima Danse (Programme Prima)
• Activités dans la communauté

Quantifiable outcome

• 95% of participants report improved self-perception after Prima Danse workshops
• +3 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Place Bell de LavalcoreChannel Partner/ Reseller/ Distributor · 6 May 2027Venue host for RepreZent Laval dance competition from May 6-9, 2027.
• Grands Ballets / Centre national de danse-thérapiecoreStrategic or Co-development PartnerCollaboration with national dance therapy center for expertise and program development.
• Viens Danser CAminorStrategic or Co-development PartnerDance initiative collaboration.
• AnonymeminorStrategic or Co-development PartnerPartner organization for social intervention programs.
• Fondation du Dr JuliencoreStrategic or Co-development PartnerPediatric social care foundation partnership for community workshops.
• CollectifminorStrategic or Co-development PartnerCommunity collective collaboration.
• Répit ProvidenceminorStrategic or Co-development PartnerRespite care organization partnership.
• LTQHMminorStrategic or Co-development PartnerOrganization collaboration.
• Festival EurêkaminorStrategic or Co-development PartnerCultural festival collaboration.
• NordSceneminorStrategic or Co-development PartnerOfficial partner for RepreZent Laval competition.
• Courtyard by Marriott Montreal LavalminorOthersHotel partner for event accommodation.
• EnclavminorOthersVenue partner for RepreZent events.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mouvement Santé mentale Québec: Quebec provincial mental-health umbrella non-profit; addresses overlapping themes (anxiety, youth wellness) and competes for similar government wellness funding.
• École nationale de ballet du Canada: Larger national ballet/dance training organization with educational and community outreach arms that overlap Prima Danse's school-market positioning, though at much greater scale.
• YMCA Québec: Larger community wellness non-profit offering movement programs to youth, seniors, and diverse populations; comparable in delivery model and target segments across Quebec.
• Les Ballets Jazz de Montréal: Larger established Montreal dance institution running outreach and school programs; competes for the same municipal grants, venues, and educational-customer mindshare.

Regional players

• Regroupement québécois de la danse: Quebec dance industry association representing dance creators and organizations; comparable in operating geography and stakeholder ecosystem for funding/partnership leverage.

Direct peers

• Viens Danser CA: Stated Prima Danse strategic partner and Canadian dance-promotion initiative; overlaps in mission of expanding dance participation across communities.
• Ballet Ouest de Montréal: Montreal-based dance company delivering training and community programs with adapted offerings to diverse populations, comparable in mission and geographic market.
• Compagnie de danse Montreal Danse: Quebec contemporary dance presenter that programs socially engaged choreographic works; comparable in non-profit structure, government funding mix, and audience development model.
• Grands Ballets / Centre national de danse-thérapie: Montreal's flagship dance institution and explicitly named Prima Danse partner; operates dance-therapy initiatives that closely overlap with Prima Danse's therapeutic/movement methodology.

Emerging players

• Fondation du Dr Julien: Named Prima Danse partner operating pediatric social care centers in Quebec; intersects on community-based child wellness interventions and on dance workshop delivery to vulnerable youth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCnuGmGyfvtSi0MeKqZ5t7VA
• Facebookfacebook.com/AteliersPrimaDanse
• Instagraminstagram.com/ateliers_prima_danse
• LinkedInlinkedin.com/company/prima-danse

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Prima Danse