Candice Desmet is the Founder and Director of Act’in Theatre, a dynamic drama school situated in the heart of London. Act’in Theatre provides drama, improvisation, and cinema classes in both French and English for adults and children. It is a welcoming space where people of all ages, careers, and levels of theatrical and film experience can enhance their physical expression, emotions, and stage presence in a relaxed environment. Established in 2015, Act’in Theatre has grown rapidly and now offers fifteen different classes, including two in English, three improvisation workshops in both languages, workshops for children in North and West London, and private coaching sessions for personalized training. Additionally, Act’in Theatre provides tailored support to institutions, administrations, and companies, helping employees benefit from performing arts techniques.
Candice Desmet’s journey to becoming a CEO began with her acting training in France while studying biology. In Nantes, West France, she joined Guenal Morin’s troupe in 2011, starting her theatrical career. She performed with an improvisational troupe in London, France, and Morocco, and after moving to London in 2012, she landed her first role in the feature film NABORU. In 2015, Candice founded Act’in Theatre in one of the studios at Old Paradise Yard, driven by the lack of suitable theatre and drama classes in London. She invested significant time and effort in overcoming the challenges of starting and operating a business in a foreign country, creating Act’in Theatre from scratch with no model to follow.
Act’in Theatre is distinguished by its unwavering focus on students. Every workshop is tailor-made and constantly adapted to meet the students’ needs and energy levels. Conducted in small groups, the workshops foster a non-judgmental and caring atmosphere. The shows produced throughout the year prioritize the students, featuring original scripts tailored to the actors’ preferences, such as character types and emotions. At Act’in Theatre, students are deeply involved in the process, creating a family-like environment where they are at the center of everything.
Under Candice Desmet’s leadership, the next five years promise to be a period of significant growth for Act’in Theatre. The primary objective is to expand workshops in London for both adults and children while developing unique show formats that stand out. Starting from the new school year in September, Act’in Theatre will open a ‘Productions’ department, offering students opportunities to work on paid shows and performances, further enhancing their skills. The company also plans to increase collaborations with French schools in London and companies seeking team-building activities. Act’in Theatre’s international expansion includes opening a school in France and increasing tours and shows abroad. On the logistical front, Act’in Theatre will continue to evolve its communications strategy, conquering new platforms and growing its already successful YouTube channel.
One of the biggest challenges Candice Desmet has faced as a CEO is taking risks and learning from failures. Since Act’in Theatre operates on a unique model with no existing blueprint, Candice has had to navigate uncharted territory, learning through trial and error. She has focused on building solid, comprehensive structures to secure the company’s long-term future. Additionally, external challenges like Covid-19, Brexit, and inflation have posed significant obstacles. Despite these difficulties, Candice has managed to adapt, creating new formats to respond to these external pressures and ensuring the survival and growth of Act’in Theatre.
Candice considers her greatest achievement to be the loyalty of her students. Many students have been with Act’in Theatre since its inception, demonstrating trust in the company and its evolving policies. This loyalty signifies the quality of the programs and the effectiveness of Act’in Theatre’s approach to continuous renewal and adaptation. The fact that students grow and develop with the company is a testament to its success and impact. Candice Desmet prioritizes innovation within Act’in Theatre by focusing on both creative and technological aspects. Creative innovation is driven by ongoing exchanges with staff and students, exploring what they want to achieve and create. This cultural innovation leads to unique show formats and enriching experiences. Technological innovation involves automating tasks to streamline operations, while maintaining essential human contact. The balanced approach ensures that technology enhances efficiency without overshadowing the creativity and personal interactions crucial to the theatre’s ethos.
Several strategies have been instrumental in Act’in Theatre’s success. One key initiative is the desire to break down traditional barriers by combining drama and improvisation in their shows, a unique approach that benefits both students and audiences. Another successful strategy is the use of surtitles in all drama shows, allowing performances to reach a wider audience by providing English surtitles for French shows and vice versa. Personalizing offerings for students is also central to their strategy, with tailor-made workshops and specially written shows based on students’ requests, ensuring a bespoke and engaging experience.
Candice acknowledges the vital role of technology in business development, but emphasizes its appropriate use within Act’in Theatre, a fundamentally people-centric business. Technology, including artificial intelligence, should enhance day-to-day operations and reduce workload, but not replace creativity, experience, and passion. Therefore, technology at Act’in Theatre is seen as a tool for automation and efficiency, complementing but not overshadowing the human elements that are essential to the theatre’s success. Candice Desmet believes that a positive company culture is built on aligning employees’ desires with the company’s ambitions. This involves respecting human elements, including the acknowledgment of mistakes, weaknesses, and fatigue. Act’in Theatre aims to harmonize the individual rhythms of its employees with the collective goals of the company, fostering respect, listening, and collective creation. This approach ensures a supportive and dynamic work environment where everyone can contribute to the realization of common projects.
Candice Desmet places a strong emphasis on sustainability and corporate social responsibility at Act’in Theatre. The company minimizes paper use and produces seeded flyers made from recycled paper and biodegradable inks. These flyers not only provide information but also bloom into flowers, adding a touch of beauty to sustainability. Additionally, Act’in Theatre uses a significant amount of costumes and props, favoring salvaged, reused, or second-hand items from charity shops over new purchases. This commitment to sustainable practices reflects the company’s dedication to environmental responsibility.
To stay informed about industry trends, Candice engages with various sources including media, attending shows by other companies, networking events, and staying observant of general happenings. Act’in Theatre’s strategies are adapted based on these insights, ensuring they remain unique and tailored to the needs of the French- and English-speaking cultural communities they serve. Candice emphasizes the importance of not copying others but instead offering distinct options that resonate with their audience.
One of the toughest decisions Candice has had to make was canceling a show, particularly during the COVID-19 pandemic. The show was prepared, but the circumstances forced her to cancel it on the day of the performance. This decision was communicated first to the actors, then to the wider Act’in community, and finally through social networks. Despite the difficulty, Candice framed the setback positively, viewing it as a temporary step back to ultimately take two steps forward. This perspective helped the company regain momentum and continue progressing. Candice offers candid advice to aspiring CEOs: expect tough times and learn to embrace failure. She stresses that failure is an inherent part of a business owner’s journey and should not be feared. Risk-taking is essential for progress, and aspiring CEOs should be prepared to make decisions and take responsibility. At the same time, they should remain open-minded, listen to others, and process information carefully to make informed decisions.
Balancing short-term goals with long-term vision is complex but crucial. Candice simplifies this by emphasizing the importance of understanding the purpose and main objective of each action. By categorizing actions based on their impact, she ensures that short-term projects contribute to long-term success. Each small step taken in the short term is seen as a move towards achieving long-term objectives, illustrating the interconnectedness of both perspectives.
Professionally, Candice aims to establish Act’in Theatre as a leading brand in the French theatre sector, both locally and internationally. Personally, she strives to find the right balance in life. Her core values include sharing, listening, and playing, with a focus on removing competition and judgment. Candice aspires to create an inclusive and kind environment, remaining open to all and fostering a spirit of generosity and understanding.
