En Motion Dance School

What En Motion Dance School does

En Motion Dance School is a Singapore-based private dance education business operating as En Motion Dance School LLP, founded in 2004 by Gary Foo. The school specializes in Street Latin Dance (a term coined by the founder in 2008) across styles including Salsa (LA, Cuban, Modern), Bachata (Urban, Sensual, Modern), Mambo, Afro Cuban Fusion, Reggaeton, Ladies Latin Solo, and Jazz/Contemporary Lyrical. It delivers progressive multi-level group instruction (Beginner through Advanced), private one-on-one coaching, ladies-only solo classes, kids classes, and corporate team-building programs at a single two-studio location at Cineleisure Orchard. Revenue is generated across five primary streams: recurring group class packages, private instruction ($120-$160/hr tiered by instructor seniority), corporate training and performance services, studio rental ($35-$100/hr), and social dance event entry fees ($10).

The business model combines a community-led GTM motion with direct-to-consumer self-serve registration, supported by weekly social practica (Salsa Maxima on Saturdays, Bachata Overdose on Fridays), multiple performance teams, an E-dollar prepaid package system, and unlimited subscription packages ($369/3 months from) that lower effective class cost to $2.31/hr. Customer segments span individual adult learners (primary), ladies-only solo dancers, kids ages 6-10, corporate clients across at least 10 industries (including Mediacorp, Keppel Offshore Marine, Unilever, ExxonMobil, Johnson & Johnson, Nestle, Aberdeen Asset Management), and higher education institutions (NTU, NUS, SMU, Singapore Polytechnic, SIM). The school's competitive positioning rests on a credentialed instructor team including 9x Asia Latin Champions, a 22-year operating history, strong earned media presence, and championship-level international partnerships (Berardi Academy, Universal Dance League).

Name

En Motion Dance School

Legal name

En Motion Dance School LLP

Website

https://dance-en-motion.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

En Motion Dance School is a Singapore-based, founder-led Street Latin dance school offering progressive group and private instruction in Salsa, Bachata, Mambo, and related styles to individual learners, corporate clients, and educational institutions from a two-studio Orchard location.

Ownership category

akta.pro rank

Product category

Dance Education Services

NAICS

Fine Arts Schools (61161), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200), 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), Dance Floor, Staging & Platform Rentals (HSACAFAD), Dance Competitions & Showcases (Non-Esports) (MPAGADAH)

Keywords

• Latin dance classes
• Salsa instruction
• Bachata training
• Dance studio rental
• Corporate team building

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Group Dance Classes: Recurring revenue from progressive dance courses across multiple skill levels (Beginner, Pre-Intermediate, Intermediate, Advance) and styles (Salsa, Bachata, Mambo, Afro Cuban Fusion, Reggaeton, Ladies Latin Solo). Students purchase packages or per-session credits through the E-dollar system. Each course is 4 sessions of 1.5 hours.
2. Private Dance Classes: Hourly-rate private instruction for individuals or couples seeking personalized coaching, flexible scheduling, and accelerated learning. Tiered pricing based on instructor seniority (Senior Instructors $120/hr, Award-winning Instructors $140/hr, Director Gary Foo $160/hr). Additional fees for off-site classes, late-night sessions, and choreography.
3. Corporate Dance Training: Customized group dance instruction for corporate clients for team building, dinner & dance events, and recreational activities. En Motion has served major corporations including Keppel Offshore Marine and Unilever for corporate dance classes and event performances.
4. Studio Rental: Revenue from renting 2 professional dance studios (Studio A and Studio B) at Cineleisure Orchard location. Hourly rental rates vary by time slot ($35-$100/hour depending on studio and time of day).
5. Social Events (Practica): Weekly social dance parties including Salsa Maxima (Saturdays) and Bachata Overdose (Fridays) at $10 entry fee. Also includes student performance training courses and dance team participation.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

En Motion Dance School operates two studios at Cineleisure Orchard in Singapore delivering progressive group Latin dance courses across Beginner, Pre-Intermediate, Intermediate, and Advance levels in Salsa, Bachata, Mambo, Afro Cuban Fusion, Reggaeton, and Ladies Latin Solo styles. Each course consists of 4 sessions of 1.5 hours, with the school also providing private instruction, corporate team-building classes, studio rentals, championship performance teams, weekly social dance practica, trial classes, and the organized Singapore Dance League competition.

Product overview

En Motion Dance School is Singapore's leading Street Latin Dance School offering a comprehensive suite of dance education services centered around progressive group classes. The core offering consists of multi-level courses in Salsa, Bachata, Mambo, Afro Cuban Fusion, Reggaeton, and other Latin dance styles, organized into Beginner (Level 1-2), Intermediate (Level 3), and Advance tracks. Supporting services include Ladies Latin Solo classes, Jazz and Contemporary Lyrical instruction, Private one-on-one instruction, Corporate team building classes, Studio A and B rental facilities, Dance Performance Teams (including the championship-winning En Motion Dance Crew), Weekly Practica/Social Events, Trial Classes, E-Dollar discount packages, and specialty programs like Berardi Academy workshops and Singapore Dance League competitions.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Dance Courses (Salsa, Bachata, Mambo, Afro Cuban Fusion, Reggaeton) Progressive group dance classes organized by skill level (Beginner Level 1-2 at $19.90/hr, Intermediate Level 3+ at $21.90/hr) covering Street Latin styles including LA Style Salsa, Cuban Style Salsa, Mambo, Afro Cuban Fusion, Reggaeton, Street Cha Cha, and Merengue. Courses are 6 hours (4 sessions × 1.5 hours) and designed to take total beginners to advanced dancers.
• Ladies Latin Solo Classes Exclusive women-only solo Latin dance classes focused on Bachata, Salsa, Cha Cha, and Reggaeton body movements, isolations, and feminine styling without requiring a dance partner. Caters from complete beginners to advanced level dancers, priced from $19.90/hr.
• Jazz and Contemporary Lyrical Classes Dance classes in Jazz and Lyrical Contemporary styles taught by Venus Chun, focused on technique, musicality, and emotional expression, suitable for students with performance aspirations.
• Private Latin Dance Classes One-on-one or small group dance instruction with flexible scheduling and tailored syllabus, priced at tiered hourly rates: Senior Instructors $120/hr, Award-winning Instructors $140/hr, Director Gary Foo $160/hr. Additional fees apply for late-night sessions, off-site travel, choreography, and practice partners.
• Corporate Latin Dance Classes and Performances Customized group dance instruction and choreographed performances for corporate clients for team building, dinner and dance events, and staff welfare programs. Notable outcomes include Keppel Offshore Marine staff performing a Salsa show after just 8 sessions.
• Studio Rental (Studio A and Studio B) Two professional dance studio spaces available for hourly rental at Cineleisure Orchard near Somerset MRT. Studio A: $50-$100/hr. Studio B: $35-$80/hr. Rates vary by time slot and day with peak evening/weekend rates higher. Targeted at dance clubs, corporate events, and independent practitioners.
• Dance Performance Teams Performance training teams for students aspiring to improve dance and performance ability, including the Salsa Development Team, Bachata Rising Scholar, and the elite En Motion Dance Crew (8x Asia Dance Champions). Teams have competed internationally across Europe, Australia, USA and Asia.
• Practica / Social Dance Events Weekly social dance practice sessions including Salsa Maxima (Saturdays 10pm-1am) and Bachata Overdose (Fridays) with $10 entry fee, allowing students to practice with peers, meet other dancers, and enjoy social Latin dancing.
• Trial Dance Classes Monthly trial dance sessions at $12.90 (usual price $19.90) for new students to experience Latin dance before committing to a full course. Available for Salsa, Bachata, Salsa & Bachata Combo ($19.90), Bachata Ladies ($19.90), and Kids Salsa (ages 6-10, $12.90).
• Singapore Dance League Competition Prestigious Salsa and Bachata competition organized by En Motion under the Universal Dance League framework from Italy, featuring Amateur and Advance/Professional categories with championship trophies as prizes and judged by Gary Foo alongside other international judges.
• Berardi Academy Training Week Special workshop series featuring multiple times World Salsa and Bachata Champions Antonio Berardi and Sheida Shahroozi from Italy, including training labs, workshops, shows, and parties for intermediate-to-advanced dancers during annual anniversary weeks.

Quantifiable outcome

• Staff can perform a Salsa show after just 8 dance class sessions
• +4 more outcomes

Named customers15 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

Feature3 records

Partnerships

Two partnerships are on record, tiered flagship.

• Berardi Academy (Antonio Berardi & Sheida Shahroozi)flagshipStrategic or Co-development Partner · 18 June 2026En Motion has partnered with Berardi Academy, featuring multiple times World Salsa and Bachata Champions Antonio Berardi and Sheida Shahroozi from Italy, for the 22nd Anniversary Celebration Week (June 18-24, 2026). The partnership includes Special Training Labs by Berardi Academy, workshops, shows, and parties for the whole week. This is a key prestige partnership bringing world-class instruction to Singapore dancers.
• Universal Dance LeagueflagshipStrategic or Co-development Partner · 10 January 2026En Motion presents the Singapore Dance League competition on January 10, 2026, organized under Universal Dance League's prestigious competition framework originating from Italy. Universal Dance League is the benchmark for recognizing top Salsa and Bachata dancers globally. Gary Foo serves as a judge alongside Arkady Bakenov, Christina Pan, and Suzana Sanoi. Champions receive FREE PASS TO UNIVERSAL DANCE LEAGUE.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Others

• Dance Vision: Online ballroom and Latin dance instruction platform with structured curriculum and certified instructors. Comparable as a content-based alternative to in-person Latin dance education; differs by serving ballroom-Latin and operating as digital curriculum versus physical studio instruction.
• Zumba Fitness: Global dance-fitness brand built around Latin-inspired group fitness programming. Comparable to En Motion in targeting adult consumers seeking Latin dance as a hobby/fitness activity; differs by being a licensed fitness-format brand rather than a brick-and-mortar dance instruction school.
• Passion4Dancing: Online resource and education platform for Latin dance (Salsa, Bachata) with structured curriculum and instructor training programs. Comparable as an alternative channel delivering Latin dance instruction; differs by being digital content and instructor training rather than a physical dance school operation.

Regional players

• Dance To EvOLvE: Multi-location children's and adult dance studio franchise operating across the US with structured progressive curriculum. Comparable as a multi-style dance education business with progressive levels; differs by being US-based, franchise-driven, and broader in style mix rather than a Latin-only specialist.
• Bailamos Latin Dance Studio: Latin dance school operating in Hong Kong and other Asia-Pacific markets offering Salsa, Bachata, and Kizomba instruction. Comparable as a regional Latin dance school with similar progressive curriculum and social events; differs by being Hong Kong-centric rather than Singapore-based and not directly competing for the same student base.

Emerging players

• Steezy Studio: Online dance education platform offering on-demand classes across hip-hop, k-pop, contemporary, and Latin styles. Comparable as an alternative channel for self-directed dance learners; differs by being fully digital and serving a younger, social-media-native audience rather than in-person instruction.
• CLI Studios: Online dance education platform featuring professional choreographers across multiple dance styles including Latin. Comparable as a digital competitor for structured dance learning; differs by being primarily subscription-based online content versus in-person progressive curriculum with social practice events.

Broad incumbents

• Fred Astaire Dance Studios: One of the largest ballroom and Latin dance school chains in the world, with franchise locations across the US and internationally. Comparable to En Motion as a structured dance instruction business serving adult learners across levels; differs in scale, geography (US-centric), and a stronger emphasis on ballroom alongside Latin.
• Arthur Murray Dance Studios: Global dance school franchise operating in 22+ countries with a broad multi-genre curriculum (ballroom, Latin, swing, salsa). Comparable as an established incumbent in dance instruction with a franchise-based operating model; differs by being broad and franchise-driven rather than a single owner-operated Latin specialist.

Direct peers

• Salsafever Singapore: Singapore-based Latin dance school offering Salsa and Bachata classes for adult learners. Comparable as a direct Singapore competitor targeting the same consumer with overlapping curriculum; differs by being a smaller-scale operation without En Motion's Asia champion instructor credentials or competition infrastructure.

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/EnMotionDance/videos
• Facebookfacebook.com/enmotiondanceschool
• Instagraminstagram.com/enmotiondance
• LinkedInlinkedin.com/company/en-motion-dance-school

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 En Motion Dance School