What Dance Taught Me About Business—And Why I’m Now Helping Entrepreneurs

I never set out to become a website designer. In fact, if you told me a few years ago that I’d be helping small business owners create their online presence, I probably would have laughed. My background is in Irish dance—I’ve spent most of my life performing, teaching, and running businesses in that space. But, as with most things in life, one thing led to another, and suddenly, I found myself in a completely new world.

How It Started

It all began with Irish dance school owners. I know the dance world inside and out, and when I started working with teachers to build and redesign their websites, I quickly realized something: they didn’t just need a website; they needed a system. A way to streamline their bookings, get more students through the door, and actually have an online presence that worked for them—not against them.

I loved helping these dance school owners, not just because I understood their world, but because I could see how much of a difference it made. They were no longer buried in admin, struggling with outdated websites, or losing students because people couldn’t even find them online. I took what I knew—marketing, branding, and digital strategy—and built websites that actually helped their businesses grow.

The Lightbulb Moment

I left school at 15 to tour professionally as an Irish dancer—a dream come true at the time. I performed with world-renowned productions like Riverdance, The High Kings, Dancing Thru the Ages, Ragus, and the Niamh Ní Charra Band, traveling the world and immersing myself in a life of performance and culture. While my path didn’t follow traditional education, I always had a curiosity for business, taking various courses and reading ALL the business books along the way. But what truly shaped my understanding of marketing, branding, and business growth wasn’t a degree—it was real-world experience.

Without even realizing it, over the past 20 years, I’ve built multiple businesses. I designed and launched Irish Dance Pro, creating the Practice Pad, a product that has generated over €1 million in sales since its inception. I co-founded and directed the Irish Dance Festival, an event that brought together dancers from around the world. I produced and choreographed multiple theatrical Irish dance productions, helping to modernize and expand the reach of the art form.

Beyond dance, I’m also launching the Haven Ice Bath, a high-end recovery product designed for athletes and wellness enthusiasts, combining my passion for performance and recovery. I ran a successful dance school for 15 years, guiding students to championship titles and professional careers and along the way, I’ve worked with and advised various entrepreneurs, organisations, fitness studios, wellness brands, and small businesses, helping them streamline operations, enhance branding, and improve their digital marketing.

Each of these projects involved so much more than just the product or service itself. I was responsible for branding, marketing, financing, raising capital, logistics, manufacturing, event planning, working with teams, and producing large-scale creative projects. I learned how to develop an idea from scratch, turn it into a viable business, and manage every aspect of its execution. From creating compelling visual identities to crafting marketing strategies that convert, every business I’ve built has given me insight into what it takes to create and grow something successful.

Through all of this, one thing has become clear: I love to create. From the moment I started dancing at age six, creativity has always been my driving force. Whether performing on stage, choreographing productions, or designing new business ideas, creativity is at the core of everything I do. As I started working with small business owners, I realized that this creative spark is something I can help unlock in others. Many business owners have incredible ideas but struggle to articulate them visually or digitally. That’s where I come in.

Now, I take the same creative energy that fueled my dance career and apply it to marketing, branding, and web design. Just like producing a show, building a business is about storytelling, presentation, and making people feel something. I help small business owners bring their vision to life—whether through a compelling website, an engaging brand, or a digital strategy that truly resonates.

As I worked with dance schools on their websites, I realized that everything I had learned over the years—the tools, the strategies, the systems—weren't just relevant to dance schools. They applied to all small businesses. Whether it was streamlining operations, building a strong brand, or making marketing more effective, I saw that these principles were universal. And that’s when it clicked—I have so much valuable knowledge to share.

I never set out to become a business consultant or a website expert, but here I am. And now, I want to take everything I’ve learned and help small business owners navigate the digital world with clarity and confidence.

Let’s Build Something That Works

I know what it’s like to feel overwhelmed by everything that comes with running a business. I’ve been there, I’ve figured it out, and now I want to help you do the same. Whether you need a brand-new website or just a refresh, I’m here to make the process easy and stress-free.

So, if you’re ready to stop putting off your website and start getting more clients, let’s chat. I’d love to hear about your business and help you take it to the next level.