Solihull dance studio salsas to success following five-figure business loan boost
A family-run dance studio owned by former UK professional dance champions has transformed its operations and grown its customer base since securing a £50,000 funding package from ART Business Loans.
Solihull-based Aura Dance Studios, established by former ballroom and Latin American dance champions Martin and Carol Cutler, offers ballroom, Latin American, salsa, and modern sequence dance lessons for beginners to World championship level.
In 2018 Martin and Carol approached ART Business Loans to secure a £50,000 investment, alongside a bank loan to relocate and purchase a new dance studio which would allow them to increase their student numbers and dance classes.
Since opening, Aura Dance Studios now run in excess of 25 classes and 100 private lessons each week for more than 125 children, 300 social dancers and 200 competitive dancers for all ages, abilities and occasions.
The growth has also created employment opportunities, with the studio expanding its team of qualified dance instructors from 10 to 33 to meet increased demand. Martin and Carol’s children, Charlotte Cutler and James Cutler, have both gone on to achieve successful professional dance careers and now also teach at the studio.
In addition, the studio’s 250-seat theatre has become a hub for the local community, hosting dance workshops, Strictly Come Dancing rehearsals and utilised by dance schools for performances throughout the year.
Aura Dance Studios owner Martin Cutler said: “The funding from ART Business Loans in 2018 has enabled us to transform our business. Purchasing the new studio has given us space to grow, expand our timetable and provide the community with a welcoming space to discover their passion for dance.
“Eight years on and we’re incredibly proud of what we’ve achieved. We have grown our teaching staff from 10 to 33, many of whom are former students who we have watched grow and helped them to qualify as teachers through the IDTA.
“There is nobody better than ART. They listen and give you honest, transparent advice and feedback. We like that they share our family values and understand our vision for the business.”
ART Business Loans manager Graham Donaldson added: “It’s been a pleasure to watch Aura Dance Studios grow and reach their full potential following investment from ART Business Loans. Martin and the team have worked hard to make Aura an inclusive studio for all ages and abilities and continue to think of ways to diversify and grow the business.”
ART Business Loans is a community development finance institution which seeks to ensure viable businesses in the West Midlands and adjoining counties can access the finance they need. With loans available for any business purpose from between £10,000 and £250,000, ART Business Loans takes a personal approach to assessing applications.