Dance Church®
Dance Church® is a Seattle-founded, multi-city dance fitness company offering 70-minute all-levels movement classes taught by professional dancers across 15+ US cities, plus on-demand streaming, tiered subscriptions, and brand partnership programming serving 200,000+ cumulative participants.
- Company typePrivate
- Founded2010
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dance Church® does
Dance Church® is a Seattle-based dance fitness company founded in 2010 by Kate Wallich as a Sunday morning movement practice that has grown into a multi-city community of 200,000+ cumulative participants. The core product is a 70-minute all-levels movement class taught exclusively by professional dancers and performing artists, accompanied by curated multi-genre pop music playlists and requiring no choreography to learn or prior dance experience. The company operates through both in-person classes in 15+ US cities (including flagship markets Seattle, New York, Los Angeles, and Portland, plus Atlanta, Austin, Boston, Chicago, Philadelphia, Washington D.C., and San Francisco) and an On Demand streaming subscription introduced during the COVID-19 pandemic.
The business operates on a hybrid revenue model combining tiered recurring memberships ($59/month for 4 classes, $109/month for 8 classes, $139/month unlimited), à la carte single class tickets ($23), prepaid class packs (10-pack at $189), a standalone On Demand subscription ($19/month), gift cards ($25-$200), merchandise, and brand partnership revenue. The technology backbone is the Union.fit third-party platform for class registration, booking, and video streaming; no proprietary technology or AI capabilities are evidenced. A structured Teacher Training Program with three pathways (Flagship, City-Managed, Self-Led) and a network of 50+ trained professional dancer-teachers serve as the primary enabler of geographic expansion, with the company executing its first international pop-up in Berlin in July 2025 via partnership with HAU (Hebbel am Ufer). Dance Church Inc. operates as a privately held Washington-state corporation that raised $4.7M in a single 2021 funding round led by MaC Venture Capital, with no subsequent institutional rounds disclosed despite continued expansion.
Dance Church® firmographics
Firmographics- Name
- Dance Church®
- Legal name
- Dance Church Inc.
- Website
- https://go.dancechurch.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dance Church® is a Seattle-founded, multi-city dance fitness company offering 70-minute all-levels movement classes taught by professional dancers across 15+ US cities, plus on-demand streaming, tiered subscriptions, and brand partnership programming serving 200,000+ cumulative participants.
- Ownership category
- akta.pro rank
Dance Church® industry classification
Industry- Product category
- Dance Fitness
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711), Performing Arts Companies (7111), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Dance Fitness Classes (e.g., Zumba) (HSADABAD)
Keywords
Where Dance Church® is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Dance Church® business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- In-Person Class Memberships: Monthly recurring subscriptions (4, 8, or Unlimited classes per month) with auto-renewal. Provides predictable revenue and customer retention.
- Single Class Tickets: One-time ticket purchases for individual in-person classes at $23 per class. Lower commitment entry point.
- Class Packs: Pre-paid bundles of 2-10 classes at discounted rates. 10 Class Pack at $189 valid for 6 months.
- On-Demand Subscription: $19/month for unlimited access to recorded dance classes. Additional revenue stream from members seeking flexibility.
- Gift Cards: Pre-loaded gift cards in denominations of $25-$200. One-time purchases that drive new customer acquisition.
- Merchandise/Shop: Apparel and merchandise sold through shop.dancechurch.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | First Timer Special: 2 classes for $29 |
| Unit Pricing | Pay-as-you-go | 10 Class Pack: $189 |
| Subscription | Monthly | 4 Class Membership: $59/month |
| Subscription | Monthly | 8 Class Membership: $109/month |
| Subscription | Monthly | Unlimited Membership: $139/month |
| Subscription | Monthly | On Demand Membership: $19/month |
| Unit Pricing | Pay-as-you-go | Single Class Ticket: $23 |
| Unit Pricing | Pay-as-you-go | Gift Cards: $25-$200 |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Dance Church® product offering
Product offeringCore offering
Dance Church delivers 70-minute all-levels movement classes taught by professional dance artists with curated multi-genre pop music playlists, available in-person in 15+ US cities (Seattle, NYC, LA, Portland, Atlanta, Austin, Boston, Chicago, Philadelphia, Washington DC, San Francisco) plus occasional international pop-ups (e.g., Berlin). The company monetizes access through tiered monthly memberships (4-Class, 8-Class, Unlimited), prepaid class packs, single class tickets, gift cards, and a $19/month on-demand streaming library (Dance Church On Demand), supplemented by merchandise/apparel sales, subsidized memberships for dance artists and lower-income participants, and brand/corporate partnership events.
Product overview
Dance Church® is a dance fitness and movement platform offering both in-person classes and on-demand streaming. The core product is the in-person Dance Church class—a 70-minute all-levels movement experience taught by professional dance artists with curated pop music playlists. In-person classes are available through tiered membership plans (Unlimited at $139/month, 8-Class at $109/month, 4-Class at $59/month) and à la carte options (Single Class at $23, 10 Class Pack at $189). Dance Church On Demand ($19/month standalone or included with memberships) provides unlimited streaming access to the pre-recorded class library. The company also operates subsidized Dance Artist and income-based Subsidized Memberships for financial accessibility, sells gift cards ($25-$200), and offers a teacher training program with three pathways (Flagship, City-Managed, Self-Led) to expand into new cities. Brand and corporate partnerships round out the offering, enabling pop-up events and collaborative experiences.
Differentiator
Problem solved
Functional benefit
Brands
- Dance Church On Demand: Streaming version of Dance Church classes available on-demand
- Dance Church Go
Products and services
- Dance Church In-Person Classes All-levels 70-minute movement classes taught by professional dance artists with curated multi-genre pop music playlists; no prior dance experience required; offered across 15+ US cities at partner dance studios (Mark Morris Dance Center, BodyVox, Stomping Ground LA, Leif Erikson Hall, etc.) with occasional international pop-ups.
- Dance Church On Demand Streaming on-demand video library of pre-recorded Dance Church classes available to individual subscribers ($19/month standalone or included with select memberships), filterable by class length (10m, 15m, 20m, 30m, 45m, 60m), impact level (Low Impact), and teacher.
- 10 Class Pack
Quantifiable outcome
- 200,000+ cumulative participants since 2010
- +3 more outcomes
Companies that use Dance Church®
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Dance Church® technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Dance Church® partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered major, minor and core.
- HAU (Hebbel am Ufer)majorBerlin festival partnership for Berlin Bleibt 5 Festival. Free pop-up classes taught by Lavinia Vago at Mehringplatz and HAU2 outdoor venues.
- NikemajorBrand partnership for events and activations. Nike LA collaboration featuring classes and event coverage.
- GoopmajorWellness and lifestyle brand partnership featuring Dance Church in editorial and events.
- MunaminorMusical artist collaboration for events and brand activations.
- LA PrideminorCommunity partnership for Pride event programming.
- GhiaminorBeverage brand collaboration for events.
- On RunningminorAthletic footwear brand partnership.
- Various Dance StudioscoreVenue partnerships with dance studios across cities including Mark Morris Dance Center (NYC), BodyVox (Portland), Stomping Ground LA, Alonzo King LINES Ballet (SF), and others.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Dance Church® competitors and assessment
Company assessmentBroad incumbents
- ClassPass: ClassPass is a fitness membership aggregator giving access to thousands of studios. Indirectly comparable to Dance Church as both compete for the same consumer discretionary fitness dollar, and ClassPass can be a distribution channel or competitor for dance fitness users.
- Zumba: Zumba is the global category leader in dance-based group fitness with a massive licensed instructor network. Overlaps with Dance Church in dance fitness format but operates via a licensing model rather than owned teacher network.
- SoulCycle: SoulCycle is a premium boutique indoor cycling brand with a strong community and lifestyle positioning. Comparable to Dance Church as a premium, community-led boutique fitness brand with subscription and class-pack pricing.
- Peloton: Peloton is a connected fitness platform offering live and on-demand classes including dance, cycling, and strength. Overlaps with Dance Church On Demand in the streaming fitness subscription category.
- Solidcore: Solidcore is a premium boutique fitness brand operating a national studio footprint with a strong subscription model. Comparable to Dance Church in boutique fitness brand-building and tiered membership pricing strategy.
- F45 Training: F45 is a franchised functional training fitness brand operating globally. Comparable to Dance Church's teacher-training / city-managed expansion model and premium boutique fitness positioning.
- Barry's Bootcamp: Barry's is a global boutique fitness brand combining HIIT and treadmill running with strength training. Comparable to Dance Church as a premium boutique fitness operator with strong brand and per-class pricing.
Direct peers
- 305 Fitness: 305 Fitness is a dance cardio workout brand offering high-energy group classes. Direct comparable to Dance Church in targeting non-dancers with accessible, choreographed group dance fitness in a similar price range.
- Obé Fitness: Obé is a digital-first fitness streaming platform featuring live and on-demand classes including dance, strength, and pilates. Directly comparable to Dance Church On Demand in on-demand dance fitness streaming and pricing.
- The Beast (NYC): The Beast is a New York-based boutique dance cardio studio offering high-energy group classes. Comparable to Dance Church in targeting an inclusive, non-performative dance fitness audience with branded in-person experiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Dance Church® social profiles
Digital presenceDance Church® financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dance Church® leadership team
Management profileNumber of profiles
Profiles1 record
Dance Church® funding detail
Funding detailFunding overview
Funding rounds1 record
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dance Church® M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dance Church®
What does Dance Church® do?
Dance Church delivers 70-minute all-levels movement classes taught by professional dance artists with curated multi-genre pop music playlists, available in-person in 15+ US cities (Seattle, NYC, LA, Portland, Atlanta, Austin, Boston, Chicago, Philadelphia, Washington DC, San Francisco) plus occasional international pop-ups (e.g., Berlin). The company monetizes access through tiered monthly memberships (4-Class, 8-Class, Unlimited), prepaid class packs, single class tickets, gift cards, and a $19/month on-demand streaming library (Dance Church On Demand), supplemented by merchandise/apparel sales, subsidized memberships for dance artists and lower-income participants, and brand/corporate partnership events.
Is Dance Church® a public or private company?
Dance Church® is a private company. It is classified as venture growth investor backed and is currently operating.
When was Dance Church® founded?
Dance Church® was founded in 2010. It employs 11 to 50 people.
Where is Dance Church® based?
Dance Church® is headquartered in Seattle, United States, in the North America region.
How does Dance Church® make money?
Six revenue lines are on record. In-Person Class Memberships are the primary driver. The others are single Class Tickets, class Packs, on-Demand Subscription, gift Cards and merchandise/Shop.
Who are Dance Church®'s main competitors?
Broad incumbents on record are ClassPass, Zumba, SoulCycle, Peloton, Solidcore, F45 Training and Barry's Bootcamp. Direct peers are 305 Fitness, Obé Fitness and The Beast (NYC).
Does Dance Church® have an API?
No public API is recorded for Dance Church®.
What industry is Dance Church® in?
Dance Church®'s product category is Dance Fitness. Its primary akta.pro industry code is HSADABAD, Dance Fitness Classes (e.g., Zumba). Its NAICS code is 711 and its SIC code is 7997.