We were lucky to catch up with Jennifer Fillmann recently and have shared our conversation below.

Jennifer, thanks for joining us, excited to have you contributing your stories and insights. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Scaling my business to three locations in under three years was a journey fueled by vision, passion, and some bold moves. Looking back, there were moments of doubt, big risks, and a lot of learning, but it’s been incredibly rewarding.

When I first started, building a strong brand was my priority. I wanted the experience we offered to be unique and memorable, but I was hesitant to scale. I was nervous about losing what made our business special. Initially, I thought I was the only one who could handle everything. I didn’t believe I could scale without compromising the quality and personal touch we had with every customer. But over time, I realized I couldn’t achieve my dreams and have the impact I wanted without including others. It was a game-changer.

Scaling, for me, meant taking the leap of faith before having all the answers. There were times we had to leap before looking, trusting that we’d figure it out as we went. Opportunities for expansion came our way, and we couldn’t ignore them. After careful thought, we decided to go all in.

My approach started with breaking down every aspect of the business. I mapped out every task, from customer interactions to class structure. I even delved into how we communicated with our clients and what each class should feel like. This groundwork allowed us to scale in a way that kept the essence of our brand intact.

The first year was all about action, taking big steps and pushing forward every single day. I was like the Energizer bunny, always on the go, making sure I was doing everything myself to keep the business moving. By the second year, we had a clearer vision of what needed to be done. That’s when we started building systems and automating processes. It was about working smarter, not harder. By the third year, while I still had my hand in many things, I had delegated almost everything, trusting the team and systems we had built.

Throughout the process, we faced challenges. It can be tough to be a heart-driven leader, but it is how we have come this far. Throughout my personal development journey, I’ve learned how to make decisions from an empowered place that’s best for the business. Along the way, we faced challenges that pushed us forward. One key lesson was realizing the importance of embracing change when something wasn’t working. We had to stay committed to growth and never settle for mediocrity. Striving for excellence and continuous improvement became the foundation of our success.

Scaling isn’t just about expansion; it’s about being willing to change, adapt, and make tough decisions. There were plenty of twists and turns along the way, but each challenge helped us refine our approach. My advice to anyone scaling is: don’t be afraid to take those leaps, let go of what’s not working, and continuously strive for growth.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Since I could walk, I was dancing, thanks to my mom! Dance has always been my safe space, where I felt most confident growing up. It wasn’t just a hobby; it was my passion, my foundation, and my way of expressing myself. At the age of 13, I fell in love with assistant teaching, and it quickly became clear to me that the teachers who impacted my life growing up were shaping the person I would become, both personally and professionally.

With years of experience and a deep passion for dance, I worked in multiple studios, where I created programs, developed training systems, and coached and mentored both teachers and studio owners. But there came a moment when I realized it was time to take a leap of faith and start my own studio, one that would focus solely on kids’ dance. I saw a gap in the market for a studio that wasn’t just about getting kids in and out the door. I wanted to create an environment where the focus was on cultivating a truly magical experience for children, one where parents could be involved and witness the joy firsthand.

What sets us apart is the experience we offer, our studio isn’t just a place to drop off your kids for a class and leave. It’s a space where families are welcomed, and there’s an undeniable feeling of joy and love as soon as you walk through the door. We’re about building a community and offering more than just dance classes; we offer a place where children thrive, parents connect, and everyone can feel the magic that happens when kids are given the space to express themselves.

I’m most proud of creating a space where both kids and parents can experience the magic of dance together. My ultimate goal is for our studios to be a place where every child feels valued, where their love for dance grows, and where the community we’ve built becomes a second family. For potential clients, followers, and fans, I want you to know that this isn’t just about teaching dance; it’s about creating lasting memories, fostering growth, and bringing joy into the lives of everyone who walks through our doors.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and maintaining high morale has always been a priority for me because I know firsthand how impactful a positive environment can be on both the team and the clients. As someone who grew up in dance, I’ve always believed in the power of community and collaboration. In my business, I make sure to create a supportive, inclusive atmosphere where every team member feels valued and connected to the bigger vision.

I approach my team with trust and transparency, empowering them to take ownership of their roles. I’ve learned that, as a leader, it’s essential to let go of control and allow others to contribute their expertise, whether it’s in teaching, management, or client relationships. For me, it’s about creating an environment where everyone can shine and feel like they’re making a meaningful contribution to something bigger than just a job.

In terms of morale, I always remind my team of the impact we’re making on the children and families that walk through our doors. Seeing the joy and growth in the kids we teach keeps everyone motivated. We celebrate every success, big or small, and create opportunities for continuous learning and development. I also make sure to encourage open communication and provide feedback and recognition regularly, so the team feels supported and appreciated.

Above all, I foster a culture where everyone feels like they’re part of the family. When we celebrate wins together, handle challenges as a team, and continuously align with our shared vision, it builds strong morale and makes the workplace a place where people truly want to be. It’s this sense of community and shared purpose that I believe keeps my team engaged, motivated, and happy.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing our clientele has definitely been word of mouth, referral rewards, and Instagram. Each of these strategies plays a vital role in building trust and fostering community, which are at the core of our business.

First and foremost, word of mouth has been our strongest asset. When families have a positive experience, they naturally share it with others. We’ve focused on creating a truly exceptional and memorable experience for both kids and parents. When people feel the magic of our studio, they’re excited to spread the word, and that organic growth is priceless.

To further encourage this, we’ve implemented referral rewards. It’s a great way to show appreciation to our clients while also encouraging them to refer others. When clients refer friends or family, they receive rewards that benefit both them and the new families they bring in. This not only helps increase our clientele but also strengthens our community by creating an environment where families feel valued and connected.

Instagram has also been a key tool in showcasing the joy and energy of our studio. We use it to share behind-the-scenes moments, success stories, and the experiences of our students. It’s a great way to give potential clients a glimpse of what we offer, and it allows us to connect with people who may not have discovered us otherwise. Instagram also serves as a platform for engagement, where we can interact with our community, answer questions, and build relationships in a more personal way.

By focusing on these strategies, word of mouth, referral rewards, and Instagram, we’ve been able to grow our clientele while staying true to our mission of creating an inviting, joyful, and family-centered environment.

Contact Info:

• Website: https://www.heartbeatzdanceacademy.com/
• Instagram: @heartbeatzdance
• Facebook: Heart Beatz Dance Academy