Urban Movement Arts

What Urban Movement Arts does

Urban Movement Arts (UMA) is a privately held Philadelphia-based dance studio founded in September 2017 by Vince Johnson as an extension of his earlier MoveMakers Philly youth program (established 2015). The company operates two physical studio locations — the headquarters at 2100 Chestnut St and a secondary site at 812 Chestnut St housed within the Range of Motion venue — offering adult and youth movement programming centered on Black American vernacular and folkloric dance forms including Hip Hop, House, Locking, Waacking, Voguing, and Breaking, alongside yoga, martial arts, roller skate education, and adult acrobatics. UMA also runs performance collectives (UMAMI Collective, Groove Collective), an Artist in Residency program, and produces annual Fringe Arts shows (WORKINONIT, FLOW STATE).

The business runs on the third-party MindBody platform for class registration, scheduling, and payments, with no proprietary technology stack. Revenue is generated across five streams: recurring adult class subscriptions and memberships (drop-ins at $19, 5-class cards at $75, monthly unlimited at $150, plus location-specific intro months at $25-$40), monthly studio rental memberships ($150-$240/month, capped at 3-5 tenants per studio), specialty workshop series ($80-$220 per registration), performance and battle event ticket sales ($20-$25), and youth programming income from the Philadelphia School District Strategic Partnership and MoveMakers/Say Yes Philly scholarship fundraising. Distribution is direct-to-consumer via in-studio attendance, supplemented by studio rentals to independent instructors and a small number of corporate and community team-building engagements.

The affiliated Say Yes Philly nonprofit, spun off in 2025, serves as the formal hub for youth-facing programs including the I Am The Move school curriculum, summer camp scholarships (30 scholarships in 2023, 90% retention year-over-year), and music education. UMA has no disclosed external investors, parent company, or institutional funding, operating as a founder-led, grant- and revenue-supported lifestyle business with 11-50 employees and a single-city footprint.

Name

Urban Movement Arts

Legal name

Urban Movement Arts

Website

https://urbanmovementarts.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Urban Movement Arts is a Philadelphia-based dance studio operating two locations, offering adult and youth classes in Black American vernacular dance forms, martial arts, yoga, and movement programs, plus studio rentals and a Philadelphia School District partnership.

Ownership category

akta.pro rank

Product category

Dance Studio Services

NAICS

Fitness and Recreational Sports Centers (71394), Dance Companies (71112), Fine Arts Schools (61161)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYEDAMAAAH

Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Arts & Creative Enrichment (Visual Arts, Music, Theater, Dance)

SECONDARYHSADABAD

Dance Fitness Classes (e.g., Zumba)

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

SECONDARYMPAGADAF

Urban/Street Dance Performances (Hip-Hop, Breaking)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Dance & Ballet Performances

SECONDARYMPAGADAH

Dance Competitions & Showcases (Non-Esports)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Dance & Ballet Performances

Keywords

• Dance studio classes
• Movement arts education
• Youth dance programs
• Studio rental space
• Workshop and performance events

Headquarters

HQ city

Philadelphia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Dance Classes and Memberships: Drop-in classes, class cards, intro months, and monthly unlimited memberships at two studio locations. Core revenue driver.
2. Studio Rentals: Hourly and monthly studio rental memberships for independent instructors, dance groups, and event organizers. Studio A at $240/mo (19'x63') and Studio B at $150/mo (19'x36').
3. Workshops and Series: Specialty workshop series (Dance Film Workshop, Hustle Series, Fringe performances) with registration fees ranging from $80-$220.
4. Performance Events and Battles: Student performances, battle competitions, and showcase events with registration fees ($25) and spectator tickets ($20).
5. Youth Programs: MoveMakers Philly youth dance and music programs, with scholarship funding from donations and grants.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Urban Movement Arts operates two Philadelphia dance studios selling adult drop-in classes, class cards, monthly unlimited memberships, and intro-month offers in Black American vernacular dance forms (Hip Hop, House, Locking, Waacking, Voguing, Breaking, Afro-Cuban, Latin styles), plus yoga, martial arts, and roller-skate classes. The studio also rents space to independent instructors, sells workshops, private lessons, Fringe-style performances, and battle competition tickets, and runs affiliated youth programs (MoveMakers Philly, I Am The Move, Play It Forward Orchestra) under the separate Say Yes Philly nonprofit.

Product overview

Urban Movement Arts (UMA) is a Philadelphia-based dance studio offering a comprehensive suite of movement education services. The core offering consists of adult dance classes in Black American vernacular dance forms (Hip Hop, House, Breaking, Locking, Waacking, Voguing, Afro-Cuban, Jazz Roots, Latin styles), supplemented by beginner onboarding via The UMA Dip Programs. Specialized programming includes performance collectives (UMA Groove Collective, UMAMI Collective), Battle Training, and Fringe productions (FLOW STATE, WORKINONIT). The business operates two physical studio locations (2100 Chestnut headquarters and 812 Chestnut/Range of Motion) offering studio rentals, private lessons, martial arts classes, and roller skate education. Affiliated youth programming runs through MoveMakers Philly/Say Yes Philly as a distinct non-profit entity.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Dance Classes Drop-in and membership-based weekly dance classes for adults of all levels in Black American vernacular, African folkloric, Latin, and contemporary movement styles, taught in person at the 2100 Chestnut and 812 Chestnut studios.
• The UMA Dip Programs Structured beginner onboarding programs (Standard general introduction, specialized House Dance course, and Femme focusing on heels/Vogue/Waacking) for adults with little or no dance experience.
• Series & Programs Specialized multi-week training programs for adults, including the Battle Training Program, UMA Groove Collective (street/club dance training company), UMAMI Collective (performance training), The Deep Dive, and the Wise & Groovy Series for dancers aged 50 and over.
• Studio Rentals Hourly and membership-based studio space rentals at 2100 Chestnut and 812 Chestnut for independent dance instructors, choreographers, and event organizers, with monthly Studio A ($240/mo, ~50'x30' with mirrors) and Studio B ($150/mo, 26'x28') memberships including 8 hours/month and 25% discounts on additional rentals.
• Private Lessons One-on-one private dance instruction with UMA instructors for individuals seeking personalized, customized dance training.
• Workshops & Special Events Specialty workshops (Dance Film Workshop, Why We Strut, Philly Hip Hop Heroes series) and one-time event programming, including ticketed battle competitions in Hip Hop, House, Popping, and Waacking & Locking.
• Fringe Performances Ticketed annual performance productions including FLOW STATE (street/contemporary/theater fusion) and WORKINONIT (student showcase with instructor choreography), presented at Fringe Arts and First Unitarian Church.
• Corporate & Community Programs Custom dance and movement programming for businesses and community organizations, including team-building workshops, corporate wellness offerings, and group event experiences.
• Martial Arts Classes @ Range of Motion Martial arts programming at UMA's 812 Chestnut (Range of Motion) location, including ROM Martial Arts Mobility, ROM Kickboxing & Karate, ROM Grappling, and Family Martial Arts classes.
• Great on Skates Roller skate education classes for adults at the 812 Chestnut location, including Beginner Levels 1 & 2, Roller Dance, and Intermediate-level sessions held on Sundays.
• Class Memberships & Passes Subscription and pass-based access to UMA's regular weekly adult class schedule, including new-client Intro Month offers ($40 at 2100 Chestnut / $25 at 812 Chestnut), $19 drop-ins, 5-class cards, and $150/month One Month Unlimited Passes, with Standard Memberships available after the intro period.

Quantifiable outcome

• 100% of families expressed MoveMakers camp increased their child's opportunity to express creativity
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Philadelphia School DistrictcoreStrategic or Co-development PartnerStrategic Partner in PSD Strategic Partnership Program since 2022. I Am The Move program provides free street dance education in Philadelphia public schools during school hours. Served minimum 300 students annually through classroom teaching and assemblies.
• MoveMakers PhillycoreOthersYouth dance and music program (K-8) established 2015, part of the UMA network. Offers after-school enrichment, summer camps, and school-day programming. Partners with Say Yes Philly for scholarship funding.
• Philly Music FactoryminorStrategic or Co-development PartnerMusic education partner collaborating with Say Yes Philly since 2024 to inaugurate music camp scholarships. Part of the broader youth arts education ecosystem.
• Range of MotionminorStrategic or Co-development PartnerVenue partner at 812 Chestnut location featuring unique co-located programming from MoveMakers Philly, Martial Posture, After School Philly, and Urban Movement Arts under one roof.
• Fringe ArtscoreStrategic or Co-development PartnerAnnual venue partner for UMA's Fringe Festival performances including WORKINONIT and FLOW STATE shows. UMA Shows Up annual performance also held at Fringe Arts.
• First Unitarian ChurchminorOthersVenue partner for monthly music concert series (Free Range, Iris), battle events, and performance rehearsals. Regular location for FLOW STATE, WORKINONIT rehearsals, and community events.
• ArtPhillyminorStrategic or Co-development PartnerCollaborative partner for Philadelphia street dance events including ArtPhilly Presents series featuring UMA artists and documentary film screenings.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• The Ailey Extension: Adult dance education program of Alvin Ailey rooted in Black American modern/vernacular dance forms, offering drop-in and multi-week classes — directly comparable niche and educational model to UMA.
• Broadway Dance Center: Large New York City drop-in/membership adult dance studio offering multiple styles (hip-hop, contemporary, jazz) with weekly schedules and class cards — directly comparable to UMA's core studio business model and pricing structure.
• Debbie Allen Dance Academy: Los Angeles-based academy specializing in Black vernacular dance forms with youth and adult programming, cultural and performance programming — direct cultural analog to UMA's Black American folkloric positioning.
• Steps on Broadway: Iconic NYC adult dance studio with drop-ins, class cards, and multi-style programming including hip-hop and street forms, plus performance opportunities — comparable to UMA's combination of instruction, memberships, and showcases.
• Peridance Capezio Center: NYC dance studio offering multi-style adult classes (including hip-hop) with drop-in pricing, memberships, and studio rentals; closely matches UMA's two-physical-location DTC operating model and class-card pricing.
• Millennium Dance Complex: Hip-hop-focused dance studio with multiple locations, drop-in classes, choreography programs, and performance opportunities — directly comparable to UMA's street-dance first identity and battle/training programs.

Broad incumbents

• SoulCycle: Large dance-based fitness brand with premium pricing and multiple studio locations; competing for the same urban adult consumer spending on movement/wellness, though focused on indoor cycling rather than street dance.
• Mark Morris Dance Group: Established dance company that operates a school and presents performances; comparable to UMA's combination of instruction and live performance, but at significantly larger scale and broader dance-style scope.
• Alvin Ailey American Dance Theater: Major dance company with the Alvin Ailey Extension adult education arm; comparable cultural-niche anchoring in Black American dance forms but at a national/international performance scale far larger than UMA.

Emerging players

• ClassPass: Fitness/dance aggregator that competes for dance-fitness consumer dollars and can pull prospective members away from individual studios; intersects with UMA's target customer segments at the acquisition layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/umaphilly
• Facebookfacebook.com/urbanmovementarts
• LinkedInlinkedin.com/company/urban-movement-arts-movemakers-philly-philly-music-factory

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Urban Movement Arts