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danceSing is redefining wellbeing for older adults through evidence-based music and movement programmes, blending artistry and tech to transform health outcomes. At its heart is founder and CEO, Natalie Garry, whose career began on the stage with English National Ballet before evolving into a mission to enrich lives.
Since its founding, danceSing has expanded into the UK care sector, delivering digital wellness resources that reduce loneliness, improve mental health, and support care staff wellbeing. Their programmes are backed by university-led research showing measurable improvements in depression, anxiety, and physical resilience.
In 2023, Natalie joined the Techscaler International Programme, delivered by CodeBase, travelling to Silicon Valley with a cohort of fellow founders. The experience proved to be a turning point, unlocking a new growth vision and market expansion plan.
This is a case study about a founder who turned personal passion into an evidence-backed wellbeing solution and how the right ecosystem support can accelerate global ambitions.
Natalie’s journey began in the world of professional ballet, where discipline, performance, and connection to audiences shaped her outlook. Following injury and career shifts, she discovered the power of combining movement, music, and community to improve wellbeing at any age.
Launching danceSing as in-person classes blending low-impact fitness and inclusive singing, she quickly saw its potential to scale. The pandemic forced a rapid pivot to digital delivery — and a surprising global audience of 4,000 joined during lockdown.
By the second year, danceSing had found its niche in the care sector, adapting programmes for older adults and staff while partnering with leading universities to prove their measurable health benefits.
Before Techscaler, danceSing had impact and evidence but faced questions about scale. A major Scottish Government contract had concluded, leaving a gap in both revenue certainty and growth direction.
Natalie knew the service was life-changing for residents and staff, but how to secure sustainable expansion, investment, and market reach was unclear. The US care market was attractive but untested.
Techscaler entered at exactly the right moment, offering more than a pathway; it provided timely, targeted support and a launchpad to reimagine what success could look like.
The Silicon Valley trip came at a decisive moment. Encouraged by CodeBase mentors, Natalie applied just before the deadline, unsure if it was the right timing. Three weeks later, she was immersed in a global tech environment that challenged assumptions and opened new perspectives.
Alongside conference sessions, site visits, and investor conversations, the real value came from stepping back from daily operations to see the bigger picture. The cohort experience created a supportive network of peers navigating similar challenges, while US-based meetings tested danceSing’s proposition in a new market and delivered its first American client before the trip ended.
Through Techscaler, Natalie accessed structured learning, flexible workspaces, and introductions to a powerful network, including GlobalScot connections that led directly to contracts. The programme’s design allowed founders to pursue their own market strategies while tapping into shared expertise.
For danceSing, that meant combining formal events with targeted outreach, leveraging research evidence to secure credibility with US operators. The result was five initial contracts, with several poised for significant expansion.
The experience cemented a strategic shift: maintaining UK partnerships while building a dedicated US growth plan.
It also reinforced Natalie’s belief in “tech-powered, human-led” delivery, keeping human connection at the core while scaling impact globally.
Post-Techscaler, danceSing has shifted from exploring the US market to actively embedding within it. Early clients are expanding their engagement, a stateside sales director is in the works, and marketing partnerships are building brand presence. The confidence, contacts, and clarity gained have set the company on a two-year US growth trajectory while reinforcing its UK foundations.
Armed with validated market fit and a growing client base, danceSing is expanding capacity while preserving the quality and intimacy that define its programmes. Measurable health outcomes, including reduced depression, loneliness, and falls, remain central to its value proposition. In the US, pilot sites are converting to multi-facility contracts, while UK partners continue to renew and expand. The company’s research collaborations are extending into new areas like frailty monitoring, with global relevance.
For Natalie, Techscaler was a reset button for focus and ambition. The experience provided space to think strategically, resources to act decisively, and a network to sustain momentum.
Her advice to founders is simple: prepare, stay open to change, and embrace opportunities that challenge your perspective.
danceSing’s story shows what happens when evidence-based innovation meets the right ecosystem and why global markets are within reach for mission-driven Scottish startups.
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