What Spinning Babies does

Spinning Babies (legally Maternity House Publishing, Inc.) is a privately held pregnancy and birth education company founded and led by Gail Tully, headquartered in Circle Pines, Minnesota, operating with 1–10 employees. Its core offering is a proprietary physiological methodology for pregnancy comfort and easier birth built on three principles — Balance, Gravity, and Movement — and operationalized through named technique sets including the "Fantastic Four" body balance techniques (Jiggle, Forward-leaning Inversion, Side-lying Release, Standing Release), Belly Mapping, and Rest Smart positioning, all of which are protected trademarks or copyrighted frameworks. The company has no disclosed AI, software platform, or data products; its technology stack is limited to Stripe payments, Google Maps for workshop location search, and a TalentLMS-hosted Online Learning Community.

Name

Spinning Babies

Legal name

Maternity House Publishing, Inc.

Website

https://spinningbabies.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Spinning Babies, operated by Maternity House Publishing, Inc., is a pregnancy and birth education company that sells digital courses, in-person workshops, professional certifications, and a global practitioner directory serving expectant parents, midwives, doulas, and birth workers.

Ownership category

akta.pro rank

Headquarters

HQ city

Monticello

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Online Courses and Digital Products: Sale of digital video downloads, eBooks, and online courses for birth preparation. Products include Daily Essentials video ($16.99), Parent Class video ($26.95), Birth Practices courses ($86.95), Quick Reference downloads ($13.95), and birth preparation online courses.
2. Professional Workshops and Training: In-person workshops including Foundational Workshop, Integration Workshop, Birth Skills Training, and certification programs conducted globally through approved trainers. Workshop types include 1-Day, 2-Day, and Integration Workshop formats.
3. Professional Certifications: Certification programs for birth professionals including Certified Birth Professional (SpBCBP), Aware Practitioner (SpBAP), and Certified Parent Educator (SpBCPE). Professionals pay for training and certification to use the Spinning Babies methodology.
4. Physical Products: Sale of physical merchandise including Birth Positions posters ($24.95), Badge Buddies ($19.95), and other educational materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Spinning Babies sells pregnancy and childbirth education products and training built around a proprietary body-balance methodology. Offerings include online parent courses, eBooks and digital downloads, in-person and virtual professional workshops, multi-tier certifications (SpBCBP, SpBAP, SpBCPE), and supporting physical products such as posters and badge buddies. The customer base spans expectant parents (B2C) and birth professionals such as midwives, nurses, doulas, and bodyworkers (B2B).

Product overview

Spinning Babies is a pregnancy and birth education company offering a suite of digital courses, workshops, professional certifications, and a practitioner directory. The core offerings include the Birth Preparation Online Course and Parent Class Video for parents, along with foundational and advanced workshops for birth professionals. The company operates a certification program with three credentials: Certified Birth Professional, Certified Parent Educator, and Aware Practitioner. Additional products include digital downloads (Belly Mapping Method eBook, Daily Essentials Video, Quick Reference), physical products (Birth Positions Poster, Badge Buddies), and online professional courses covering specialized topics like breech and shoulder dystocia. A global Professional Directory connects parents with certified Spinning Babies providers. The company is operated by Maternity House Publishing, Inc.

Differentiator

Problem solved

Functional benefit

Brands

• Belly Mapping® Method: A method for identifying baby position during pregnancy
• Spinning Babies® Parent Class
• Daily Essentials
• The Fantastic Four
• Rest Smart℠

Products and services

• Birth Prep / Parent Class / Daily Essentials (Online Courses for Parents) Self-paced online courses (Birth Prep, Parent Class, Daily Essentials) that teach expectant parents daily body-balance exercises and techniques to prepare for labor and birth, accessible via the company website.
• Foundational Workshop Multi-day professional workshop (offered in-person and virtually) introducing birth workers to Spinning Babies core techniques and the Three Principles framework.
• Integration Workshop Intermediate professional workshop for graduates of the Foundational training, focused on integrating Spinning Babies techniques into clinical midwifery, nursing, doula, and bodywork practice.
• Birth Skills Workshop Skills-focused professional workshop targeting hands-on application of Spinning Babies techniques during labor and birth.
• SpBCBP / SpBAP / SpBCPE Professional Certifications Tiered certification pathway (SpBCBP, SpBAP, SpBCPE) for birth workers, awarded upon completion of the Spinning Babies workshop sequence and demonstrating competency in the methodology.
• Digital Downloads (eBooks and Quick Reference)

Quantifiable outcome

• Cesarean rate reduction from 27% to 14% - a 48% decrease

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lamaze International: Lamaze International is a long-established childbirth education organization offering evidence-based childbirth classes, professional training, and certification. Like Spinning Babies, it serves both expectant parents and birth professionals, monetizing through classes, educator certification, and continuing education — making it the most direct comparable in the methodology-driven birth education category.
• HypnoBirthing — The Mongan Method: HypnoBirthing is a proprietary childbirth education methodology with a practitioner certification network and parent-facing classes. It competes directly with Spinning Babies in the alternative/natural childbirth education niche, offering branded courses, instructor training, and recurring educator materials.
• CAPPA (Childbirth and Postpartum Professional Association): CAPPA is a membership and certification organization for childbirth and postpartum professionals, offering training programs similar in structure to Spinning Babies' SpBCBP and SpBCPE. Both monetize through professional certification, continuing education, and consumer-facing directories of trained practitioners.
• ICEA (International Childbirth Education Association): ICEA is a professional association offering childbirth educator certification, training workshops, and continuing education to birth professionals. Its certification and workshop structure mirrors Spinning Babies' SpBCPE and Foundational Workshop model, and it serves the same dual audience of parents and educators.
• The Bradley Method (American Academy of Husband-Coached Childbirth): The Bradley Method is a natural childbirth education approach with a certified instructor network similar in structure to Spinning Babies' SpBCPE. Both organizations sell branded childbirth preparation content to parents and license/train professionals, making them directly comparable on business model and customer base.

Emerging players

• BirthWorks International: BirthWorks International offers proprietary childbirth educator certification and parent classes with a philosophy of physiological birth, overlapping with Spinning Babies' value proposition. It is smaller and earlier-stage but operates the same dual-track business model of educator certification plus consumer childbirth classes.
• DONA International: DONA International is the largest doula certification organization, training birth professionals and connecting parents to certified doulas via a directory — closely paralleling Spinning Babies' practitioner directory and certification tiers. While the modality (doula support vs. positioning techniques) differs, the professional-training-plus-directory business model is directly comparable.
• Evidence Based Birth: Evidence Based Birth is a digital-first childbirth education company producing research summaries, online courses, and instructor training. It overlaps with Spinning Babies in serving evidence-conscious expectant parents and training birth professionals, but emphasizes research translation over proprietary body-balancing techniques.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/spinningbabieslady
• Facebookfacebook.com/SpinningBabiesLady
• Instagraminstagram.com/spinningbabies
• Xx.com/SpinningBabies

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 Spinning Babies