Forward__Space
FORWARD__Space is a New York–based boutique dance-fitness studio founded in 2018 by choreographer Kristin Sudeikis, offering 50-minute cardio-dance and conditioning classes at its 24 Spring Street studio, a seasonal Hamptons location, and a global Virtual Hub subscription, serving individual fitness enthusiasts, corporate wellness clients, and virtual subscribers.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Forward__Space does
FORWARD__Space, operated by 4th Wall Dance Inc. (Delaware corporation), is a boutique dance, music, and wellness studio founded in 2018 by internationally recognized choreographer Kristin Sudeikis. The company offers 50-minute cardio-dance, athletic-conditioning, and moving-meditation classes across multiple proprietary formats (FORWARD, FORWARD+, FORWARD__FIRE, FORWARD__FORMS, FIRE + FLOOR) at its flagship 24 Spring Street studio in New York City and a seasonal Hamptons location. The company's technology stack is built on third-party SaaS — Mindbody for class scheduling and waitlists, Stripe for payment processing, Shopify for e-commerce merchandise, and Uscreen for the Virtual Hub streaming platform — with a complementary iOS app for booking; no proprietary AI or ML components are evident in the data.
The business model is a multi-channel hybrid: (1) transactional class-pack sales at the NYC studio ($40 single to $680 for a 20-pack with 30-180 day expirations) and premium Hamptons pricing ($55 single to $980 for a 20-pack), (2) recurring Virtual Hub subscriptions at $34/month or $340/year (annual saves ~17%) with a 7-day free trial, (3) branded merchandise via Shopify, and (4) B2B corporate wellness and private events. Marketing relies on Instagram engagement (@forward__space), scheduled IG Lives, word-of-mouth, and earned media in TODAY, Rolling Stone, Forbes, People.com, and Well+Good. Customer segments are led by dance and fitness enthusiasts (primary persona), supplemented by corporate clients and geographically distributed virtual subscribers.
Forward__Space firmographics
Firmographics- Name
- Forward__Space
- Legal name
- 4th Wall Dance Inc.
- Website
- https://forward-space.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FORWARD__Space is a New York–based boutique dance-fitness studio founded in 2018 by choreographer Kristin Sudeikis, offering 50-minute cardio-dance and conditioning classes at its 24 Spring Street studio, a seasonal Hamptons location, and a global Virtual Hub subscription, serving individual fitness enthusiasts, corporate wellness clients, and virtual subscribers.
- Ownership category
- akta.pro rank
Forward__Space industry classification
Industry- Product category
- Boutique Dance Fitness Studio
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Virtual Event Platforms & Production Services (Streaming, Engagement, Moderation) (MPAGAOAO)
- akta.pro secondary industry
- Virtual & Hybrid Event Registration & Streaming Access Platforms (THAHAFAM)
Keywords
Where Forward__Space is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Forward__Space business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Physical Studio Classes: One-time class pack purchases at 24 Spring Street NYC ($40/class with discounts for multi-pack purchases) and seasonal Hamptons location ($55/class). Class packs expire within 30-180 days of purchase.
- Virtual Hub Subscription: Monthly subscription at $34/month or annual at $340/year with 7-day free trial. Auto-renewal with prorated refunds not available after trial period. Tree planted for every membership purchased.
- Merchandise Store: E-commerce merchandise shop (shop.forward-space.com) selling branded apparel and accessories. Purchases through Shopify platform.
- Corporate Wellness & Events: Private class buyouts and tailored corporate wellness programs offered to businesses. Inquiries via [email protected].
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | First Time Single Class BOGO - $40 (30 days) |
| Unit Pricing | Pay-as-you-go | Single Class - $40 (30 days) |
| Unit Pricing | Pay-as-you-go | 3-Class Pack - $117 ($39/class, 90 days) |
| Unit Pricing | Pay-as-you-go | 5-Class Pack - $190 ($38/class, 120 days) |
| Unit Pricing | Pay-as-you-go | 10-Class Pack - $360 ($36/class, 120 days) |
| Unit Pricing | Pay-as-you-go | 20-Class Pack - $680 ($34/class, 180 days) |
| Unit Pricing | Pay-as-you-go | Hamptons Single Class - $55 (expires 9/7/26) |
| Unit Pricing | Pay-as-you-go | Hamptons 3-Class Pack - $160 |
| Unit Pricing | Pay-as-you-go | Hamptons 5-Class Pack - $260 |
| Unit Pricing | Pay-as-you-go | Hamptons 10-Class Pack - $510 |
| Unit Pricing | Pay-as-you-go | Hamptons 20-Class Pack - $980 |
| Subscription | Monthly | Monthly Virtual Hub Membership - $34/month |
| Subscription | Annual | Annual Virtual Hub Membership - $340/year |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Forward__Space product offering
Product offeringCore offering
FORWARD__Space is a boutique dance fitness studio and virtual streaming platform offering 50-minute in-person dance-based cardio, athletic conditioning, and moving meditation classes at its flagship 24 Spring Street NYC studio and a seasonal Hamptons location. Its Virtual Hub subscription delivers live and on-demand class content globally, supplemented by branded merchandise e-commerce and B2B corporate wellness and private event services.
Product overview
FORWARD__Space is a dance, music, wellness, and fitness company offering a multi-channel experience centered around movement culture. The core offering includes physical in-person dance and fitness classes (FORWARD, FORWARD+, FORWARD__FIRE, FORWARD__FORMS, FIRE + FLOOR) at two locations: the flagship 24 Spring Street studio in NYC and seasonal Hamptons location. The digital platform, Virtual Hub (FSVH Platform), provides streaming access to live and on-demand classes via subscription ($34/month or $340/year with 7-day free trial). Additional revenue streams include an e-commerce merchandise store powered by Shopify, corporate wellness programs, private event hosting, and gift cards. The company was founded by choreographer Kristin Sudeikis and operates as 4th Wall Dance Inc.
Differentiator
Problem solved
Functional benefit
Brands
- Virtual Hub: Online streaming platform offering live and on-demand dance sweat sessions, meditations, and fitness classes accessible anywhere.
Products and services
- FORWARD Classes Signature 50-minute nonstop, easy-to-follow, high-energy cardio dance class driven by music and movement, combining continuous cardio with an easy choreographed combo. Offered in-person at the 24 Spring Street NYC studio and seasonally in the Hamptons; no prior dance experience required.
- FORWARD+ Classes Enhanced version of the signature FORWARD class featuring the same continuous cardio vibe plus a more in-depth choreographed routine. Offered in-person at the NYC and Hamptons studios.
- FORWARD__FIRE Classes 50-minute athletic conditioning and interval dance class using 2lb and 4lb weights to ignite muscles, combined with dance breaks. Offered in-person at the NYC and Hamptons studios.
- FORWARD__FORMS Classes Contemporary movement and choreography class diving into technique, musicality, and artistry. No dance experience necessary. Offered in-person at the NYC and Hamptons studios.
- FIRE + FLOOR Classes 50-minute class blending weight-based athletic conditioning of FIRE, dance intervals, and deeply integrated floor movements to move, ignite, lengthen, and strengthen. Offered in-person at the NYC and Hamptons studios.
- Virtual Hub (FSVH Platform) Online streaming subscription ($34/month or $340/year with 7-day free trial) delivering live daily sweat sessions and an on-demand library of FORWARD, FORWARD+, FIRE, FLOOR AND FLOW classes plus meditations to members globally.
- 24 Spring Street Studio Classes (NYC Flagship) In-person dance and fitness classes at the flagship New York City studio. Class packs range from single classes ($40) to 20-class packs ($680), all expiring within 30–180 days of purchase.
- Hamptons Studio Classes (Seasonal) Seasonal in-person dance and fitness classes offered at the Hamptons location, with single class ($55) and multi-pack options (3-pack $160, 5-pack $260, 10-pack $510, 20-pack $980).
- FORWARD__Space Merchandise Store Online merchandise shop selling branded FORWARD__Space apparel and accessories via a Shopify-powered storefront at shop.forward-space.com.
- Corporate Wellness Programs Customized corporate wellness program bringing the FORWARD__Space studio experience to businesses through private events and tailored sweat sessions for employees.
- Private Events Private event hosting including class buyouts, exclusive experiences for celebrations, and customized 1:1 sessions at the studio.
- Gift Cards Gift cards available for purchase to give recipients access to FORWARD__Space classes or merchandise.
Companies that use Forward__Space
Customer profileSegments3 records
Ideal customer profiles2 records
Forward__Space technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Forward__Space partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Forward__Space competitors and assessment
Company assessmentDirect peers
- The Class by Taryn Toomey: A boutique movement-and-sweat studio founded around a single celebrity instructor, offering signature in-person classes and an at-home digital subscription. Closest conceptual analog to FORWARD__Space in terms of founder-led brand, signature class format, and hybrid studio/virtual model.
- SoulCycle: Iconic NYC-based boutique fitness brand combining instructor-led in-studio classes with branded merchandise and a digital streaming extension. Operates in the same premium, community-driven boutique fitness category that FORWARD__Space targets.
- Barry's Bootcamp: Premium boutique fitness chain offering signature instructor-led HIIT classes (indoor cycling + strength) in a club-like studio environment. Highly comparable in business model, premium pricing, and brand-driven in-studio experience.
- SLT: Multi-location boutique strength-and-conditioning studio with a premium pricing model and signature class formats. Operates in the same NYC-anchored, brand-led boutique fitness segment.
- Rumble Boxing: Premium boutique boxing-inspired fitness chain with club-style studio environments and signature class formats. Comparable positioning to FORWARD__Space in price point, atmosphere, and target consumer.
- Body by Simone: NYC-based boutique fitness studio built around a single celebrity trainer, offering signature in-person classes and a digital workout library. Same founder-led, single-studio, NYC-anchored model.
Broad incumbents
- Peloton: Large-scale connected fitness platform with a deep on-demand and live class library plus subscription access. Compares to the Virtual Hub streaming/subscription model, though at vastly greater scale and with proprietary hardware.
- CorePower Yoga: Large boutique fitness chain offering signature yoga-based classes with a subscription/digital platform component. Comparable in scaling boutique fitness into a multi-format, multi-channel brand.
Emerging players
- obé Fitness: Live and on-demand virtual fitness platform offering boutique-style classes (dance, HIIT, strength) via subscription. Most directly comparable digital-only competitor to FORWARD__Space's Virtual Hub.
- FitOn: Free ad-supported virtual fitness platform with a broad class library across dance, HIIT, yoga, and meditation. Comparable in delivering on-demand dance-fitness content via subscription/freemium digital channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Forward__Space social profiles
Digital presenceForward__Space financial estimates
Financial estimateRevenue estimate
Valuation estimate
Forward__Space leadership team
Management profileNumber of profiles
Profiles1 record
Forward__Space funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Forward__Space 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 Forward__Space
What does Forward__Space do?
FORWARD__Space is a boutique dance fitness studio and virtual streaming platform offering 50-minute in-person dance-based cardio, athletic conditioning, and moving meditation classes at its flagship 24 Spring Street NYC studio and a seasonal Hamptons location. Its Virtual Hub subscription delivers live and on-demand class content globally, supplemented by branded merchandise e-commerce and B2B corporate wellness and private event services.
Is Forward__Space a public or private company?
Forward__Space is a private company. It is classified as venture growth investor backed and is currently operating.
When was Forward__Space founded?
Forward__Space was founded in 2018. It employs 11 to 50 people.
Where is Forward__Space based?
Forward__Space is headquartered in New York, United States, in the North America region.
How does Forward__Space make money?
Four revenue lines are on record. Physical Studio Classes are the primary driver. The others are virtual Hub Subscription, merchandise Store and corporate Wellness & Events.
Who are Forward__Space's main competitors?
Direct peers on record are The Class by Taryn Toomey, SoulCycle, Barry's Bootcamp, SLT, Rumble Boxing and Body by Simone. Broad incumbents are Peloton and CorePower Yoga. Emerging players are obé Fitness and FitOn.
Does Forward__Space have an API?
No public API is recorded for Forward__Space.
What industry is Forward__Space in?
Forward__Space's product category is Boutique Dance Fitness Studio. Its primary akta.pro industry code is MPAGAOAO, Virtual Event Platforms & Production Services (Streaming, Engagement, Moderation), with a secondary code of THAHAFAM, Virtual & Hybrid Event Registration & Streaming Access Platforms. Its NAICS code is 71394 and its SIC code is 7990.