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How One Studio Owner Transformed a Traditional Dance School Into a Streamlined Digital Operation
"Taking over a studio during the pandemic forced me to completely reimagine how a dance school could operate. Moving from pen-and-paper to automation wasn't just a preference—it was essential for our survival and growth."
Heather Olsen, Owner of First Street Academy of Dance
The Business
First Street Academy of Dance (FSAD) is a vibrant, community-driven dance studio located in Menominee, Michigan.
The studio offers a comprehensive range of dance styles including ballet, tap, jazz, contemporary, lyrical, pointe, and hip hop for dancers ages 3-18.
Beyond youth classes, FSAD serves the broader community by hosting adult Latin dance classes and tai chi sessions taught by local instructors who utilize the academy's professional studio spaces.
The Challenge
"Getting the leads wasn't our challenge, but knowing where each customer was in the registration process was our real obstacle."
In 2020, Heather Olsen inherited First Street Academy of Dance in the most challenging circumstances possible—during a global pandemic and following the passing of the previous owner. What she discovered was a business frozen in time:
• Nearly all administrative processes relied on pen and paper systems
• Class registrations were managed through physical forms and filing cabinets
• Tuition payments were tracked manually with no digital records
• Parent communications depended on printed newsletters and phone calls
• Student records and attendance were maintained in handwritten logs
With social distancing requirements and remote operations suddenly becoming necessary, these outdated systems weren't just inefficient—they threatened the studio's very existence. The challenge wasn't simply digitizing a few forms; it required completely reimagining how a dance studio could function in the modern era.
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Name, Owner of studio name
The Solution
Facing unprecedented obstacles, Heather recognized that incremental changes wouldn't be enough. The studio needed a complete system overhaul that would modernize every aspect of operations while maintaining the personal, community-focused atmosphere that made FSAD special.
Working with Micaela and The Streamlined Studio team, Heather embarked on an ambitious transformation:
• The Streamlined digital enrollment processes replaced paper registration
• Automated communication led to hands-off studio announcements and important updates
• Built automated administrative workflows that dramatically reduced manual data entry
The transition represented more than just new software—it was a fundamental shift in how the studio operated, communicated, and served its community.
"What started as a necessity during crisis has become our greatest advantage. Our community gets clearer communication, our parents appreciate the convenience, and our teachers can focus on what they do best—teaching dance rather than shuffling papers."
Heather Olsen, Owner of First Street Academy of Dance
The Results
First Street Academy of Dance successfully transformed from a traditional, paper-based operation to a modern, efficient studio:
Student retention remained strong despite pandemic challenges
Administrative hours decreased by over 15 hours per week
Parent satisfaction scores increased significantly
Enrollment process efficiency improved by 75%
The studio was able to expand community offerings while maintaining a lean operational structure
"Automation didn't make us less personal—it actually allowed us to be more present with our students and families. The time we used to spend on paperwork is now invested in creating better dance experiences and building stronger community connections."
Heather Olsen, Owner of First Street Academy of Dance
TESTIMONIALS
Other Client
Mary Beth Snow
Dance Studio Owner
With Covid going on, I felt like my studio was at a standstill. Once I started with TSS I felt as though my batteries were recharged and I was so excited with all of the new and fresh ideas given to me by TSS. TSS helped me to integrate a whole new welcome email system and gave me just what I needed to put me a step ahead of other studios in my areas. My studio appears to be on the cutting edge in the parents eyes. I can’t thank TSS enough for giving me the push and help I needed at a time when I needed it the most.
Krystal Klem
Dance Studio Owner
Becoming a studio owner was never in my plan and when it happened I was overwhelmed with everything I thought I “HAD” to do. I started with TSS in the Do-ers Club, really I just need some social media help, well at least I thought that was all I needed. I loved the done for you social media posts but really the community and support that I found was the biggest prize. When the time came to start my new season and I was sending every email by hand, trying to keep track of every contact, trial, and follow up, and working 10+ hours a day with administrative stuff and staff plus teaching every night; it was too much. I took the leap and jumped all in with the automation through TSS. The automation, software, training, and done-for-you templates were amazing but for me hands-down the one-on-one coaching was the best. I would not be the person, studio-owner, or the teacher I am today if not for TSS. Micaela helped me get my life back in 3 months, find a confidence in myself I didn’t know I had, and grow my studio faster than I ever thought possible. I work reasonable office hours, feel refreshed and excited to be in the classroom, and have reconnected with my kids and family. Did I mention my studio is making a profit? I feel like me again and I love it. TSS helped me streamline my studio and my life.
Murphy Rowan
Dance Studio Owner
The Streamlined Studio has made automation easier and more accessible than I ever dreamed. My weekly calls with my Streamlined coach kept me on track through the whole process and took a huge weight off my shoulders. The lead sheets and contact forms invite new customers to ask for more information, and the automated follow up emails to our trial students answer questions and explain our studio culture. The Streamlined team also got my studio software connected with Keap, and all of my contacts of all inquiries, current students, and former students are all saved and tagged, and ready for newsletters and new season campaigns. Our new trials are converting so quickly, and I can tell that our Summer camp enrollment launch is going to be the biggest we’ve ever had. The whole experience has been a huge win for my studios!
Tobi Leveille
Dance Studio Owner
Knowing how important automation was to our future success, we tried to set up our onboarding procedure ourselves. Well, 9 months later it still wasn’t functioning. Enter TSS – the personal support has been instrumental in getting everything set up and consistent. The best thing – no leads get lost in the shuffle!
Darci Heavner
Dance Studio Owner
In such a short amount of time, I feel like I am more organized and less stressed, things are running smoother than they ever have been, I have a better work-life balance, and my enrollment has grown.
Before automation, I felt the need to constantly work and I lost important time with my family. Now I don’t feel the need to go home and work after I’ve taught all evening. I feel comfortable taking time for my family when that would normally stress me out.
Most importantly, I feel like I belong in this community. I feel comfortable asking questions and supported in my studio owner journey.
Make the investment in yourself! It will be worth it!
Jerome Vivona
Dance Studio Owner
It has been a tough 2 years and while we aren’t where we need to be yet, we did manage to hit our goal for the fall today! As of this morning – 200 enrolled students! that used to be the starting point – but covid-19 wiped us out. We’ve climbed back out of the whole and we are climbing the mountain again – thanks to all of your help and assistance – we reached our first goal of the year! Now let’s hit 225! We can do it! Thank you!
Naomi Roberts
Dance Studio Owner
Ever since I started my studio I have always wanted to get automation step up and running. I crave spare time and I don’t want my admin manager stuck on tasks that can simply be completed through automation. I found that I was always putting off these tasks and with TSS I have been able to get them done!
Knowing I have a complete system working in the background saves me so much time and worry.
Thank you to the team at The Streamlined Studio!
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