3 ways to grow your drama school with a more intentional approach

Growing a drama school doesn’t usually come from one big change. More often, it’s the result of small, consistent actions that build momentum over time.

We recently spoke to Gabi Maddocks from The Playing Space about how she’s grown her school, including increasing revenue by 39% since 2019. Her approach offers practical insight into what sustainable growth can look like in action.

Here are three areas to focus on.

1. How can you turn great experiences into word-of-mouth growth?

Word of mouth remains one of the most powerful ways to grow your school.

Families trust recommendations from people they know far more than traditional marketing. In fact, research consistently shows that personal recommendations influence the majority of purchasing decisions.

The challenge is not just hoping for word of mouth, but creating the conditions for it to happen.

This starts with the experience you deliver. When students feel confident, included and proud of their progress, and when parents feel informed and connected, they are far more likely to share that experience with others.

You can support this further by:

• Creating natural moments worth sharing, such as performances, showcases or milestones
• Encouraging families to invite friends along to trial sessions
• Introducing simple referral incentives that reward both families

Growth here is less about promotion, and more about consistently delivering something people want to talk about.

2. Where could saying “yes” open new opportunities?

Growth often comes from opportunities you weren’t actively looking for.

Being open to new ideas, partnerships or requests can introduce your school to entirely new audiences.

“If the phone rings and someone asks me to do something, I generally say yes, unless I have a really good reason not to.”

That mindset has led to opportunities that extended far beyond the original ask. What started as a one-off experience can often become something repeatable and scalable.

Saying yes doesn’t mean doing everything. It means recognising potential.

“You think, well, if this group of people wants this activity, there are probably lots of others out there who would too — they just haven’t found you yet.”

Small opportunities can often reveal bigger demand. The key is to stay open, test ideas, and then build on what works.

“It’s the smallest conversations and interactions you have that lead to the biggest opportunities. Taking something small and turning it into something repeatable is a great way to unlock growth.”

3. How can you create space to focus on what matters most?

Growth becomes much harder when your time is stretched.

One of the biggest shifts Gabi made was stepping back from tasks that didn’t require her direct involvement. By reviewing how her school was running day to day, she identified where time was being lost and where support was needed.

This wasn’t just about working less, it was about working more intentionally.

Start by taking a clear, data-led look at your school:

• Which classes are full, and which are underperforming?
• Where are you spending the most time each week?
• What tasks could someone else take on, or be simplified?

Patterns will quickly start to emerge.

In many cases, the biggest drain on time comes from repetitive tasks such as chasing payments, managing enquiries, or going back and forth with families. While each task feels small on its own, together they can limit your ability to focus on growth.

By reducing this friction, you create space to:

• Develop new programmes
• Strengthen your offering
• Build deeper relationships with families

You can also learn a lot by asking your families directly. Feedback helps you understand what they value and where you can improve, without relying on guesswork.

As your school grows, creating space becomes essential. It allows you to think ahead, test new ideas and build something more sustainable.

“Parents want to know what’s going on. Even if they don’t open every message, they expect to be kept in the loop. It’s a really important way to stand out and build trust, so that people come back.”

Why does this approach lead to sustainable growth?

Efficiency isn’t just about saving time, it’s what enables growth.

When your time is tied up in day-to-day tasks, growth becomes reactive. When you create space, it becomes intentional.

That’s when you can:

• Spot opportunities earlier
• Act on new ideas with confidence
• Build a stronger, more resilient business

Bringing it all together

Growth doesn’t usually come from one big change.

It comes from a series of small, consistent actions:

• Delivering experiences families want to talk about
• Staying open to new opportunities
• Creating the space to focus on what matters most

Get these fundamentals right, and you’ll build a drama school that not only grows, but grows in a way that’s sustainable and aligned with your goals.