Today we’d like to introduce you to Nola Mulherin.
Hi Nola, I am so excited to have you on the platform. So before we get into questions about your work life, you can bring our readers up to speed on your story and how you got to where you are today.
I began my business in January of 2020. I chose that time of year because I knew there would never be a good time to start, but you must start somewhere. I knew most dance studios began classes in September. So, if I captured anyone, they would be completely new to dance, which is what I wanted. Even though I started small, I still went in with some plan. At the time, I was traveling Monday-Friday. Negotiating contracts for a Fortune 500 company in government-sponsored healthcare at Centene Corporation, I was 26 years old and was sick of my job. I was tired of working for something I was not passionate about; it was my second corporate job after I “gave up” dancing and teaching. So, I started a few dance classes on Saturday mornings when I was in town in my basement.
A little background: I am a mom of 2 girls and a former professional dancer. I always wanted to own a dance studio. I started dancing and tumbling when I was 2.5 years old. I told myself when I graduated high school (a year early at 17), I would own a studio by the time I was 30 (I am 30 now). At the time when I finally decided to open the studio, I was devasted missing my kid’s dance classes each week when I was in the corporate world traveling. One day, I came home from a long work trip in October 2019 and told myself the studio was opening in January 2020, no matter the obstacles. Teaching Saturday classes meant I could at least do what I loved on the weekend and with my kids. It was the perfect way to start to get my name back out there, and that is how Fluid Motion Dance Academy began.
Now, from the beginning, I had a vision. I am the only one to do something if I am going to do it to the best of my ability and with purpose. So, I devised a name for the business, our vision, and values. I had help from my aunt to create a logo; I formed my LLC on Legal Zoom. I told myself that even though I was starting in my basement, I would go about it like we would be the next big studio and do things the right way from the start. Long story short, when your service is good, it naturally grows because, after 9 months in my basement, I had over 80 students. 87, to be exact, and I can still name them all. Many still attend the studio. You can imagine with that many students; my neighbors loved me! I never imagined we would grow so fast in my basement. I even had to hire someone to help me in the basement days who is still teaching with us! We had to move locations, so I began to look for a new space. By pure luck and a little negotiating, we ended up with a 3600 square foot, 4 studio space outside my neighborhood. Moving into our current space was a huge blessing. It was not even available for lease when we needed a space, but somehow, we convinced a business to end their lease early so we could combine two spaces to make our building. When there is a will, there is a way. I truly believe that.
I have student loan debt and no savings. All I did was have an idea I am very passionate about; I created and worked the plan. I started by investing 10k in credit card debt to renovate my basement into a dance studio. When we moved out of the basement, I had some money saved from working the biz and my day job. As we all know, in March 2020, With Covid-19 phenomenon hitting, traveling stopped for my corporate job and I worked from home during the day and ran the studio by night (we did the online thing); when things opened back up, we exploded in our first real season; I call it. I saved some money, some borrowed, but all pulled together; I have invested another 60k since. We did the build-out with our hands and help from several friends and family members. Aside from that, I have a lot of sweat equity put into this business. The countless hours behind the scenes, analyzing and refining to make things better, more efficient, and automated, all those hours will and have paid off.
Today, we have 200 students and 3 programs with various commitment levels. I have spent very little on advertising to this day, and we have become a key player in the industry. I expect us to be considered something other than the new studio on the block or the small studio around town for much longer. This January, we will celebrate 4 years in business, almost 100% debt-free and profitable. We have 10 employees and are always growing. Ironically, my former boss from that Fortune 500 company, child, still dances at the studio. If it weren’t for the negotiating skills I learned in the field on her team, I probably wouldn’t have been able to negotiate and sell the owners on the lease agreement we made (price point-wise and all) next to a target; it’s almost unheard of. Every experience matters and has helped me get where I am today. Our next goal is to own our building; just like every goal, we crush them. And I have no doubt we will be in a bigger building with double the number of students and staff! We are in year 3 of 6 of our lease, almost 4 years in business. I can not wait to see what we do together as a company this year.
Would it have been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
In every business, there are struggles. The hardest thing along the way for me has been learning to keep my emotions out of the business side of things. When you are passionate about what you are doing, it’s also easy to take things to heart. I am also a perfectionist, so I have had to constantly remind myself one unhappy customer or one failure does not define my business or me. I also had to learn you can never make everyone happy and can’t change what you do to make one person happy. At the same token, you want to listen to your customers so you can learn how to improve; there is balance, and finding that balance is key and usually the biggest challenge of all.
As you know, we’re big fans of you and your work. For our readers who might need to become more familiar, what can you tell them about what you do?
Aside from running a business, I still choreograph and teach various styles to all ages and levels. My styles and expertise include Acrobatics, Aerial Silks, Ballet, Contemporary, Jazz, Modern, Tap & Hip Hop. My favorites are Aerial, Jazz, and Contemporary.
What I love most about my job is helping dancers find their voice and confidence, Artistically speaking and in life. I am passionate about training our youth to have work ethic, respect, self-awareness, discipline, passion, and humility, and that when we embody these values with a positive mind and attitude, we are more successful. These values I believe should be in all that we do. Dance has a great way of teaching these things if you have the right people teaching them. I am most proud of the community and team we have built at FMDA. It’s one passionate bunch!
Fun Fact:I came up with the business’s name after a lot of thinking, and I stuck with that name based on the urban dictionary meaning of Fluid Motion, which is a term to describe an action that is done rather well, usually done without thought and thus being expressed from the heart, usually by a dancer or sportsman. It’s why Fluid Motion Dance Academy is where we teach, dance & train from the heart. Everything has a purpose and meaning, a why. I believe in doing all things with love (1 Corinthians 16). My why runs deep and goes back to my childhood and faith. Dance has been my safe haven, a true gift and blessing. I am dedicated to creating that safe space for students to learn their way & the life lessons needed to make it in this world.
The crisis has affected us all in different ways. How has it affected you, and any important lessons or epiphanies you can share with us?
The Covid-19 Crisis phenomenon crisis affected us all differently, The most imporant thing I learned was that communities come together regardless, and the right people will always find you.
Contact Info:
- Website: fluidmotiondanceacademy.com
- Instagram: https://www.instagram.com/missnolabeth
- Facebook: https://www.facebook.com/FluidMotionDanceAcademy
- Youtube: https://www.youtube.com/@fluidmotiondanceacademy1202
Image Credits
Elm Solutions
