The Journey

$30 to $12M—Journey to the Top

The Planet Ballroom empire reigned supreme from 2006 to 2017. It grew from a $30 backroom closet startup to a sixteen location luxury dance hall franchise system that spanned six states, employed over 50 professionals, and surpassed $12M revenue; all in just ten years, without funding or investors, and without taking on any debt.

captivating culture

Through dozens of innovative ideas, Planet Ballroom CEO Thomas Minieri transformed a dated industry into an entirely unique experience. Planet Ballroom company culture was captivating and contagious. Students became raving fans and cast members turned into loyal brand ambassadors.

unbelievable training

Planet Ballroom professional and amateur training was second to none. Under the direct coaching of champion dancer Thomas Minieri, the company trained and/or created the teaching systems to train over one hundred professional dancer/instructors and thousands of students—a few of whom are showcased in these videos.

beauty & art realized

Planet Ballroom was an aesthetically beautiful brand. CEO Thomas Minieri personally designed and oversaw the construction and startup of sixteen gorgeous franchise facilities, most of which hit their breakeven benchmarks in a staggering three months or less. Minieri also directed and hosted dozens of large-scale dance productions and shows, many of which generated six-figure revenue in one day.

remarkable & contageous

The revolutionary sales process created and implemented in the Planet Ballroom model allowed its creative-minded cast—most of whom had zero sales aptitude—to produce over $12M in luxury services revenue. The unique Planet Ballroom sales method eliminated fear, friction, rejection, and objections. Numbers validated its effectiveness: the average service sale price was $420, which equated to over 28,000 sale transactions, all conducted by art-minded individuals with little to no sales experience!

REVOLUTIONARY VISION

In 2011, Minieri hired a team of developers and created a software application that was years ahead of its time. Along with the Planet Ballroom customer concierge call center, Minieri systemized nearly every aspect of the company's operations—from training to scheduling to sales—and provided numerous innovative features for its customers such as a personal online video journal that allowed students to follow along in their Planet Ballroom Dance Journey at home or on the go.