DivaDance: Redefining Dance Fitness with Confidence and Community

DivaDance is a vibrant dance fitness brand that delivers pop music-inspired, choreography-driven classes, workshops, and events designed exclusively for adults. Since its launch in 2015 and the start of franchising in 2017, DivaDance has grown steadily. Its headquarters are based in Austin, Texas.

The brand offers a dynamic dance experience centered on building confidence and connection. Clients can enjoy lively dance fitness classes, private celebrations for special events like bachelorette parties and birthdays, multi-session programs to master full routines, ticketed performances, and a line of stylish branded merchandise.

What truly makes DivaDance stand out is its commitment to inclusivity and empowerment. By creating a welcoming environment where adults of all skill levels can dance freely without the pressures of competition, the brand has carved a distinctive niche in the market.

Training

DivaDance offers a detailed and multifaceted training program to prepare its franchisees for success.

1. Initial Training Program
   Franchisees must complete a combination of virtual and in-person training, typically conducted in Austin, Texas or a mutually agreed location, covering sales, marketing, operations, and leadership mindset. This also includes an in-studio “Class Experience Immersion” of about 10 classes with hands-on sales, operations, and staff-shadowing.
2. Field Training and Pre-Launch Support
   Within 45 days of starting the business, DivaDance sends two representatives (such as an executive or certified trainer) to the franchisee’s territory to assist with preview events and sales. Additionally, up to eight weeks of virtual sales and marketing support are provided to help with pre-launch momentum.
3. Specialized Programs and Certifications
   Franchisees and their teams receive Parties & Programs Business Training, Financial and Accounting Training (including QuickBooks setup), and Confidence Camp, which is a four-day “train the trainer” program covering operations, sales, and content creation. All instructors must also complete an Instructor Certification Program led by DivaDance headquarters before teaching paid clients.

Territory Protection

DivaDance provides its franchisees with a protected territory based on a population factor of 100,000 to 150,000 people, ensuring that no other DivaDance franchise or company-owned center will operate within that area.

This protection helps franchisees avoid direct brand competition, although they may still face competition from other outlets or brands controlled by the franchisor. The protected area is determined using current demographic data and is not tied to the achievement of specific sales or market share.

However, DivaDance’s territory protection is conditional on meeting minimum performance criteria, such as achieving $4,000 in monthly gross sales by the second full month and scaling up to $170,000 annually by the third year.

If a franchisee fails to meet these benchmarks, the franchisor has the right to reduce the size of the protected area, allow others to sell in the territory, or even terminate the agreement. Additionally, franchisees are not allowed to solicit customers outside their designated territory or use channels like the internet or direct marketing to cross into other areas.