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

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.

Featured in Orinda Living Magazine

Linda Craig has been profiled in Orinda Living Magazine and writes articles on Dance / Humanity in Business.

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.

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).

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!”