Parkwood Leisure is pleased to announce the launch of a new national dance brand – Sway Dance. With the launch taking place on 15th January 2011, Parkwood Leisure intends to establish Sway Dance at every one of its 87 Leisure Centres and also within the community facilities outside the Centres.
The diversity of dance offers a unique way of engaging with people of all ages, genders, cultural background and abilities, with an estimated 4.8 million people participating in some level of community dance (Foundation of Community Dance). Dance is now considered only second to football as the most popular activity undertaken by school children, which is further supported by 15,884 students who took a GCSE in Performing Arts exam in June 2010 compared to 7003 in 2001 (source AQA). Parkwood Leisure also recognises the benefit of dance to people with disabilities and mental health issues. Dance will increase stamina and muscle strength and can reduce symptoms of anxiety and depression, improves mood, and promotes a general feeling of well-being in all.
Chief Executive of Parkwood Leisure, Andrew Holt, said “Parkwood Leisure will use Sway Dance as an extension to our sports development strategy. These classes will further increase the utilisation of our Centres, whilst promoting individual health in support of the Government’s Healthy Living Agenda. Parkwood Leisure believes that dance will appeal to all age groups and to members of the community who might not otherwise use traditional sports and leisure facilities”.
Parkwood Leisure is working with Ida Freeman, a professional International dance instructor, dance school owner and performer, who has created a bespoke range of high quality teaching resources. Dancers will be able to work towards nationally recognised dance qualifications as part of structured dance classes designed to appeal to all age groups and abilities. Initially Sway Dance will offer three core dance disciplines; Street Dance, Ballet and Ballroom (Sequence), which will support local bespoke additions, such as Belly Dance, Cheerleading, Salsa, Jazz, Jive, Contemporary and Free Style.
As Alan Davey Chief Executive, Arts Council England, says of dance, "It’s something people do, it’s something people get excited about, it can be a universal and yet highly technical language that people respond to at a deep level. It can change attitudes and change the world, as {only} the best art can”.
Sway Dance will also offer a range of dance and leisurewear for its participants. The items are current, wearable, practical and fun and will include branded hoodies, leisure bottoms, t-shirts, towels, water bottles and much more.