From Ballerina to Brand Builder: Meet the Founder & CEO of Tutu School, Genevieve Custer Weeks

Meet Genevieve Custer Weeks, the visionary behind Tutu School, a collection of boutique ballet studios designed especially for tiny dancers ages 6 months to 8 years. She’s not just a business founder—she’s a former professional ballerina, a mom of three, and a spirited advocate for joyful early childhood movement.

Ballet Beginnings

Genevieve’s love for dance began in the simplest setting: her parents’ living room in Madison, Wisconsin, where she first twirled alongside her siblings and the family’s furniture during homemade performances. Her professional training included time at renowned institutions such as the School of Ballet Chicago, American Ballet Theatre, and the San Francisco Ballet School.

A New Kind of Ballet School

After her ballet career and while raising three children, Genevieve saw a need: traditional dance education often wasn’t designed with the developmental needs of very young children in mind. She envisioned a boutique-style school where movement, music, and storytelling blend to support early childhood development. And so, in 2008, she founded her first Tutu School studio in San Francisco.

The Importance of Movement & Music in Early Childhood Education

Movement and music are more than playful activities for young children—they are essential building blocks of early development. Through dance, little ones begin to understand spatial awareness, coordination, and balance, while also learning how to express themselves in ways words can’t yet capture. Music provides rhythm and structure, helping children internalize patterns, timing, and emotional cues. When combined, movement and music create a joyful pathway for self-expression and learning that supports cognitive, emotional, and physical growth.

Research & Expert Insights on Creative Physical Expression

Child development research consistently underscores the impact of creative physical expression. Studies from organizations like the National Association for the Education of Young Children (NAEYC) show that dance and movement activities enhance not only motor skills but also language acquisition, memory, and problem-solving abilities. Experts emphasize that when children are encouraged to move with music, they engage both hemispheres of the brain, fostering stronger neural connections. Psychologists also highlight how expressive movement helps children build self-confidence and emotional resilience—skills that benefit them far beyond the dance studio.

Entrepreneurship as a Mindset

Genevieve often reminds audiences that you don’t have to be an entrepreneur to think entrepreneurially. She believes anyone can bring that spirit into their work—whether it’s spotting opportunities, taking risks, or creating something new. In fact, her ballet career prepared her for entrepreneurship in surprising ways. The discipline of daily rehearsals, the resilience of pushing through setbacks, and the courage of “stepping on stage moments” all translated into the entrepreneurial muscles she later used to build Tutu School. This mindset has become a cornerstone of the brand: encouraging franchisees not only to run studios but also to embrace creativity, boldness, and purpose in their businesses.

Knowing the Why

One of Genevieve’s guiding principles is “Know Your Why.” For her, the “why” has always been clear: nurturing children’s creativity, confidence, and joy through movement and music. This north star guided her through the hardest parts of her ballet career, and later became the foundation of Tutu School’s mission. It’s also something she instills in every owner and teacher: the belief that they’re not just teaching pliés and pirouettes—they’re creating a meaningful space where children can discover themselves in music and movement.

Bold Steps Forward

Genevieve also speaks about “Step on the Stage” moments—times when preparation meets courage, and you simply have to leap. Starting Tutu School was one of those moments. So was franchising—a step she initially never imagined for a boutique ballet studio, but one that unlocked the opportunity to share her vision far and wide. Today, she encourages her owners to embrace their own bold moments, whether it’s opening a new location, introducing a new community program, or simply sharing their story with local families.

Always Growing—Never Static

Genevieve often likens growing Tutu School to refining ballet technique. Just as dancers continually polish their craft, she continues strengthening the company’s foundation as it scales. She emphasizes staying true to the brand’s heart, ensuring each new studio blooms with that signature spark.

Resilience Through Setbacks

Like any entrepreneurial journey, Genevieve’s path wasn’t without obstacles. From a career-threatening ankle surgery to the financial collapse of her first ballet company, she faced plenty of moments where giving up might have seemed easier. But resilience—what she calls a kind of superpower—carried her through. That same grit has carried Tutu School through challenges like the pandemic, when studios pivoted to virtual and outdoor classes to continue serving families. This commitment to resilience is a lesson she shares often with her team and franchisees: setbacks are inevitable, but it’s how you rise after them that shapes your story.

Juggling Parenthood & Entrepreneurship

Being a mom and a business owner, Genevieve knows a thing or two about balancing business with parenting. With three kids—Sullivan, and twins Thatcher and Hudson—her daily routine involves equal parts parenting, creativity, and strategic vision.

Growing Through Franchise Magic

The dream blossomed faster than expected. Thanks to franchising, Tutu School expanded to over 30 locations nationwide in just a few years. Today, the studio community has grown to 110+ locations across various states, Canada, and the UK, serving countless families through consistently joyful, nurturing programming. It’s a franchise model built on support, passion, and a shared belief in the magic of childhood movement.

Growing Through Meaningful Relationships

Tutu School’s footprint hasn’t expanded simply through strategy—it has grown through people who truly believe in its mission. Many of the brand’s franchise owners are former dancers, teachers, and entrepreneurs who felt a personal connection to the values of imagination, movement, and early childhood joy. Their passion for the art of ballet, paired with their entrepreneurial spirit, has fueled the school’s expansion across the country. By nurturing these relationships and welcoming owners who see themselves as both artists and advocates, Genevieve has built more than a network of studios—she’s cultivated a community of leaders who carry the mission forward with authenticity and heart.

Testing, Learning, and Leading by Example

Even as Tutu School has grown into a thriving franchise system, Genevieve remains deeply connected to the day-to-day magic of the studios. She still owns and operates multiple brand studio locations in San Francisco and Chicago, which serve as living laboratories for new ideas, curriculum refinements, and operational best practices. These studios give Genevieve and her team the chance to “test and learn” in real time, ensuring that every new initiative or update is grounded in classroom experience before being rolled out across the franchise family. This approach not only fuels innovation but also builds trust and confidence for franchisees, who know that every tool, program, or strategy introduced systemwide has already been proven to work in the field. It’s one more way that Tutu School stays true to its mission—balancing thoughtful innovation with the joyful heart that has always defined the brand.

A Headquarters Fueled by Women’s Leadership

As Tutu School expanded, Genevieve knew that the magic happening in each studio needed to be supported by an equally inspiring team behind the scenes. At “Twirlquarters,” she’s built a headquarters made up almost entirely of passionate, powerful women—leaders who understand both the heart and the hustle it takes to run a meaningful business. This nearly all-women team provides franchisees with hands-on guidance, creative resources, and constant encouragement, ensuring that every owner feels supported on their journey. It’s a model of leadership that reflects the values of Tutu School itself: nurturing, collaborative, and unshakably committed to helping others shine.

A Stage Made for Childhood Magic

A signature piece of Genevieve’s vision is Bravo Bash, Tutu School’s twice-yearly recital that gives young dancers the chance to shine on stage. Unlike traditional recitals that can feel overwhelming, Bravo Bash is thoughtfully designed to be a joyful, age-appropriate performance where every child has a moment in the spotlight. Complete with whimsical themes, original choreography, and costumes that feel magical without being fussy, Bravo Bash celebrates both progress and play. For Genevieve, these performances aren’t just about showcasing ballet steps—they’re about building confidence, creating memories, and helping little ones feel the thrill of applause. It’s this kind of thoughtful balance between artistry and childhood joy that has become a hallmark of Tutu School’s unique approach.

A Storybook Curriculum

Tutu School isn’t just a place to learn ballet—it’s a creative journey. Genevieve built a curriculum called Ballet Storytime, which infuses storytelling and classical music—think Swan Lake and Sleeping Beauty—into each class. This approach nurtures both physical skills and imaginative growth in young dancers. She believes early dance helps children “feel at home in their own bodies” while fostering confidence and creativity.

Camps Filled with Creativity and Twirls

Tutu School camps are designed to keep little dancers inspired and engaged beyond the regular class schedule. Each camp weaves together ballet, music, storytelling, and crafts into a magical, themed experience. Whether it’s dancing through a fairy tale, leaping into a new adventure, or creating sparkly take-home art projects, children explore creativity in ways that feel joyful and age-appropriate. Camps are not just about perfecting steps—they’re about building confidence, friendships, and memories in a nurturing environment where imagination leads the way.

Parties with Plenty of Sparkle

When it’s time to celebrate, Tutu School knows how to make birthdays unforgettable! Each party includes a ballet class wrapped in whimsy, with tutus, tiaras, and imaginative themes that let every child feel like the star of the day. Parents love that Tutu School takes the stress out of party planning by handling the details, while children get to leap, twirl, and laugh with their friends. From the first plié to the last cupcake, Tutu School birthday parties are equal parts magical and memorable—because every celebration deserves a little sparkle.

Future Vision

While Tutu School has grown into an international brand, Genevieve insists the story is still being written. The future includes expanding to more communities worldwide, layering in new programming like camps, book clubs, and enrichment experiences, and continuing to refine curriculum and operations through her brand studios. Her focus is clear: keep the heart of Tutu School intact, while ensuring the company evolves to meet the needs of modern families. Just like ballet itself, the work is never static—it’s a constant practice of growth, refinement, and joy.

What’s Next in the Tutu School Story

Whether you’re a parent looking for a magical place where your little one can twirl, leap, and imagine—or an entrepreneur searching for a purpose-driven business that makes a lasting impact—Tutu School has a way to welcome you in.

Wherever you step into the story, we can’t wait to share the sparkle. ✨