Dance Vision
Dance Vision is a Las Vegas-based ballroom dance education company operating a hybrid platform that combines a proprietary video-based Syllabus, DVIDA teacher certification, seven owned/franchised studios across the U.S., events, and merchandise for adult learners, instructors, and franchise partners.
- Company typePrivate
- Founded1992
- HeadquartersLas Vegas, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Dance Vision does
Dance Vision is a Las Vegas-based ballroom dance education company founded in 1992 that operates a hybrid physical-and-digital platform targeting adult dance enthusiasts, competitive Pro-Am dancers, independent studio instructors, and franchise partners. The company's core product is the Dance Vision Syllabus, a proprietary video-based curriculum delivered via web and mobile app (iOS/Android) that provides structured instruction in figures, footwork, and technique across multiple ballroom styles. The Syllabus is paired with the DVIDA (Dance Vision International Dance Association) certification framework, which offers student medal testing and teacher/professional credentialing programs, creating a credentialing ecosystem that standardizes instruction across the network.
The company runs seven brick-and-mortar Dance Vision Studios across the U.S., supplemented by a franchise program that has awarded seven franchise licenses, with a stated franchise requirement of $175K liquid capital and $500K net worth. Revenue is generated across seven streams: recurring studio memberships and class packages, online syllabus subscriptions (Individual and Team plans), franchise royalties and fees, merchandise sales (dance shoes, dance floors, syllabus manuals), teacher certification fees, and event/competition revenue from owned properties including the Emerald Ball, Dance Vision Nationals, and the Dance Vision Circuit. Dance floors sold by the company have been installed in over 700 studios and residences, providing a hardware revenue stream that also functions as indirect distribution for the syllabus.
Distribution combines company-owned retail studios, franchise-operated locations, a self-serve online platform (app.dancevision.com), a direct e-commerce storefront (shop.dancevision.com), and third-party channels including ClassPass. The affiliated Dance Vision Foundation, a nonprofit, extends the brand into mental wellness positioning. The company is privately held, incorporated in Nevada as Dance Vision Franchise, Inc., co-located with W.D. Eng, Inc., and led operationally by founder Wayne Eng and Director Jason Eng.
Dance Vision firmographics
Firmographics- Name
- Dance Vision
- Legal name
- Dance Vision Franchise, Inc.
- Website
- https://dancevision.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dance Vision is a Las Vegas-based ballroom dance education company operating a hybrid platform that combines a proprietary video-based Syllabus, DVIDA teacher certification, seven owned/franchised studios across the U.S., events, and merchandise for adult learners, instructors, and franchise partners.
- Ownership category
- akta.pro rank
Dance Vision industry classification
Industry- Product category
- Ballroom Dance Education
- NAICS
- Dance Companies (71112), Performing Arts Companies (7111), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)
- akta.pro secondary industries
- Ballroom & Latin Dance Shows (MPAGADAE), Dancers, Choreographers & Dance Troupes Booking (HSACAHAD), Dance Performances (THAJAFAD)
Keywords
Where Dance Vision is headquartered
LocationHeadquarters
- HQ city
- Las Vegas
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Dance Vision business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Studio Classes and Memberships: Physical studio classes offered at owned and franchise locations with membership packages that provide recurring revenue through monthly subscriptions.
- Online Syllabus Subscriptions: Digital membership providing access to video syllabus content, streamed instruction, and online learning resources. Offered as Individual and Team plans with monthly or annual billing.
- Dance Class Packages: One-time purchases of class credits/packs for use at studios, with 12-hour cancellation policy and penalty charges for late cancellations or no-shows.
- Merchandise Sales: E-commerce sales of dance shoes, dance floors, syllabus manuals, and branded merchandise through shop.dancevision.com.
- Franchise Royalties: Revenue from franchise operations - independent studio owners pay for the right to operate under the Dance Vision brand, use their curriculum, systems, and support services.
- Dance Events and Competitions: Revenue from organizing and hosting dance events including Emerald Ball, Dance Vision Nationals, dance camps, and circuit competitions.
- Teacher Certification: Fees for teacher certification programs, professional certification exams, and DVIDA medal testing for students.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual Plan - For anyone studying on their own |
| Subscription | Monthly | Team Plan - For studio managers and their teams |
| Unit Pricing | Pay-as-you-go | Class Packages - One-time class credit purchases |
| Subscription | Monthly | Membership Packages - Recurring studio access |
| One time/ perpetual license | Multi-year contract | Franchise Investment |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Dance Vision product offering
Product offeringCore offering
Dance Vision operates ballroom dance studios combined with an online video syllabus platform for dancers and teachers. The company sells digital subscriptions, runs DVIDA certification programs, hosts competitive events (Emerald Ball, Nationals, Circuit, camps, galas), and offers franchise opportunities. Physical merchandise including dance floors, shoes, and syllabus manuals is sold through its e-commerce shop, and the company also runs a nonprofit foundation focused on mental wellness through dance.
Product overview
Dance Vision operates a platform-plus-physical model combining digital dance education with brick-and-mortar studios. The core digital product is the Dance Vision Syllabus — a video-based instructional platform accessible via web and mobile app — complemented by DVIDA (Dance Vision International Dance Association) certification programs for students and teachers. The company runs in-person Dance Vision Studios (seven locations, with franchising expanding) and hosts competitive events including Dance Vision Nationals, Emerald Ball, and Dance Vision Circuit. Physical products include dance floors (installed in 700+ studios) and dance shoes sold through the shop. The subsidiary Dance Vision Foundation promotes mental wellness through ballroom dance. The Free Online Membership provides free tier access to the platform.
Differentiator
Problem solved
Functional benefit
Brands
- DVIDA: Dance Vision International Dance Association - certification program for student medals and teacher credentials
- Emerald Ball
- Dance Vision Nationals
Products and services
- Dance Vision Studios Boutique brick-and-mortar ballroom dance studios offering in-person lessons, socials, workshops, and events. Seven studios currently operate across the U.S. with a franchise expansion model.
- Dance Vision Syllabus Digital learning platform providing instructional video content for ballroom dance, serving as a universal shared language of figures, footwork, and technique. Available via web and mobile app with Individual and Team subscription plans.
- Dance Vision App Mobile application providing access to syllabus video content, class booking, membership management, achievement tracking, video streaming to TV, and integration with fitness tracking devices.
- DVIDA (Dance Vision International Dance Association) Certification framework offering Student Medal Testing for social dancers, Teacher Certification, and Professional Certification. Includes teacher and team leaderboards and a public DVIDA directory.
- Dance Vision Studios Franchise Franchise opportunity for entrepreneurs to open and operate Dance Vision Studios under the company's brand, curriculum, and systems. Requirements include $175K liquid capital and $500K net worth. Includes training in real estate, operations, marketing, sales, dance, wellness, equipment, technology, and design.
- Emerald Ball Premier annual dance competition featuring an atmosphere both on and off the floor. Supports the Dance Vision Foundation through fundraising.
- Dance Vision Nationals Annual championship competition open to Dance Vision Certified Teachers and their students. Held alongside Achievement Galas.
- Dance Vision Circuit Annual circuit competition awarding prizes the first Saturday in May. Partners with the California Goldrush competition series.
- Dance Vision Dance Camp Full-day immersive workshops for dancers, teachers, and students worldwide.
- Emerald Ball Dance Camp Dance camp offered as part of the Emerald Ball event series, designed for Pro-Am Competitors, Pros, and Amateurs.
- Achievement Galas Celebratory events recognizing dancer achievements within the Dance Vision community.
- Dance Floors High-quality portable and permanent dance floors engineered for optimal dance performance, sold to studios and residential homes. Installed in over 700+ dance studios.
- Dance Shoes High-quality and affordable dance footwear sold through the Dance Vision online shop.
- Syllabus Manuals Printed instructional manuals providing structured syllabus content at different skill levels for dancers, teachers, and students.
Quantifiable outcome
- Dance floors installed in 700+ studios and homes
- +1 more outcomes
Companies that use Dance Vision
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Dance Vision 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
Dance Vision partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dance Vision FoundationcoreDance Vision Foundation is the company's charitable arm focused on mental wellness through ballroom dance. The foundation trains and compensates instructors to reach underserved populations who need wellness support most, aligning with the company's mission to make dance a go-to option for enhancing wellness.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Dance Vision competitors and assessment
Company assessmentDirect peers
- Arthur Murray International: The largest and most established ballroom dance studio franchise network. Directly comparable to Dance Vision's franchise model, target customer (adult social and competitive dancers), and curriculum-based instruction approach, but operates at substantially greater scale.
- Fred Astaire Dance Studios: Long-standing ballroom dance franchise with hundreds of studios worldwide. Comparable to Dance Vision in product (in-person ballroom instruction, competitions, teacher training) and franchise GTM, but with materially larger network and brand recognition.
- TakeLessons: Marketplace connecting learners with dance (including ballroom) instructors for private and group lessons, online and in-person. Comparable on target customer and lesson-discovery motion, though less vertically integrated than Dance Vision.
Emerging players
- STEEZY Studio: Online dance education platform offering subscription video lessons across multiple styles. Comparable to Dance Vision's Syllabus platform on digital content delivery and Individual/Team subscription model, though STEEZY is multi-genre rather than ballroom-focused.
- CLI Studios: Online dance education platform with subscription-based instructional video content for studios and dancers. Comparable to Dance Vision's hybrid of digital curriculum and studio partnerships, with overlapping Team/Studio subscription positioning.
- Preply: Online tutoring marketplace that includes dance and movement instruction. Comparable as a digital channel for individual instructor-led learning, but is generalist and lacks Dance Vision's proprietary curriculum and certification framework.
Broad incumbents
- MasterClass: Premium online video learning platform that includes dance instruction among many categories. Comparable on subscription-based online curriculum monetization, but operates as a broad incumbent rather than a ballroom specialist.
Others
- ClassPass: Multi-studio fitness and dance class aggregator. Comparable as a distribution channel — Dance Vision integrates with ClassPass — and as a consumer acquisition touchpoint for studio-based classes.
- DanceSpirit: Dance industry media and education publication covering competition and studio news. Comparable as a complementary channel in the competitive ballroom ecosystem, though not a direct commercial competitor.
- Dance Vision Foundation (peer note): Included for context only as Dance Vision's own nonprofit arm; positioned in the dance-and-wellness social-impact space alongside organizations like America's National Dance Council (USA Dance) that promote recreational dance participation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Dance Vision social profiles
Digital presenceDance Vision financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dance Vision leadership team
Management profileNumber of profiles
Profiles2 records
Dance Vision subsidiaries and ownership
Company hierarchySubsidiaries1 record
Dance Vision funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dance Vision 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 Dance Vision
What does Dance Vision do?
Dance Vision operates ballroom dance studios combined with an online video syllabus platform for dancers and teachers. The company sells digital subscriptions, runs DVIDA certification programs, hosts competitive events (Emerald Ball, Nationals, Circuit, camps, galas), and offers franchise opportunities. Physical merchandise including dance floors, shoes, and syllabus manuals is sold through its e-commerce shop, and the company also runs a nonprofit foundation focused on mental wellness through dance.
Is Dance Vision a public or private company?
Dance Vision is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dance Vision founded?
Dance Vision was founded in 1992. It employs 11 to 50 people.
Where is Dance Vision based?
Dance Vision is headquartered in Las Vegas, United States, in the North America region.
How does Dance Vision make money?
Seven revenue lines are on record. Studio Classes and Memberships are the primary driver. The others are online Syllabus Subscriptions, dance Class Packages, merchandise Sales, franchise Royalties, dance Events and Competitions and teacher Certification.
Who are Dance Vision's main competitors?
Direct peers on record are Arthur Murray International, Fred Astaire Dance Studios and TakeLessons. Emerging players are STEEZY Studio, CLI Studios and Preply. MasterClass is listed as a broad incumbent. Others are ClassPass, DanceSpirit and Dance Vision Foundation (peer note).
Does Dance Vision have an API?
No public API is recorded for Dance Vision.
What industry is Dance Vision in?
Dance Vision's product category is Ballroom Dance Education. Its primary akta.pro industry code is EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance), with a secondary code of MPAGADAE, Ballroom & Latin Dance Shows. Its NAICS code is 71112 and its SIC code is 7990.