From Legacy to Legendary: Chelsea Windon’s Branding Transformation

Hi, friends and welcome to the Dance Principles United podcast. I am so excited to introduce Chelsea Winden onto the podcast this week. Chelsea is the owner of Extreme Talent Co in Windsor. She is a Studio Growth Club member and an absolute all round amazing person. We are so excited to talk about studio owner life and branding. Because she does that so, so well at Team Extreme. We cannot wait to have her on the podcast. I hope you love this episode. Hello. Hello, friends. I'm Amanda Barr. And I'm Rebecca Lou Brennan. And welcome to Dance Principles United, the podcast. Together, we are passionate about helping studio owners with the business of running their studio. Join us as we talk everything from marketing systems, studio culture, motherhood, life and everything in between. This is the Dance Principles United podcast. Chelsea, I am so excited to have you here. Hello, my lovely friend. How are you doing?

Hi, I'm great. How are you?

I'm so, so good. I'm excited and blessed that you're here. Looking absolutely beautiful on our podcast. So lovely to have you. I've been wanting to chat for ages. I know you're feeling a bit nervous, but you've never had a problem chatting.

I'm excited. I'm so excited. I feel honored that you asked me to have a chat. So I can't wait.

Beautiful. You're so beautiful. Look, we were just having a quick chat before we press record and you know, in your bio I spoke about that, you know, Extreme stu started in 2020, right before COVID lockdown. But I thought you might want to share a bit about how Extreme actually came to be because it was a very long standing, old school, old guard studio. I used to compete against your mum's studio. Do you want to tell us like the whole story of how the whole studio started?

Yeah, absolutely. So, yeah, Mum had the studio forever.

Lee Winden dances back in the day.

Lee Winden herself, the queen. So she actually had a studio with her sister many, many moons ago. So that's how it kind of started. K L Burns. And then she actually moved up to the Hawkesbury where I'm located and then she had the studio here for 29 years. She ran.

Yeah.

She then branched out as Lee Wind and Dancer. So she actually, for a period of time was running out of both studios. So she was traveling, traveling down to Liverpool to do K Noble Burns. And then she was also running Leewinda Dances up here.

Oh, wow.

And eventually then she just was up here and then, yeah, had the studio for a very long time. And then basically.

Sorry, were you born into the studio? Like, she always had that ball you've ever known.

I was literally in the womb choreographing tap dances with her. Absolutely. She was pregnant with me all the way. Like, I was. She was constantly at work, you know, like, she was still teaching and everything. And then I was literally born into the studio. And so obviously then it was like, obviously, I was literally born to dance. I was. There was never really an option, but not even. Not even in that way that it wasn't an option. Like, I just. It was in my blood. And I feel like growing up, always knew that I would take over the studio. But then, like, I really wanted to pursue my career. And so for a while there, I actually really, like, rebelled against it and I really rejected it because I was like, no, I need to live my life and do what I want to do.

Absolutely.

I'll own the studio eventually sort of thing. And so, yeah, I went to full time at Brent Street.

Yeah.

And then I basically went overseas pretty much straight away and got my first gig. And then I literally got the travel bug. And then I just didn't want to stop. So then it was just. I was constantly, hey, mom, guess what? I got this job, or, hey, Mom, I'm off to China, or, hey, Mom, I'm on this cruise ship. Like, I was just constantly, like, going. And so then there was a period of time I actually came home for, like, one year.

Yeah.

And I really got into this mindset of, like, this is it, I'm going to take over the studio.

And so I came home and I presume you were teaching female and stuff as well while you were home.

Every. Every time I came home then I would teach and I'd. Basically, the way it would work, I would come home and then I would, like, run the concert for her. And then I would take off in January again. I just come home for a little period.

Yeah.

So then I came home for a while and then I was actually really struggling to get a job. And so I was really like, this is it. I'm gonna take up the studio. Nothing else to do. And then Mum was like, you've got to go for this audition. And I was like, no, I'm not going. I'm not being told no again. She was like, just try. Just go one more time. Just do it. You can do it. Anyway, booked the biggest job of my life and I ended up. I got a gig with Ringling Brothers and Barnum Bailey Circus.

Amazing.

So then I actually went and lived on a circus train for, like, 15 months.

Oh, my God. I did not know this.

Yeah. So then I literally ran away with the circus and I just turned 21.

Yeah.

So perfect timing, because then I was moving to America, so I was like, yay, I'm of age.

Yeah.

So then I. Yeah, I lived and traveled all over America and lived on a circus train, which was amazing. Came home again, was like, I'm done. I've been gone for so long. Was again, like, this is it. I'm taking over the studio. And then I went for an audition for Celebrity Cruises, which is the sister company for Royal, and got it. And then I basically worked for them for three years, and I did three cruise ships in a row after that. But every time, came home, did the concert, choreographed them for next year, would leave, go for nine months, come home, you know, And I did that.

Perfect timing. Would like a little bit of an experience. Right. Like, you get to do the little bits of it and then still have the best of both worlds.

That's right. And so I was always, like, so involved with the studio, and then it just kind of became a thing as well, like, with my students at the time of, like, well, Ms. Joseph's going again. Off she goes. You know.

Yeah.

And so everybody kind of knew as well to, like, come together. We got to learn our routines. The next year, I would do, like, a big opening and finale sort of routine for the concert, and then, see ya, I'm off again. And you know what I mean? So kind of did that and then got to my last contract. And I don't know, I kind of remember the moment that I was standing there with my life jacket on and just thinking, what am I doing with my life? What is happening? Like, who am I? Where is this going? Chelsea Winden, seriously. And it's funny, my mom actually came on and visited me, like, and watched me dance and came to the shows, had a little holiday. And she'd kind of said to me, I'm done. I think I'm done. I'm ready to retire.

Yeah.

And she'd kind of said that to me a couple of times and then always went again, you know, And I was like, great, because I kind of want to do another cruise. So we kind of both came to the decision. Yeah. Kind of at the same time. Where then I felt ready and I spoke. Actually feel like I was finally mature enough.

You've grown up, you travel, you'd got it out of your system, you'd had the fun. That was time.

And I felt like I'd done everything that I actually really wanted to do. And I'd literally gone everywhere.

Yeah.

That I felt like, well, what was next? You know, what was the next step? And then Mum was like, I'm done. So we kind of reached that decision together. Then I came home.

Like, was it almost 10 years of traveling, like, basically, and back and forth on shows?

Yeah, pretty much close to it.

Yeah.

And I just did so many things in between that. And then, like, I took little holidays in between each contract as well to sort of try and see the world. And thank goodness, because then when I came home, it was like, in 2019, Lee's retiring. We're now calling it extreme talent co. And then Covid happened in my first year of let's be a business owner and take over the studio. And here's a pandemic for you.

So what a great introduction into what.

An introduction it was. Yes. I remember just feeling like in disbelief and. And feeling like a duck out, you know, in water, just going, what is going on? Like, how do I do this? You know? And, like, even turning to Mum for advice, it was like, nobody knew what.

To do, of course.

What was Zoom? What was like, teaching online? Like, what? You know what I mean? It was just.

It was in your first couple of.

Months, like, that's just literally, it was about three months. I think I made it through. And then it was like, oh, there's this thing called covert.

Oh, good.

Okay. We're all being in lockdown and you're gonna now teach on Zoom.

So, so much fun.

It was an experience.

Absolutely. So, you know, Leela Winden dancers had, like, obviously a very well known name in the industry. You got home, you took over, you know, beginning of 2020, and you're like, nap changing the name. Is that, like, important to you to change the name? Did you feel like it was a refresh or was it more about your personality kind of like coming across? Like, what was the big name change about?

That's a good one. I feel like one thing that my mum actually said to me, which kind of stuck with me, was that she possibly wished that she didn't actually call it her name.

Yes.

And that's such a thing of, like, old studios. Like, it was always like, you know, Amanda Bar's Dance Academy, and, you know what I mean? Like, so. And you had your name in it. And so I think that was something that she kind of stressed to me. Like, don't put your name in it. Like, don't put your identity into it, because it will follow you everywhere. You know what I mean? It's so funny.

It's so funny you say that because, like, that's exactly what my mum said to me as well. Like, I wanted to call the studio when I opened it, you know, being 16 and, you know, and it was a long time ago, you know, Miss Amanda School of Dance or, you know, whatever. Like, she's like, absolutely not. There is no way. Because then you can't sell it. It's all about you. You know, people will only want you to teach. You know, you need to give it a different identity. It's so funny our mums have similar ideas.

Absolutely. You know, and I think it was also a thing as well, because my mum is also a school teacher.

Yeah.

And so she was. Which I also think was part of her success because she was like. Even you're like, oh, yeah, Lee Winden. Like, everybody just kind of knew her name.

Yes.

So I think for a while it actually really worked with her brand. But then it sort of, you know, times then changed and we had to evolve with it. So even at one point, actually, when I was on the circus, we actually rebranded Mom's brand and then did, like a new logo. So it was just LWD dances. And I actually, like, designed a new logo for her because she wanted her name to sort of not be kind of it. Yeah, absolutely. So that was really important for me then, to not put my name into it.

Yeah.

And then as well, I think, absolutely. What you said, I just wanted it to have my own identity.

Wanted to do it yourself.

And I wanted it to be me and I didn't want it to be. Mum was red, black and white. Ironically, now it's just pink, black and white. But, like, I wanted to change the whole thing because it needed to be a fresh start, it needed to be new. And I think it all happened at the right time that then I was sort of able to now bring it into this sort of social media branding. You know, that image that Mum didn't really have to do. Like, back in the day, fees were sent on the yellow envelope with handwritten. I remember Mum sitting there.

Gotta love that cash.

Like. Absolutely. You know, it's just so different now how business is actually run and parents used to come and stand with their notepads and pens and listen to Mum with notes. There was no Facebook, there was no email, none of that existed, you know, so it had to have a whole new brand, really.

Absolutely, absolutely.

If you actually want to know something really interesting about the name, it kind of all happens. I think maybe subconsciously it wasn't a choice that I Made. It was just kind of a coincidence. But the circus that I actually traveled on was Circus Extreme. And so that always kind of like. Yeah, it just kind of happened. And then I was like, I needed a cool name. You know, I wanted it to be edgy and a bit like me. Yeah, yeah. And then it was just kind of ironic. I think it was a sub. It's not why I called it that. But then when I sort of went back, it was like, oh, my God, that's the show I was in. Like, it must have been the subconscious kind of decision that I made. Yeah.

That's so funny. There you go. So did you. Did it take you forever to come up. Did it take you forever to come up with the name? Like, did you. So, like, we're gonna jump in because you, like, are all about your branding. You know, you have all your kids do your X symbol everywhere you go. Do you like that? This is our screenshot. Ready? You got to do the X.

Ready, go.

There we go. So, you know, you have all the kids do your full extreme. You know, all of that. They do the symbol. Had you pre planned that in your head or did that come. Oh, my balloons are going, oh, my goodness. That's why you need to watch this on YouTube, not on a podcast. So you see my balloons.

Right?

But yeah. Did you plan all that before you came with the name, or did that kind of evolve after the. The name?

It definitely evolved. It was not the plan.

It's not like it was like you had this. Like, you were this marketing genius in the back of your mind that was like, this is what I'm going to do.

No, absolutely not. Ironically, though, like, I think that's the thing I've. When I really delve deep into it, we actually used to do this at the circus, but it's like that was in 2015. Like, it just was so not really in my brain. Yeah, it's just like a weird irony that it's kind of happened that way.

Yeah.

But I had. I absolutely had no intention of that. The X becoming a thing. And now it's like, it's a thing. Like, people see me and they're like, yeah, extreme. You know, their exes up.

And I'm like, yeah.

You know, it's like me and Mum say, like, it's like it's become like this thing. And like, kids are just. They just want to do the X. And it's so bizarre how it's happened. But, no, there was no plan of that. I wish I was that much of A genius. That it was like, we're going to call it this and we're going to.

Put an X up and this is going to be all the things we're going to do. Oh, my God. Like, it's so. And like, you know, you said the cult word and, like, that's a good thing, right? Like, you know, it's the community, it's, you know, all of those things, which means people are so invested in your brand. You know, we were just Talking about our MacBooks having trouble before, you know, Apple. Apple's a massive cult. Right. We're all obsessed with it. There's no way we'd ever think. Even though you just had all this trouble with your MacBook, there's no way you're not buying a new MacBook. Like, of course that's the only way. Because we're also like, you know, this is the only way to be and to be cool. You have to have an Apple, like, you know, in our society and all of that. So it's so, so clever that you do that. So, you know, Extreme was born. Obviously, you went through covert. You pretty much started again from scratch with students. Right. Like, it was pretty much.

Ye, absolutely. And then I felt like I got on the front foot and then it was like, oh, we're going on Zoom. And so people went, oh, no, thanks. So that it was like clawing my way sort of through doing online.

Yeah, absolutely. So it was just basically, you know, a fresh start, I would imagine so. You know, it's hard because I wanted to ask you because I thought it was at a different time. I had my. My stories a little bit wrong. But, you know, you wouldn't have had, you know, too much, like, push back on the change of branding or the change of uniforms or anything like that. I presume. Because I presume it's just all. Almost all new kids, is that right?

Yes and yes and no. Like, I definitely took over with a base. People didn't, like, leave because I took over. No, like that. But I think the studio was ready for a rebrand, too.

They were all excited by it as well.

Yeah.

And I think it was like, oh, Ms. Chelsea's back. Because the kids that then kind of. I have now through, like, Ready, Set, Dance, like, they were in the preschool program. So now I've literally taken them through from preschool to now they're like my 12 and under show group. You know what I mean? Like, I've literally watched them grow up. So it kind of happened. And we'd actually only just taken on ready, set, dance. Right towards mum, sort of finishing up.

Yeah.

Literally a year.

Okay.

So, yeah, it, like, was kind of all new anyway. And so when they were sort of transitioning out of preschool. Yeah, it was like they were then becoming extreme. It wasn't actually, oh, you have to get rid of your Lee Wind and uniform and now you have to wear this. You know what I mean? So they all kind of. Of. It honestly worked at the right time. It all kind of just fell into place in a really weird way.

So. So amazing. That's so good.

Now. It is. You're right. Like, now it is like a fresh base of kids that is purely extreme. They don't actually really know Lee Winden dances except my, like, original, who are now, like, over and unders, you know. So I have taken them through from the start.

Yeah, yeah, absolutely. Absolutely. So, you know, I wanted to talk about your incredible branding because I use you as an example for socials, for organic socials, quite a lot because you do amazing things. You are all about your branding. And, you know, it's something that I absolutely love about you because you, like, live and breathe it. Like you just said you do. Your ex down the street, like, you. Every photo I say of you, you're doing that. You know, you're fully wearing, even though you're not in your studio clothes today. You've got your pink on. You've got your trademark pink hair. Of course.

Of course.

Was the pink hair before extreme or after you started the studio?

It was actually. It was after I basically went pink to match that. That's kind of why I did it. And funny story, I tied it in with. I actually did it go pink for breast cancer because I was like, this could be a. That was planned. I was like, this could be a way that I can do a really great thing for a great cause that I'm passionate about.

Yes.

But transition into the pink and it will then make sense. And it's not just like, bam, I've got pink hair. And it was a journey to get this pink hair, by the way, because I have actually been every color under the sun and every haircut, you name it. Short, shaved, long, all the things. No fringe, all the things. And then, yeah, I was kind of in this weird stage where I was actually kind of looking for my identity as well. And who. Who am I gonna be? And, yeah, I kind of went, actually, maybe I'll do this, and that'll help me get to pink. But I didn't actually quite get pink during the Go Pink Fund. It was like a weird.

Didn't make it that strawberry blonde, like.

Kind of orange sl Transitioning into pink. So it took me about a year to actually get to the pink that I wanted.

Yeah.

So I 100 did that, though, to match. Because I'd already always dyed my hair.

Yeah.

And then I was like. At one point, I actually had fire red, bright red hair. And it worked so well with Lee Wind and Dances.

Perfect.

Does it match the uniform? You know, and I used to love that.

Yeah.

So when I went pink, I was like, well, that's it. I have to have pink hair naturally. I have to have hot pink hair.

Why would you not have to have hot pink hair? Maybe that's what I need to do as well for Expo. Have hot pink hair. Don't know if I'd look quite as good as you pulling it off.

Funny. Isn't that funny how, like, now I'm a part of Studio Growth Club and Dance Princess United and, like, you're pink as well. It's kind of like perfect. Everything in my life is pink and I love it.

I love that we're gonna all lean into the pink. I only ever wanted a pink studio. That's all I ever wanted. And same thing. My mum wouldn't let me because the. All the studios in competition all had pink at the time. And so we're like, no, which color isn't being used? So we had to, like, swap it out.

And honestly, that's why I went pink, because it was like, nobody's got pink.

Yeah.

So I'm going pink. That's it. I can't do blue. I can't do orange. I can't, you know, like, it was. Isn't it funny how that's actually how you make your decision? It's hard because how am I going to be different? Oh, what colors are being used? And then it's literally changed my whole life.

Your whole wardrobe, your whole everything, your day. It's so, so good. But I love how much you lean into it. Like, Beck and I did a podcast a few weeks ago on branding and being your brand and you absolutely do that. You know, I'm sure that, you know, the kids all, like, talk about you and want to be like you and, you know, want to be the one with pink hair. Is that. You just told me that they come as, like, dress up week and, like, put their hair pink and stuff. So they're like, miss Chelsea, tell parents.

Like, I'm so sorry. Gorgeous daughter's beautiful natural blonde hair. They just want to be pink. So I have many apologetic conversations with my parents. But it's funny because they love it. The parents actually love it and actually will willingly. There was a trend a little while ago where they were doing like, the. You can get the crepe paper and you just rub it into their hair. So it's not permanent, but it just gives them that color. And like, a child can't do that. So the parent was actually sort of leaning into that. You know, if they get the. The braids is like a big thing. They always have, like pink braids.

Yeah.

You know, and it was funny, actually. Funny story. I think it was last term, I had a girl come in and she had blue braids. And I was like, well, that's not choice, you know.

Why. Why on earth.

It's the school. It matches my. It's my. For my school photos, you know, and she was really like, I'm sorry. It's blue, it's not pink. You know, so it was. It's funny, you know, like, it has. And pink has become extreme. It's not pink anymore. Even, Even. So far as my preschool classes, we have feathers.

Yeah.

And it's like blue is Elsa and pink is extreme.

Yeah.

Well, you can have pink like Miss Chelsea, you know, like, it's become an identity in itself.

That's.

So they want pink nails because they want it to be extreme and you know what I mean? And like. Yeah, you're right. Like, we did a extreme dress up week. And like, they go hard.

Like, they go so into it.

They're so into it. And I love it. I love that because that's how I am. I don't do anything 1%, you know, it's. It's 1 or 100, you know, like, there's no in between. And I really think that that has sort of filtered through to the studio. Yeah. And they are like, they're. They're five and they're like, they want to do the X and like, yeah, let's be extreme, you know, and they want everything to be pink and so cute. I'll show you. I'll show you my cup. Like, you know, they're giving me. They've put giving me yetis and say extreme and Miss Chelsea and everything's like pink, you know, and it's like. Do you know what I mean? Like, it has. It's become like a brand that everybody is so into and the. And the parents too, you know, Like.

Yeah, I think you have to.

Yes. And you have to be so invested into your brand if you want people to have that reaction if you want to have that dedication from people and.

The sense of belonging as well, because that's what people. People want to belong to something. They want to know what they stand for, all of those things. So I, you know, I know that, you know, you're in Windsor and it's relatively small kind of area. You know, do you see benefits? Like, you know, I know that you're all team extreme. When you walk down the street, do people, like, recognize you? Do you think that that kind of helps build your business? Do you feel like people know that that's. Oh, hey, yeah, she's that chick that, you know, owns that studio, and that's where I'm gonna go and that kind of thing.

I think you just nailed it. There's that chick with ink hair.

Yeah.

They can't miss you.

Yeah.

I have to say. Yeah, the pink hair is definitely a thing.

Yes.

People stop me everywhere I go, and sometimes it's like I almost forget that this is my hair color.

Yeah.

Because it's just how I look now, of course. And it's like people. Yeah, they. They stop me on the street everywhere I go. I am a very big believer in wearing my uniform. I didn't wear it today because I was like, oh, I'm actually being a human today. I'm being today grown up today. I'm being a grown up today in my pink. I'm focused. But I, like, wear my uniform religiously. I wear it everywhere. If I've. For a while, I was a bit like, oh, no, I've got to take that off. Like, particularly my preschool uniform.

Yeah.

I was like, oh, no, I shouldn't be seen in this. But then I don't know, one day I was like, no, you know what? I need to own this. And they need to know that you got to come to me to come and do Ready set Dance. Because I'm the only studio that has Ready, set dance.

Yeah.

And when people see you, and it's interesting that then people will stop me, like, oh, I love your shirt. It's so bright. Oh, wow. Like, I love your vibe. I get that a lot too, you know, and then same with my extreme uniform, because it has got the hot pink on it.

Yeah.

People notice it, you know, and then I've got the pink hair and I've always got pink shoes as well. Like, it's a. It's a thing. Absolutely. But I do think that it helps and I encourage my teachers to do it as well. We will go out wearing if you're not everywhere. But if, you know, we've taught in the morning, and then we need to go to the grocery store, I won't get changed. Of course I'll stay in that. Because then sometimes I will say a little kid, and they're like, mommy, she's got pink hair. And then they see my uniform. And then sometimes it has sparked a conversation just because I'm doing my groceries.

Absolutely.

Or they might not do it straight away, but you never know. They might then see you on socials. They might as well. All of that all goes on. You know, we talked about Apple before, and, you know, I'm rocking my best Steve Jobs impersonation. Impersonation. The same thing. Like, you know, I think, you know, for other people listening, like, you know, they might not want to do pink hair, and it's not about that, but it's about being the Persona and a character and, you know, living and breathing your brand. And I think that that. That's so, so impressive in everyday life, in everything that you do and becoming like.

Yeah.

A character almost, I guess.

Yes.

Ms. Chelsea, the character.

It's funny because it's just like, I feel like I'm living the life that I envisioned that I would, and it's just like, this is me.

Yeah.

You know, it is who I am. I am very out there. I'm very bubbly.

I.

You said before I could talk underwater with marbles in my mouth. That's me. You know, I'm very. I am very, like, personable and easy to talk to, approachable, and I try and do that, particularly, like, with my parents. You know, I think it's so important to create a connection with them so that they know that their child is actually genuinely being loved and cared for.

Absolutely.

You know, I know every student's name. I know every parent's name. I know about their life. I know about their pets, and I only am interested in that. And then I think when you're showing up and you're constantly in brand, and this is who I am, and I am extreme.

Yeah.

They then respect that and.

Absolutely.

Because then they trust that we're doing a good thing. It's not just, oh, yeah, hey, how are you?

And, yeah, it's not just, like, a part of your life. It's your whole life. And you're very committed to your.

And. Absolutely. And I think you have to be, especially when you're teaching children.

Absolutely.

And, like, job.

It's working for you. How many preschoolers have you got?

I'm at 130 right now.

That's amazing.

Which I'm incredibly proud of.

So, so good.

It's been a, it's been a very fluctuating sort of roller coaster. And as you said before, I think a major success has been my presence on social media and the effort that I go to there because that has helped me grow tenfold. Like my mum had, literally before we took on Ready Set Dance, she had six preschoolers. Because back in the day we talk about all the time, Studio growth Club, you know, it wasn't important to have preschoolers, you know. And then we took on Ready Set Dance. She got a lot more in like her first year and then it's just kept growing as I've sort of taken it over because of the brand. I truly believe that. Absolutely. So literally got so invested into it.

You, you know, you touched on social media and your social media is always on point. The branding always looks fantastic. So, you know, I was watching your stories and even so much in your stories that, you know, you've got like a little slight pink filter on them that's going on and the same on every single one. So tell me, like, what do you think super important in your social media to kind of keep you on brand? Like what, what do you allow to happen? What don't you allow? What don't you, like? You know, what works for you?

It's interesting. I think it's like, it's an ever, it's an ever evolving thing and I think it changes time. Like, for example, reels weren't a thing a year ago.

Yeah.

They are now. If you're not posting a reel, what are you doing?

Yeah, absolutely.

So I think it's always changing and trying to keep up with it.

Yeah.

But very aware of who my, like who my clientele is.

Yes.

Who am I trying to appeal to and just to stay in my own lane. Which is very difficult sometimes when you're looking at other people's stuff.

Yeah.

Which I, to be honest, try and not do anymore.

Yeah.

Because then I think it can confuse you and make you feel like, well, I'm not doing that and I'm not doing, you know, so I really try and just stick with who I am. And to be honest, what I know works.

Yeah.

And it's taken me a long time to sort of have it down pat, but I've got it down pat to like a fine art now. It's like. And I have to say that my social media, my stories and my posting it is non negotiable and it's like number One priority.

Yeah.

It, like, comes first. And even to the point where I might be really busy and the guilt that I feel driving home that I have not posted my story yet for my parents to see.

Yeah.

It's like you have to prioritize it.

Yeah, absolutely.

So important that it's got to be like, it used to just be. It's funny. We're prepping. We're recording this at the moment on a Tuesday, and we've got our studio Growth Club call in a minute. And we were prepping that and talking about, you know, that social media used to just be like, oh, it was just a thing that. Oh, yeah, I'll do that. That'll be cute on the side. But it now really needs to be your number one priority, like, to grow your business as a business. It's gotta be such a huge part.

Of it, a hundred percent. And I think it's as well. It's not only that your own parents are gonna see it, but then I'm very big on. I tag everybody.

Yes.

So then what happens is then they share it, and then their friend sees and they're like, oh, do you go there? Oh, cool, I'm gonna come there. And that is honestly what has sort of been a massive success for me when I started tagging every single parent. Because then they share it. And. And it is. It's just a cycle, you know.

Absolutely.

I'm very careful what I share as well.

Yeah.

And I try to keep it consistent so that they're always sort of seeing the progression of the class. Particularly in my preschool classes, I. That is sort of how I share what they do in class. So I don't actually share it on band or in a Facebook group or anything like that. It's purely through Instagram.

Yeah.

Okay.

Because then it sort of works as a double stronger for me.

And you don't have to do it twice.

Yeah.

And they actually. My parents love that. But it's also because that's just what we do. It's a thing about. That's how they're conditioned when they come into the studio. It's like, join our Facebook group to keep updated and make sure you're following us on Instagram. Like, they're my instructions, you know, be on social media, because that's where we are. So.

Absolutely.

Yeah.

And so they, like, reshare it. And like, I'm telling you, I've had parents actually go, well, you didn't tag me in that. Yeah. You haven't shared that. And I was like, there's an expectation. Now I. I have and it's my own fault. I have of created an expectation. But it's a good expectation because parents do want to see what their kids are doing, you know, and they, and I think that they actually want to share it because then they're proud of like, wow, look at them skip down the room. Oh my God, look how funny she was with that pancake, the beanbag, you know. So I think that's been really a great success and it's been like really important in my growth.

Absolutely.

I think as well, the more confidence that I've gotten in it and who I am. And as the studio has sort of established itself, I'm now a little bit more. I actually am a little bit more playful now sometimes. Like even last night I wanted to do. I had basically an entire two grades all in their jackets, which I'm so proud of because I'm very big on uniform. Like you've got to be in uniform, you've got to be in the brand. So we did a whole thing about like, oh, it's, oh, it's cold outside. And we did a boomie of them all with, you know, and then we did a hot but lucky. Our jackets are keeping us warm.

Yeah.

So then it's sort of like it's a bit comical. Yeah, the parents think it's really cute. But then I'm also like selling your jackets. We look in our jackets. Yeah, exactly. You know, and so I'm becoming a little bit more adventurous in that as well and letting as well, especially in extreme like my older kids classes. If there is something really funny that the kids have loved, I actually share that now. It's not. It doesn't have to be perfect anymore. I was very like, it has to look like this and we have to be like this.

That was gonna be one of my big questions because you have only recently like quite recently retired from professional dancing. So, you know, we talk a lot about, you know, not wanting to do things for your peers and that's got to be really hard from. For you because you've retired from professional dancing with all these incredible dancers around you, you know, you can do all the things and all, you know, still young enough to do all the cool things and do all that. But how does that go with you know like your ego and posting, you know, non technically correct things on socials like how does that sit with you? Has that been like a really hard thing to kind of get past?

Yes and no. I think maybe at first.

Yeah.

At first it was like, what am I doing? And, yeah, it was hard as well, because it was, like, on Zoom.

Yeah.

So anything that I was sharing wasn't like. It was more like my angle was, we're still dancing. We're getting through Zoom. Of course. I'm so proud of this community. Do you know what I mean? I feel like every year my message has kind of changed. So at first, it was a bit like me, you know? And I think that now, to be honest, like, I'm just. I'm really. I'm really proud of my kids and where they're at and the growth that they've had, that perhaps I'm blinded by that, but, like, I don't really care. I'm more like.

And you're focused on your clients, because that's it.

And I'm just like, yeah, check this out. This is what we've been up to. You know, it doesn't really. It doesn't really bother me. It doesn't really bother me because I'm just so invested in the studio and getting better and improving that. That doesn't really faze me. I don't really care what people think of me. I care about my parents and my extreme community and my kids, and how am I gonna improve for them, not my peers.

I love, you know, so much.

That's what's important.

So. So good. My other question, because I've told a lot of people about how big you are on stories and how you're tagging all the parents and how that's had such great growth for you. How do you. For the people listening, like, how do you actually do that? You know? Like, there's so many people, like, but how do I actually know what all the parents tags are? How do I actually make sure I don't miss a parent? How do I. Like. Like, what do you actually do to make that happen? Because I've seen your stories, and you have a lot of parents tagged in those stories sometimes.

Yes, I know. No, it's just funny when people ask me this, because my. I just go, I don't know. I just did it. It just started happening. And I just went, I need to start tagging people. Because if I don't tag them, how can they see it?

Yeah, how?

Like, there's so many stories that are on your Instagram that, like, I don't see.

Of course I'm not gonna see it.

And if I'm not tagged in there, how can I possibly see it? So I just kind of went, well, to be honest, I didn't Even really know you weren't supposed to tag people. Like, I just thought this is how you do it. So, yeah, I just started tagging people. And yes, you're absolutely right. You know, back in the day when I first started here, I had two kids in the class.

Class.

So, yeah, that was easy. That was no problem.

Yeah.

And then it was like 10, 15. Now I've got, you know, 20. Now I've got kids. Like, I've classes. Sorry. That I have over 20 kids.

Yeah.

Now, the annoying thing with Instagram is you actually can't tag more than 20 people at a time.

Yep.

That's really frustrating because I do not like not tagging anyone because I don't want them to feel or left out. Like, I haven't tagged them or I forgotten them or anything like that. So what I try to do, it's funny, not everybody is actually on social media. So sometimes I actually have a class where maybe there's two kids in there that their parents actually aren't on Instagram. So. Great. That's okay. I can then tag everybody else. Of course, I have their permission that I can share them on social media. And then if there's a sibling, that's easy because I only have to do one parent.

Yes.

If there is a class where there's lots of them, I try to rotate it.

Okay.

So I will make sure I know who the parent is and I might. And then I won't tag that parent. I'll tag them in that. So honestly, it's.

It's just memory.

Yeah.

It is hard work. And yes, there is. I do not have a formula. I don't have everybody. Their Instagram handle down in my notes. I actually just know them by heart. I know them by memory.

You just make it important.

I just. Yeah, it's just a thing. And if I have a new parent sign up, I will find them on Instagram first.

Yeah.

Okay.

Stalkerish, isn't it?

Or do you just ask them or do you actually just.

I ask them. I ask them as well. Like, if it comes up in conversation and I just bring it up naturally, like, hey, are you on Instagram? Oh, let me find you. I'll just. I'll just give you a follow because I tag everybody in the class afterwards. It's so easy to have that conversation. And parents are like, oh, cool. Love to see that. Yeah, this is my hand. You know, it's actually so easy to have that conversation.

Absolutely. People get in their heads about it or something. Like they think that it's this really Awkward. Like asking people for their bank account details. I'm like, no, just ask them. Say, hey, I took a really cute video in class day. I'll tag you. What's your handle?

Or it's so easy to do. And so I do. I just sit there and like after every class, I always tag the photo first. I'll always post the photo first. And then I've like, looked at everyone. I've actually tagged their parent. So it's like in my brain. And then I'll go through the story and tag and like, yeah, I'm human. Sometimes I'll go there and be like, oh my God, who was that other kid? I know there's one more kid in that class.

Yeah.

Because I'm trying to tag, you know, like, I'm trying to tag everybody and remember it, but I'll just pull up the phone. But Amanda. That's right.

Yeah.

You know, and I'll pop it in. Like, it's not that hard, but it's. It is effort. And I. It does rule my life because I. I make it ruin my life as well. Sometimes I'll get home and it's like, I cannot do anything. I cannot have my dinner, I cannot shower. I will do nothing until I have done my story.

Yeah, absolutely.

Do you have like a priority?

Absolutely. And it like, do you have like, how many stories you want to do a day or per class or anything like that? Or you don't have numbers on it, but you just try to do as many as you can.

It's just like organic, you know, it's like sometimes, hey, sometimes the class isn't on fire.

Yes, we all have classes like that.

Exactly. You know, because they're kids, you know, so sometimes they're not having like the best day ever. So there's not as much content. Or maybe we are having so much fun that I have taken so much content of the day.

Yeah.

It just depends. Every single day is different. And my stories are always different. They're always consistent in that there will always be a ready set story and then there'll always be extreme story, no matter what. But it changes every day. And like sometimes I am. I am so flat out teaching that I haven't had a second to take a boomie of that class. And well, sorry, I was teaching, but I'll always put something on. So even if I just put a photo on.

Yes.

You know what I mean? Like something, something. Yes. Something goes up. I post every single day. I post now even on Sundays. I used to like, not do that. But now I, like, I am posting every single day because I think that.

You have to absolutely think about how.

Much like, you think you yourself sit there and scroll.

Especially on a Sunday.

Exactly. I want them to scroll and see me.

Yeah, I scroll more on a Sunday than any other day. It's when I'm sitting, you know, on the couch or I'm, you know, when, you know, you have a bit more time. Right, that's right.

That's right. And I think that's another thing that reels have become important for me, making the reel. And, like, look, if I'm doing it, like, quick on the spot, like, it takes me an hour, not gonna lie. And I'm pretty quick at them. But I'm also a perfectionist, so I like to finesse it and make sure it, like, looks good. But, like, if that's all it takes, that I have to just make a quick little reel and it takes me an hour. But then it's getting viewed 2,000 times, it's worth it. It's a win, you know?

Absolutely.

And the parents love it and then they re share it and blah, blah, blah. And it goes around.

And we used to pay an absolute fortune ads in the newspaper to be seen by 2,000 people. Right. Like it used to.

Even last week. Even last week we did crazy sock week. And I had a, like, mad. I should have got a commission from mad Mia because the amount we'll hit.

Mad mayor up later.

Well, that was the point. I did this post and I didn't tag them in it, but I did hashtag mad Mia. Yeah, they commented. I felt a little bit like a celebrity. I was like, look at that. I didn't even try to tag them. I wasn't trying to get them to comment, but it just shows you how it circulates. And they saw it and I was like, oh, my God. Cool, right?

So, so good. Well, you are absolutely amazing. Huge congratulations on all your success, you know, especially taking over the studio pretty much starting from scratch almost in 2020. Like, you're doing amazing things. You should be so proud of yourself.

I am pretty proud. And I think sometimes it does take a second to, like, sit back. And it's actually been really nice, like, thinking about it and talking about it all, when you actually reflect on it and how much it actually has evolved, like, even to the point of painting the studio, you know, it wasn't always hot pink, trust me. It was beige and gross, you know, and it is. I just think over has become a brand and an identity, and it's like, but it's. It's not been not thought out and not planned and. And. And hard work. So sometimes it is nice to actually sit back and be like, oh, yeah, that is pretty cool, huh?

So, so cool. Well, it has been absolutely lovely to have you on the podcast, Chelsea Team Extreme, doing all the things it's been. So, so good. Big love. Thanks, chick. We'll see you next week on the podcast, Friends.