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babyballet® ushers in a new MD

Updated: May 27, 2022

Lucy Crabtree, who has worked at the company for 10 years is the new Managing Director of one of the UK's most successful children's activities franchises, babyballet®

babyballet® has had a lot to celebrate since reopening its doors and welcoming thousands of families back into their classes. And none of that could have been achieved without the direction of their committed head office team, which includes their newly appointed UK Managing Director, Lucy Crabtree! The 26-year-old fondly known as ‘Miss Lucy’, has now worked for babyballet for 10 years, and during that time has risen through the ranks at the children’s dance franchise to get her to the position she is in today.

I've grown up at babyballet and the people I've met and opportunities I've been presented with have been incredible. I feel so lucky to have experienced so much so early in my career," Lucy Crabtree

Beginning her babyballet journey in 2011 as a Saturday assistant, Lucy’s enthusiasm soon became apparent, and her infectious personality and commitment has been recognised by franchisees, customers, colleagues and suppliers alike. Over the years, Lucy has occupied roles such as Party Assistant, Party Host, Teaching Assistant, Dance Teacher, Events Host, Events Manager and Social Media Assistant.

Through gaining valuable knowledge of the company at different levels, Lucy remained determined to become one of babyballet’s most important assets and since completing qualifications in digital marketing and becoming Marketing Manager at the head office in 2016, has used her extensive experience to springboard herself into the vital role of UK Managing Director.


“Reflecting not only on myself, but how the business has developed over the last 10 years, is by far my highlight. We have achieved so much, which has been affirmed by not only making it through the last 18 months, but thriving as a dance franchise, network and business. I have always had an unwavering passion for the mission and ethos of babyballet so I am incredibly proud to step into this new position and use this immense belief in the brand to drive the company to new heights. All I can say is watch this space, babyballet is so much more than just a dance class and I have big plans for the future!”

Lucy has been a key figure in the development of the brand and business, including being instrumental in developing key partnerships with brands such as e-One Peppa Pig and leading national campaigns. During the pandemic, babyballet’s Free Lockdown Programme delivered educational, online content to over 16,000 children across the nation and encouraged them to be active whilst they were stuck at home.

As well as this, throughout Lucy’s 10 years at babyballet, she has fronted charity fundraising which has resulted in raising over £1,000,000 for various charities across the UK. These charities include Tommy’s Baby Charity, Caudwell Children, Children in Need and Comic Relief.

“The company is at the start of an exciting new growth chapter with a solid plan to enrich and support existing franchisees as well as increase the number of franchisees throughout the UK. Lucy’s fresh and vibrant leadership will be instrumental to this exciting phase in our business development, and I have immense faith in her ability to deliver above and beyond on the objectives.”

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