Dani and Anni are co-owners of Elements, a Pole and Dance Studio which launched in Norwich this year. Here, Anni shares the story of launching a business with a friend (and long-time pole instructor)
How do you know Dani?
I met Dani through pole! She’s actually been my instructor for the past four years, so I’ve learned from her, been inspired by her, and experienced first-hand just how much passion and knowledge she brings to the table.
What has led you both to launching Elements together and what’s the thinking behind it?
It was one of those “this just makes sense” moments. Dani was looking for a new studio to teach from, and I was dreaming of the perfect local space to train in. As a student I was craving a studio that was both flexible and reliable, aesthetically looked how I wanted it to look and ran the types of classes and workshops I wanted to participate in. From Dani’s perspective she was ready to take the next step in her pole career and open her own studio. Dani’s an incredible pole instructor; it’s her passion and area of expertise – and I’ve spent the past decade working in marketing and brand strategy. We realised that between the two of us, we had the perfect balance of skills to create something really special. We discussed it a lot and realised our visions completed aligned. We both care deeply about community, empowerment, and creating a space where people feel genuinely welcome… and that shared vision is what brought Elements to life.
What were you doing before (or what do you do alongside?)
Dani has a part-time job but her main focus right now is teaching classes at the studio, teaching private lessons, and staying on top of all the daily running and business development of the studio. Alongside the marketing and studio business development, I also have a marketing and content strategy business.
What skills will you be bringing to the table?
Aside from my love for pole, I bring the behind-the-scenes magic: content, social media, digital strategy… all the things that help us grow and get seen. Dani of course brings all things on the pole!
What do you love about pole?
Personally I just love how it proves me wrong constantly! I can’t tell you how many times I’ve watched someone else do a move and said I’d never be able to do it… then a few weeks later I’m smashing it out. For both of us, it’s been an incredible way to build resilience, self-trust and self-confidence. We also have a gorgeous community who really hype each other up and support each other. Plus, it’s made me super strong and helped to improve my co-ordination too!
Can anyone give it a go? What are the benefits of pole?
Absolutely – pole is for everyone! You don’t need to be strong, flexible, or experienced to start. You just need to be open to trying something new. There are so many benefits to pole. It’s fun, it’s challenging, and it keeps you coming back because there’s always something new to learn. It builds full-body strength, improves coordination and body awareness, and boosts your confidence like nothing else. But the benefits aren’t just physical, it’s emotional too. It teaches you to trust your body, celebrate your wins (even the tiny ones), and meet a new community of people who cheer you on as well.
Is it a good idea to leave any preconceived ideas about pole dancing at the door?
100% and I think there are two really important examples:
The first is the connection to strip clubs. Pole dance originated there, and it’s incredibly important we honour and respect those roots. It’s where the art form was born, and the skill and creativity of, as well as the stigma strippers face needs to be acknowledged. Without them paving the way we wouldn’t have this beautiful thing that we love! But now, pole doesn’t = stripping, pole has evolved into so many different styles and not all of them even involve dancing. So, whatever your vibe, there’s still a place for you!
The second big one I hear all the time is: “I’d love to try pole but I’m not strong enough.” But that’s like saying you’re not strong enough to go to the gym. You build the strength by doing it. No one walks in nailing spins or climbs. Pole meets you where you’re at and every class is a chance to get a little stronger, more confident, and more connected to yourself.
When did Elements open and how has it been received?
We opened in March and have honestly been so blown away by the love and support. Our classes are filling up, we’re seeing so many first-timers fall in love with pole, and the community we’re building is honestly a dream. From the very beginning, we both said we wanted to create a space that felt like a safe escape. Somewhere people could come and feel completely themselves. We never even said that out loud to students… but now we’re seeing people tag us saying things like “back in my second home” – and it means everything. That’s exactly what we hoped for.
Where can people find Elements/find out more?
You can find us on Instagram @elementsnorwich or visit our website at elementsnorwich.co.uk. You can also search us on the GymCatch App which is where you can view our schedule and book classes.
What are your hopes and dreams for the space?
We have so many ideas! We’ll start adding a wider variety of classes as we go along, with an end goal of adding more aerial arts to the studio schedule. We’ve already started hosting guest workshops and events, but we want to get more of those in the schedule too. Eventually we hope to organise shows and showcases but that might be a way off yet. Honestly, we’ve not even scratched the surface of what we hope to do, so there’s lots more to come!
Elements Pole & Dance Norwich, Unit 3, 5 Whiffler Road, Norwich, NR3 2AG. Follow on Instagram.
Featured image of (left to right) Anni and Dani – supplied
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