Herrang Dance Camp

What Herrang Dance Camp does

Herräng Dance Camp AB (HDC) is a privately held Swedish company that organizes an annual four-week swing dance festival held each July in the village of Herräng in Sweden's Roslagen archipelago, approximately two hours from Stockholm. Founded in 1982 and incorporated as a Swedish aktiebolag (Org. nr 556442-5469), the company operates the camp from its operations base at Folkets Hus Väg 2 in Herräng and runs administrative functions from an office at Högalidsgatan 36A in Stockholm, supported by a core team of 1-10 employees plus seasonal volunteer staff.

The core product is the camp experience itself: an immersive multi-week dance education program with 10+ instructional tracks spanning Lindy Hop, Balboa, Solo Jazz, Tap, Stepping, plus combination formats like the 3-in-1 and Ramble tracks, youth programs (Swing Kids and Swing Teens for ages 8-17), and supplementary evening and Saturday special classes. The camp is delivered across three dance floors with live band nights four times per week and themed parties including the Cabaret Blue Moon variety show. Instruction is provided by 60+ teachers and guests, including honorary guests drawn from the original Savoy Ballroom and swing era. Supporting the event is MyHerräng, a proprietary web-based registration and participant management system that also handles private accommodation bookings, spare bed matching, and airport shuttle reservations. A separate webshop sells camp merchandise.

HDC makes money primarily through tiered camp registration fees (full-time, half-time, and weekend tracks), accommodation booking transactions (private rentals around 9,000 SEK per week, spare beds around 3,000 SEK per week), merchandise sales, and paid shuttle services. Pricing is quoted in Swedish Kronor and exact course fees require login to the MyHerräng platform. The customer base spans swing dance enthusiasts, jazz dance heritage enthusiasts, youth dancers, and jazz musicians from more than 70 countries, with demand driven by community referrals, returning participants, and organic social/email marketing rather than paid acquisition. No external funding rounds or institutional ownership are disclosed; the business is independently operated and appears self-sustaining on cash flow.

Name

Herrang Dance Camp

Legal name

Herräng Dance Camp AB

Website

https://herrang.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Herräng Dance Camp AB, founded 1982, operates an annual four-week swing dance festival in Herräng, Sweden, serving international dancers from over 70 countries with multi-track instruction, live music, youth programs, accommodation booking, and merchandise.

Ownership category

akta.pro rank

Product category

Dance Education & Cultural Events

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Camps (Theater, Musical Theater, Dance) (EDAMALAI)

akta.pro secondary industry

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Swing dance education
• Dance camp retreats
• Jazz dance instruction
• Live swing music events
• Heritage dance workshops

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Camp Registration Fees: Participants pay registration fees to attend dance classes, with options for full-time, half-time, and weekend tracks across various skill levels and dance disciplines.
2. Accommodation Booking: The camp facilitates private accommodation bookings in the village of Herräng, with pricing per week (e.g., 9,000 SEK for Norra Kallbodavägen 15), through the MyHerräng platform.
3. Spare Bed Rentals: Participants can book spare beds in accommodations shared with other attendees, with prices ranging around 3,000 SEK per week.
4. Merchandise Sales: A webshop sells camp merchandise including pre-ordered t-shirts.
5. Airport Shuttle Services: Transportation services to/from airports are offered for an additional fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Herräng Dance Camp organizes and operates an annual four-week residential swing dance festival held each July–August in the village of Herräng, Sweden. The program delivers multi-level instruction in Lindy Hop, Balboa, Solo Jazz, Tap, Stepping, and related African American jazz dance traditions, alongside age-specific youth programs, themed social parties, and nightly live swing band performances. Revenue is generated primarily through participant class registrations, private accommodation bookings in the village, merchandise sales, and shuttle transportation.

Product overview

Herräng Dance Camp operates as an annual four-week swing dance festival held July-August in Herräng, Sweden, offering a modular educational program centered on African American jazz dance traditions. The core product is the camp experience itself (HDC), which consists of multiple dance instruction tracks (Lindy Hop, Balboa, Solo Jazz, Tap, and the new Stepping track), youth programs (Swing Kids & Swing Teens), and special courses (Extra Evening Classes, Saturday Specials, 3-in-1, Ramble). Supporting the event is MyHerräng, a web-based registration and booking platform that includes a Private Accommodation Booking System for participants. The camp also features live music performances with multiple bands, themed parties including the Cabaret Blue Moon variety show, and a scholarship program for financial assistance. The organization is structured as Herräng Dance Camp AB and maintains administrative operations separate from the camp itself.

Differentiator

Problem solved

Functional benefit

Products and services

• Herräng Dance Camp (HDC) Annual four-week residential swing dance festival held each July–August in the village of Herräng, Sweden. Delivers multi-level instruction in Lindy Hop, Balboa, Solo Jazz, Tap, Stepping and related African American jazz dance disciplines, alongside themed parties, nightly live band performances across three dance floors, and access to honorary guests from the original swing era. Open to individual dancers worldwide from beginner to advanced levels.
• Swing Kids & Swing Teens Youth Programs Age-appropriate swing dance education programs for children ages 8-12 (Swing Kids) and teenagers ages 13-17 (Swing Teens), providing structured, supervised dance instruction during the camp. Designed for parents seeking international dance education experiences for their children.
• Stepping Track (new 2026 course track) New 2026 course track introducing Stepping, an Afro-American body percussion discipline where participants act as both musicians and dancers, creating rhythms with hands, feet, and voice. Led by Briana Ashley Stuart and added to the existing swing dance curriculum.
• Cabaret Blue Moon Variety Show Weekly variety show tradition featuring participant performances including singing, dancing, skits, magic, comedy, and other acts in a supportive community environment. Held as part of the Herräng Dance Camp evening programming.
• Live Band Performances & Music Programming Multiple live swing band performances throughout the camp, featuring four live band nights per week plus additional music programming including pub nights, jam sessions, the Kaleidoscopic Library, and international DJs. Included as part of the camp experience.
• Private Accommodation Booking Service Booking service for private accommodations in the village of Herräng, allowing camp participants to search, filter, and book standalone houses, cottages, and shared spare beds by week. Pricing varies from approximately 3,000 SEK per week for shared spare beds to 9,000 SEK per week for a 4-bed cottage (e.g., Norra Kallbodavägen 15).
• HDC Airport Shuttle Service

Quantifiable outcome

• 97% of survey participants rate Herräng as an above-average dance camp
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Swing Fling: US-based annual swing dance event featuring workshops, competitions, and social dancing across Lindy Hop, Balboa, and West Coast Swing. Comparable in multi-discipline instructor and live music programming.
• Rocky Mountain Balboa Blowout: US-based annual swing dance event focused on Balboa with multi-day workshops, competitions, and social dancing. Comparable in structure to a smaller Herräng-style destination swing event.
• LindyShock: Long-running European swing dance camp held in France and Italy, featuring multi-track Lindy Hop, Balboa, and Solo Jazz instruction with international teachers and live bands. Highly comparable multi-week residential format.
• Rose City Swing: Major US swing dance event in Portland featuring multi-track Lindy Hop instruction, competitions, and live music. Comparable large-scale annual destination swing dance event.
• Camp Jitterbug: California-based swing dance camp offering multi-day workshops across Lindy Hop and related styles. Comparable destination camp format with strong instructor lineups and live music programming.
• ILHC (International Lindy Hop Championships): Premier US-based annual Lindy Hop competition and workshop weekend. Comparable as a flagship international swing dance event with global draw, multi-track instruction, and live band programming.
• All Balboa Weekend: Long-running US swing dance event dedicated to Balboa and related partner dances. Comparable workshop-plus-social-dance format with international instructor base.
• Snowball: Major swing dance festival held annually in Stockholm, Sweden, featuring multi-day workshops, live music, and social dancing across swing dance styles. Closest geographic and format peer to Herräng.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/herrang-dance-camp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Herrang Dance Camp