HeartBeat Dance Academy

What HeartBeat Dance Academy does

HeartBeat Dance Academy (HBDA) is a privately held dance education business founded in 2002 by Studio Director Teri Nash and headquartered at Barrett Community Center in Belmont, California. The company delivers in-person dance instruction across more than ten styles — including ballet, jazz, tap, hip hop, lyrical, contemporary, modern, acro, musical theatre, and dance conditioning — to over 100 weekly classes serving dancers ages 3 through adult. Instruction is structured through a Royal Academy of Dance (RAD) ballet curriculum with formal progression examinations, age- and level-based class placement with teacher recommendations, and a tiered pricing structure based on class duration (30 to 90 minutes). HBDA also operates a secondary Crystal studio in San Mateo, a nationally ranked competition team that participates in regional and national events including Showstoppers Nationals, and an annual recital at the Carlmont Performing Arts Center.

The underlying technology stack is operationally lightweight: enrollment, billing, and family management run through the third-party DanceStudio-Pro parent portal with auto-pay monthly tuition; the company website is built on Wix; and competition marketing is distributed through Instagram, Facebook, YouTube, and Yelp. HBDA's core intellectual property is human capital — its faculty includes former NFL/NBA choreographers, RAD-certified instructors, an MFA-trained choreographer, and a competition director who competed at the collegiate national level — rather than proprietary software or data assets.

Revenue is generated primarily through recurring monthly tuition (annual fee divided into 10 monthly installments of $60-$130 per class), supplemented by a $35 annual registration fee, week-long summer dance camps at $630-$650/week, multi-day Industry Intensives at $275-$350 featuring professional guest artists, competition team audition fees, adult drop-in classes at $30/class, and private placement evaluations at $45/session. Distribution is direct-to-consumer through the two physical studio locations and the parent portal, with customer acquisition driven by community reputation, parent referrals, competition results, and social media. The primary customer segments are children ages 3-10 in foundational programs, pre-teens and teens in technical and competition pathways, competitive dancers pursuing regional/national recognition, aspiring professional dancers attending intensives, and adults in recreational drop-in classes. Strategic positioning targets serious dancers preparing for collegiate dance team opportunities, evidenced by partnerships with programs such as the UNLV Rebel Girls and instructors with NFL/NBA choreography credentials.

Name

HeartBeat Dance Academy

Legal name

HeartBeat Dance Academy

Website

https://heartbeatdanceacademy.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

HeartBeat Dance Academy is a privately held Bay Area dance studio operating two locations in Belmont and San Mateo, California. It offers over 100 weekly classes in ballet, jazz, tap, hip hop, and other styles for dancers ages 3 through adult, plus a nationally ranked competition team and summer intensives featuring professional guest artists.

Ownership category

akta.pro rank

Product category

Dance Education Services

NAICS

Fine Arts Schools (61161)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Dance Competitions & Showcases (Non-Esports) (MPAGADAH), Portfolio & Audition Preparation (Arts School Admissions) (EDAMAAAK)

Keywords

• Dance instruction services
• Youth dance classes
• Ballet and jazz training
• Dance competition training
• Dance summer camps

Headquarters

HQ city

Belmont

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Monthly Tuition: Recurring monthly tuition charges for ongoing dance classes. Tuition calculated annually, divided into 10 monthly installments (September-June). Amount varies by class duration (30-90 minutes). Requires auto-pay enrollment with credit card on file.
2. Annual Registration Fee: $35 per dancer annual registration fee charged each dance year.
3. Summer Camps: Week-long themed dance camps priced at $650/week (Belmont residents: $630/week). Extended care available for $225/week ($205/week Belmont residents). Camps run June-August for ages 4-13.
4. Industry Intensives: Multi-day workshops featuring guest artists from professional dance/NFL/college programs. Priced at $275-$350 per intensive. Target dancers pursuing collegiate or professional dance opportunities.
5. Competition Team Fees: Competition team participation with $50 audition fee and additional $25 solo audition fee. Team competes in regional and national competitions.
6. Adult Drop-in Classes: $30 per class for adult-only drop-in classes. Class cards available: $115 for 6-pack. No advance registration required for adult classes.
7. Private Evaluations: 30-minute private evaluation sessions for class placement at $45/session.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

HeartBeat Dance Academy provides in-person dance instruction through more than 100 weekly classes for dancers ages 3 to adult, covering styles including ballet (RAD-certified), jazz, tap, hip hop, lyrical, contemporary, modern, acro, musical theatre, and dance conditioning. Supplemental offerings include summer themed dance camps, drop-in summer classes, multi-day Industry Intensives featuring professional guest artists, a nationally ranked Competition Team, private class placement evaluations, adult drop-in classes, and an annual recital at Carlmont Performing Arts Center.

Product overview

HeartBeat Dance Academy (HBDA) is a dance education institution offering a unified portfolio of in-person instructional programs. The core offering is its Regular Season Dance Classes (100+ weekly classes from September–June) spanning jazz, tap, ballet, lyrical, contemporary, hip hop, acro, musical theatre, and conditioning for ages 3 through adult. Summer programs include themed dance camps (ages 4–13) and drop-in summer classes, while advanced dancers can attend Industry Intensives featuring guest artists. The Competition Team provides competitive-level training and performance opportunities. HBDA also offers private evaluations for class placement, adult dance classes, and hosts an annual recital. The Parent Portal (DanceStudio-Pro) serves as the administrative platform for registration and tuition management. Studios are operated at two physical locations in Belmont and San Mateo, CA.

Differentiator

Problem solved

Functional benefit

Products and services

• Regular Season Dance Classes More than 100 weekly in-person dance classes offered from September through June for dancers ages 3 to adult, from beginning to competitive levels. Styles include jazz, tap, musical theatre, ballet, lyrical, contemporary, modern, dance conditioning, acro, and hip hop. Available at both Belmont (Barrett) and San Mateo (Crystal) studio locations.
• Summer Dance Camps Full-day themed dance camps for children ages 4-13 offered during summer break (June-August), with weekly themes such as Mermaid Sparkle Party, Rainbow Unicorn, Superhero Academy, Princess Dance Camp, Pop Star Camp, K-Pop Dance Camp, Barbie + Ken Dance Camp, Hip Hop Takeover, and Performance Jazz Camp. Each week includes themed crafts, snacks, a t-shirt, and a pizza party. Extended care available for additional fee.
• Summer Drop-in Classes Drop-in 60-minute dance classes held Mondays through Wednesdays from July 6 through August 5 for dancers of various ages and levels. Available as single drop-in at $30/class with no registration commitment.
• Industry Intensives Multi-day intensive workshops featuring professional guest artists from collegiate, NBA, and NFL dance programs, designed for serious dancers pursuing collegiate or professional dance careers. Includes warm-up, technique training across multiple styles, mock auditions, performance coaching, and direct exposure to working choreographers. Priced at $275-$350 per intensive.
• Competition Team Nationally ranked competitive dance team program competing in jazz, lyrical, contemporary, tap, hip hop, and other styles at regional and national competitions including Showstoppers Nationals. Team ranges from mini (ages 7 and under) through senior levels, with solo, duo/trio, and group entries. Includes conventions, team bonding events, photoshoots, and audition fees ($50 per style, $25 for solo).
• Adult Dance Classes Recreational dance classes for adults ages 18+ including Adult Ballet, Adult Jazz Funk, Adult Hip Hop, and Adult Contemporary. Available as drop-in at $30/class or 6-pack class card at $115, with no advance registration required. Designed for fitness, stress relief, social connection, and creative expression.
• Class Placement Evaluations 30-minute private evaluation sessions with HBDA instructors designed to place dancers in appropriate class levels. Also includes trial class evaluations for new dancers. Required for enrollment in classes above level I or beginning for dancers new to the studio. Priced at $45 per session.

Quantifiable outcome

• Over 100 classes offered weekly
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Audrey AlaviminorStrategic or Co-development Partner · 28 July 2026Former NFL Raiderette cheerleader leads a 3-day Industry Intensive (July 28-30, 2026). Professional dancer, choreographer, and wellness advocate with elite-level performance experience.
• Nicole Trigani (TRIGS Choreo LLC)minorStrategic or Co-development Partner · 21 July 2026Professional dancer and choreographer who danced for NBA Boston Celtics and choreographs for NBA, NFL, and collegiate teams leads a 3-day Industry Intensive (July 21-23, 2026). Currently training in Los Angeles under notable choreographers.
• Kayla Shabre (Sassy Hip Hop with Shabre)minorStrategic or Co-development Partner · 14 July 2026Former NFL 49ers cheerleader and captain leads a 3-day Industry Intensive (July 14-16, 2026). Shabre brings professional choreography experience from NFL, NBA, and collegiate dance circuits. Also integrates sport psychology and dance therapy approach.
• UNLV Rebel Girls & CompanycoreStrategic or Co-development Partner · 8 July 2026UNLV Rebel Girls (UDA D1A National Champions) lead a special Industry Intensive workshop at HBDA on July 8-9, 2026. Dancers train with Director Marca DeCastroverde, Coach Brandi Slade, and team members. The partnership provides HBDA students exposure to one of the most successful collegiate dance programs in the country.
• City of Belmont Parks and RecreationcoreStrategic or Co-development PartnerFacilities partnership providing the Barrett Community Center location for HBDA's main studio. Belmont residents receive tuition discounts through this partnership. Five fully equipped dance rooms with sprung marley flooring, heating, and air conditioning provided.
• The Dance Theatre ShopminorChannel Partner/ Reseller/ DistributorLocal dance apparel retailer located at 414 S. Ellsworth Ave., San Mateo, CA 94401. Recommended vendor for dance shoes and attire. HBDA provides referral to this retailer for families needing dance supplies.
• Carlmont Performing Arts CentercoreStrategic or Co-development PartnerAnnual recital venue for HBDA's year-end dance performance, typically held in June. Provides professional theater facilities for student showcases.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• Dance Studio Pro: Third-party studio management and parent-portal platform actually used by HBDA for registration, auto-pay, and class management. Indirectly comparable as the technology backbone used by many small-to-mid-sized dance academies for student management and billing.
• Carlmont High School Performing Arts Department: Local secondary-school venue partner hosting HBDA's annual recital at the Carlmont Performing Arts Center. Adjacent ecosystem participant rather than a direct competitor, but a relevant comparable in producing Bay Area youth performing-arts programming.

Direct peers

• Menlo Park Academy of Dance: Bay Area dance school explicitly mentioned in HBDA's own faculty bios as the RAD-trained training ground for its current Ballet Director. Operates a comparable portfolio of recreational and pre-professional dance classes for children in the same Peninsula geography, using similar ballet methodology.
• Pacifica School of Dance: San Mateo County dance school offering recreational and competitive programming in ballet, jazz, hip hop, and contemporary. Comparable in serving the same Peninsula family demographic with overlapping curriculum and competition-event participation.
• Dance Attack: Bay Area competition-focused dance studio competing in the same regional circuits (Showstoppers, etc.) as HBDA's competition team. Directly comparable on competitive team structure, genre offerings, and Bay Area parent demographic.
• Destiny Arts Center: Oakland-based performing arts education organization offering dance classes for youth with a similar community-and-family orientation and competition pipeline. Comparable in serving Bay Area families seeking structured dance instruction beyond casual recreation.
• Starbound Performing Arts Center: Bay Area performing-arts studio offering group classes and competition teams in dance styles directly overlapping HBDA's (jazz, lyrical, contemporary, hip hop, tap). Comparable scale and competitive-program focus within driving distance of Belmont and San Mateo.

Broad incumbents

• Stagecoach Performing Arts: International franchise offering part-time performing-arts training (including dance) to children. Comparable as a structured, multi-style youth performing-arts education brand, though it operates across multiple performing-arts disciplines rather than specializing in dance.
• City Dance: Larger California dance-school brand with multiple locations and a broader recreational-to-competitive curriculum. Overlaps with HBDA on style offerings and youth programming but operates at greater geographic scale and is not Peninsula-anchored.
• ODC Dance: San Francisco performing-arts institution encompassing professional dance company, school, and community programming. Comparable because it operates in the same Bay Area market and offers dance instruction, but its scale, mission, and professional-company focus make it broader than HBDA's instruction-only model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCRRQhEQIV4SGdixjwsPR_VQ/videos
• Facebookfacebook.com/heartbeatdancebelmont
• Instagraminstagram.com/heartbeatdancebelmont
• LinkedInlinkedin.com/company/heartbeat-dance-academy

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 HeartBeat Dance Academy