Health club and leisure centre operator Parkwood Leisure is to launch a new national dance brand called Sway Dance.

To be rolled out across all of its 87 clubs in January 2011, the launch is part of Parkwood's strategy to benefit from the increasing popularity of dance in the UK.

The group is working with dance instructor Ida Freeman, who has been tasked with creating a bespoke range of high quality teaching resources.

Dancers will be able to work towards nationally recognised dance qualifications as part of structured dance classes designed to appeal to all age groups and abilities.

Initially Sway Dance will offer three core dance disciplines; street dance, ballet and ballroom/ The courses will support local bespoke additions, such as belly dance, cheerleading, salsa, jazz, jive, contemporary and free style.

Chief executive of Parkwood Leisure, Andrew Holt, said: "Parkwood Leisure will use Sway Dance as an extension to our sports development strategy.

"These classes will further increase the utilisation of our Centres, whilst promoting individual health in support of the Government's Healthy Living Agenda. Parkwood Leisure believes that dance will appeal to all age groups and to members of the community who might not otherwise use traditional sports and leisure facilities".

It is estimated that around 4.8 million people regularly participate in some level of community dance in the UK and is now considered only second to football as the most popular activity undertaken by school children.