About Us

Studio Information

Owner / Artistic Director: Jen Groff

Dance Disciplines Offered: Ballet (Cecchetti Society of Canada certified instructor), Jazz, Tap, Lyrical, Musical Theatre, Hip Hop, Acro, Contemporary, Pointe.

Contact: 780 513-8207 or

Mission Statement

It is the vision of Diverse Dance Company to instil in each dancer a longing for creativity, a tendency towards courage, and a sense of community. We offer the quality instruction, solid work ethic, and fun atmosphere one would expect from an elite studio; however, we believe the ultimate dance experience should benefit the heart and soul of every young person we have the opportunity to work with.

The History of Diverse Dance Company

This 2013-14 dance season will be the first for Diverse Dance Company. Owner and Artistic Director, Jen Groff, is excited to make this year awesome for everyone involved with the studio. Although the name “Diverse Dance Company” is fresh to Grande Prairie, the studio itself flows forth from a rich and honourable spring. Unlike most new studios that are started by disgruntled and/or ambitious teachers who walk out on their studio and abscond with their students, Diverse Dance Company’s origins are found in a small group of parents who desired something better for their children.

In 2001, this parent board approached Grande Prairie Regional College and started up “GPRC Conservatory of Dance,” holding classes in the college. In 2003, this non-profit dance studio moved locations and changed its name to N.O.W. Dance Society (No Opportunities Wasted) to emphasize this worthy sentiment in the kids of Grande Prairie.

After nearly a decade of operating as a non-profit, parent-run organization, the new generation of parents decided it was in the studio’s best interest to begin handing over the reigns to more qualified dance instructors. In 2010, one parent took over the dance instruction segment of the studio, beginning a for-profit business, and changing the name to NOW Dance Ltd. Despite this necessary shift to remain competitive in the world of dance, the spirit of the studio remained through the continuation of N.O.W Dance Society (NOWDS), a non-profit society that continues to raise money to benefit students of the dance studio through scholarships, tuition subsidy, and special events. For the parent-owner of NOW Dance, one crucial aspect of this shift into the competitive world of dance involved hiring Jen Groff, as the studio director.

Jen Groff has been teaching for over fifteen years in and around Edmonton and Grande Prairie, and also introduced structured dance lessons to a number of smaller communities in Alberta. Her experience, creativity, and commitment to excellence make her an ideal leader. Since she has been teaching, Jen has won numerous choreography awards for her dances and her students have been named as most outstanding, and most promising at many competitions. She has taken groups to British Columbia, to Los Angeles, to Disneyland, to New York City, and aboard the Royal Caribbean “Mariner of the Seas” for performance, training, and competition. Jen has also been asked to choreograph for Edmonton’s and Grande Prairie’s Festival of Trees and Edmonton Contemporary Dancers. Many of her students have gone on to dance professionally in Edmonton, in Vancouver, in New York, and on cruise ships.

Jen Groff, in 2013, after three years of directing the studio, approached the parent-owner with a proposal to purchase the business. Jen believed that as the owner of the studio she would have the authority to guide the studio with her professional experience to bigger and better success. This dream has now become a reality, and the students, parents, and staff of Diverse Dance Company will benefit greatly under her leadership.