Re-Enrolling Past Students: A Hidden Opportunity for Dance Studios

As studio owners, we often focus on bringing in brand-new students through marketing and advertising efforts. However, one of the most overlooked strategies for increasing enrollment is reconnecting with past students who have previously attended but, for various reasons, didn’t return.

Many times, students don’t leave because they had a negative experience. Instead, life simply got in the way—whether it was scheduling conflicts, trying another sport, or family changes. The good news? These students already know and love your studio, making them much easier to re-enroll than someone who has never stepped foot in your doors.

Here’s how you can reconnect with former students and invite them back.

1. Keep Enrollment Open Year-Round

A common misconception in the dance studio industry is that if it’s mid-term, it’s too late to enroll new students. That’s simply not true! You should always be welcoming new students, regardless of the time of year. Some studios even accept students as late as the last week of the term, ensuring that every child has an opportunity to experience dance. If you believe that every week is a good week to bring in a new student, you’ll naturally create an environment that encourages year-round enrollment.

2. Reach Out to Past Students

Re-engaging past students can be incredibly effective. Here’s how:

Send Personalized Emails

If you have a mailing list of ex-students, send them periodic emails about upcoming events, open days, or special enrollment offers. This keeps your studio on their radar without being intrusive.

For a more personal touch, consider segmenting your list. For example, if you know a group of students left due to seasonal sports commitments like netball or little athletics, send a targeted email after the sports season ends. A simple message such as:

"Congratulations on finishing your netball season! If you’re looking for a fun way to stay active, we’d love to invite you back to dance."

can work wonders.

Send Text Messages

Emails can get lost in inboxes, but text messages have a much higher open rate. A short, friendly text from the studio phone can be a game-changer:

"Hi [Student’s Name], we miss you at [Studio Name]! We have an upcoming free trial week, and we’d love to see you back in class. Let us know if you’d like to join!"

Make Personal Phone Calls

While phone calls take time, they add an invaluable personal touch. If you can, call parents directly to check in and invite their child back. If they don’t answer, leave a friendly voicemail.

3. Use Video Messages from Teachers

Children form strong bonds with their dance teachers. A personalized video message from their favorite teacher can be incredibly effective in re-engaging them. For example, a teacher could record a short video saying:

"Hi [Student’s Name]! I loved having you in my class last year, and I miss you! I hope you’re having a great time in school, and I wanted to let you know that I still teach after-school classes. We’d love to have you back!"

Sending these videos via text or email can make a huge impact, as they feel personal and heartfelt.

4. Mail a Postcard for a Special Touch

In the digital age, receiving something tangible in the mail is a rare and special experience, especially for children. Sending a handwritten postcard addressed to the student can make them feel valued and excited about returning. Include a small offer, like a free trial class, to encourage action.

5. Set a Challenge for Your Staff

Encouraging your staff to actively participate in reaching out to past students can yield fantastic results. Try setting a challenge to contact a certain number of ex-students in a day. In one instance, a dance studio reached out to 10 former students in a day and had seven return that same week! Spending just 30–40 minutes on personalized outreach can have a significant impact on enrollment.

Final Thoughts

Re-enrolling past students is often easier than recruiting brand-new ones. By implementing personalized emails, text messages, video outreach, and even traditional mail, you can reconnect with former students and remind them why they loved dance in the first place. Make them feel special, let them know they are missed, and invite them back with open arms.

Dance is a lifelong passion, and sometimes, all it takes is a simple invitation to bring students back to the joy of movement. Start reaching out today and watch your studio grow!