Scaling inspiration and confidence through dance

Building a business that gives people confidence is much easier said than done. Replicating and franchising that concept—all while making sure the core values are consistent throughout—is even harder. Jami Stigliano, owner and founder of dance studio franchise DivaDance, made it happen. On this week’s episode, we talk with Jami about what inspired her to open the business, how she creates such a positive and welcoming environment, and what it was like to expand the franchise.

To really understand just how welcoming and inspiring DivaDance truly is, we hear from our Yelp reviewer, Emily A. Her first experience with the studio gave her an immediate “sense of women empowerment and community”—something she hadn’t experienced in a long time. As she shares in her review, Emily survived a domestic violence relationship, which inhibited her freedom and left her feeling isolated. Through DivaDance, she found a place where she was welcomed with open arms. “I never feel judged or out of place. DivaDance is the most inclusive dance, gym, squad, business ever.”

When Jami set out to start DivaDance, she wasn’t even really thinking about the “business” aspect of it. She said she started it because “I wanted to create something that was accessible, inclusive, and helped people feel good.” It’s that pure intent that enabled Jami to create such a successful business—one that has now franchised into 20 states. 

All DivaDance franchises operate with the same shared values. To Jami, these are more than just a marketing ploy. The values genuinely and authentically represent who they are and how they operate every day. This is how the vision behind Jami’s flagship New York City location has been replicated across 20 locations. It is a place that welcomes all and fosters an incredible community, including the Austin location where Emily was able to find confidence and make lasting connections.

 Here are some additional highlights from this episode:

• Think about your audience. Jami set out to start a studio of her own because of an experience she had at a dance class—one that was exclusionary and competitive. So instead of searching for the experience she wanted, she decided to create it herself. At DivaDance, she prioritizes inclusivity. Through simple things—like not using complex dance terminology—she’s able to create a welcoming environment.
• Eliminate excuses. When looking to start the first DivaDance, Jami couldn’t afford to buy a New York City studio for her classes. But she didn’t let that deter her. She rented out existing studio spaces throughout the city, wherever she could make it work. When thinking about your own business, open your mind to out-of-the-box ways you can make it work. Try eliminating the “excuses” that may stand in your way.
• Be open to change but not afraid to take a moment to regroup. When the pandemic hit, in-person dance classes were off the table, but Jami had never operated virtually before—she had to rethink all operations. However, the first step was giving her franchisors a moment to breathe. In addition to dealing with the overall stress and weight of a pandemic, some had moved into home-schooling roles or absorbed other obligations. Jami knew that and allowed everyone to take the time they needed to adjust, regroup, and then get back to work. 

Interviews by Emily Washcovick; photos from DivaDance

These lessons come from an episode of Behind the Review, Yelp & Entrepreneur Media’s weekly podcast. Listen below to hear from Jami and Emily or visit the episode page to read more, subscribe to the show, and explore other episodes.