A teenage ballerina with a sketch in a notebook had no idea it would one day spark a global franchise. In this episode, Genevieve Custer Weeks, former professional dancer and founder of Tutu School, shares the journey that took her from training at Ballet Chicago at just fifteen to leading 140 (and counting!) boutique ballet schools across the US, Canada, and the UK.

Genevieve reflects on the courage it took to move away from home so young, the gratitude she discovered for her family, and the setback of surgery that sidelined her just as she was preparing to audition professionally. After healing, she earned her first contract with Oakland Ballet and ultimately built a freelancing career that unexpectedly became the foundation for her future in entrepreneurship.

Teaching three-year-old baby ballerinas planted the earliest seeds of what would become Tutu School. Genevieve walks us through the early days of opening her first studio, what she wishes she had known, and how the idea of franchising evolved from an intimidating possibility into a defining part of her business model.

As a mom of three, Genevieve opens up about involving her kids in her business, navigating the give-and-take of entrepreneurial motherhood, and embracing flexibility even when it means rearranging everything to show up for the moments that matter.

Genevieve closes with the biggest lessons she’s learned in business, offering practical encouragement for anyone growing a brand, considering expansion, or dreaming up their next chapter.

Connect with Genevieve:

Follow Genevieve on Instagram: https://www.instagram.com/tutugenevieve/

Follow Tutu School on Instagram: https://www.instagram.com/tutuschool/

Tutu Schools Website: https://tutuschool.com/

Links and Resources:

Etoile Dance Competition: 10% off registration with code “BRAINY10” - https://www.etoilecomp.com/

Get your copy of The Ultimate Audition Guide

Let’s connect!

My WEBSITE: thebrainyballerina.com

INSTAGRAM: instagram.com/thebrainyballerina

Questions/comments? Email me at caitlin@thebrainyballerina.com

This episode was brought to you by the Pivot Ball Change Network.