Brendan Cole, a ballroom dancer known for his tenure on BBC's Strictly Come Dancing from 2004 to 2017, has revealed details about his earnings and financial decisions. Cole stated that while professionals on the show initially earned a flat fee, celebrities saw their pay increase based on their progression through the competition. He also noted that his own earnings as a professional dancer on the show saw incremental increases over the years, but expressed dissatisfaction that new professionals joining at a later stage were paid the same amount.
Cole's initial fee for his first season of Strictly Come Dancing in 2004 was £11,000. This figure gradually increased over his years on the show, reaching £51,000 by the time he departed in 2017. However, he recounted a specific instance in 2011 where he strategically ensured singer Lulu was eliminated before reaching Blackpool, the show's midpoint, to prevent her from qualifying for a higher fee. Cole described their working relationship as difficult.
Outside of Strictly Come Dancing, Cole participated in the 2006 season of Love Island, a reality television program. He stated that he was paid between £30,000 and £40,000 for his appearance on Love Island, a sum significantly higher than his Strictly earnings at the time.
Cole identified the period immediately after leaving Strictly in 2017 as his most financially rewarding year. With the show no longer consuming six months of his year, he was free to pursue his own touring shows, sometimes earning five-figure, and occasionally six-figure, sums.
He also shared his experience during the COVID-19 pandemic, describing it as his worst financial year. The government's restrictions on the live entertainment industry led to a year and a half without work, impacting his ability to cover mortgages and private school fees for his two children. Cole admitted to not having set aside savings due to the unforeseen nature of the career halt.
Regarding property investments, Cole mentioned purchasing four off-plan properties in Manchester and Liverpool in 2008, which he described as a financial mistake with no real return. Conversely, he considered buying a flat in Parsons Green, west London, in the same year as his best money decision. He sold this property seven years later for a profit of £290,000.
Cole is currently preparing for a 30-date UK tour, 'The Legends in Vegas: After Hours,' scheduled for October, alongside other professional dancers. He also expressed a desire to guide his children toward making sound financial decisions rather than expecting future financial support. Cole plans to continue supporting his children's education, viewing it as his number one financial priority.