We recently connected with Bilma Diaz and have shared our conversation below.
Alright, Bilma thanks for taking the time to share your stories and insights with us today. Talk to us about building your team? What was it like? What were some of the key challenges and what was your process like?
I launched DivaDance Phoenix in 2023 using independent contractors, which aligned with the preferred partner-studio model of the franchise. It took just over a year before I could afford to bring on hourly staff, and nearly two years to onboard a management team. Working with contractors means turnover is inevitable—gig work isn’t always long-term. So when someone hits major milestones with us—50 classes, 100 classes, one year of teaching—it really speaks volumes about our team culture.
My General Manager, Cara, and I are incredibly aligned—we basically share a brain. She knows exactly what I’m looking for, and we stay in sync on the things that matter most: representing our brand authentically and living our values of Confidence and Community.
We do things differently when it comes to hiring. Before any formal interview, we invite prospective staff to the studio for a vibe check. Culture fit is everything-our client experience starts there. While we still use typical hiring platforms, we also host live auditions for instructors. But it’s not just about dance technique-candidates must show charisma, professionalism, and the ability to work within a structured sales process while still being creative.
And here’s the kicker: I don’t even live in Arizona. It’s been a huge lift to get this business to where it is now, and it’s thanks to the strength of the team that holds it down every day.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Franchise ownership is technically a side gig for me, but honestly, it feels more like community service at scale. I’m not running a tech startup or selling a physical product. What I’m really offering is self-actualization through dance. If I had to coin it, I’d call it FaaS—Fulfillment as a Service.
DivaDance Phoenix offers adult pop-music–inspired dance classes that are beginner-friendly, ego-free, and fun as hell. We solve a few very real problems: traditional dance classes are expensive, intimidating, and not always welcoming—especially for adults and marginalized bodies. There’s also a lack of inclusive representation in the dance world, and our brand is laser-focused on breaking that mold. We use inclusive marketing, consistent messaging, and radically welcoming instructors to create a space where everyone belongs.
One of the things I’m most proud of is our partnership work with professional sports leagues throughout Phoenix, where we offer Primetime and Halftime performance opportunities to anyone—no auditions, no tryouts, just show up and shine. That’s possible thanks to the DivaDance instructor training program, which prepares our team to take total beginners and help them feel like stars.
And of course, I’ve had to build strong, resilient networks throughout the Valley to stay competitive. The dance industry still has pockets of gatekeeping and client poaching—but I’ve learned that consistency wins. Brands that keep showing up, stay on-message, and serve their community with heart? That’s where the loyalty lives.
Any advice for managing a team?
One of our core values at DivaDance is inspiring confidence—and that value extends to how I manage and support my team. Based on my experience as both a franchise owner and a military leader with over 15 years of team-building experience in the Armed Forces, here are my top three rules for maintaining high morale and building strong, sustainable teams:
High-quality standards prevent low-quality situations.
This is my #1 rule. You can’t build or maintain a high-performing team without clear, defined standards. Some people call it “expectation management,” but I prefer the word standards because expectations can be misinterpreted—standards can’t. Everyone on the team should know exactly what excellence looks like and how it’s measured.
Lead with humility.
The quickest way to burn out your team—or yourself—is by pretending you know it all. I’ve learned that staying in a mindset of curiosity is key. Leadership isn’t about being in charge; it’s about serving others. The most valuable feedback comes from our clients and team, and listening to them helps the business grow.
Apply Win Theory.
Just like in physics—momentum matters. A body in motion stays in motion, and the same goes for teams. I regularly show my staff what winning looks like, what it feels like, and how it benefits them directly. Then, we celebrate the wins—big and small. That energy builds morale and helps us stay motivated, even during seasonal slowdowns.
What’s been the best source of new clients for you?
Our mission is to change lives through dance, and that starts with building a strong, welcoming community. While social media and paid ads are essential, the best source of new clients comes from the intentional way we nurture our pipeline through community-building events called DivaDates. These events create real connections and give people a chance to see what we’re all about.
Our second effective strategy is called TBYJ – Try Before You Join. We offer trials, flash sales, referral incentives—you name it—but all of it is designed to get people into class. Once they’re in the room, our marketing shifts to strategic messaging focused on converting that trial into a membership. Our classes are the product, but the feeling clients walk away with—that’s what sells. So we let the experience speak for itself, then guide people toward membership with warmth and clarity.
Contact Info:
- Website: https://divadancephoenix.com/
- Instagram: @bilmadiazofficial
- Facebook: https://www.facebook.com/officialbilmadiaz
- Twitter: https://x.com/BilmaDiaz
- Other: [email protected]
Image Credits
Corey Kline
Chrisopher Hernandez