Gold Medal Business Performing Arts
The Place to Be Where Dance & Performing Arts School Owners Step Into the CEO Mode of Their Business
Running a dance or performing arts school isn’t just about choreography, casting or costumes — it’s about creating a thriving business that gives you freedom, financial growth, and the ability to change children’s lives through the power of the arts.
And at Gold Medal Business, you’re not doing it alone.
You get a dedicated Performing Arts Expert — Shelley — who understands the industry from the inside out. Not just as a coach, but as a performer, choreographer, franchise owner, multi-venue school owner, and award-winning entrepreneur.
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And you’re very lucky as you’ll also get support from our experts in Gymnastics (Katie) and Football & Multi-Sports (Amy).
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Between all of our coaches, they have over 50 years of experience.
Meet Shelley — Your Performing Arts & Dance Growth Coach
Shelley has spent more than 30 years in the performing arts world. She’s worked as a dancer, singer and actress on the West End and on tour in 42nd Street, Anything Goes, Carousel and Oliver. She has choreographed more than 500 shows and pantomimes, run award-winning performing arts schools, supported franchise owners, and helped young performers land roles in Matilda, The Lion King, Les Miserables and more. She also holds a Silver Stevie Award and was named one of the 25 Most Influential Businesswomen of 2025.
But she didn’t start as a business expert. She often jokes that she could hit a top C but had no clue how to run a spreadsheet.
No systems. No structure. No real plan behind the scenes.
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Her Story: From overwhelmed theatre school
owner to confident CEO and coach
Before she joined the Gold Mentorship, her school was just breaking even after COVID. She was tired, stretched thin, and doing everything herself. Teaching, admin, customer replies, costumes, shows, weekends, evenings. Everything sat on her shoulders.
She joined the Gold Mentorship at one of the busiest times of her life, while juggling five shows,
two weddings and a carnival.
The Results
Within twelve months...
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Her revenue grew by 45%
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One idea from her first call with Katie brought in an extra £56,000
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Her school hit £250,000 turnover, with profit rising from £70,000 to £110,000
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With strong nurture and follow-up systems, she added 60 new students in one term
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Her systems, team, and confidence were rebuilt
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She implemented a full CRM with funnels and automated nurture sequences
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A sales manager and administrator were put in place
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Calls came in from parents who enquired months earlier
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She went from being tied to the business to enrolling students while away for the weekend—she got her weekends back!
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Won major industry awards (including the Silver Stevie® Award)
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Recognised as one of the “25 Most Influential Businesswomen of 2025”
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Launched additional business ventures
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Stepped fully into the CEO role
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Became less reactive, more calm, steady, and clear, growing into a leader with the space to think and act like a CEO
Why School Owners Love Working With Shelley
Because she gets it.
She knows show seasons, theatre runs, parents chasing costume info, last-minute cast
changes, admin overload, and juggling mum-life with teaching-life.
But she also knows how to turn a performing arts passion into a scalable, profitable and joyful business that gives you back your time, freedom and confidence.
Shelley is the mentor you want in your corner — part strategist, part choreographer, part
cheerleader, and fully committed to your success.
Don't just take our word for it .....
"Gold Medal Business is so inspiring, her enthusiasm and energy to support those in her mentorship programmes is amazing. Gold Medal is the place to be if you're looking for business training to help you get focussed on building your business."
Lisa, Lisa Allen Dance and Arts School
"Gold Medal Business is such a joy to work with, she totally 'gets' the challenges of running a children's activity business and has been wonderful at not only recommend changes or options but helping and supporting me to make those changes."
Claire, Bristol Academy of Drama
"Gold Medal Business' experience and knowledge in this has been a game changer for my business and I have felt a real shift in how my business now operates. I have also expanded my Team.. None of this would have been possible without Gold Medal Business and I truly appreciate all the advice and support they have given me."
Zoei, Dancilicious Dance Company
"My experience so far with Gold Medal Business has been amazing. She has a wealth of information and she’s very down to earth, straight to the point, and will always tell you the truth."
Brejoya, Daytona Beach Music Academy
"We’ve introduced a lot of new systems, delegated things to staff differently, etc. It’s completely changed my outlook on my business. I’ve been able to be less ‘in it’ and work in it more. "
Lauren, Dance West
"She got me to go way back to basics, enrolling customers properly, nurturing them, and getting the staff in. New members are coming in and things are going really well."
Joleen, Cheerleading Club
Why Performing Arts School Owners Choose Us
Industry-specific support
Shelley knows the industry language, the pressures of show season, and the reality of running classes across multiple venues.
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Real, tangible growth
Members regularly increase revenue, improve systems, and reclaim their evenings and
weekends — just like Shelley did.
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A community that isn’t “false”
Unlike some industry groups, our community is genuine, supportive and collaborative —
bringing together business owners from dance, theatre, gymnastics, football and more to spark fresh ideas.
We help you step into the CEO role
No more running every class, answering every parent, or being trapped inside the admin chaos. We help you build a school that thrives without you — unless you choose to be there.
We are in the trenches with you
All our coaches aren’t teaching just from past experience. They’re still running their schools, giving you both years of experience and insight into what’s working right now.
How We Help Dance & Performing Arts School Owners Grow
*All our Mentorships and Programmes are 100% tax-deductible.
You not only get support from Shelley, you’ll also get access to our other experts.
Bringing over 50 years of combined experience in the children's activity and sports industry.
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Katie Cannon
GYMNASTICS, CHEER, MARTIAL ARTS, SWIMMING, & EDUCATION EXPERT
Katie Cannon went from 5-time British Champion to 7-figure entrepreneur, representing Great Britain at the World and European Gymnastics Championships twice. She holds a degree in Sports Science and Nutrition.
In 2008, she founded Backflip Gymnastics, starting with just a handful of children. Today, it has taught over 2,000 children and grown to a team of 30 staff.
Over 20 years, Katie has learned from mistakes like losing money on premises and hiring the wrong staff. She now shares her experience to help other children’s activity and sports entrepreneurs grow their businesses.
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Amy Schweizer
MULTI-SPORTS & SOCCER EXPERT
A Gold Mentorship Programme mentee turned CEO, Amy, built a thriving children’s sports business.
From a 16-year-old soccer newcomer to college captain and pro player with the Cincinnati Ladyhawks, Amy used her B.S. in Finance and M.S. in Sport Management to launch Tiny Troops Soccer while stationed in Japan as a USMC military spouse.
Today, Tiny Troops runs in 17 states with 50+ locations and 60+ staff worldwide. She is a mom of 3, author, and an advocate for military spouse employment. Featured in Sports Illustrated and Military Spouse Magazine, Amy was named 2021 Inspirational Leader of the Year.
“If I can do it, you can absolutely do it.”
This is Shelley’s message to every performing arts business owner who feels stuck, tired or unsure of the next step.
Because she didn’t just study this.
She didn’t just read a business book.
She transformed her own school from the ground up — and now she’s ready to help you do the same.