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Case study

Staging a comeback during the pandemic

Stage school Principal Chris Adams talks about expanding the performing arts business he and his wife started as a side hustle.

Husband-and-wife team Chris Adams and Katie Rowley Jones have swapped the bright lights of London’s West End for a string of performing arts schools in Bedfordshire and Hertfordshire. The couple run thriving Stagecoach franchises in Bedford and Biggleswade, and Letchworth and Hitchin, and their involvement in some of the biggest musical theatre hits of recent years – including Hamilton and Wicked – means they have a wealth of experience and insight to pass on to their pupils.

Chris describes their business journey, and how we are helping them reach their potential by supporting their growth plans.

Tell us about your business growth

“Katie and I are from performing backgrounds, mainly in the West End and musical theatre. In 2016, we bought Stagecoach in Bedford as a side business to run while we were still working in shows. We cater for four- to 18-year-olds, and our ethos is ‘creative courage’. It’s more about building confidence and life skills in young children – including some with disabilities – than having a competitive environment.

“We offer an outlet for children to learn performing arts, and skills like team building. And for those who want to progress in the industry, we have the right contacts as well as experienced staff.”

How is NatWest supporting you with your business challenge?

“When the pandemic hit in March 2020, we were both working in West End shows, and overnight our income – from performing as well as the schools – disappeared. When things opened up again, we decided I should concentrate on expanding the Stagecoach business.

“In hindsight, it might have been a risk to expand during the pandemic, but since things have reopened, we’ve been bursting at the seams”

Chris Adams, Principal, Stagecoach

“We live in Hitchin, and in June 2021 we saw that the local Stagecoach franchise had gone up for sale. The challenge was that this was a very large, successful school and we didn’t have the capital to buy it outright.”

Describe the role your Relationship Manager played

“Wendy White, our Relationship Manager at NatWest, knew the Stagecoach brand and had done this type of deal before. Wendy had done her homework and she understood what we were trying to do.

“The whole transaction was simple. To be honest, beforehand I had no idea whether we’d be able to get the finance we needed. NatWest knows this is a solid, stable business: our relationship with the bank has always run smoothly.”

At what stage is your business now?

“In hindsight, it might have been a risk to expand during the pandemic, but since things have reopened, we’ve been bursting at the seams. After lockdown, parents are seeing Stagecoach as the perfect way to get their kids back out into society and get their confidence up.”

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