Curriculum Vitae - CV

Linda Duda Craig - Culture Maven

Professional Story.

Best of the East Bay Diablo Magazine Best Dance Studio 2023 Joy in Motion

Nurture it

When Linda Craig and Justin Cole set out to co-found Joy in Motion, a now wildly successful start-up dance studio, they intentionally crafted the culture of their company with their future customers and staff in mind. Joy in Motion has been high-trust relationships with a diverse variety of stake-holders (ages 3 to 80+!), both inside the studio and in the community at large.

The growth in our numbers, and the awards we continue to win, tell the story of our success at creating a culture that customers desire:

  • 2,400 families have registered for studio classes across our 8 years of being open, some continuing from Day 1.

  • Fall ‘23 session enrollment - 61 boys out of 523 youth dancers making up 710 enrollment spots, with an additional 115 adults in our adult program (more than double our Fall ‘17 enrollment 5 years before).

  • Mailing list of 3,000 with a 73% open rate.


Operating Values that

Solve Market Problems

  • “Dance is a universal art form. We commit ourselves to offering educational programming and entertainment for an inclusive spectrum of our community.”

    • JiM co-founders saw a need for a dance studio where boys and adults could and would also WANT to dance. The groundwork to create such a studio began with the very naming of the studio, and the selection of a logo and colors. We steered clear of any representation of a female figure in a dance pose (very common for studios), and selected black, teal, yellow as the colors, with an occasional rich red thrown in. Any gender or age dancer can choose from logo wear that is “plain” silkscreen, rhinestoned, or “sporty” and many Hip-Hop classes create their own costumes under direction of a theme, selecting whatever pieces they feel comfortable wearing.

    • During the first 4 years, JiM offered Boys Only classes, because many families were worried about their boy being singled out or being the only boy in class. The studio went from 2 boys only hip hop classes with 6-8 boys each in Spring 2016, to having 61 boys in all mixed gender classes in Spring 2023 (still primarily hip hop, but also in jazz, tap, and ballet!). The goal was always to do away with “boys only” classes, and the culture in the community around who can dance at our studio has shifted enough to allow us to push the needle toward full inclusion.

  • “We believe children and adults have better learning outcomes when they are held in a net of compassion, love and respect. In every interaction among our organization and its participants, we see no excuse not to be kind.”

    • Joy in Motion is known for its tone of positivity, and that is no accident. From rehearsals, to emails, to interactions between staff, all communication is framed with respect and compassion, even (and especially!) when boundaries are enforced.

    • Dance has a long history of using the rod to teach and correct. Directors model and reinforce that corrective technique can be learned through inspiration, play, and pointing out what’s not working WITHOUT resorting to shaming a dancer or pitting children against each other in negative competition.

  • “We believe in working as a team, letting all voices be heard. Working together makes us stronger as individuals and as an organization. We model collaboration in our very founding by two directors who have been working together every step of the way.”

    • From the free-style circle to student-generated choreography to bringing theater improv games into the classroom, Joy in Motion staff pass on the collaborative nature of dance in every age and genre of class.

    • As a non-profit, Joy in Motion is a collaboration with the community in many ways. Dance families are invested, financially through donations and emotionally through affinity, with the success of the studio.

    • Joy in Motion collaborates with as many community partners as we can when the missions align. We host birthday parties and scout badges, show up with flash mobs at fundraisers for other non-profits, join parades, and donate gift certificates and other in-kind offerings to school groups.

  • “We recognize the value of your time and the importance of family. Dedication to dance training and performance can require considerable commitment. We believe in providing an atmosphere that allows for flexibility, understanding and compromise.”

    • Joy in Motion co-founders hired and paid their instructors as employees before it was the law in CA because they cared to professionalize the field of dance instruction as respect their teachers as professionals who deserve basic protections like sick days. Those foundational pieces of consideration and respect may not be seen directly by clientele, but the fertile ground of consideration bares fruit for the entire organization and all customers.

    • Understanding the climate of life for customers is a key part of consideration. Families in the area of the studio are in a high-pressure climate of accelerated success in every area of parenting and childhood—academically, socially, and in every extra-curricular activity. Joy in Motion understands this client culture and has chosen to be as flexible as possible in our policies because we value our mission of bringing dance into as many lives as possible. We understand who we are as an organization and that families who want a highly competitive and demanding studio have other options for where to dance.

  • “We make space for every individual to discover and embolden their inner authority. We help build self-esteem through creativity, individuality, and mutual respect.”

    • JiM co-founders saw a need in the dance community for after-school studios that empower ARTISTS and not just technical powerhouses. Many dancers do not connect to their inner artistic authority in dance until/unless they join a collegiate program. That’s too long to wait!

    • The pressure to churn out technically excelling dancers in order to “prove” your worth as a studio is very palpable. It takes conscious choices and a strong grounding in your mission to trust that the community will understand the deep empowerment that comes from building up artists and not just dance athletes.

    • The growth of the Joy in Motion adult program is also a testament to our move of the needle on empowering adults to return to or find the joy of dance for themselves. The studio has more than quadrupled the number of adults who PERFORM in our annual stage shows in the last 4 years. The adult performances are highlights that kids and adults alike do not want to miss every year now. The first year of shows it was often overheard in the wings a kid saying, “Why are those adults dancing?” Now we hear, “I wish my mom would join the adult jazz class!” “When is the adult hip hop dance going on? I don’t want to miss it!” Adults are empowered to show up for themselves and their community as dancers and we are proud to demonstrate to children that your dancing life doesn’t have to end at 18 when you would age out of most suburban dance studios.

  • “We expect our company, our teachers and our students to be curious lifelong learners. We encourage and pay for on-going professional training for ourselves and our staff.”

    • This one almost needs no explanation. How can we expect our students to be curious learners if their mentors are not also the same.

    • Joy in Motion holds the knowledge we know, but we also demonstrate humility when we are corrected or have something new to learn as an organization. There is always something new to learn.

Mission Statement

Joy in Motion is a non-profit dance organization expanding access to the art form of dance through education and entertainment. We encourage everyone to fuse dance into their lives, modeling dance as a celebration of life that can be shared by all.

“Let joy move you!”

Note from a Parent after moving to a comparable suburb in another West Coast State:

“[My son] has tried three different dance studios in the area, and I am not kidding when I say we have not seen even one boy in any of these places. It is so disheartening! I always knew Joy in Motion was a special place where boys could learn to dance and be themselves, but it is really confirmed. There are definitely no dance classes just for boys within a 30 mile radius. I finally made him continue with the largest studio, just to increase the chances that maybe he’ll eventually run into another boy. I think [my son] will find his way eventually - but I know he assumed there would be places like Joy in Motion everywhere, and it is one of a kind.

Public speaking on intentional business culture and community building.

Linda Craig has presented at conferences of both the California Dance Education Association (CDEA) and the National Dance Education Organization (NDEO).

Voted the Best Year After Year

Featured in the awards voted on by the wide readership of Diablo Magazine, a local lifestyle media company.

Non-Profit of the Year

Presented by the Moraga Chamber of Commerce in 2022.

Lamorinda Weekly article announcing the award.

Customer Love for

Our Business Culture

Anita R.S. “80-year-old Grandmother”

“I am such a fan of what you are providing to the kids. Makes me want to be a kid again so I could be exposed to, learn and hopefully perfect all of the ‘moves.’ JOY IN MOTION is a perfect name for your company and what you do for your students ENCOURAGE ENTERTAIN EDUCATE!!! This should be a mandatory class in school curriculums. Being comfortable in one’s skin is so important to one’s self confidence.

Kudos to the Production Staff, Instructors, Administrative Staff and Board of Directors.”

Cori C., studio parent

“Tireless. Relentlessly positive. Joyful. Flexible. Passionate. So many words to describe you ALL and what you have created. 

We can’t thank you enough. ALL of you, for all you do. From Tressa The Unflappable to Linda The Most Soulful and everyone in between. We see you, we adore you, and we can’t thank you enough.”

Hilleary W., studio parent

“I LOVE how you know your audience so well. : )”

Studio Mom

“I just wanted to say how grateful I am for Joy In Motion. I absolutely LOVE how inclusive Joy In Motion is, and it vibrates throughout all the classes - from younger kids to older kids. I think it's a true testament to the environment you've created that you have so many older boys in dance. And that means so many role models for the younger ones to look up to.

[My child] loved watching one of the older boys do tap, and said that he wanted to try tap, too. He said he thought there needed to be more boys in tap so he wanted to be one of them. So he's trying it this summer! I just wanted to commend you for building an environment where boys feel comfortable dancing, trying new styles of dance, and can see other boys in action and confident up there on stage. 

I also appreciate that you support all ability levels. [My child] has physical, sensory, and learning differences which makes school and many activities challenging for him. But he has never lost his confidence or love for dancing - even if keeping up with the other kids in his class is sometimes challenging for him. 

I feel so lucky that my kids get to be a part of this wonderful community and appreciate the staff for all they've done to make dance fun and accessible for all dancers. A heartfelt thank you to the entire team, and we can't wait for more great dance seasons to come!”

Cindy C., studio parent

“Holy Moly, I am so impressed. Honestly, this is so well organized. Love all of the info. So very helpful.”

…more Community Press

Featured in local press Lamorinda Weekly - “Locally owned and operated - we print and deliver 26,600 copies every other week!”