Homegrown Business: Icon Dance Company

Our Homegrown Business this week is Icon Dance Company, a brand new dance studio in Calgary which is open to all ages.

Icon Dance Company
Icon Dance Company

What is your business?

We are ICON Dance Company Inc., a brand new dance studio in Southeast Calgary. We provide dance lessons for people of all ages. We teach many styles of dance including; Jazz, Tap, Ballet, Hip Hop, Musical Theatre, Acro and Lyrical/Contemporary. Our ultimate goal is to share the love of dance.

What made you want to do this work?

Miss. Jen and Myself (Mr. Chris) are siblings who have taught dance for over 25 years combined. We both love teaching and feel it is such a rewarding career. When we initially decided to take the next step of opening a business, it was clear that a dance studio was the best choice. We decided in 2019 that we would move to our own location and provide the same quality dance training we have been giving for years but just in a different way. It would be our own way, with our own ideas, and we strive to create our own dance family.

What problem does this solve?

Our studio allows flexible solutions to extracurricular activities. We believe that dance is one of the best sports to participate and compete in as it carries a multitude of benefits from physical skills (flexibility and fitness), discipline (dancers are expected and encouraged to have excellent time management skills as they are sometimes training multiple hours a week) and cognitive skills (learning, using their memory and actively listening in a classroom environment).

Who are your clientele/demographics?

The great thing about dance is that anyone can do it! We can offer dance classes to any person and as long as they are willing to work hard and learn, they can succeed.

How does your business make money? How does it work?

We make money through payment of monthly tuition. We have classes that start at $63.00, that includes 1 class per week for a month. We also have very reasonably priced plans to take as many classes per month as your child would like! We have classes for young children that start as low as $31.50 per month with a flexible schedule to help working parents make sure their kids have an opportunity to participate in something great! If you aren’t sure a year long program is for you we also offer 8 week programs in some styles.

Where in Calgary can we find your profession?

We are located in the Southeast section of Calgary in the new community of Legacy.

What is the best question a prospective customer could ask a member of your profession when
comparing services?

Any potential client interested in registering their child in dance would benefit from a little research into what the best dance programs are and what are the expected outcomes. We believe in structured training, but we also want our students to have fun and be proud of their accomplishments regardless of how big or small they may be. A studio that has energetic, enthusiastic teachers who are excited to teach their students everyday should be what every parent looks for in their dance studio. We have a fantastic group of young teachers who want to teach students and instil the values we have taught them that are most important; kindness, respect, hard work and to be proud of themselves!

What is the best part about what you do? What is the worst part?

The best part of our job is working with the dancers as much as we can. We love having one on one training but in large class settings we also love being able to see our dancers working together. Dancers truly love our art and our favourite thing is to see them succeed. There are very few downsides to teaching dance. The job is physically demanding but it is also physically rewarding, Most of the negative things about our jobs have a positive reflection. Plus when you love what you do it’s not really like work at all.

What is your favourite joke about your own profession?

We don’t have too many jokes about what we do. I think there are more truths like;
We write down cool songs when we drive. We can only count to 8, but that’s okay.
We always have glitter on our face, but we have no idea where it came from.
We dance for 5 hours no problem. Can’t move for 5 hours afterwards.
We wouldn’t change a thing. We love our jobs!

PAY IT FORWARD: What is another Calgary business that you love?

We love our friends at Bodythings! They have provided many of our clients with dance clothing, shoes and accessories. They have a friendly knowledgeable staff who are always willing to help and over 25 years of experience!


Find out more about Icon Dance Company from their website.