305 Fitness

What 305 Fitness does

305 Fitness is a New York–based boutique dance cardio fitness company founded in 2013 by Sadie Kurzban, operating a hybrid owned-and-licensed physical studio footprint alongside a direct-to-consumer digital streaming platform. The company runs owned studios in NYC (Williamsburg and Columbus Circle), Philadelphia, and pop-up locations in Los Angeles and Washington DC, offering 45-minute classes combining dance, HIIT, kickboxing, and plyometrics with live DJs and Miami nightlife–inspired aesthetics. Its digital arm, 305 At Home, delivers 500+ on-demand workouts and five daily live-streamed classes via a subscription product priced at $30.50 for a 24-hour day pass or $305 annually. The technology stack is built on Mariana Tek for studio booking and management, Stripe for payments, Calendly and JotForm for scheduling/forms, and Zoom for instructor certification, with no disclosed AI/ML components.

305 Fitness operates a multi-revenue-stream business model spanning in-studio class packages and memberships, digital subscriptions, private parties and kids parties, studio rentals at $100+/hour, branded merchandise ($15-$79 SKUs), instructor certification ($390 one-time plus $39/month), and franchise licensing ($270,000-$500,000 total investment, $300,000 net worth requirement). The franchise and certified-instructor ecosystem — with instructors teaching the 305 format across 35+ US cities at partner gyms and studios — functions as an asset-light growth mechanism, complemented by ClassPass and earned media coverage in Vogue, Forbes, WSJ, Bloomberg, and Today Show. Customer segments include individual fitness consumers seeking non-intimidating, inclusive workouts, event hosts (birthdays, bachelorettes), parents of kids party attendees, prospective franchisees, and certified instructors; the company reports a digital audience of 10,000+ At Home subscribers and 1M+ audience reach cited in franchise marketing. The firm is privately held with no disclosed institutional ownership, parent company, or revenue figures, and has raised modest funding including a 2019 multi-investor round (Founders Fund, Gaingels, Sand Hill Angels, among others) and a $376,814 raise in November 2021.

Name

305 Fitness

Legal name

305 Fitness Inc.

Website

https://305fitness.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

305 Fitness is a New York–based boutique dance cardio fitness company founded in 2013, operating owned studios in NYC, Philly, and DC/LA pop-ups alongside a global 305 At Home streaming subscription. It serves individual fitness consumers, event hosts, franchisees, and certified instructors across 35+ US cities.

Ownership category

akta.pro rank

Product category

Group Fitness Studios

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Dance Fitness Classes (e.g., Zumba) (HSADABAD)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Dance cardio fitness
• Group fitness classes
• Fitness studio franchise
• Digital fitness streaming
• Instructor certification

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Studio Class Packages and Memberships: Revenue from in-studio dance cardio classes sold as credit packages or recurring memberships. Customers purchase class packages or monthly memberships to attend in-person classes at NYC, LA, Philly, and DC locations.
2. 305 At Home Digital Subscription: Monthly and annual subscription for streaming live and on-demand classes. Day passes available for one-time access. Includes 500+ on-demand workouts and 5 daily live streams.
3. Private Events and Parties: Revenue from hosting private parties including birthdays, bachelorettes, and corporate events. Hosts can book private classes at studio locations with custom instructors and DJs.
4. Franchise Fees: One-time franchise fees and ongoing royalty structure from franchise owners. Total investment ranges $270,000-$500,000 with $300,000 net worth requirement.
5. Instructor Certification Program: One-time certification fee of $390 plus $39/month ongoing membership for certified instructors. Includes access to instructor portal, choreography, DJ mixes, and marketing tools.
6. Studio Rentals: Hourly rental fees for private use of studio spaces at Columbus Circle and Williamsburg locations. Starting at $100/hour for up to 40 people with recurring booking discounts.
7. Merchandise Sales: Direct e-commerce sales of branded activewear including leggings ($79), sports bras ($59), hoodies ($69), tank tops ($39), and accessories. All sales final policy.
8. Kids Parties: Revenue from children's birthday parties featuring crafts, activities, and dance party experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

305 Fitness delivers a dance cardio workout format that fuses dance, HIIT, kickboxing, and plyometrics into a single 45-minute class led by DJs and instructors in a Miami nightlife-inspired studio environment. The company sells in-studio classes at owned and partner locations, a 305 At Home digital streaming subscription with 500+ on-demand workouts and daily live classes, an instructor certification program, a franchise opportunity, private events and studio rentals, and branded apparel.

Product overview

305 Fitness operates as a unified fitness platform combining in-person and digital experiences. The core offering includes 305 At Home, a digital streaming subscription service providing on-demand and live dance cardio classes, complemented by in-studio dance cardio classes at physical locations in NYC, LA, Philly, and DC. The portfolio extends to private events (parties, studio rentals), an instructor certification program, a franchise opportunity, and branded merchandise. The 305 At Home digital product serves as the primary direct-to-consumer streaming platform, while physical studios provide the in-person class experience. All offerings share the brand identity of shame-free, inclusive dance fitness inspired by Miami nightlife.

Differentiator

Problem solved

Functional benefit

Brands

• 305 At Home: Digital streaming platform offering on-demand and live dance cardio classes for home workouts.

Products and services

• 305 At Home (Digital Streaming Subscription) Digital streaming subscription offering 500+ on-demand workouts (Dance Cardio, HIIT & PWR, Sculpt, Flexibility) plus five daily live-streamed classes, accessible via web and mobile app on monthly, annual, or 24-hour day-pass terms. Targets existing and remote 305 community members who want the studio experience at home.
• In-Studio Dance Cardio Classes 45-minute in-person dance cardio classes combining dance, HIIT, kickboxing, and plyometrics, led by instructors with DJs and club-style lighting at owned locations in NYC (Williamsburg, Columbus Circle), LA pop-ups, Philly, and DC pop-ups. Sold via class packages and monthly memberships.
• Private Parties Private event hosting for birthdays, bachelorettes, and other celebrations at NYC Columbus Circle and Williamsburg studios, with custom instructor and DJ selection and pricing starting at $19 per person for up to 35 guests.
• Kids Parties Children's birthday party packages at 305 studio locations featuring crafts, activities, and a 305-style dance party led by instructors.
• Studio Rentals Hourly rental of 305 studio spaces (Columbus Circle, Williamsburg, Philly) featuring sprung hardwood floors and full-service locker rooms for parties, workouts, or celebrations, starting at $100/hour with recurring-booking discounts.
• 305 Instructor Certification Program Certification program that trains fitness instructors to teach the 305 dance cardio format, delivered via 8-hour live Zoom training plus online materials and access to the Certified Central instructor portal with monthly choreography and DJ mix updates. Priced at a one-time $390 fee plus $39/month ongoing membership.
• 305 Franchise Program Franchise opportunity to open a 305 Fitness branded studio, including real estate assistance, construction support, sales training, and marketing support, with a $300,000 minimum net worth requirement and $270,000-$500,000 total investment.
• 305 Fitness Merchandise Shop Online store selling 305 Fitness branded activewear including Beach Sport Leggings ($79), Overtime Sports Bra ($59), Emotional Support Cropped Hoodie ($69), tank tops, socks, and totes, with an all-sales-final policy.

Quantifiable outcome

• Burn 450-600 calories in a 45-minute class
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mariana TekcoreTechnology or IntegrationDigital booking and studio management platform used for class scheduling, bookings, and studio operations.
• StripecoreTechnology or IntegrationPayment processing platform for processing transactions on the website and app.
• ZoomcoreTechnology or IntegrationVideo conferencing platform used for live instructor certification training sessions.
• ClassPassminorChannel Partner/ Reseller/ DistributorThird-party booking platform for fitness classes. Third-party sales subject to seller's policies per Terms of Service.
• Partner Gyms and StudiosminorChannel Partner/ Reseller/ DistributorFitness studios and gyms hosting 305 certified instructors in 35+ cities across the US including BodyScapes Fitness (Boston), Healthworks (Boston/Cambridge), West Seattle Health Club, and others.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zumba Fitness: Zumba is the dominant dance-fitness format with a global licensed instructor network and streaming platform. It is the closest direct peer to 305's dance cardio studio + certification + digital model, with a much larger global footprint.
• Club Pilates: Club Pilates operates a franchise-driven boutique studio model with hundreds of US locations, comparable to 305's franchise structure and target consumer. It demonstrates the boutique fitness franchise economics 305 is pursuing.
• AARMY (formerly AKT): AARMY combines dance cardio, HIIT, and strength in a boutique studio format with both in-person and digital offerings. It directly competes with 305 in the dance-based boutique fitness niche.
• Pure Barre: Pure Barre operates a franchise-based boutique barre fitness model with hundreds of US studios. It is comparable to 305 in franchise structure, target demographic, and boutique pricing strategy.

Broad incumbents

• Orangetheory Fitness: Orangetheory is a large-scale boutique fitness franchise with thousands of studios globally and a heart-rate-based group workout format. It serves a similar consumer and franchise model but focuses on HIIT rather than dance cardio.
• Barry's Bootcamp: Barry's is a premium boutique fitness brand with studios across major US cities offering HIIT/treadmill and strength classes. It competes with 305 for the same urban, experience-driven consumer with greater brand scale.
• SoulCycle: SoulCycle pioneered the premium boutique indoor cycling category with strong community-led brand identity. While format differs (cycling vs. dance cardio), it competes for the same discretionary urban fitness dollar and brand-driven customer.
• Peloton: Peloton is the dominant connected fitness platform with live and on-demand streaming. Its digital subscription business directly overlaps with 305 At Home for at-home cardio workouts, though Peloton offers connected hardware and broader content.

Emerging players

• Solidcore: Solidcore is a boutique fitness brand offering 50-minute strength-focused group classes with studios across major US cities. It targets the same premium urban fitness consumer as 305 with similar class-format economics.
• The Class by Taryn Toomey: The Class is a boutique fitness studio offering music-driven group workouts in NYC and select cities. It shares 305's emphasis on music, emotional experience, and shame-free group fitness positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/305Fitness
• Xx.com/305Fitness
• Facebookfacebook.com/305fitness
• LinkedInlinkedin.com/company/305-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 305 Fitness