11 August 2026
For many dance teachers, opening a dance school is a dream. For Fleur Stevenson LISTD, Founder and Principal of Fleur Elizabeth Academy of Dance (FEAD), it was a dream she turned into reality in 1992. Thirty-four years later, the academy remains a thriving and respected dance community, having inspired generations of young dancers and their families.
From humble beginnings to becoming a cornerstone of its local community, FEAD's story is one of passion, resilience and an unwavering commitment to excellence.
A childhood dream
"I always wanted to open my own dance school," says Fleur. "It was a childhood dream and in 1992 the doors to Fleur Elizabeth Academy opened with 80 pupils attending in week one."
Recognising a need for a fresh approach to dance training in her area, Fleur launched the school with enthusiasm, ambition and a strong entrepreneurial mindset. Influenced by her father's experience of running a successful business for more than 30 years, she understood the importance of building solid foundations from the very beginning.
"I set the school up professionally from day one," she explains. "ISTD work was embedded from the start and I attended courses regularly, always looking at how we could continue developing standards."
Growing and evolving
Reflecting on the early years, Fleur is proud of what she achieved during a time when support for dance business owners was less accessible than it is today.
"There were no business coaches then and very little advice about how to run a business," she recalls. "You had to actively seek out support, travel long distances for training and make a huge commitment to your professional development."
That commitment to learning and growth has remained central to FEAD's success. Over the last 34 years, the academy has continuously evolved, adapting its standards, policies and teaching practices while maintaining its strong sense of community.
"Growing and evolving is something all dance studio owners need to be able to do," says Fleur. "It's the key to ensuring longevity and keeping your business exciting and thriving."
Alongside leading FEAD, Fleur has also been a passionate advocate for dance teaching through her longstanding involvement with the ISTD. As Yorkshire Area Representative for more than 15 years, she has played an active role in supporting and connecting ISTD teachers across the region.
Facing challenges
Like many dance schools, FEAD's biggest challenge came during the COVID-19 pandemic. However, Fleur's determination and leadership helped the school navigate one of the most difficult periods in its history.
"COVID was our biggest challenge, but I led my team through fighting all the way," she says. "We're stronger and more adaptable because of that experience."
Fleur is quick to acknowledge that navigating the pandemic was very much a team effort. In particular, she credits Vice Principal Jess Lees, now the current Yorkshire Area Representative, for her support during that period. Together, they guided the school through unprecedented challenges, ensuring students, families and staff remained connected and supported throughout.
The pandemic reinforced one of the qualities Fleur believes is essential for long-term success: resilience.
"There is so much involved in running a successful dance school, from business and financial awareness to setting clear boundaries and strategies. But the main thing is perseverance and resilience. It's about riding the hard times and coming through the other end with humour and a love for your career."
Building trust across generations
One of FEAD's greatest achievements has been creating loyalty that spans generations of dancers and families.
"Our customers trust me and my team," Fleur says. "That trust comes from the core values we demonstrate every day through our teaching."
A key part of maintaining that trust is investing in staff development. Fleur places great importance on training and supporting her teaching team, ensuring standards remain consistently high across the academy.
"We have regular team training sessions and I offer support whenever it's needed. We focus on customer satisfaction, our core values, student retention and being the best teachers we can be. I also make sure my team know how much I appreciate everything they do."
The most rewarding achievement of all
Despite countless performances, examinations and milestones over the years, Fleur finds it difficult to pick a single standout moment.
"There have been so many wonderful moments," she says. "But knowing I fulfilled my dream and built something from scratch all on my own is a great source of pride."
What continues to motivate her after more than three decades is simple.
"My love for children and teaching. It's my passion and my life."
Today, that passion is reflected in the lasting impact FEAD has had on thousands of people.
"I regularly meet former students, parents and adult dancers who tell me how much FEAD meant to them and the positive impact it had on their lives."
Looking ahead
As FEAD enters its next chapter, Fleur is beginning to pass on the legacy she has spent more than three decades building.
"FEAD is my legacy and I am now working closely with my daughter as we take the school into its next chapter, which is a huge joy to see."
For teachers starting their own schools today, her advice is clear.
"Set out as you mean to go on, with clear expectations and boundaries. Stay in your lane and be authentic to your brand and ethos. Make sure you seek good business advice from the start."
After 34 years, Fleur's story is a powerful reminder that a successful dance school is built on far more than technical excellence. It requires vision, resilience, adaptability and, above all, a genuine passion for helping young people thrive.
ISTD is committed to helping members build sustainable, successful dance businesses for the future. Our Members can access a range of business and marketing resources designed to help strengthen and promote dance businesses.
