From campaign rhythm to dance groove: why marketing pro Andy is asking people to dance this weekend
Stylize Productions’ Spring Session 2026 kicks off in Zurich on Saturday. We spoke with organizer Andy about why dance is the perfect break from the mentally taxing day-to-day of marketing, why no prior experience is needed for the 16 sessions, and what he’s learned in 10 years of community building. A conversation about the courage to just try something new.
m&k: Andy, you've been organizing your dance sessions with Stylize Productions for 10 years now. How did it all start back then?
Andy: The origin lies in our own dance group "Stylize". Sandro and I took over the management of the crew back then, but quickly realized that we wanted to do something for the whole scene beyond our own group. We started to organize targeted workshops, which over the years have resulted in large, multi-week formats that have had a lasting impact on the Swiss urban dance scene. Today, we offer three specific weekend formats with Stylize Productions - the Spring Session is our event with a very special focus on dance enthusiasts, beginners and anyone who wants to try something new.
What was your original motivation for setting up these sessions?
I wanted to create an environment in which the barriers to entry are as low as possible, but the quality of the content remains at an international level. Dance events often appear very exclusive or intimidating to the outside world. My motivation was to open up this space and offer a place where you can try things out without any pressure to perform. It's about making inspiration directly tangible - regardless of whether it's your first time in a dance studio or whether you already have experience.
Why is the topic of dance so important to you personally? You work in the marketing and communications environment yourself on a daily basis - are there synergies?
Absolutely. My background as a dancer is the foundation of everything I do today - including my daily marketing work. Dance teaches you discipline, resilience and, above all, adaptability. When the music changes, you have to react. It's exactly the same in marketing. If you don't keep up with the rhythm of the market, you lose touch.
What does dance trigger in you personally, on an emotional or mental level?
For me, dance is a form of mental hygiene. In a world full of deadlines and strategy papers, the dance hall offers a moment of total presence. You switch your head off and your body on. It is this "reset button" that then creates space for creative impulses in everyday working life.
What would you like participants to take away from the Spring Sessions?
I want to give them the feeling that it is enriching to be a "beginner" again. In our industry, we often have to be experts in everything. With us, you can come in and say: "I have no idea how house or hip hop works." This open learning in a relaxed environment is extremely liberating. I want them to take the joy of discovery into their everyday lives.
What do you think sets the Spring Session apart from other dance events?
It is the mixture of professionalism and approachability. We have 17 first-class teachers on site, but the atmosphere remains informal. We attach great importance to our intro sessions. It's not about the perfect performance, but about getting to know the styles together - from Afro fusion to Latin funk and heels. It's a place to try things out together, not a competition.
When you look back over the last 10 years, what does this project mean to you today?
It is a project close to my heart. It shows me that real community is created when you continuously offer honest added value. The fact that we have been encouraging people to try out new things for a decade now means a lot to me.
What exactly can visitors expect this weekend? And do you have to be able to dance to take part?
You don't have to have any previous knowledge at all! We have deliberately designed the Spring Session to be the perfect place for anyone who simply wants to immerse themselves in the world of dance or try out a new style with no obligation. Visitors can expect a relaxed weekend in Zurich, where they can get to know completely different worlds in our specific intro sessions or the 16 lessons in total. Whether you just want to feel a new groove, understand the technique behind a style or physically work out - everything is possible. It's the ideal opportunity to clear your head and try something new without any pressure to perform.
- When: Saturday, 28.3. & Sunday, 29.3.2026
- Where: UNITED DANCE STUDIO, Hohlstrasse 560, 8048 Zurich
- What: 16 sessions (including 6 intro sessions for beginners), 17 teachers, 9 dance styles
- Special: With the code MKSS26 the M&K community benefits from 10% Discount.
