The Team
Phoebe Shergold-Willis Founder & Managing Director
Phoebe has trained in the performing arts industry since the age of three, inspired by a family of performers whose careers span the West End and international stages dating back to the 1950s. After studying GCSE and A-Level Drama, Dance, English and Film, Phoebe founded SASA in 2015 at just 17 years old, driven by a vision to create a youth-led, holistic performing arts organisation rooted in creativity, community and opportunity. What began as a single acting class which was created at her mum’s dining room table has since grown into one of Hertfordshire’s most recognised creative performing arts schools.
Alongside building SASA, Phoebe graduated with a First-Class BA (Hons) in Theatre Arts (Technical & Production)from Middlesex University, strengthening her technical and managerial expertise while simultaneously growing the organisation. In 2018, she acquired and merged another performing arts school into SASA, further expanding its multi-disciplinary offer and reach.
Beyond SASA, Phoebe has built an impressive portfolio as a Producer and Production Manager, delivering work for global brands such as TikTok, Nike, Starbucks, ASOS and The Crown Estate. Her experience spans large-scale public events, high-pressure creative environments and complex multi-team operations, expertise she brings directly back into SASA’s training, productions and strategic vision.
Under Phoebe’s leadership, SASA students have performed at major national events including WE Day at Wembley Arena, the Queen’s Platinum Jubilee Procession, the National Social Media Awards, and the Duke of Edinburgh Awards at Mansion House, alongside hundreds of community performances across Hertfordshire.
In 2025, SASA marked a pivotal year of growth and recognition. As well as receiving the Community and Social Impact Award, Phoebe led the acquisition and relaunch of a performing arts school in Kings Langley and purchased Showtime Circus Hertfordshire, a franchise company specialising in circus, aerial and acro. These strategic expansions brought both organisations under the SASA umbrella, strengthening its creative ecosystem and widening opportunities for young people across the region.
Phoebe is deeply passionate about the role of creativity in shaping young people, building confidence, resilience, open-mindedness and a strong sense of self. Her mission remains the same as the day SASA began: to provide a home where every young person can shine, be supported, and discover the very best version of themselves.
Sarah Dyer
Director of Operations, Admissions & Strategy
Genevieve Grey
Creative Director
SASA's Youth Programme CIC Director
Genevieve trained professionally in Musical Theatre at The MTA in London and has since built an impressive career across the West End and UK theatre. Most recently, she performed in the West End production of Wicked, where she was a member of the ensemble and First Cover Madame Morrible, showcasing both her vocal strength and dramatic range.
She was also pin the original cast of Here & Now, the Steps Musical, and is currently touring the UK with the production. Earlier in her career, Genevieve understudied the role of Carrie in Carousel with the English National Opera at the London Coliseum, and made her professional debut in the UK premiere of Sideshow.
Alongside her performing work, Genevieve plays a key role in shaping SASA’s creative output and mission. As Event Producer and a former member of the SASA teaching faculty, she brings authentic industry experience into every performance project. She is also proud to serve as a Director of SASA’s CIC, championing the organisation’s commitment to opening doors and creating equitable opportunities for young people through the arts.
Genevieve believes deeply in the transformative power of creativity, to inspire, to build confidence, and to broaden the futures of young performers. Her professionalism, passion and ongoing success within the industry make her an invaluable leader within the SASA team.
Danny Shergold
Designated Safeguarding Officer
SEND Specialist
Student Behaviour & Management
Danny has been a valued member of the SASA team for many years, bringing a wealth of expertise to her role as Designated Safeguarding Officer and advisor on SEN, behaviour and student management. A qualified teacher specialising in Special Educational Needs, Danny combines her educational background with extensive hands-on experience to support the wellbeing and development of every young person at SASA.
Before retraining as a teacher, Danny earned a degree in Dance Theatre from Trinity Laban and spent a significant part of her career working in television, giving her a broad understanding of both performance and production environments. This unique blend of skills enables her to approach her role with insight, empathy and creativity.
Having recently stepped away from the classroom, Danny now splits her time between SASA and working Front of House and in the Box Office at The Alban Arena and EMC Harpenden, where she has her eye on auditioning for the role of Pantomime Dame next year! Only joking of course!
Danny’s professionalism, warmth and deep commitment to safeguarding make her an integral part of the SASA team and a trusted advocate for our students’ wellbeing.
Madi Shergold-Willis
Head of Acting & LAMDA
Showtime Circus Hertfordshire Manager
Madi began performing from a young age, taking part in multiple performing arts classes before going on to train at a performing arts school. Now 23, she is a professional actor and the Head of Acting at SASA, bringing both enthusiasm and real industry experience to her students.
Her first professional acting job was at The Howl at Mead Open Farm, where she spent six seasons as a roaming immersive actor. She has also been involved in the management of another large Halloween event, giving her valuable insight into creative direction and live production.
Madi loves writing her own scripts and draws inspiration from the many films and TV shows she enjoys, Better Call Saul being her all-time favourite.
In her teaching, Madi encourages students to experiment, take risks, and add their own creative twist to every character or scene. She stands by her philosophy: “If you don’t feel weird doing something, you’re probably not doing it right!” Her mission is to help young performers break out of their comfort zones and find their most authentic voice.
Naomi Mayers
Head of Competitions
Street Dance Crew Choreographer
Naomi began dancing at the age of six with a local performing arts company, specialising in Jazz and Lyrical. At eleven, she joined Living the Dream to train in weekly street dance classes, the moment her true passion for dance truly flourished. Through both Living the Dream and SASA, Naomi gained extensive performance experience, competing in national competitions, performing twice at Wembley Arena, and even dancing for royalty at Windsor Castle.
At eighteen, Naomi was invited to join the SASA teaching team as a teacher and choreographer. She has now spent over three years teaching students aged 8–18, bringing energy, creativity and a deep love for street dance to every class.
Outside the studio, Naomi can often be found enjoying a bowl of pasta, her ultimate comfort food. Her most memorable (and slightly embarrassing) on-stage moment was arriving at a performance without her costume and having to dance in a bright pink tracksuit instead of the required all-black outfit.
A piece of advice Naomi always shares with her students is: “Practice makes perfect. Everyone has talent, but without dedication and time spent developing your craft, it remains only a skill.”
Aaliyah Gilkes-Browne
Musical Theatre Teacher
Street Dance Teacher
Aaliyah began dancing at the age of five, initially training in Modern and Jazz before expanding her skills into Contemporary and Street Dance. She joined Living the Dream at six years old and continued her development seamlessly into SASA when the company transitioned, growing from student to teaching assistant and eventually becoming a valued member of the teaching team.
Aaliyah is currently in her third and final year at the University of East London, studying Urban Dance Practice, and is a member of the acclaimed Boy Blue Company, one of London’s leading and most respected dance organisations. Her professional experience reflects both her talent and dedication; she has performed at Wembley Arena three times alongside artists such as Paula Abdul and Leona Lewis, danced for the Duke of Edinburgh Awards at Windsor Castle and Mansion House, made her debut on the main stage at MOVE IT, and performed as part of the internationally recognised celebration of hip hop culture, Breakin’ Convention.
These experiences, combined with her academic training and company work, deeply influence Aaliyah’s teaching style. She strives to bring authenticity, discipline, and creativity into every class, inspiring her students through both her passion and lived experience.
Outside the studio, Aaliyah loves spending quality time with her family and friends.
Her most memorable on-stage mishap, unknowingly performing an entire routine with her vest top rolled up!
Aaliyah always encourages her students to “be themselves and believe in their talent.” She firmly believes that once young performers push past fear and trust in their abilities, nothing can stop them.
Katy Richmond
Contemporary & Commercial Choreographer
Singing Teacher
Katy is a First-Class Honours graduate in Professional Acting from Drama Studio London, following a foundation year at East 15 Acting School. Her four years of intensive training equipped her with a strong work ethic, versatile performance skills and a deep passion for the arts. Her love for performing began early, famously staging shows in her family garage, and has grown into a committed career both on stage and screen.
Katy’s performance credits include playing Buttons in Cinderella with Carousel Theatre Company, appearing in the original UK cast of the London premiere of Lenin’s Embalmers, and performing in a Vertigo Physical Theatre adaptation with Simon Gleave (David Glass Ensemble) at The Playground Theatre. She has also featured in commercial campaigns for Domino’s, Prestige Flowers, and Dext, and performed as a dancer at Wembley Arena for WE-Day in both 2019 and 2020.
Her screen work includes roles in the period dramas Prizefighter and Bedlam, as well as the short films Salt and Tomorrow’s the Day, showcasing her range across both classical and contemporary storytelling.
Katy’s connection to SASA runs deep. As a teenager, she discovered her love for performing through Living The Dream which later became part of SASA, making it a natural and full-circle progression to return as a teacher. She is passionate about inspiring young people to find their joy, confidence and individuality within this wonderfully unpredictable industry. Katy firmly believes that every child has something unique to offer, and she is dedicated to helping them discover and nurture it.
Philippa O'Donovan
Head RAD Classes & Exams
Ballet, Tap & Modern
Philippa O’Donovan is a registered teacher of both the Royal Academy of Dance (ARAD) and the Imperial Society of Teachers of Dancing (Fellow).
Philippa trained in ballet, modern and tap at Louise Sheaves School of Dance until the age of 18, before going to Liverpool University where she gained an honours degree in Law and continued to dance at the Merseyside Dance and Drama Centre and the McKee School of Dance.
For her teaching qualifications she trained with Louise Sheaves at the Royal Academy of Dance and at The Dance College, Royston with Penny Meekings.
From 2005 – 2007 Philippa taught ballet, tap and jazz dance at Bedford College on their BTEC National Diploma Performing Arts courses. As a freelance teacher she has worked with vocational students at The Dance College and Tring Park School for the Performing Arts.
Miss O’Donovan was Principal and teacher at Harpenden Dance School (previously Louise Sheaves School of Dance) from 2007 – 2024 when she sold the school to be able to dedicate more time to her family.
Misty-May Tindall
Contemporary, Jazz & Commercial
Event Choreographer
Misty began her performing journey in local St Albans dance classes and appeared in multiple pantomimes at the Alban Arena. At just 11 years old, she originated the role of Lavender in the Royal Shakespeare Company’s original cast of Matilda the Musical, marking the beginning of a distinguished career on stage.
As a teenager, Misty continued her training in musical theatre and contemporary dance before completing a BTEC in Musical Theatre at Emil Dale Academy. She later progressed to the renowned Urdang Academy, graduating with a First-Class Honours Degree in Musical Theatre.
Her professional credits include music videos for Becky Hill and M Huncho, and five consecutive years performing in Moulin Rouge The Musical, three years as a member of the original West End Cast, followed by a further two years in the Cologne production in Germany. Misty has also performed at major televised events such as The BRIT Awards, The Olivier Awards, Britain’s Got Talent, and The Royal Variety Show.
Misty’s exceptional training, international experience and infectious passion make her an invaluable part of the SASA team. Her journey from a local young performer to a West End and European musical theatre professional continues to inspire and elevate every student she works with.
Katherine Iles
Jazz Choreographer
Katherine trained under the direction of Brian Rogers at Performers College and now brings her extensive industry expertise to SASA as our Jazz Choreographer in Kings Langley. With a career spanning commercial, television, theatre and film, Katherine is known for her versatility, precision and creative flair, qualities that inspire every student she teaches.
Her work as both an artist and assistant choreographer has led her to collaborate with some of the world’s most recognisable performers, including Becky Hill, Take That, Jake Shears, Tom Grennan, Nicole Scherzinger, Robbie Williams, Taylor Swift, Anne-Marie, JLS, Keala Settle, The Wanted, Conor Maynard, Sophie Ellis-Bextor and The Pussycat Dolls.
Katherine’s television career is equally distinguished. She has contributed as a dancer and assistant choreographer on major productions such as Strictly Come Dancing, Bridgerton (Seasons 1 & 3), Children in Need, Ant & Dec’s Saturday Night Takeaway, The X Factor, The BRIT Awards, BBC D-Day 75th & 80th Anniversary, the Special Olympics Opening and Closing Ceremonies in Abu Dhabi, The National Television Awards, Tonight at the Palladium, The Voice of Ireland, Let’s Dance for Comic Relief, CBBC’s Horrible Histories, Surprise Surprise, The One Show, The Alan Titchmarsh Show.
Her theatre work includes Best of Rock Musicals at the Hammersmith Apollo, and her film credits feature major productions such as Mamma Mia! 2: Here We Go Again, Disney’s Beauty and the Beast, Maleficent, and Captain America: The First Avenger.
As a choreographer, Katherine has created work for ITV’s In For A Penny, Saturday Night Takeaway, and numerous UK pantomimes, showcasing her ability to shape performance across a wide range of genres and audiences.
Katherine’s depth of experience, paired with her passion for mentoring the next generation of performers, makes her an invaluable asset to the SASA team.
Amy Coster
Aerial & Circus, Harpenden
Showtime Circus Hertfordshire
Amy has been a performer since a very young age. They spent their youth in performing arts company’s such as Young Generation and the Essex group until they graduated the foundation degree at East 15. Amy has performed in such locations such as the royal Albert hall and the Barbican for various musical theatre events during this period of their career. Amy then started their circus career back in 2016 and since then has graduated with a degree in contemporary circus and physical theatre from circomedia (specialising in trapeze and cloudswing) they then went on to perform around the UK with several circus companies such as revel pucks, above and beyond and cirque bijou.
Since then they have been splitting their year working with showtime circus in Hertfordshire and Milton Keynes along with running the circus department at French woods festival of the performing arts, a prestigious performing arts summer camp and has trained students who have since gone on to working with companies such as Cirque Du Soleli and Ringling brothers.
Amy is a big advocate of creativity within circus and making it as assessable as possible and will always make sure everyone is safe and having fun within their circus journeys.
Lauren Dennis
Aerial & Circus, Harpenden
Showtime Circus Hertfordshire
Contemporary Dance Teacher
Lauren began dancing at the age of six, taking exams and competing in national competitions. At 16, she dedicated herself to pursuing professional training at Dancebox Studios and Theatre Works. She achieved both an Extended Diploma in Performing and Production Arts, and a First Class BA (Hons) Degree in Professional Dance and Musical Theatre.
Her five-year training included a variety of styles (ballet, jazz, contemporary, tap, commercial, lyrical, and Latin) and culminated in achieving a Distinction in RAD Advanced 1 Ballet. It was during her degree that she discovered and trained in Aerial Arts, and Lauren now loves to teach both dance and aerial disciplines!
Jasmine Nuttal
Aerial & Circus Lead, Hitchin
Showtime Circus Hertfordshire
Jasmine has become a vital part of the Showtime Circus teaching team over the past year. She holds a BA (Hons) in Dance, Aerial, and Physical Theatre, where she specialised in aerial hoop and silks.
Alongside teaching, Jasmine works as a freelance performer at festivals, clubs, and in films such a Willie Wonka, Ministry of Sound and Ashington Festival.
She brings a fun, passionate, and caring energy to her classes, encouraging students to push beyond their limits, face their fears, and shine. Through circus arts, she fosters discipline, kindness, and courage helping students find joy and develop confidence in every session.
Elvie-Jo Shergold
SASA's Youth Programme CIC Director
Elvie is a Marketing, Brand and Communications Specialist, within education. Being there at the conception of SASA, supporting its growth, development and more recently its branding platform, ensuring the foundations that informs everything SASA is, everything SASA does and everything SASA stands for. Elvie believes that the world needs creativity and the world begins with the individual. She is passionate about creating level playing fields for each child, each person, each community with the transformative power of creativity.