We’re excited to introduce you to the always interesting and insightful Brooke Gursoy. We hope you’ll enjoy our conversation with Brooke below.
Hi Brooke, thanks for joining us today. Can you talk to us about your team building process? How did you recruit and train your team and knowing what you know now would you have done anything differently?
Being fresh out of college and only 21 years old when I opened the studio, you could say I was broke. During the early days of Industry Dance Co. when I was preparing to open, I was running the show completely on my own. From creating the studio logo and building/designing our website to conducting interviews/hiring and creating classes, programs and schedules, it was all on me. With just starting out, I wanted to keep my costs as low as possible as anyone who has experience with remodeling and construction knows just how expensive things can get. Coming from a background in business, specifically in marketing and advertising, I wanted to take on as much work as possible to not only save myself money, but also so I could bring the vision I had for Industry Dance Co. to life on my own.
In the early stages, prior to even having our location, one of the first things I thought about when opening Industry Dance Co. was staffing. In the beginning, I never really thought about having a manager or administrative head/assistant as I very much wanted to run things on my own. Making connections and building relationships with clients is something I have and always will value. Every time a client walks through our doors I want them to feel at home and welcome. As a business owner, I think it is so important to make connections with all of my clients by matching faces with names and greeting them with a warm welcome every time they visit. This was another huge reason why I wanted to take on the administrative duties at the studio, rather than hire out. As all business owners know, everything comes at an expense and although it would be extremely helpful to have someone there helping with the administrative side of things, I wanted to build strong connections with clients, meet new faces and keep my costs down by focusing solely on hiring teaching staff so our clientele could build and our business could grow.
When it came to hiring staff, I had zero experience. Working several part-time jobs growing up, I had always been on the other side as the interviewee and not as the interviewer. I remember sitting back and thinking where should I even start? As a dancer that grew up in the area, I went on to think of a list of dancers/choreographers in the area that I had a personal experience/interaction with, that had a strong reputation and that I felt would be a great fit for my business. Living in a smaller city such as Windsor and having so many well-known and established dance studios in the area, it was incredibly important to me that I did things the right way. I never wanted to “recruit” or “poach” dancers/choreographers from other studios. I never wanted anyone to have anything negative to say about how Industry Dance Co. began. I wanted to do things the right way and really build the studio from the ground up, which is why I decided to share a post that we were hiring on social media.
Opening a commercial styled, dance studio in a city that has such a classical dance background was something I was extremely nervous about, yet alone it being drop-in based. Nobody in the city I would say “specializes” in hip-hop, heels or even offered drop in classes at the time, which made it incredibly difficult for me when trying to figure out who the perfect candidate would be. I was seeking candidates that had a strong dance background with prior experience in the dance industry that specifically specialized in a unique, commercial based dance style. I wanted to offer classes unlike anywhere else in the city and finding instructors that could teach these styles was something I was really focused on finding.
To my surprise, we had an incredible outpour of messages, emails and phone calls of individuals that were interested in applying for the position. During my first hire, I really prioritized credentials and dance experience over previous work experiences, character traits, values/goals, etc. Instead of focusing on the important things such as long-term potential, what goals they had and what they hope to accomplish as an instructor, I focused more on their dance resumes and what they’ve done in the past such as professional gigs, and choreography/dance opportunities. Although those are also important things to look for, what I learned over the years is that just because you’ve had incredible opportunities and experiences does not mean you will make the best employee or teacher.
As the years went on and my business continued to grow, I found myself learning more and more about what I was looking for when it came to finding the right person to join my team. Rather than focusing on credentials, I now find myself looking more into if candidates share the same values as us as a studio, fit our “culture,” and if they bring something different or unique to the table. What do they study in school or do they do for work? Is it advantageous to us as a business and them as a potential employee? Are they hard-working, self-motivated and organized? Do they have strong communication skills? Can they work well in a team environment and under pressure?
As a business owner you have many roles. Hiring and interviewing, scheduling and booking, advertising and marketing, customer service, social media, emailing, phone calls, etc. And as a dance studio owner, you have even more roles such as choreographing and teaching, costumes and prop design, class and program development, teacher and student evaluations, the list goes on and on. Like all businesses, there’s a time that comes where you need help and when that time comes, it’s so important to take that leap of faith and put your trust in someone else’s hands because as I’ve learned, you can’t do it all. One of the biggest challenges I’ve had to face during my journey is allowing myself to step back and designate jobs to others. Your business is like your baby. It’s something that you’ve created and worked so hard for and putting all of your hard work into someone else’s hands can definitely be challenging and scary, but getting help is crucial when it comes to the overall success and future growth of your business.
Coming from a background in sports, I have always believed in the mentality of “teamwork makes the dream work.” I strongly believe that with having the right people behind you, you can take on any task, accomplish any goal and most of all, conquer all. If I could start over today, I would remind myself that having the right team has the potential to make or break your business, and that work ethic, motivation, and passion trumps “credentials” any day. I would prioritize having a strong, dedicated, hardworking and passionate team behind me that shares the same ambitions, goals and values, and works hard, giving it 110% in everything that they do. Throughout the years I’ve learned so much about finding the right individuals for my team. I’ve grown to find how important it is to surround yourself with individuals that not only support and uplift you, but challenge and inspire you to keep going. Surrounding myself with individuals that are motivated, hardworking and share the same values not only motivates me, but pushes me to do better, work harder and be the best version of myself.
Great things in business are never done by one person, but a team of people. Alone we can do so little and together we can do so much. I’ve been so lucky to have had such an amazing crew from day one and I’m forever grateful for every member of my team. From past instructors to present instructors, our studio managers, coaches and admin team, they continue to inspire and motivate me each and everyday. I cannot thank them enough, as we would not be where we are today if it wasn’t for them.
Brooke, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Brooke Gursoy, I’m 25 years old and I’m the Owner and Founder of Windsor Essex County’s first and only commercial style dance studio, Industry Dance Co. Opening a dance studio has been a dream of mine for as long as I can remember, but with living in such a small town such as Windsor and having such a big dance community, I found myself struggling with the idea of opening yet another “mainstream” dance studio. Going into college for Marketing & Advertising, I kind of left the idea of opening a dance studio behind and moved forward to pursue a future career in marketing. During my final year of college, I moved to Toronto for an internship for what I would classify as my dream job, working as a social media marketer for a beauty and skincare company. During my time there, I worked very closely with the owner/founder who inspired me immensely. She took me under her wing and really taught me so much about what it takes to run and own a business. By no means was it easy, but her love and passion for her job is what really shined through and resonated with me, which was what brought me back to the idea of opening a dance studio again.
After ending my competitive dance career back when I was in high school, there was nowhere really for me to go and take classes to continue my training. Although I was still teaching, I wanted to continue to educate myself as a dancer and continue to grow so that I could bring that into the studio with me as a teacher, sharing my knowledge with students and staying current. When I was living in Toronto, there were big name drop-in studios EVERYWHERE. I wanted to take advantage of the fact that I was living in the city and finally able to have the opportunity to take classes again, further my training and continue my learning. So, after work I would walk over, drop-in and take some classes. From the class styles to the positive and welcoming environment, there was something I really admired about the concept of these commercial styled, drop-in studios, which is where I had the idea of Industry Dance Co.
After moving home for what I thought would only be the summer, I found myself constantly thinking about the idea of bringing a commercial styled drop-in studio to Windsor. I kept thinking about how many people were like me out there that wanted to get back into dance again, were wanting to continue their dance training, prep for auditions, take classes for fun or even just for some exercise. When I was living in Toronto, I loved being able to just walk over and drop in for classes. It was so convenient, it kept me active and best of all it was so much fun! I knew this was something I had to bring to Windsor, which is when I created my business plan and pitched the idea to my parents. Thankfully, with my parents support, I was able to bring this idea I had and my life-long dream to life, opening the doors of Windsor’s first and only commercial styled drop in studio in January 2019, at just 21 years old.
Expanding our services recently, Industry Dance Co. now not only offers drop in classes for adults 18+ beginner to professional, but is now also home to Windsor’s first commercial style competitive team, “Industry Elite Division” and Windsor’s first pre-professional hip-hop crew, “DUB-CITY Hustlers.” In addition to our drop-in classes and teams, Industry Dance Co. also offers a wide selection of children’s dance classes, special needs/movement therapy dance classes, fitness classes, etc.
From our uplifting environment and innovative classes, to our non-traditional, street inspired facility and our encouraging faculty, Industry Dance Co. is unlike any other dance experience the city has to offer. Industry offers something for everyone. Whether you’re 6 or 60, beginner to professional, our goal from day one has been and still is to cater to movers of all ages, levels and abilities and to provide a welcoming, judgement fee and uplifting space for all.
Going into our 4th year, there are so many things that I, my team and the studio have experienced and opportunities we’ve had that I can look back on and be proud of. From selling out our first class in month one and booking Vanilla Ice in our first year, to conquering 2 years of shutdowns and winning “Best Dance Lessons” 3 years in a row, it’s been an absolute whirlwind. But, I can honestly say what I’m most proud of throughout these past 3 years is being in the exact spot where we are today. Creating our own path within the local dance industry here in Windsor was a challenge. There was nowhere to look to for inspiration, there was no guidance in regards to what worked and what didn’t and there was nobody to relate too. We started from scratch, paving our own way working from the ground up. We gained clients on our own, created programs on our own, created classes on our own and did everything on our own. We had to be innovative, we had to be creative and we had to work extremely hard to make our mark and show everyone that we’re not just another dance studio, but that we were different. Looking back to starting out as a commercial style, drop-in studio to now having 2 teams, children’s classes, special needs classes, movement therapy, fitness, etc. I can honestly say that all of the hard work, long hours and sleepless nights were worth it, and I would not change any of it for the world.
How did you build your audience on social media?
Today’s day and age is filled with #trending videos, memes and viral content. From OG social media platforms such as Facebook, Twitter and Youtube to more current platforms such as Instagram, Snapchat and TikTok, social media has become everything. As technology evolves, we’re seeing a huge shift in advertising, moving from more traditional outlets such as radio, print, and billboards to digital outlets such as social media. If you are a new business and want your brand to be discovered, social media is the way to go. As a Gen Z, I can honestly say that I discover 80% of the places I want to visit via social media. Prior to going anywhere new for the first time, I always look the name of the establishment/business up on Instagram to see what it’s all about. Some (myself included) even go so far as to design their spaces to be “Instagrammable” or “Insta-Worthy.” For businesses, it’s all about getting your name out there, generating brand awareness, and most importantly getting people through your door and thanks to social media platforms, they’re making it easier than ever.
Prior to building our social media presence online, it was incredibly important that I figured out a few things… First, who our “ideal client” was, second, who our target audience was, and third, what our objectives were. By doing this I would be able to identify what social media platforms would be best suited and most beneficial for us, what type of content people would like to see and what our brand voice should be. Based on our client referrals, 85% of our clientele comes solely from social media, specifically Instagram. With our unique, street-inspired space, and signature “LIT” studio, we created spots within our facility where clients are able to snap a pic before class or take a video during class that they can later share on social media platforms, like Instagram for followers to see. Being in a creative industry, sharing our “art” is incredibly important, which is why Instagram made so much sense to us when it came to our main focus.
Another way we built our audience was based on collaborations. Collaborations are an awesome way to get your name out there to people who may not follow you on social media directly. We often pair up with other local businesses and creatives in our area, participating in giveaways which allow us to reach an entirely different demographic. Although this may not be effective in all scenarios, it absolutely helps with getting your business out there and in the mind of more potential clients/consumers.
If I could share any advice to those who are just starting to build their social media presence, I would tell them to have a strong understanding and idea of who their target audience is to ensure the social media platforms they chose and content they push resonate with their future clientele/potential consumers.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
What I strongly feel helped build the reputation we have within our market was our outlook on dance and our idea of what dance was as a whole. From day one, it’s been my mission to create a positive, welcoming and uplifting space for all, where anyone and everyone can walk in and feel at home.
Often when you’re trying something new for the first time, it can be scary, intimidating and quite honestly, awkward, especially when it comes to dance. Whether you’re taking a dance class for the first time or you’re a trained dancer walking into a new class/studio, your guard goes up. You worry about how you may look, if you’re doing the moves correctly, if you’re hitting the right positions at the right time, etc. You feel the pressure to be perfect and that you can’t make a mistake. The dance industry is unfortunately filled with judgement, and having to have “thick skin” is often something we refer to in this industry.
As a young dancer, I remember walking into studios, convention centres and auditions and feeling the pressure. I remember feeling like I had to be the best in the room, I had to stand out and I had to have everything perfect. I remember the feeling of having all eyes on me and having everyone watch your every move and looking back now as an adult, I can say how intimidating it was as just a young kid. That’s something I wanted to remove and change when it came to the experience we provide here at Industry. I never want our clients to feel the pressure of having to be perfect or feeling as though they have to be the best in the room. I don’t want them to have to feel the pressure of having all eyes on them at all times and feeling like someone is judging their every move. Although it’s important to have someone there to coach you along, provide critiques and help you achieve your goals, it’s also important to remember that dance is about having fun and expressing yourself, which is something I really wanted to promote and capitalize on here at my studio. I wanted to break the stigma and change the mentality around having to be “perfect” and remind people why they started dancing in the first place.
In today’s day and age, people get so caught up with the competitive side of things, having to be the best and having to one up the person beside them. Whether you’re the most flexible, can do the most turns, kick the highest, or pick up choreography the fastest, it’s not about that and for me, has never been about that, which is why I really wanted to change up the mentality within our industry and bring that positive change into my studio.
When clients come in to take a class, whether they’re 6 or 65, I want them to come in and enjoy themselves, let loose and have some fun. I want all of our clients to feel as though it’s okay to make mistakes and to never be ashamed of making them, because it’s not about having the routines/skills perfect, but enjoying what you’re doing altogether. As an instructor, it’s our job to make sure our clients feel welcomed, encouraged and cared for. It’s about creating relationships with your clients, personalizing their experience and making sure their needs are met. Nothing is worse than taking a class and feeling like just another student. I’ve made it my priority to make sure that all of my staff go out of their way to personalize each client’s experience, ensuring they are aware of each of their client’s goals and are there to help and support them every step of the way. It’s so important to me that as instructors, we not only provide our clients with encouragement and positive reinforcement but also help build both self-confidence and confidence within their art. I’ve worked so hard over the years to create an inclusive, welcoming and judgement free environment and I strongly feel that that’s why we’ve built such an awesome reputation within our community.
Contact Info:
- Website: https://www.industrydanceco.ca
- Instagram: https://www.instagram.com/industrydance.co/
- Facebook: https://www.facebook.com/IndustryDanceCo.Windsor
- Linkedin: https://ca.linkedin.com/company/industry-dance-co-windsor
- Youtube: https://www.youtube.com/channel/UCf1a-fA1TfxsK1FVUkIQNgw
- Yelp: https://www.yelp.ca/biz/industry-dance-co-windsor
Image Credits
Tobi Olawale – Mactools Visual & The Studio 21