DanceBody
DanceBody is a NYC-based, female-founded dance-inspired fitness company offering dance cardio and sculpt classes across owned studios, the DanceBody LIVE streaming platform, and private training, serving adult fitness enthusiasts via memberships, subscriptions, and branded apparel.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What DanceBody does
DanceBody is a female-founded, NYC-based dance-inspired fitness company founded in 2013 by Katia Pryce, with Courtnay Mariani as Co-Founder and COO. The company delivers dance cardio and sculpt workouts across six core class formats (Sculpt: Mat, Strength, Power; Cardio: HIIT, Hip Hop, Full Out) plus newer offerings like Get Low and the BrideBody program, designed to combine cardiovascular conditioning, functional strength training, and dancer-style coordination for adult fitness enthusiasts across all levels.
The company operates a multi-channel platform: owned physical studios in NYC (NoMad and TriBeCa), Westport CT, and Los Angeles, plus seasonal Hamptons pop-ups via partner venues; DanceBody LIVE, an online streaming platform with iOS/Android apps, 2-way video, Chromecast/AirPlay support, and a library of 700+ on-demand workouts plus daily live classes reaching 20+ countries; and Private Training (in-studio, in-home, or virtual) including the 4-week DanceBody Deep Dive personalized program ($399-$750). Supporting technology includes MindBody for scheduling/booking, branded proprietary equipment (HexMat, Hex Weight, D-Weights, Dance Bands), and an e-commerce storefront at shop.dancebody.com.
Revenue is generated across six streams: studio class packs and tiered memberships (Lite/Member/Elite ranging $288-$650/month in NYC, lower in other markets), DanceBody LIVE subscriptions ($16.99/month on-demand, $34.99/month live + on-demand, $349.99/year), private training and Deep Dive programs, corporate events and private parties (groups of 5+), branded merchandise and equipment, and hourly studio rentals. Distribution relies on community-led go-to-market with an ambassador program, organic social (Instagram, Facebook, YouTube, Twitter), PR/earned media via founder visibility, a co-branded apparel partnership with Splits59, and a network of 11 partner brands offering membership perks.
DanceBody firmographics
Firmographics- Name
- DanceBody
- Legal name
- DanceBody LLC
- Website
- https://dancebody.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DanceBody is a NYC-based, female-founded dance-inspired fitness company offering dance cardio and sculpt classes across owned studios, the DanceBody LIVE streaming platform, and private training, serving adult fitness enthusiasts via memberships, subscriptions, and branded apparel.
- Ownership category
- akta.pro rank
DanceBody industry classification
Industry- Product category
- Boutique Dance Fitness
- NAICS
- Fitness and Recreational Sports Centers (71394)
- 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), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Yoga, Pilates & Studio Wear Retail (CRAMACAE)
Keywords
Where DanceBody is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
DanceBody 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
- Studio Classes and Memberships: In-studio dance cardio and sculpt classes sold through single classes, class packs, and monthly memberships at NYC, Westport, LA, and seasonal Hamptons locations
- DanceBody LIVE Online Subscriptions: Monthly and annual subscriptions for live streaming and on-demand classes; includes over 700 workouts and daily live classes
- Private Training: Personalized one-on-one and semi-private (2-4 people) training sessions available in-home, in-studio, or virtually; priced per session or as Deep Dive programs ($399-$750)
- Merchandise and Equipment: Branded apparel (sweatshirts, tanks, leggings, socks) and proprietary equipment (HexMat, Hex Weight, D-Weights, Dance Bands, Resistance Bands) sold through online shop
- Studio Rentals: NoMad and TriBeCa studios available for hourly rental for rehearsals, classes, events, or meetings
- Corporate Events and Private Parties: Customized group classes for corporate team building, client entertainment, birthdays, and bachelorettes; groups of 5 or more
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | NYC Single Classes |
| Unit Pricing | Pay-as-you-go | NYC New Client Specials |
| Subscription | Monthly | NYC Membership - DanceBody Lite |
| Subscription | Monthly | NYC Membership - DanceBody Member |
| Subscription | Monthly | NYC Membership - DanceBody Elite |
| Unit Pricing | Pay-as-you-go | Westport Class Pricing |
| Subscription | Monthly | Westport Memberships |
| Unit Pricing | Pay-as-you-go | Hamptons Pricing |
| Unit Pricing | Pay-as-you-go | Los Angeles Pricing |
| Subscription | Monthly | DanceBody LIVE - On Demand Only |
| Subscription | Monthly | DanceBody LIVE - Live & On Demand |
| Subscription | Annual | DanceBody LIVE - Annual |
| Unit Pricing | Pay-as-you-go | DanceBody Deep Dive Program |
| Unit Pricing | Pay-as-you-go | Private Training Sessions |
| Unit Pricing | Pay-as-you-go | Private Session Gift Card |
| Subscription | Monthly | DanceBody LIVE First Month Special |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
DanceBody product offering
Product offeringCore offering
DanceBody delivers dance-inspired fitness through a multi-channel platform combining in-studio dance cardio and sculpt classes at NYC, Westport, LA, and seasonal Hamptons locations, an online streaming service (DanceBody LIVE) with 2-way video and a 700+ workout library, and personalized private training sessions. The company also sells proprietary branded fitness equipment (HexMat, Hex Weight, D-Weights, Dance Bands) and apparel through an online storefront, and offers corporate group events and studio rentals.
Product overview
DanceBody is a dance cardio and sculpt fitness company offering a multi-channel platform combining in-studio classes, online streaming (DanceBody LIVE), and private training. The core offering consists of six class formats organized into Sculpt (Mat, Strength, Power) and Cardio (HIIT, Hip Hop, Full Out) categories, plus the newer Get Low low-impact format. The platform operates physical studios in NYC (NoMad and TriBeCa), Westport, LA, and seasonal Hamptons locations, while DanceBody LIVE provides streaming access to over 700+ On Demand classes plus daily LIVE classes with 2-way video interaction. Additional offerings include Private Training (in-home, in-studio, or virtual), the DanceBody Deep Dive personalized 4-week program, and Corporate/Private Events. The company also operates an e-commerce shop selling branded apparel and proprietary equipment (HexMat, D-Weights, Resistance Bands). Membership tiers (Lite, Member, Elite) provide access to different class counts, guest passes, and discounts across both in-studio and online offerings.
Differentiator
Problem solved
Functional benefit
Brands
- DanceBody LIVE: Online streaming platform offering LIVE and On Demand dance cardio and sculpt classes with 2-way video capability.
- BrideBody
Products and services
- DanceBody In-Studio Classes In-person dance cardio and sculpt fitness classes held at DanceBody's NYC (NoMad and TriBeCa), Westport CT, LA, and seasonal Hamptons studio locations. Classes are organized into Cardio (HIP HOP, HIIT, Full Out) and Sculpt (Mat, Strength, Power) formats and are available to individual consumers purchasing single classes, class packs, or recurring monthly memberships.
- DanceBody LIVE Online Streaming Platform Subscription streaming service offering daily LIVE streamed dance cardio and sculpt classes plus an on-demand library of 700+ workouts accessible via web and native iOS/Android apps. Features include 2-way video interaction with instructors, specialty content such as pre/postnatal programming and the 30-day BrideBody program, and compatibility with AirPlay, Chromecast, and HDMI casting for TV viewing.
- Private Training Personalized one-on-one or semi-private (2-4 person) training sessions delivered in-home, in-studio, or virtually for individual consumers. Programming spans prenatal, postnatal, strength, special-event preparation, choreography breakdown, and beginner onboarding, and is sold per session or as bundled programs.
- DanceBody Deep Dive Personalized 4-week program pairing clients with a dedicated trainer, including two 20-minute consultations, two 45-minute private training sessions, and a customized 4-week class program. Available in-studio or virtually, with pricing starting at $399 and reaching up to $750 depending on trainer selection.
- Corporate Events & Private Parties Customized group dance fitness experiences for corporate team building, client entertainment, employee wellness programs, birthdays, and bachelorettes, available at DanceBody studios or on-location for groups of five or more.
- Get Low Class Format A low-impact, high-energy cardio dance class format designed for individuals seeking cardiovascular and mood-boosting benefits without the joint impact of traditional high-impact dance workouts, delivered in a 50-minute format.
- Intro to DanceBody Class Introductory dance fitness class format designed to onboard beginners by teaching the core moves and choreography patterns used in DanceBody's other class formats.
- DanceBody Shop (Apparel & Equipment) Direct-to-consumer e-commerce storefront at shop.dancebody.com selling DanceBody-branded apparel (sweatshirts, tanks, leggings, socks) and proprietary fitness equipment including HexMat®, Hex Weight®, D-Weights, Dance Bands®, BodyBand, Resistance Bands, plus bundled equipment sets and gift cards.
Quantifiable outcome
- Boosts metabolism, enhances VO2Max, builds stamina, and improves cardiovascular endurance
- +2 more outcomes
Companies that use DanceBody
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
DanceBody technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
DanceBody partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor.
- FlavCityminorWellness partner offering 20% off orders for DanceBody members as part of membership perks program
- Smile HouseminorDental/medspa partner offering $100 off any service at Tribeca location for DanceBody members
- The FillminorBeauty partner offering complimentary membership to The Fill Club plus additional member perks for one year
- Bel Angé MedSpaminorMedspa partner offering complimentary Diamond Glow Facial for DanceBody members
- Sage + SoundminorWellness partner offering 20% off first Lymphatic Ritual for DanceBody members
- Om JuiceminorJuice bar partner near Nomad location offering 10% off every visit for DanceBody members
- VivrelleminorBeauty membership partner offering 20% off first month for DanceBody members
- Sam Brocato SalonminorSalon partner offering complimentary full-size Together Beauty product plus deep conditioning treatment on first visit
- The LanbyminorHealth club partner offering $200 off the first quarter of membership for DanceBody members
- CasaglowminorWellness partner offering 15% off any services, skincare products, and packages
- JECTminorAesthetic clinic partner offering 20% off wrinkle reducers and 10% off any other treatment at any Ject location
- Splits59minorApparel collaboration creating Dancebody x Splits59 Bra, a co-branded fitness apparel product
- LA DancefitminorPartner studio location hosting DanceBody LA classes at their facility (10936 Santa Monica Blvd)
- Post House (Sag Harbor)minorPartner venue hosting DanceBody group classes at 31 Long Island Avenue, Sag Harbor
- Jade Space (Montauk)minorPartner venue hosting DanceBody classes at 786 Montauk Hwy, Montauk
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
DanceBody competitors and assessment
Company assessmentDirect peers
- 305 Fitness: Dance-cardio specialty boutique studio with in-person classes and a digital streaming offering. Closest direct peer to DanceBody in dance-inspired group fitness, with a similar cardio-focused, music-driven format and instructor-led style.
- The Sculpt Society: Dance-based digital fitness platform founded by a choreographer, offering on-demand classes with a focus on sculpt and cardio. Directly comparable in its dance-meets-strength format and digital-first GTM.
- P.volve: Boutique fitness brand combining low-impact movement with resistance training and a digital streaming platform. Comparable in premium positioning, equipment-integrated workouts, and a strong in-studio + online hybrid model.
- Obé Fitness: Digital fitness platform with a broad on-demand class library across cardio, strength, and dance-style formats. Closely comparable in pricing tier ($20–$30/mo range) and digital-first positioning.
Broad incumbents
- Peloton: Connected-fitness platform with a broad class library that includes dance cardio, HIIT, and sculpt. A larger, well-capitalized incumbent in the digital fitness space that competes for the same online subscriber as DanceBody LIVE.
- Barry's Bootcamp: Iconic boutique fitness chain offering HIIT and strength classes with a premium brand. Comparable in boutique pricing tiers, multi-city footprint, and aspirational positioning, though focused on HIIT rather than dance.
- SoulCycle: Premium indoor cycling brand (now under Equinox) with a strong NYC presence and a cult community following. Comparable in high-priced boutique classes, NYC dominance, and a female-skewing, community-led brand.
- Orangetheory Fitness: National group-fitness franchise combining cardio and strength in structured, coached workouts. Comparable in its group-format, heart-rate-driven workout design and tiered membership model.
- ClassPass: Subscription aggregator offering access to boutique fitness studios including dance cardio, sculpt, and HIIT. Comparable as a channel and competitor for member acquisition and studio utilization.
- Equinox: Premium fitness club operator with owned boutique brands (including SoulCycle). Comparable in the premium NYC fitness market where DanceBody is most heavily concentrated.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
DanceBody social profiles
Digital presenceDanceBody financial estimates
Financial estimateRevenue estimate
Valuation estimate
DanceBody leadership team
Management profileNumber of profiles
Profiles6 records
DanceBody funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DanceBody 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 DanceBody
What does DanceBody do?
DanceBody delivers dance-inspired fitness through a multi-channel platform combining in-studio dance cardio and sculpt classes at NYC, Westport, LA, and seasonal Hamptons locations, an online streaming service (DanceBody LIVE) with 2-way video and a 700+ workout library, and personalized private training sessions. The company also sells proprietary branded fitness equipment (HexMat, Hex Weight, D-Weights, Dance Bands) and apparel through an online storefront, and offers corporate group events and studio rentals.
Is DanceBody a public or private company?
DanceBody is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DanceBody founded?
DanceBody was founded in 2013. It employs 11 to 50 people.
Where is DanceBody based?
DanceBody is headquartered in New York, United States, in the North America region.
How does DanceBody make money?
Six revenue lines are on record. Studio Classes and Memberships are the primary driver. The others are danceBody LIVE Online Subscriptions, private Training, merchandise and Equipment, studio Rentals and corporate Events and Private Parties.
Who are DanceBody's main competitors?
Direct peers on record are 305 Fitness, The Sculpt Society, P.volve and Obé Fitness. Broad incumbents are Peloton, Barry's Bootcamp, SoulCycle, Orangetheory Fitness, ClassPass and Equinox.
Does DanceBody have an API?
No public API is recorded for DanceBody.
What industry is DanceBody in?
DanceBody's product category is Boutique Dance Fitness. Its primary akta.pro industry code is HSADABAD, Dance Fitness Classes (e.g., Zumba), with a secondary code of HSADAAAM, Online/Remote Personal Training & Programming. Its NAICS code is 71394 and its SIC code is 7997.