Year: 2025
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The hidden opportunity in Tango marketing – part 3
In my last post, I argued that Tango can give men a space to come together, side by side, and slowly build friendships, without pressure or pretence. Today, I want to go a little deeper. I want to explore how Tango can be presented in a way that speaks to men (and yes, probably to…
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The hidden opportunity in Tango marketing – part 2
In the last post, I wrote about how Tango is a powerful antidote to modern loneliness. Especially in a post-COVID world where third spaces are vanishing, Tango offers us a lifeline… a regular, welcoming community you can return to again and again. But there’s another layer to this story. One that isn’t talked about much.…
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The hidden opportunity in Tango marketing – part 1
Some years ago, I wrote about the way Tango is advertised and how misleading and limiting that messaging can be. Since then, many things have happened, but I still stand by what I said. Advertising Tango as a dance of passion, drenched in sensual and sexual imagery, deprives it of a much greater potential impact…
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The elephant in the room
A few weeks ago, a video went viral in the Greek Tango community. Two women, both dancers, were repeating phrases they’ve heard over the years. Comments full of gender stereotypes, casual misogyny, and the kind of phrases that, when unpacked, reveal more than just ignorance. They reveal a culture that sometimes looks the other way.…
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Kindness, Rituals and Values
Some weeks ago, we had a meaningful conversation in the community about the custom of walking your partner back to their seat after a tanda. One member challenged the gesture, suggesting it might symbolise outdated gender roles. Others, including myself, offered a different view. I don’t see this as a “ladies first” gesture. I see…
