Danceation
Danceation is a Bay Area dance-fitness platform founded by Heath Hunter that sells subscription access to live Zoom classes and on-demand video archives, with drop-in sessions, branded merchandise, gift cards, and fitness-club channel partnerships serving individual fitness and K-Pop choreography enthusiasts.
- Company typePrivate
- Founded1996
- HeadquartersLos Altos, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Danceation does
Danceation is a dance-fitness content and live-class platform founded by choreographer and former European pop star Heath Hunter and featuring dancer Soo Kim, whose KPop hip-hop and kickbox style anchors the brand identity. The core product suite includes an All-Access Membership at $34.99 per month, an archive-only Video Archives subscription at $19.99 per month, drop-in live streaming classes at $10 per session, and free Touch Screen Mirror hardware bundled with Premium Membership. Underlying technology is intentionally lightweight: a Wix-hosted commerce and content front end paired with a Zoom integration (with a Virtual Waiting Room) for live streaming; the platform does not expose a public API, SDK, or native mobile application, and the catalog is delivered as on-demand video plus scheduled live sessions rather than through a computer-vision or recommendation engine.
Revenue mechanics span four streams: recurring subscriptions for live and archived content, pay-as-you-go drop-in bookings, e-commerce merchandise (apparel priced $32-$50), and digital gift cards in $25-$200 denominations targeting gifting-driven acquisition. Distribution combines direct-to-consumer e-commerce through danceation.com with channel partnerships at Bay Club (Cupertino, Santa Clara), Equinox (Palo Alto, San Mateo), and Uforia Studios in Palo Alto, alongside an organic social footprint on Facebook, Twitter, YouTube, and Instagram. The "On Location" travel-and-choreography video series extends content reach beyond the Bay Area.
Go-to-market targets three identifiable segments: fitness enthusiasts seeking dance-based home workouts (primary), K-Pop and dance music fans interested in choreographed routines (secondary persona), and corporate clients buying team-building workshops (secondary business segment). The company lists 1-10 employees and is operated from the San Francisco Bay Area, with no external funding, no disclosed revenue, and no parent or subsidiary structure in the record; firmographic company_type is listed as non_profit while ownership commentary characterizes it as privately held and bootstrapped, an unresolved discrepancy.
Danceation firmographics
Firmographics- Name
- Danceation
- Legal name
- Danceation
- Website
- https://danceation.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Danceation is a Bay Area dance-fitness platform founded by Heath Hunter that sells subscription access to live Zoom classes and on-demand video archives, with drop-in sessions, branded merchandise, gift cards, and fitness-club channel partnerships serving individual fitness and K-Pop choreography enthusiasts.
- Ownership category
- akta.pro rank
Danceation industry classification
Industry- Product category
- Online Dance Fitness
- NAICS
- Dance Companies (711120)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)
- akta.pro secondary industry
- Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD)
Keywords
Where Danceation is headquartered
LocationHeadquarters
- HQ city
- Los Altos
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Danceation business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Subscription Memberships: Monthly recurring subscriptions providing unlimited access to live streaming classes, video archives, special members-only events, and exclusive workouts. All-Access Membership at $34.99/month includes all video channels and live streaming. Video Archives subscription at $19.99/month provides access to live streaming archive channel only.
- Drop-in Live Classes: Individual live streaming class sessions available for $10 per booking through Zoom. Classes include Danceation Live Stream, Ballet Workout, and other fitness formats.
- Merchandise Sales: E-commerce sales of branded merchandise including apparel (tank tops, hoodies, sweatpants) and accessories (water bottles). Prices range from $32-$50 per item.
- Gift Cards: Digital gift cards sold in denominations of $25, $50, $100, $150, and $200 for gifting to others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All-Access Member - Full subscription with unlimited access to all content and live streaming |
| Subscription | Monthly | Video Archives - Archive-only subscription for on-demand content |
| Unit Pricing | Pay-as-you-go | Drop-in Live Stream Class |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Danceation product offering
Product offeringCore offering
Danceation is a dance fitness platform that delivers live streaming classes via Zoom and on-demand video content through a subscription-based membership model. Its core formats include signature Danceation classes (K-Pop hip-hop and kickbox style), gloBarre, Ballet Workout, Yoga, Definitions, and Dynamic Conditioning, taught by founder Heath Hunter and dancer Soo Kim. The company also sells branded merchandise, digital gift cards, instructor certification workshops, and corporate team building events, with in-person classes offered through partnerships with Bay Club, Equinox, and Uforia in the San Francisco Bay Area.
Product overview
Danceation is a dance fitness platform founded by choreographer and former European pop star Heath Hunter, featuring dancer Soo Kim with her unique KPop hip-hop and kickbox dance style. The platform offers a subscription-based membership model providing access to live streaming classes and video archives. The core offerings include the All-Access Membership ($34.99/month) for unlimited access to live streaming classes (Danceation, gloBarre, Ballet Workout, Yoga, Definitions, Dynamic Conditioning) and the Video Archives ($19.99/month) for recorded content. Individual Choreography Videos provide on-demand access to dance routines choreographed by Heath Hunter and Soo. The platform also offers workshops, events, instructor certification, and corporate team building services. Physical merchandise including apparel and accessories is sold through the shop. The company partners with Bay Club Cupertino, Bay Club Santa Clara, Equinox Palo Alto, Equinox San Mateo, and Uforia studios for in-person classes, while live online classes are delivered via Zoom.
Differentiator
Problem solved
Functional benefit
Products and services
- All-Access Membership Monthly subscription providing unlimited access to live streaming classes, the video choreography archive channel, special members-only events, and exclusive workout videos including Danceation, gloBarre, Ballet Workout, Yoga, Definitions, and more. Priced at $34.99/month.
- Video Archives Subscription Monthly subscription providing access to the Live Streaming Video Archive Channel containing recordings of past live sessions. Priced at $19.99/month.
- Danceation Live Stream Class Drop-in live streaming dance fitness class held Tuesdays and Thursdays at 12pm, delivered via Zoom for $10 per session. Combines KPop hip-hop and kickbox dance style with the company's signature approach to uniting music and movement.
- Individual Choreography Videos On-demand subscription providing access to individual choreography videos including performances by Heath Hunter and Soo Kim, with new videos added monthly.
- gloBarre Class A barre class that flows without a wall-mounted bar, focusing on simplified but effective movements. Taught by instructor Saya, drawing on her background in dance, Pilates, and figure skating. Available on video archives.
- Dynamic Conditioning Class Total body workout combining low impact cardio movements with strength exercises using resistance bands (TuBallRX or Dynaband) or dumbbells. Available on video archives.
- Ballet Workout Class Live streaming ballet-inspired fitness class scheduled at 12pm, offering a workout format that incorporates ballet movements and principles.
- Definitions Class Total body workout class with a different program of exercises each week. Available in archives, featuring 30-minute sessions.
- Workshops, Events and Private Bookings Master classes, workshops, parties, flashmobs, instructor certification, and corporate team building events hosted by Danceation. Private workshops with founder Heath Hunter are also available for booking.
- eGift Cards Digital gift cards available in denominations of $25, $50, $100, $150, and $200, redeemable toward Danceation memberships and services.
- Heath Hunter On Location Video Series Video series following International Pop Star and Danceation Founder Heath Hunter around the globe as he meets other dancers and performs original choreography that viewers can learn at home. Filmed in locations including Paris and San Francisco.
- Danceation Branded Merchandise Branded apparel and accessories including Unisex Tank Top ($35), Unisex Hoodie ($50), Unisex Fleece Sweatpants ($48), Crop Hoodie ($48), Muscle Shirt ($35), and Stainless Steel Water Bottle ($32).
Companies that use Danceation
Customer profileSegments3 records
Ideal customer profiles3 records
Danceation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Danceation partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- Bay Club CupertinominorDanceation classes are offered to members at Bay Club Cupertino. Members at this location can access Danceation choreography and dance fitness programs.
- Bay Club Santa ClaraminorDanceation classes are offered to members at Bay Club Santa Clara. Members at this location can access Danceation choreography and dance fitness programs.
- Equinox Palo AltominorDanceation classes are offered to members at Equinox Palo Alto. This premium fitness club partnership provides access to Danceation choreography and dance fitness programs.
- Equinox San MateominorDanceation classes are offered to members at Equinox San Mateo. Members at this location can access Danceation choreography and dance fitness programs.
- Uforia StudiosminorDanceation Choreography is offered at Uforia Studios in Palo Alto. This studio partnership provides specialized choreography instruction.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Danceation competitors and assessment
Company assessmentDirect peers
- Steezy: Steezy is a dance-focused online learning platform offering choreography classes across hip-hop, K-Pop, and contemporary styles via subscription. It directly overlaps Danceation's K-Pop choreography instruction and on-demand video model.
- DanceBody: DanceBody is a dance-cardio fitness brand combining in-person classes with on-demand streaming. Its hybrid model and dance-fitness positioning make it a close comparable to Danceation's offerings.
- The Sculpt Society: The Sculpt Society is a dance-cardio workout subscription platform offering on-demand streaming classes — directly comparable to Danceation's dance-fitness subscription value proposition.
- obé Fitness: obé Fitness is a live and on-demand fitness streaming platform offering dance, strength, Pilates, and yoga classes via subscription — directly comparable to Danceation's hybrid live-stream + on-demand video archive model.
Broad incumbents
- Peloton: Peloton is the dominant connected fitness subscription platform offering live and on-demand classes across cycling, strength, yoga, and increasingly dance-based workouts. It is a broad incumbent competing for the same consumer fitness-subscription dollar as Danceation.
- Apple Fitness+: Apple Fitness+ is a subscription fitness service with a broad library including dance-based workouts and choreography training. As a broad incumbent, it competes for the same at-home dance fitness subscriber.
- Les Mills On Demand: Les Mills On Demand is a fitness-content subscription covering dance, strength, and cardio classes. It overlaps with Danceation's video archive subscription tier as a comparable at-home choreography/fitness offering.
Emerging players
- Alo Moves: Alo Moves is a subscription-based yoga, fitness, and movement class streaming platform. It competes in the same at-home subscription fitness video category as Danceation's archives.
- Pure Barre: Pure Barre is a national barre studio franchise with digital offerings. It overlaps Danceation's gloBarre class format and serves a similar fitness-oriented consumer segment.
Regional players
- Club Pilates: Club Pilates is a national Pilates/dance-adjacent fitness studio franchise. While Pilates-focused, it competes for the same dance-fitness consumer mindshare and physical-studio partnership opportunities.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Danceation social profiles
Digital presenceDanceation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Danceation leadership team
Management profileNumber of profiles
Profiles2 records
Danceation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Danceation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Danceation
What does Danceation do?
Danceation is a dance fitness platform that delivers live streaming classes via Zoom and on-demand video content through a subscription-based membership model. Its core formats include signature Danceation classes (K-Pop hip-hop and kickbox style), gloBarre, Ballet Workout, Yoga, Definitions, and Dynamic Conditioning, taught by founder Heath Hunter and dancer Soo Kim. The company also sells branded merchandise, digital gift cards, instructor certification workshops, and corporate team building events, with in-person classes offered through partnerships with Bay Club, Equinox, and Uforia in the San Francisco Bay Area.
Is Danceation a public or private company?
Danceation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Danceation founded?
Danceation was founded in 1996. It employs 1 to 10 people.
Where is Danceation based?
Danceation is headquartered in Los Altos, United States, in the North America region.
How does Danceation make money?
Four revenue lines are on record. Subscription Memberships are the primary driver. The others are drop-in Live Classes, merchandise Sales and gift Cards.
Who are Danceation's main competitors?
Direct peers on record are Steezy, DanceBody, The Sculpt Society and obé Fitness. Broad incumbents are Peloton, Apple Fitness+ and Les Mills On Demand. Emerging players are Alo Moves and Pure Barre. Club Pilates is listed as a regional player.
Does Danceation have an API?
No public API is recorded for Danceation.
What industry is Danceation in?
Danceation's product category is Online Dance Fitness. Its primary akta.pro industry code is EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance), with a secondary code of EDAAAGAD, Dance & Movement (Ballroom, Contemporary, Social Dance). Its NAICS code is 711120 and its SIC code is 7990.