Just Dance

Hello! I’m Alice, founder and owner of @just_dance_uk and this is a little look behind the scenes at how the school began, what keeps Just Dance going and where we’re heading next. I am so happy to be here with you all.

Introduce yourself.

Hello! I’m Alice, founder and owner of @just_dance_uk and this is a little look behind the scenes at how the school began, what keeps Just Dance going and where we’re heading next. I am so happy to be here with you all.

Tell us about your journey from the business idea to launching the business.

I owe the start of Just Dance to one honest conversation. After finishing my A-levels at Tunbridge Wells Girls’ Grammar School, my parents asked, 'If you could do anything, what would it be?' I said, 'Dance... but I can’t do that!' They simply said, 'Why not, do what you love!' That tiny nudge changed everything. I danced and trained in London and a few years later was a qualified teacher with the ISTD. My passion became to build a school where children felt cared for, inspired and brave enough to follow their dreams!

What’s been your biggest achievement since starting your business?

It may sound simple, but transforming a child’s week is such an achievement for us. When they’ve counted down to their class, or that they finally feel good at something, it means everything. Our big whole school shows make it even more special. I love the idea that families keep the programmes and tiny show mementos tucked away in memory boxes in attics.... little pieces of Just Dance stored like gems to be rediscovered and remembered in years to come. And the fact we’ve done minimal advertising and grown through word of mouth from the loveliest families, means more than anything.

What inspired you to start the business?

After three years of dancing and training in London to qualify with the ISTD in Ballet, Modern and Tap, I realised I wanted to share what dance had given me! Confidence, belonging, joy. I wanted to create a space where children feel valued and able to achieve, whatever their ability. Dance builds life skills quietly, almost without noticing. This has led me to believe that whoever you are and whatever age, you should dance your way through life, literally and metaphorically!

What does the future look like? Any events or news we should keep an eye on?

I’m always looking ahead and the next thing (reflection isn’t my strongest skill) I trained to be a dancer, not a business owner, so instinct has led the way for years. But after working with a business coach last year, everything feels clearer. And none of this would be possible without my partner-in-crime and dear friend, Alex Harper, who stepped into the role of Principal six years ago.The future holds more performance opportunities, new workshops, guest teachers and looking to 2027, the exciting possibility of our own purpose built premises. After twenty years, Just Dance feels like it’s stepping into a brand new chapter.

What message would you like to send to our community of small business owners?

I’m genuinely proud to be part of the Tunbridge Wells small business community. We’re all trying to create something meaningful for the people we serve. The biggest lesson I’ve learnt is not to let fear of what others might think hold you back. Trust your instincts, serve your customers well and remember there’s more potential in you than you realise. If we stay true to that, we can only move forward.

Follow them here: @just_dance_uk