Ajax, Ontario


Nicole Côté


Metta Dance is about building a supportive community of friends within the over 55 population in Durham Region; encouraging them to move together beyond dance and into spirit. Finding health, beauty and joy in life through the exploration of movement in dance, yoga and fitness and taking that love and joy out to our community.

What inspired you to start your own business?
Having an impact on people’s lives has always been important to me in my work and what better way to do that than in my own business. Dancing is my own personal passion but I see it as a fun, creative outlet to help people stay fit, feel young and engage with others.

What helped you when working with BACD and how did it impact you and your business?
Having a local resource like the BACD has been truly impactful. BACD provides guidance, instruction and a non-judgemental sounding board for your plans and ideas. Going it alone in a business often means a critical eye and not a lot of encouragement from friends and family who may know nothing at all about business. It’s valuable to have an unbiased opinion from people whose aim is not to discourage you from your goals but to help you find the path to get there.

Tell us about the growth of your business. How many employees, locations etc?
I started out as a self-employed, single mom and with the help of the BACD I have launched a business. I am now starting to hire other instructors to teach classes for me and am branching out into collaborative events to help promote the industry locally. “Do it in Durham” is not just for Business; we have quality instructors and we can “play” in Durham too.

What marketing strategies have been successful for you?
Providing quality, personal service creates a trust with my clients that brings me more clients through word of mouth referrals.

Facebook is a medium that my clients use to keep in touch with their friends and family. Building a facebook page that reflects what we do together, provides helpful information and fun posts, creates a community that my clients can engage with.

What advice would you give to someone who wants to start their own business?
Know what it is you want to create, believe in the value that you are offering and treat failures as opportunities to learn and build.

Any additional comments or information you would like to share with the reader:
Owning your own business can be exhausting but can also be exhilarating, inspiring and gratifying. You don’t have to go it alone; there are resources available.