Latin Rhythms Dance

What Latin Rhythms Dance does

Latin Rhythms Academy of Dance & Performance is a privately held, founder-led Latin dance studio operating from a 4,500 square-foot facility at 210 N. Racine Avenue in Chicago's West Loop since August 2000. The studio offers instruction across five primary dance styles—Salsa, Bachata, Salsa On2, Cha Cha, and Specialty styles (including Kizomba, Cumbia, Latin Footwork/Shines, Ladies Styling, and Body Isolations)—delivered through a proprietary certified curriculum developed by CEO and Artistic Director Maricza Valentin, structured in progressive levels from Basic 1 through Advanced.

The core product is curriculum-based group classes sold in 4-week sessions at $100 per session, supplemented by private instruction ($100-$130 per 50-minute session with bulk discounts), Gold ($175/year) and Platinum ($350/year) annual memberships providing 25-50% class discounts, and recurring competitive performance teams. Adjacent revenue streams include wedding choreography packages ($660-$1,140+), quinceañera and Sweet 16 packages, corporate event dance services and performances, an in-house dance company available for hire at festivals and corporate functions, and The Gallery event venue rental.

The go-to-market model is direct-to-consumer, relying on the studio's website (latinrhythms.com), WellnessLiving-powered online registration, Mailchimp email newsletter, social media, Groupon and Fever voucher marketplaces for new student acquisition, and event-driven brand visibility through the annual Salsa & Bachata Competition and performances at regional dance congresses. Customer segments span individual hobbyist students (primary), wedding couples, corporate clients, and event planners. The business is independently owned with no institutional investors, employs approximately 13 staff including instructors, and is led by Maricza Valentin with Marketing & Venue Director Monique Maldonado.

Name

Latin Rhythms Dance

Legal name

Latin Rhythms Academy of Dance & Performance

Website

https://latinrhythms.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Latin Rhythms is a Chicago-based Latin dance studio offering curriculum-based group classes, private instruction, wedding and event choreography, performance services, and venue rental across Salsa, Bachata, Cha Cha, and related styles for individual students, couples, and corporate clients.

Ownership category

akta.pro rank

Product category

Dance Studio / Dance Education

NAICS

Fine Arts Schools (61161), Dance Companies (71112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Dance Competitions & Showcases (Non-Esports) (MPAGADAH), Ballroom & Latin Dance Shows (MPAGADAE), Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD)

Keywords

• Latin dance classes
• Dance studio education
• Wedding dance choreography
• Corporate event dance services
• Latin dance performances

Headquarters

HQ city

Chicago

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

Revenue model

1. Group Dance Classes: 4-week session classes in various Latin dance styles. Classes run once weekly for 1 hour per session. Pricing is per session.
2. Private Instruction: One-on-one or couple private lessons with LR instructors. 50-minute sessions. Bulk discounts available for purchases of 5 or 10 privates.
3. Annual Memberships: Gold Membership ($175/yr) provides 25% discount on all classes plus 10% off gift cards and Chicago Dance Supply purchases. Platinum Membership ($350/yr) provides 50% discount on all classes plus 15% off gift cards and Chicago Dance Supply purchases.
4. Wedding Dance Services: Choreography packages for wedding first dances. Includes dance lessons, choreographed routine (1.5-2 minutes), music editing, and video recording. Pricing based on number of lessons (6-12 lessons) plus $300 choreography fee.
5. Quinceañera & Sweet 16 Services: Customized dance routines for quinceañeras and Sweet 16 celebrations. Birthday Girl/Boy & Partner package at $110/hr plus $300 choreography fee. Group performance package (3+ people) at $150/hr plus $500 choreography fee.
6. Dance Company Performances: Performance bookings for corporate events, fundraisers, private parties, birthdays, nightclubs, grand openings, and cultural festivals. Pricing varies by number of dancers and length of performance. Dance instruction can be included in packages.
7. Venue Rental (The Gallery): Event rental space featuring 16-foot ceilings and exposed brick walls in Chicago's West Loop. Flexible open space suitable for various event types including weddings, corporate events, and private celebrations.
8. Competition Fees: Annual Salsa & Bachata Competition with registration fees for competitors. 4th Annual competition beginning August 22, 2026.
9. Third-Party Vouchers: Groupon and Fever vouchers accepted for new student classes. Vouchers valid for 90 days, one per person, valid for new students or those not attended within last 12 months.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Latin Rhythms Academy of Dance & Performance is a Chicago-based Latin dance studio offering curriculum-based group classes in Salsa, Bachata, Salsa On2, Cha Cha, and specialty styles, delivered in 4-week sessions. Complementary offerings include private instruction, annual membership programs, wedding and quinceañera choreography, corporate event dance services, professional dance company performances, and event venue rental (The Gallery).

Product overview

Latin Rhythms Academy of Dance & Performance is a dance studio operating as a platform offering group dance classes as its core product, complemented by private instruction, membership programs, event choreography services, performance bookings, and venue rental. The group class portfolio spans five main dance styles—Salsa, Bachata, Salsa On2, Cha Cha, and Specialty classes—each with structured multi-level curricula progressing from complete beginner through advanced professional levels. Service offerings include wedding dance choreography, corporate event services, quinceañera packages, and a professional dance company for event performances. The studio also operates The Gallery event venue for rental. Membership programs (Gold and Platinum) provide discounted access to classes as add-on value programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Dance Classes Curriculum-based group dance instruction in Salsa, Bachata, Salsa On2, Cha Cha, and specialty styles taught by certified instructors; 4-week sessions meeting once weekly for 1 hour, priced at $100 per session.
• Private Dance Instruction One-on-one or couple private lessons with LR instructors; 50-minute sessions at $110 (individual) or $130 (couple), with bulk-rate discounts on purchases of 5 or 10 privates.
• Gold Membership Annual membership providing 25% discount on all classes, 10% discount on gift cards, 10% discount on Chicago Dance Supply purchases, and one free class; priced at $175/year.
• Platinum Membership Annual membership providing 50% discount on all classes, 15% discount on gift cards, and 15% discount on Chicago Dance Supply purchases; priced at $350/year.
• Wedding Dance Choreography Package Customized first dance choreography for wedding couples, including 6-12 dance lessons, music editing, video recording, and a 1.5-2 minute choreographed routine; $300 choreography fee plus lesson costs ranging from $660 (6 lessons) to $1,140 (12 lessons).
• Quinceañera & Sweet 16 Dance Packages Customized dance routines for quinceañeras and Sweet 16 celebrations; Birthday Girl/Boy & Partner package at $110/hr plus $300 choreography fee, group performance (3+ people) at $150/hr plus $500 choreography fee, with 6-8 recommended meetings.
• Corporate Event Dance Services Interactive group dance lessons and dance performances for corporate events, wellness classes, heritage celebrations, and staff outings, with optional venue rental combined with group lessons.
• Latin Rhythms Dance Company Performances Professional dance performance troupe available for booking at corporate events, fundraisers, private parties, birthdays, nightclubs, grand openings, and cultural festivals; pricing varies by number of dancers and length of performance, with optional dance instruction included.
• The Gallery Event Venue Event rental space at 210 N. Racine in Chicago's West Loop featuring 16-foot ceilings, exposed brick walls, and flexible open space suitable for weddings, receptions, corporate events, and private celebrations.
• Annual Salsa & Bachata Competition Annual student dance competition with registration fees for competitors; 4th Annual competition beginning August 22, 2026.
• Salsa Classes Salsa dance curriculum progressing from beginner (Salsa Rhythm & Timing, Basic 1-4) through intermediate (Pre-Intermediate 1, Intermediate 1-3) to advanced levels; covers partner tension, cross-body leads, spinning, and turn combinations.
• Bachata Classes Bachata instruction from Basic 1 through Advanced levels including Sensual Bachata specialty track (Sensual 1, 1.5, and 2); curriculum covers body movement, hip and rib movement, isolations, dips, and partner work.
• Salsa On2 Classes Salsa On2 style instruction from Salsa On1 to On2 conversion through Advanced levels; focuses on timing, breaking on count 2, prep steps, and advanced footwork/shines.
• Cha Cha Classes Cha Cha instruction from Salsa to Cha Cha conversion through Advanced levels; covers timing, counts, basic patterns, turns, partner work, and advanced turn combinations.
• Specialty Dance Classes Additional dance styles including Basic Cumbia, Latin Footwork/Shines, Ladies Styling, Body Isolations, and Spinning Technique; covers traditional Mexican partner Cumbia to advanced spinning and body movement.

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Chicago International Salsa CongresscoreStrategic or Co-development PartnerCo-Artistic Director Maricza Valentin serves as Co-Artistic Director of the Chicago International Salsa Congress, one of the premier Latin dance events in the region.
• GrouponminorChannel Partner/ Reseller/ DistributorThird-party marketplace listing for class vouchers. Groupon vouchers valid for 90 days, one per customer, for new students or those not attended within 12 months.
• FeverminorChannel Partner/ Reseller/ DistributorThird-party marketplace listing for class vouchers. Fever vouchers valid for 90 days, one per customer, for new students or those not attended within 12 months.
• Chicago Dance SupplyminorGTM or Marketing PartnerPartnership offering 10% discount on purchases for Gold members and 15% discount for Platinum members. Members show Latin Rhythms membership card to receive discount.
• WellnessLivingcoreTechnology or IntegrationOnline registration and scheduling platform used for student registration, class enrollment, and membership purchases. Students create profiles and sign up for classes through WellnessLiving.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Dance With Me Studios: Multi-location ballroom and Latin dance studio franchise offering private lessons, group classes, and wedding choreography. Comparable pricing and value-based curriculum model.
• Arthur Murray International: Largest ballroom and Latin dance studio franchise globally. Directly comparable on structured group/private lesson model, progressive curriculum, and annual membership pricing tiers.
• Fred Astaire Dance Studios: National ballroom and Latin dance studio franchise with both group and private instruction. Closely mirrors Latin Rhythms' combination of progressive curriculum, membership tiers, and event services (weddings).
• Salsa Kings NYC: NYC-based salsa and Latin dance studio specializing in group classes, private lessons, and performance teams. Most directly comparable peer in studio positioning around salsa/Latin specialization.

Regional players

• The Dance Center of Chicago: Established Chicago dance school offering group and private lessons across multiple styles. Comparable local market presence and customer demographic, though broader curriculum scope.
• Chicago Dance Crash: Chicago-based dance company and school offering classes and performance teams. Comparable regional positioning with performance company tied to instruction, though focused on contemporary/jazz rather than Latin.
• Let's Dance Chicago: Chicago-based social and Latin dance studio offering group classes and private lessons. Direct geographic competitor serving the same Chicago student base with overlapping styles (salsa, bachata).

Emerging players

• Millennium Dance Complex: Multi-location hip-hop/urban dance studio chain. Different genre focus but analogous membership-driven group class model, performance teams, and youth/student programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/latinrhythmschi
• Facebookfacebook.com/LatinRhythmsChi
• LinkedInlinkedin.com/company/latin-rhythms

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Latin Rhythms Dance