Body By Simone
Body By Simone is a privately held, dance-based fitness company founded in 2011 by celebrity trainer Simone De La Rue, offering a subscription Digital Studio with 1,000+ on-demand workouts, structured programs, and nutrition content targeted at women across life stages.
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Body By Simone does
Body By Simone is a privately held, New York-based dance-based fitness company founded in 2011 by celebrity trainer Simone De La Rue. The company combines dance cardio, Pilates, and functional strength training into a proprietary "BBS Signature Method" delivered through a unified subscription platform — the BBS Digital Studio — accessible via web browser and a native iOS app, with a native Android app planned. The platform offers more than 1,000 on-demand workouts across class types (Dance Cardio, Full Body, HIIT, Tramp Cardio, Yoga, Stretch, Core, Upper Body, Lower Body), structured multi-week programs (8-Week Total Body Makeover, Midlife Strength, Progressive Strength, Post Natal, Baby By Simone Prenatal, and Peri-Menopause Strength), themed fitness challenges, and a nutrition library via the "Be Well By Kelly" partnership with celebrity nutritionist Kelly LeVeque.
The business operates a hybrid physical-and-digital model. In-person group fitness classes are run from studios in New York and Los Angeles (including West Hollywood), while the Digital Studio serves as the primary subscription product with a 14-day free trial and monthly, biannual, or annual auto-renewing tiers. Customer acquisition leans on organic earned media (E! News, Extra TV, Good Day LA, CBS New York, Home & Family, Insider) and social channels (Instagram, Facebook, YouTube) driven by the founder's celebrity trainer profile, supplemented by customer transformation testimonials. The company is bootstrapped or founder-funded, with no institutional capital, M&A activity, or public listing disclosed, and operates with 11–50 employees.
Segment focus is on women across life stages, with particular specialization in underserved cohorts: peri-menopausal/midlife women, prenatal and postnatal women (with OBGYN-approved content), and general female fitness participants ranging from beginners to advanced. Medical and content credibility is anchored in Simone De La Rue's NASM CPT and PROnatal Pre/Post Natal Exercise Specialist certifications, and OBGYN Dr Jason Rothbart's endorsement of the prenatal programming.
Body By Simone firmographics
Firmographics- Name
- Body By Simone
- Legal name
- Body By Simone
- Website
- https://bodybysimone.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Body By Simone is a privately held, dance-based fitness company founded in 2011 by celebrity trainer Simone De La Rue, offering a subscription Digital Studio with 1,000+ on-demand workouts, structured programs, and nutrition content targeted at women across life stages.
- Ownership category
- akta.pro rank
Body By Simone industry classification
Industry- Product category
- Boutique Fitness Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Dance Fitness Classes (e.g., Zumba) (HSADABAD), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Body By Simone is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Body By Simone business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Digital Studio Subscription: Monthly, biannual, or annual subscription to the Body By Simone Digital Studio providing access to over 1,000 on-demand workouts, programs, and nutrition content. All subscriptions automatically renew unless cancelled prior to the next billing cycle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Subscription |
| Subscription | Multi-year contract | Biannual Subscription |
| Subscription | Annual | Annual Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Body By Simone product offering
Product offeringCore offering
Body By Simone delivers dance-based fitness programming through the Body By Simone Digital Studio, a subscription streaming platform accessible via web and iOS app, alongside in-person classes at its physical studios in New York City and Los Angeles. The company sells both digital on-demand and live workout content to individual subscribers and in-person training services to studio clients, primarily women seeking celebrity-trainer-led dance cardio workouts.
Product overview
Body By Simone is a dance-based fitness company founded in 2011 by celebrity trainer Simone De La Rue. The core offering is the Body By Simone Digital Studio, a subscription-based platform (available via web browser and iOS app) that provides access to 1,000+ on-demand workout classes. The platform operates as a unified ecosystem combining multiple class types (Dance Cardio, Full Body, HIIT, Tramp Cardio, Yoga, Stretch, Core, Upper Body, Lower Body), structured Programs (8-Week Makeover, Midlife Strength, Progressive Strength, Prenatal/Postnatal), themed Fitness Challenges, and Be Well By Kelly Nutrition. The company's method fuses dance, Pilates and functional strength training. All content is accessed through the Digital Studio with membership subscription, including a 14-day free trial.
Differentiator
Problem solved
Functional benefit
Brands
- Be Well By Kelly Nutrition: Curated nutrition and meal planning content provided by celebrity nutritionist Kelly LeVeque, featuring recipes and meal plans for blood sugar balancing.
Products and services
- Body By Simone Digital Studio Subscription streaming platform that delivers Body By Simone's dance-based fitness programming, including on-demand and live workout content, to individual consumers via web and a native iOS application.
- Body By Simone In-Studio Classes In-person dance-based fitness classes and training services delivered at Body By Simone's physical studios in New York City and Los Angeles, targeted at individual women clients seeking celebrity-trainer-led boutique fitness.
Quantifiable outcome
- Users can progress from dress size 10 to 6 through BBS programs
Companies that use Body By Simone
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles1 record
Body By Simone technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Body By Simone partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Kelly LeVequecoreKelly LeVeque is a celebrity nutritionist who provides the nutrition component of the Body By Simone ecosystem. Her 'Be Well By Kelly' nutrition program offers blood sugar balancing meals, recipes, and meal plans integrated into the BBS Digital Studio. Users can create their own meal plans from her curated library of healthy, delicious recipes.
- Dr Jason RothbartminorOBGYN who provided medical approval for Simone's prenatal workout programs. His endorsement validates the safety of the prenatal exercise content.
- Millie MackintoshminorBritish reality TV star and influencer who collaborated with Simone De La Rue on a prenatal workout series. The collaboration includes workouts for all three trimesters plus 'Mom Chats' discussions about pregnancy experiences.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Body By Simone competitors and assessment
Company assessmentDirect peers
- The Sculpt Society: The Sculpt Society is a dance cardio and sculpting-focused digital fitness platform founded by a celebrity trainer, offering streaming classes aimed at women — directly comparable to BBS's dance-based method and digital delivery model.
- Barre3: Barre3 is a barre-inspired fitness brand combining ballet, Pilates and functional movement with digital streaming and physical studios, comparable to BBS in its dance/Pilates fusion and women-focused positioning.
- Obé Fitness: Obé Fitness is a subscription-based digital fitness platform offering live and on-demand classes across multiple modalities, targeting a similar women-leaning consumer audience with comparable pricing and streaming experience.
- Tracy Anderson Method: Tracy Anderson Method is a celebrity trainer-led dance-based fitness brand targeting women with on-demand streaming and studios, closely mirroring Body By Simone's positioning, content style, and target customer.
- Tone It Up: Tone It Up is a women's fitness and wellness community offering on-demand workouts, structured programs, and nutrition content via subscription — overlapping with BBS's women-focused digital ecosystem and nutrition integration.
- Melissa Wood Health: Melissa Wood Health is a celebrity trainer-led Pilates and low-impact fitness platform with on-demand streaming, targeting women seeking lean, lengthening workouts — closely aligned with BBS's Pilates-influenced method.
Broad incumbents
- Peloton: Peloton is a large connected fitness platform offering on-demand and live classes including strength, yoga, and cardio, competing with BBS for women subscribers but with vastly broader content, hardware ecosystem, and marketing budget.
- Apple Fitness+: Apple Fitness+ is a subscription fitness service integrated with Apple Watch offering on-demand classes across multiple modalities, competing with BBS's iOS-first digital offering through deep platform integration and scale.
- Pure Barre: Pure Barre is a national barre-focused fitness franchise with physical studios and a digital component, offering a comparable ballet-inspired workout experience for women at a much larger scale than BBS.
- ClassPass: ClassPass is a fitness marketplace offering access to multiple studios and digital classes via subscription, providing consumers with an alternative to single-brand subscriptions like Body By Simone.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Body By Simone social profiles
Digital presenceBody By Simone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Body By Simone leadership team
Management profileNumber of profiles
Profiles1 record
Body By Simone funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Body By Simone 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 Body By Simone
What does Body By Simone do?
Body By Simone delivers dance-based fitness programming through the Body By Simone Digital Studio, a subscription streaming platform accessible via web and iOS app, alongside in-person classes at its physical studios in New York City and Los Angeles. The company sells both digital on-demand and live workout content to individual subscribers and in-person training services to studio clients, primarily women seeking celebrity-trainer-led dance cardio workouts.
Is Body By Simone a public or private company?
Body By Simone is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Body By Simone founded?
Body By Simone was founded in 2011. It employs 11 to 50 people.
Where is Body By Simone based?
Body By Simone is headquartered in New York, United States, in the North America region.
How does Body By Simone make money?
One revenue line is on record: digital Studio Subscription.
Who are Body By Simone's main competitors?
Direct peers on record are The Sculpt Society, Barre3, Obé Fitness, Tracy Anderson Method, Tone It Up and Melissa Wood Health. Broad incumbents are Peloton, Apple Fitness+, Pure Barre and ClassPass.
Does Body By Simone have an API?
No public API is recorded for Body By Simone.
What industry is Body By Simone in?
Body By Simone's product category is Boutique Fitness Services. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADABAD, Dance Fitness Classes (e.g., Zumba). Its NAICS code is 71394 and its SIC code is 7997.