Vitality In Motion

What Vitality In Motion does

Vitality In Motion is a privately held, founder-owned arts and wellness fitness company founded in 2012 by former professional dancer Vanessa Woods in St. Louis, Missouri. It delivers research-based, adaptive dance and yoga classes specifically designed for adults aged 55 and older, with programming that can be performed seated, from a wheelchair, or standing. The product portfolio comprises seven proprietary formats — Vitality Ballet™, Balance Barre (55+), Stretch Yoga, Dancing Through the Decades, Line Dance, Aquatic Dance and Fitness Fusion — together with a virtual delivery format offered nationwide via live Zoom and on-demand YouTube.

The company monetizes primarily through B2B contracts with senior living communities, assisted living, independent living, memory care facilities and adult day centers, supplemented by individual private lessons in select locations and a nascent instructor orientation/onboarding program. Pricing is not publicly disclosed and is provided on inquiry; marketing relies on earned media coverage, referrals from activity coordinators and director-level endorsements at customer sites. Vitality In Motion states it operates at over 120 senior living communities and adult day centers, employs approximately 16 people (founder, a program coordinator, and roughly 14 named instructors), and serves thousands of older adults per month.

The model is services-led and labor-intensive: delivery depends on trained professional dancers rather than digital platforms, and there is no disclosed institutional funding, M&A activity, app, AI/ML capability or intellectual property beyond trademarks. Geographic reach consists of three in-person metros (St. Louis, Phoenix, Kansas City KS/MO) and a nationwide virtual channel, with the latter launched in May 2020 to convert a regional, in-person business into a national platform.

Name

Vitality In Motion

Legal name

Vitality In Motion

Website

https://vitalityinmotion.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Vitality In Motion is a St. Louis-based, founder-owned adaptive dance and yoga company that delivers research-based chair, wheelchair and standing classes to adults 55+ at 120+ senior living communities and adult day centers across the U.S., supplemented by nationwide virtual programming.

Ownership category

akta.pro rank

Product category

Senior Arts & Wellness Fitness Programs

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYHSADABAI

Senior/Low-Impact Group Fitness

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

SECONDARYHSADAAAD

Functional Fitness & Mobility Training

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADAIAM

Corrective Exercise, Movement Screening & Biomechanics

Home & Personal Services/Fitness, Wellness & Personal Training/Physical Therapy, Rehabilitation & Corrective Exercise

SECONDARYEDAAAMAI

Arts, Culture & Creative Learning for Seniors (Music, writing, crafts)

Education/Adult & Continuing Education/Adult Learning for Seniors (Third Age / Lifelong Learning Institutes)

Keywords

• Adaptive dance classes
• Senior fitness programs
• Chair-based ballet
• Virtual dance classes
• Senior living wellness

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Class Fees - Senior Living Communities: Vitality In Motion charges senior living communities and adult day centers for ongoing dance and yoga classes. Classes are brought to the facilities for residents. Program operates at over 120 senior living communities.
2. Virtual Class Access: Virtual classes offered to senior living communities nationwide via Zoom (live interactive) and YouTube (pre-recorded). Classes provided to communities who contact to book virtual programming.
3. Private Lessons: Private ballet lessons offered to individuals, as evidenced by testimonial from 'Private Lesson, Clayton, MO' participant. One-on-one instruction in addition to group community classes.
4. Instructor Training Program: New instructor onboarding and orientation program (Vitality In Motion – Orientation) for newly hired instructors, suggesting potential instructor licensing or training fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Vitality In Motion delivers research-based adaptive dance, ballet, yoga, and fitness classes designed for older adults, taught by professional dancers. Classes can be performed from a chair, wheelchair, or standing and are offered both on-site at 120+ senior living communities and adult day centers (St. Louis, Phoenix, Kansas City) and virtually nationwide via Zoom and YouTube. The program targets mobility, balance, cognition, and fall prevention in aging populations.

Product overview

Vitality In Motion is a service company offering adaptive dance and yoga classes specifically designed for older adults, delivered both in-person at senior living communities and virtually nationwide. The company operates a portfolio of seven signature class offerings centered around its core Vitality Ballet program. In-person classes are delivered on-site at over 120 senior living communities and adult day centers across St. Louis, MO, Phoenix, AZ, and Kansas City, KS/MO. Virtual delivery is available nationwide via live Zoom or pre-recorded YouTube. All classes are adaptive, designed to be performed from a chair, wheelchair, or standing position, making them accessible across different mobility levels found in independent living, assisted living, memory care, and adult day center settings.

Differentiator

Problem solved

Functional benefit

Brands

• Vitality Ballet™: Signature class consisting of modified ballet exercises and stretches done from a chair, wheelchair or standing at the barre. Designed for aging adults.
• Vitality Balance Barre (55+)
• Vitality Stretch Yoga
• Vitality Dancing Through the Decades
• Vitality Line Dance
• Vitality Aquatic Dance
• Vitality Fitness Fusion

Products and services

• Vitality Ballet Signature adaptive ballet class for older adults, performed from a chair, wheelchair, or standing position. Combines classical ballet technique with cognitive engagement, targeting posture, flexibility, coordination, strength, balance, and range of motion. Available as group or private lessons.
• Vitality Balance Barre (55+) Low-impact standing barre fitness class designed for active adults 55+, incorporating classical ballet technique fused with balance training. Targets stability, balance, strength, posture, coordination, and flexibility without floor jumps.
• Vitality Stretch Yoga Chair-based yoga class led by a certified instructor, combining stretches, postures, and flows with upbeat music. Focuses on range of motion, flexibility, mindfulness, breath control, and provides a calming yet energizing experience.
• Vitality Dancing Through the Decades Chair dance exercise class that takes participants through musical hits from the 1920s through today, combining entertainment with exercise. Targets cardio, endurance, coordination, strength, mobility, and cognition through easy-to-learn choreography. Particularly suitable for Memory Care and Skilled Nursing settings.
• Vitality Line Dance Adaptive line dance class incorporating country music choreography, performed from a chair or standing. Develops balance, control, coordination, mobility, memorization, and stability through adaptive footwork suitable for senior communities.
• Vitality Aquatic Dance Water-based dance class bringing ballet movements and barre steps into a pool environment using water resistance. Low-impact exercise targeting endurance, conditioning, strengthening, fall prevention, range of motion, and mobility with reduced joint strain.
• Vitality Fitness Fusion Non-dance fitness class for aging adults incorporating body-weight exercises, stretching, balance work, and strengthening. Designed to assist with fall prevention and activities of daily living to maintain independence. Uses music and coordinated conditioning moves.
• Virtual Classes Remote class delivery via two formats: live interactive Zoom sessions and pre-recorded YouTube videos. Classes are offered nationwide to senior living communities including Assisted Living, Memory Care, and Independent Living facilities. Delivered in 45-minute sessions.

Quantifiable outcome

• Virtual ballet classes shown to improve mobility and reduce falls more than wellness classes for older women
• +3 more outcomes

Named customers29 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• SilverSneakers: Operated by Tivity Health, SilverSneakers is the dominant senior fitness program in the U.S., offering group exercise at YMCAs, fitness centers, and senior living facilities. Highly comparable to Vitality In Motion as a senior-focused B2B/B2C fitness brand; broader scale but more generalist programming.
• Go4Life (National Institute on Aging): Government-sponsored evidence-based exercise program for older adults, freely distributed. Represents the "free/public" alternative that senior facilities could substitute for paid programming; directly comparable target audience.
• ATI Active Aging (ATI Physical Therapy): ATI's Active Aging program delivers physical-therapy-adjacent wellness and fitness to senior living communities and older adults. Comparable B2B contract motion and target buyer, with deeper clinical scope.

Direct peers

• NIFS (National Institute for Fitness and Sport): NIFS provides on-site fitness, wellness, and therapy programs to senior living and active aging communities, including group classes, personal training, and aquatic programs. Most directly comparable in B2B go-to-market, senior-living customer base, and adaptive class delivery.
• Functional Aging Institute (FAI): FAI trains fitness professionals and supports operators in functional aging fitness programming, often deployed at senior living and active aging communities. Comparable as a content/methodology owner serving the same senior fitness operator niche.
• StretchLab: StretchLab is a franchise-assisted stretching and mobility concept with senior-friendly offerings, often partnering with senior living communities. Comparable as an assisted-stretching/flexibility brand entering the active aging segment via facility partnerships.
• Barre Above: Barre Above trains instructors in barre fitness and licenses its curriculum to studios, gyms, and senior living communities. Comparable as a barre-fitness methodology/licensing business targeting the same instructor-and-facility buyer.

Emerging players

• Dance to EvOLv: Specialized dance and movement program designed for older adults in senior living and wellness settings, including chair-based adaptive dance. Closest direct niche competitor in adaptive dance for seniors.
• ElderGym: Online senior fitness program offering exercise videos for older adults at home and in facilities. Comparable in content/audience focus; lower-cost virtual competitor rather than instructor-led B2B operator.

Regional players

• JCC (Jewish Community Center) Active Aging Programs: Many JCCs operate senior wellness and dance programming (e.g., chair ballet, line dance, balance barre) for older adult members and partner communities. Comparable programming and audience; generally regional/club-based rather than multi-state B2B.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/vitalityinmotion
• Facebookfacebook.com/VitalityInMotion
• LinkedInlinkedin.com/company/vitality-in-motion-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Vitality In Motion