We had the good fortune of connecting with Alessia & Iacopo Lugoboni – Di Luigi and we’ve shared our conversation below.
Hi Alessia & Iacopo, how do you think about risk?
When we started Lazy Dancer Tips we didn’t know anything about business, branding, marketing, sales, etc. We also didn’t have much capital to invest so we started very lean. To test the waters around our niche we launched a YouTube channel and started uploading valuable content that was evergreen with the hope to raise enough interest and give validation to the project. It took us less than 1 year to realise that 10 thousand people following our channel weren’t just subscribing by chance. By building an audience we had laid out the fundation of our online business without even realizing it at the time. Only after our audience asked us for “more”, we started working on our own platform where to offer structured online programs, a community and a closer access to Alessia, their Ballet-Fitness Coach.
In retrospective, if we had to map out the thought process behind starting our own business, here’s the step we took:
1- Built an audience
2- Listened to our audience to truly understand how to serve them at a higher level
3- Created a paid product for our audience to enjoy and transform their lives
4- Launched the product on youtube
5- Kept engaging with our audience to onboard more members onto our paid products while still growing our list daily.
What should our readers know about your business?
Our business started out of necessity. Both Alessia and I were living in London (UK) back in 2016. I was working in visual fx for cinema and tv but not happy with the stress and pressure of the industry, while Alessia was jumping from one dance contract to another with no much career stability, despite her incredible experience and talent. We were both frustrated for different reasons.
One day we decided that we needed to level up as a coupled and to really be clear about what we wanted for our life.
I didn’t want to spend my life in a dark room making someone else rich and Alessia didn’t want to be limited by the London’s competition and high costs to share her wisdom and experience in Ballet.
We decided to combine our talents and strengths into a common project, an “online ballet school” for adults that always wanted to practice this beautiful art but never managed to approach it.
Lazy Dancer Tips Youtube Channel was born to be the change in the Ballet world. This incredible discipline has always been “for the elite”, for people with the right body, genetic and age. Lazy Dancer Tips challenges exactly this, by providing a friendly and approachable way to workout at home, learning about Ballet techniques that anyone can perform, without being judged or discriminated.
In 6 years the Lazy Dancer Tips community has grown to about 200k subscribers and thausands of students that have paid for our online programs and membership. We’re incredibly proud and humbled for having provided an evenue to our adult ballet dancers around the world to express themselves, enjoy their passion and finally live their ballerina childhood dream.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We live in Verona (Italy), Alessia’s city. It’s a small Italian city imbued in history and art. Every time some friends come for a visit we always hit the historical city centre of Verona. It’s the city of Romeo + Juliet after all. Every little alley is different and without being too big and overwhelming, the city offers surprises at every corner. May these be beautiful views, characteristic shops or incredible restaurants where to either just have a drink or enjoy a memorable meal. In Verona you can find the Arena, which looks like a mini Colosseum. In spring a summer we can enjoy many music concerts and operas. It’s a dream to step into this historical monument and get lost in the magical beauty that any show can transport you while you’re in in.
If you like wine, Verona sits very close to many famous wine areas like Valpolicella. From red to white to sparkling wines, you can enjoy some of the finest labels in the world at a reasonable cost.
Just make sure you come in spring for a visit as the Italian summer can be quite toasty. We love Verona and Italy in general. It’s an honour to live in this magical place by choice and not by necessity.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Within the past years we’ve been soaking up all sort of knowledge from books and mentors to unlock our mindset and grow our skillset, but if we have to pin-point to the most influential mentors we’ve encountered along the way, two names come to mind: Tony Robbins, for allowed us to dig deeper into our mindset and discover our potential, and Dan Lok for his sale and marketing training that lead us to discover the online business world and how it worked behind the scenes.
Other: This is the Lazy Dancer Studio website that hosts our online courses and membership: https://www.lazydancerstudio.com
Iacopo Di Luigi