Make Your Move

What Make Your Move does

Make Your Move Performing Arts (MYM) is a private, founder-owned dance studio established in 1994 and headquartered in a single 7,000 square-foot facility at 1220 Fox Run Avenue, Suite 212, in Opelika, Alabama. The studio is co-owned and operated by sisters Mandy Moore (Owner and Artistic Director) and Jaime Moore (Dynasty Program Co-Director), supported by an Office Manager and approximately 8-12 additional instructors. MYM delivers in-person dance instruction across ballet, tap, jazz, hip hop, acrobatics, lyrical, and contemporary for students ages 2.5 through adult, organized into age-tiered programs (Pre-School Twinkles, K-6th Grade, Starlet Academy for 7th grade-up) plus the STAR Artists performance track and the audition-based Dynasty competitive team. The studio also runs Elevate adult fitness classes and seasonal summer camps and intensives.

The underlying technology stack is entirely third-party SaaS with no proprietary platform: Jackrabbit Class handles enrollment and the parent portal, Enrollio manages trial-class and contact forms, ShopNimbly powers dancewear e-commerce, Google Calendar exposes the community and team calendars, and a third-party ticketing platform processes recital ticket sales. There is no mobile app, no API, and no disclosed AI/ML capability.

MYM's revenue model is predominantly recurring tuition from year-round children's dance classes, supplemented by subscription and class-pack revenue from Elevate adult fitness ($99/mo unlimited, $50 for 5-pack, $85 for 10-pack, $12 drop-in), one-time fees from summer camps and intensives, and performance team dues. The go-to-market motion is direct-to-consumer within the Opelika/Auburn, Alabama micro-market, relying on free trial classes, word-of-mouth, social media (Facebook, Instagram, Twitter), the annual Concert of Love recital, and community events. No public pricing for children's tuition is disclosed; registration is via the studio website and Jackrabbit parent portal.

Name

Make Your Move

Legal name

Make Your Move Performing Arts

Website

https://makeyourmovedance.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Make Your Move Performing Arts is a founder-owned dance studio in Opelika, Alabama, established in 1994, offering in-person dance instruction for ages 2.5 through adult across ballet, tap, jazz, hip hop, acro, and contemporary, plus competitive teams, adult fitness, and summer programs.

Ownership category

akta.pro rank

Product category

Dance Studio / Performing Arts Education

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD), Performing Arts & Music Lessons (Dance, Drumming, Instrument Lessons, Theater) (THAJAKAC)

Keywords

• Dance studio
• Dance instruction
• Ballet training
• Performing arts
• Dance education

Headquarters

HQ city

Opelika

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain

Revenue model

1. Dance Class Tuition: Year-round dance instruction fees for students across all age groups and skill levels, including combination classes, intensive classes, competitive team classes, and private lessons. Tuition is recurring and billed on a subscription basis.
2. Summer Camps and Intensives: Seasonal summer programming including themed camps (Bluey, K-Pop), dance intensives with guest teachers, and summer technique classes. These are offered at additional fees during summer months.
3. Elevate Fitness Classes: Adult fitness classes (Elevate) with multiple pricing tiers including class packs (5 for $50, 10 for $85), unlimited monthly ($99), and drop-in rate ($12 per class).
4. Performance Team Fees: Competitive team programs (STAR Artists and Dynasty teams) likely generate additional revenue through team fees and competition costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Make Your Move Performing Arts is a children's and adult dance studio that delivers year-round in-person dance instruction across multiple genres (ballet, tap, jazz, hip hop, acrobatics, lyrical, contemporary, pom) for ages 2.5 through adult, organized into age-tiered class programs plus competitive/performance teams, seasonal summer camps and intensives, and an adult Elevate fitness class. It sells recurring tuition for weekly classes, pay-as-you-go and unlimited monthly pricing for adult fitness, and add-on fees for competition teams and summer programming.

Product overview

Make Your Move Performing Arts is a dance studio offering a comprehensive, multi-level dance education program for ages 2.5 through adult. The core offering includes age-structured class programs: Pre-School (ages 2.5-5), K-6th Grade, and Starlet Academy for 7th grade and up. Classes span dance genres including ballet, tap, jazz, hip hop, acrobatics, lyrical/contemporary, and pom. Add-on programs include the STAR Artists Performance Program and Dynasty Competitive Program for dedicated dancers, plus Elevate adult fitness classes. The studio also runs seasonal summer camps, workshops, and intensives, culminating in an annual concert at the Opelika Center for the Performing Arts.

Differentiator

Problem solved

Functional benefit

Brands

• Starlet Academy: Dance program for young, first-time, or recreational dancers offering combination classes in Tap, Jazz and Ballet for various age groups
• Elevate
• STAR Artists Performance Program
• Dynasty Competitive Program

Quantifiable outcome

• Top Studio and Grand National Champions at Star Systems Talent Competitions (2014)
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Dance Teacher Connection / MusicWorks UnlimitedcoreStrategic or Co-development PartnerDance Teacher Connection is a national organization affiliated with MusicWorks Unlimited out of Los Angeles, CA. The organization awarded Mandy Moore with the 'Dance Teacher of the Year' recognition. The partnership provides national recognition and professional affiliation for the studio's leadership.
• Star Systems Talent CompetitionsminorStrategic or Co-development PartnerRegional/national talent competition where MYM Dynasty Teams compete. The studio achieved 'Top Studio and Grand National Champions' in 2014 at competitions held in Panama City, FL.
• Acrobatic Arts (Canada)coreStrategic or Co-development PartnerCanadian dance curriculum organization that certified MYM as the first studio in Alabama in 2014. Jaime Moore is the only certified teacher in Alabama for this curriculum, which covers Flexibility, Strength, Balancing, Limbering and Tumbling progressions.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Peridance Capezio Center: Long-standing NYC dance school with a structured children's program and adult open-class model. Comparable to MYM in tiered programming by age, recital culture, and integration with a major dancewear brand (Capezio).
• Broadway Dance Center: Multi-studio urban dance school offering drop-in classes, intensives, and performance programs across genres. Comparable as a dance education business with diverse age segments and workshop-style add-ons; larger scale and more urban audience.
• Studio 19 Dance Complex: Multi-room dance studio offering recreational and competitive programs across multiple genres for children through adults. Highly comparable to MYM in programming breadth, competitive-team structure, and tuition-based model.
• TDA – The Dance Academy: Multi-location dance studio brand offering recreational and competitive programming across age groups. Comparable to MYM as a tuition-based children's dance school with competitive teams and family-oriented marketing.
• Millennium Dance Complex: Large multi-room dance studio known for hip-hop, choreography, and intensive guest-teacher programming. Comparable to MYM in offering diverse genre classes, intensives with visiting instructors, and performance-team pathways.

Broad incumbents

• Arthur Murray International: Established franchised dance-studio chain with century-long history. Comparable as a recurring-revenue, membership-style dance education business; differs in primarily serving adult ballroom students.
• Joffrey Ballet School: Reputable ballet-focused training institution with children's through pre-professional divisions. Comparable to MYM's Starlet Academy track in offering progressive ballet/pointe curriculum and performance opportunities at a higher-prestige, higher-price tier.
• Fred Astaire Dance Studios: Largest franchised dance-studio network in the U.S., offering group and private lessons across many dance styles. Comparable as a multi-location dance instruction brand, though weighted toward adult ballroom/social dance rather than MYM's children-and-competitive focus.

Regional players

• Atlanta Dance Academy: Southeast U.S. dance studio with recreational and competitive programs across ballet, jazz, hip hop, and acro. Comparable to MYM in Southeast U.S. competitive dance market and multi-genre children's programming; located in a larger metro.

Others

• Dance Spirit / Dance Media: Leading dance-industry media and education brand (magazines, workshops, competitions). Comparable as an ecosystem participant shaping consumer awareness and instructor professional development in the U.S. dance studio market, though not a direct operating competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MYMDance
• Instagraminstagram.com/mymdance
• Xx.com/MYMDance
• LinkedInlinkedin.com/company/make-your-move-performing-arts

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Make Your Move