Dance Attack

What Dance Attack does

Dance Attack Performing Arts, LLC is a privately held, single-location dance studio headquartered at 14110 Blossom Hill Road in Los Gatos, California, serving the San Francisco Bay Area. Founded in 1990 by Elaine and Lee Pinto and currently owned by Murphy and Bryan Rowan (who acquired the studio around 2021), the business has operated continuously for approximately 35 years. The studio offers in-person instruction in Ballet, Jazz, Tap, Hip Hop, Contemporary, Lyrical, Acro, Latin Jazz, and Musical Theater to students ranging from age 2.5 through adult, including an Adaptive Dance program for dancers with developmental disabilities and wheelchair users. The Performing Company (competitive) and Prep Squad (ages 4.5-6 invitational competitive) represent the advanced tier, with students attending national conventions and competitions such as The Dance Awards, NUVO, Hollywood Vibe, and Star Dance Alliance.

The studio runs a subscription-based tuition model with monthly billing structured by weekly class hours, ranging from $96/month for 0.5 hours/week to $582/month for 6 hours/week, paid over 11 months (August–June). Ancillary revenue streams include summer dance camps, President's Week camp, birthday party packages, hourly studio rentals, adult prepaid class cards ($270 for 10 hours), and a referral credit program. Enrollment is conducted through the Dance Studio Pro online parent portal; lead generation relies on organic social media (Facebook, Instagram), email newsletters, free trial classes, and community event performances. The company has no proprietary technology stack — operations are managed via standard dance-studio SaaS — and has no external funding, remaining bootstrapped with 11–50 employees.

Customer segments are split across children ages 2.5–12, teens 13–18 (including competitive), adults 18+, and dancers with special needs. The studio has accumulated substantial recognition: Silicon Valley Family Favorite for Dance Classes (2025-2026), 2021 Best of Los Gatos Award, Bay Area Parent "Best of the Best," and multiple national-level choreography and high-score awards since 2022. Geographic scope remains confined to a single studio location in Los Gatos, with the broader Bay Area (San Jose, Campbell, Sunnyvale) as the catchment area.

Name

Dance Attack

Legal name

Dance Attack Performing Arts, LLC

Website

https://danceattack.online

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Dance Studio Services

NAICS

Fine Arts Schools (61161), Dance Companies (71112), Sports and Recreation Instruction (611620)

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

Youth/Student & Community Dance Recitals (MPAGADAI), Tap, Jazz & Musical Theatre Dance (MPAGADAG), Urban/Street Dance Performances (Hip-Hop, Breaking) (MPAGADAF)

Keywords

• Dance instruction services
• Recreational dance classes
• Dance education programs
• Dance studio services
• Competitive dance training

Headquarters

HQ city

Los Gatos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Dance Class Tuition: Monthly tuition fees for weekly dance classes based on hours per week. The school year season runs August to June with 11 monthly payments. Pricing tiers range from $96/month for 0.5 hours/week to $582/month for 6 hours/week.
2. Summer Dance Camps: Full-day summer camp programs running from June to July with weekly sessions. Features dance classes, crafts, games, and themed activities like Disney, K-Pop, and Musical Theater camps.
3. Birthday Party Packages: Dance-themed birthday party packages at the studio including dancing, games, and party activities. Coordinated by dedicated party coordinator.
4. Presidents Week Camp: Short-term intensive dance camp during Presidents Week in February featuring K-Pop, Jazz, and Hip Hop for ages 8+.
5. Performing Company Fees: Additional fees for competitive performing company members including convention attendance, competition fees, and extra training classes (5-15 hours/week depending on commitment level).
6. Prepaid Class Cards: 10-hour prepaid class cards available for adult students (18+) at $270, providing flexibility for drop-in attendance.
7. Studio Rentals: Hourly rental of studio space for rehearsals or special events with mirrors and sound systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Dance Attack is a dance studio offering in-person dance instruction in ballet, tap, jazz, hip-hop, and breaking for children, teens, and adults of varying skill levels. The studio also runs a Performing Company / competitive dance track, an Adaptive Dance Program for children with special needs, summer and holiday dance camps, birthday party packages, and studio rental for community use.

Product overview

Dance Attack is a dance studio offering a comprehensive suite of dance instruction and performance programs. The core offering consists of recreational dance classes in Ballet, Jazz, Tap, Hip Hop, Contemporary, Latin Jazz, Acro, Lyrical, and Musical Theater for students ages 2.5 through adult. The studio operates two competitive tracks: the Performing Company for advanced dancers (audition-based) and the Prep Squad for younger competitive dancers (ages 4.5-6). Additional programs include an Adaptive Dance Program for students with special needs, Summer Dance Camps, President's Week Camp, Birthday Parties, Studio Rentals, and Prepaid Class Cards for adult drop-ins. The studio also produces shows and recitals including Candy Cane Concerts, Ice Cream Concert, and biennial Recitals.

Differentiator

Problem solved

Functional benefit

Products and services

• Recreational Dance Classes Group dance instruction in ballet, tap, jazz, hip-hop, and breaking for students of all ages and skill levels, delivered in-studio in Los Gatos, CA.
• Performing Company Competitive dance program providing advanced training, choreography, and performance opportunities for dancers seeking a higher level of commitment and competition.
• Prep Squad Pre-competitive training program that prepares younger dancers for advancement into the Performing Company.
• Adaptive Dance Program Inclusive dance program designed for children and individuals with special needs, providing adapted instruction and a supportive studio environment.
• Summer Dance Camps Multi-day themed dance camps held during summer break for children, combining dance instruction with activities and games.
• Birthday Party Packages Studio-hosted birthday party experiences featuring dance activities, music, and use of studio space for celebrations.
• Studio Rentals Hourly rental of studio space to outside instructors, choreographers, and community groups for classes, rehearsals, or private use.
• Prepaid Class Cards Prepaid punch-card style packages of drop-in classes for flexible, non-monthly enrollment options.
• Shows and Recitals Annual or seasonal dance performances that give enrolled students a venue to showcase choreography learned in class.

Quantifiable outcome

• 35 years of continuous operation
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Expansion highlights3 records

Regional players

• Alonzo King LINES Ballet: San Francisco-based contemporary dance company with a BFA training program and community classes. Comparable on Bay Area location, multi-style curriculum, and instructor pedigree, though its center of gravity is contemporary/professional training rather than recreational youth programming.
• Peninsula Ballet Theatre: San Mateo-based ballet company and school serving Bay Area families. Comparable as a regional ballet training institution competing for the same recreational and competitive dancer pool as Dance Attack's Performing Company.
• ODC Dance Commons: San Francisco-based dance hub offering recreational and professional-level classes across styles plus a presenting company. Directly comparable to Dance Attack as a Bay Area multi-style community dance school with classes for youth through adults, though ODC is anchored in SF and carries a stronger contemporary/modern brand.
• San Jose Dance Theatre: Silicon Valley dance institution offering ballet, tap, jazz, hip-hop and competitive programs. Closely comparable to Dance Attack on curriculum mix, age range, competitive track, and South Bay geography.
• Steps on Broadway: Iconic New York City multi-style dance studio offering recreational and professional-level classes across ballet, jazz, tap, hip-hop, contemporary and more. Comparable as a large multi-style community studio model with similar curriculum breadth and drop-in class options to Dance Attack's prepaid class cards.

Direct peers

• Tippi Toes Dance Company: Franchise mobile dance program for young children (ages 1–12) offering ballet, tap, jazz, and hip-hop. Comparable in target age range and multi-style offering; represents a different distribution model (mobile/on-site) that competes for the same family demographic.
• Tutu School: Franchise dance school targeting toddlers and young children with ballet, tap, and creative movement curricula. Highly comparable to Dance Attack's preschool combo offerings (ages 2.5+) and represents the most plausible model for scaling Dance Attack's youth programming.

Broad incumbents

• Joffrey Academy of Dance: Official school of The Joffrey Ballet with locations in Chicago and other cities. Comparable as a multi-style dance training academy with a competitive track and broad youth programming; a broader incumbent rather than a direct Bay Area competitor.
• School of American Ballet: The official training academy of New York City Ballet, offering structured ballet curriculum. Comparable as a benchmark for instructor pedigree and curriculum rigor that Dance Attack's Performing Company dancers aspire to; broader incumbent in the ballet training space.
• San Francisco Ballet School: The professional ballet school of San Francisco Ballet, the oldest professional ballet company in the US. Comparable as a Bay Area ballet training institution with serious/competitive dancers in the same metro, though it sits at a far higher professional level and is the dominant prestige destination for advanced students.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DanceAttackStudios
• Instagraminstagram.com/dance_attack_studios_lg
• Xx.com/danceattackcali
• LinkedInlinkedin.com/company/dance-attack-studios-losgatos

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Dance Attack