How Stagecoach franchisees build trust, momentum and community from day one
For more than 35 years, Stagecoach Performing Arts has helped children and young people develop confidence, creativity and life skills through high-quality training in singing, dancing and acting. Founded in 1988, the brand has grown into one of the world’s leading children’s performing arts franchises, operating hundreds of schools and supporting tens of thousands of students every week across the UK and internationally.
Behind every successful Stagecoach school is a franchisee who combines the strength of an established brand with a deep understanding of their local community. While the business model provides proven systems, training and support, long-term success often comes down to how effectively franchisees build trust, create visibility and foster meaningful relationships from the outset.
At Stagecoach Performing Arts, CEO Lisa Stead regularly speaks with aspiring franchisees who ask the same questions: How do I build trust quickly? How do I establish a strong local presence? And how do I generate momentum from day one?
To explore what a successful launch looks like in practice, Lisa sat down with Laura Feenan, Principal of Stagecoach Southport. In less than a year, Laura has grown her school from zero students at launch to more than 65 students across five weekly classes, creating a vibrant local community and laying strong foundations for future growth.
This conversation offers practical insights for franchisees in any sector looking to make a strong first impression and build a business that lasts.
One of the biggest concerns prospective franchisees have is making an impact early on. What helped you build momentum from the start?
Laura Feenan: For me, it was important to start exactly as I intended to continue. In the early stages, it would have been easy to keep things small and simply allow the business to grow gradually. Instead, I wanted families to feel from day one that they were becoming part of something ambitious, exciting and full of opportunity.
Before launch, we hosted discovery days so families could experience the classes and meet the team. From there, we focused on creating meaningful opportunities for students through performances, workshops and community events.
One recent highlight was welcoming a performer from the UK tour of Hamilton to lead a West End-style workshop. The confidence, enthusiasm and inspiration it generated among the students was incredible. Experiences like these create excitement around the school while clearly demonstrating the value of what families are investing in.
What practical advice would you give franchisees looking to establish themselves within their local community?
Laura Feenan: Immerse yourself in the community and take the time to understand it properly. That means getting to know local businesses, schools, organisations and charities, while also understanding what local families are looking for. Building genuine relationships is far more valuable than simply promoting your business.
Some partnerships and marketing initiatives will work exceptionally well; others may not. That’s all part of learning what resonates with your audience. The key is to remain visible, approachable and consistent.
People remember businesses that actively contribute to their communities. We support local causes, donate prizes for fundraising events and look for opportunities to get involved wherever we can. Those connections matter because families naturally gravitate towards organisations that are invested in the places they serve.
How important is it for franchisees to bring their own personality and vision into the business?
Laura Feenan: It’s incredibly important. One of the strengths of Stagecoach is that it combines the credibility of a trusted national brand with the flexibility for Principals to shape their schools around their own strengths, interests and ambitions.
For me, creating opportunities beyond weekly classes was a priority from the outset. Within our first year, students had already performed in productions, participated in community concerts and taken part in industry-led workshops.
You don’t need to do everything at once and, of course, financial considerations are important. But customers can tell when you’re genuinely committed to creating something special, and that passion makes a difference.
Many franchisees worry about confidence, particularly in the early stages. Did you experience that?
Laura Feenan: Absolutely. I think every business owner does. What I’ve learned is that confidence develops through action. It comes from showing up consistently, communicating effectively and delivering positive experiences time and time again.
Even now, I sometimes forget how much we’ve achieved because I’d already spent many years with Stagecoach as a teacher and manager before becoming a Principal. Then I stop and reflect on the fact that we launched with no students and now welcome more than 65 children every week.
Seeing friendships develop between families and hearing children talk enthusiastically about future performances and opportunities is incredibly rewarding. Those moments remind you why you started.
What is the single most important piece of advice you would give someone preparing to launch their own franchise business?
Laura Feenan: Commit to it wholeheartedly. Customers can tell when someone genuinely cares about what they’re building, and that energy is infectious. When your passion, values and standards are clear from the beginning, you naturally attract people who share them.
You don’t need to have every answer on day one. What matters is creating trust, delivering consistency and generating excitement around your offering.
Focus on building a strong community and providing an exceptional customer experience from the outset, and momentum will follow.
Building More Than a Business
A successful franchise launch isn’t about making the biggest splash on opening day. It’s about creating something people genuinely want to return to.
The franchisees who achieve sustained growth are often those who prioritise trust, consistency and community from the very beginning. Customers want to feel connected to the people behind a business, and they remember experiences that feel personal, supportive and authentic.
When franchisees like Laura combine the strength of an established brand with their own passion, personality and local insight, they create something far more powerful than a successful opening act, they build lasting loyalty.
