Today we’d like to introduce you to Benjamin Allen.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I have always been someone who loved to dance! It all started in the Bar/Bat Mitzvah scene and continued into High School as I attended 7 different proms. Guess the ladies liked a guy who could move. It wasn’t until college that I took my first official dance class. It was at the rec center on campus and taught by an incredibly inspiring individual named Leslie Scott who taught us that dance is for everyone. After getting my first paid gig (back-up dancing for a drag queen), my love for dance and performing grew while I finished my degree in Business. Upon graduation I set my sites on LA believing I had what it took to back up dance for every major artist out there. I spent nearly 10 years fulfilling that dream performing in awards shows, music videos, film and television but nothing came close to the feeling I got when I was teaching. To stand in front of a room and inspire a group of individuals, it was clear I had a great love and talent for teaching. After spending 5 years teaching professionals and non-professionals, I kept coming back to my non-professionals. The everyday person. The person who loves to dance for fun! I quickly realized there was a gap between what the dance pros were doing and what dance fitness (aerobics/Zumba) was doing. There was nothing in-between that made choreographed dance accessible and in a non-judgmental environment. Cue GROOV3. The “3” being our motto: DANCE, SWEAT, LIVE. We throw in easy-to-follow moves, pair it was some of your fave pop/r&b hits from the late 80’s / early 90s, keep the music continuously mixed by a Live DJ and boom, you have a high octane celebration that feels more like a party than a workout! Our mission has been to inspire change and build a global community through the power of dance, and over the last 6 years, we have done just that!
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Building your own business is never an easy road! You have to find the right team who believes in the mission. You have to fight for what you stand for and your place in the industry. You make enemies as you get bigger all while having to be sharp, quick and true to your word. Probably one of the hardest things has been the financial element. Until now, we have been self-funded and continue to invest in our dream. Money could definitely help us get where we’re going quicker, but we have laid an excellent foundation for long term growth. Celebrating the small victories and keep our sites set on the big picture.
We’d love to hear more about your business.
We change lives 1 eight count at a time. We give people a place to let loose, de-stress, connect to a community and in a lot of cases find something their passionate about that translates to every other aspect of their lives. Some say it’s additive like a drug or even better (and cheaper) than therapy.
My role is the GROOV3 (we say groove) MASTER. Or some call me the ambassador of joy. I get to lead the class through our signature format that makes pretty much everyone feel like Beyoncé by the end. Our live classes are electric, filled with mothers, daughters, lawyers, nurses, CEO’s, young, old, and everything in between. The best part about dance is that is does not discriminate!
I am most proud of our community. To see the cross section of people come together, not just in class but at our events. To hear about the friendships that have formed. To know that people’s lives feel greater and more connected because of their affiliation to GROOV3, that is something to be proud of.
As mentioned before, we are choreography based. Yes you are going to sweat and get a great workout, but when you have a whole routine at the end of class that you get to “Dance the ish out of” (as we say), the overall benefits received exceed that of traditional dance or fitness classes.
What were you like growing up?
Looking back, it all makes sense. I was always involved. I played sports, did youth group, was on student government and never even thought twice about knowing everyone in my school. I had no problem getting up in front of large groups, I made friends easily and knew one day I would own my own business.
- The majority of our classes around town range from $13 – $17/ single class
- We offer class packages at most locations that drop the price down to $12
- Address: Headquarters
11828 Teale St.
Culver City, CA 90230
- Website: www.GROOV3.com
- Phone: 213.377.5625
- Email: firstname.lastname@example.org
- Instagram: GROOV3Dance
- Facebook: GROOV3Dance
- Twitter: GROOV3
- Yelp: GROOV3
- Other: Youtube.com/GROOV3Dance
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