SoulBody Fitness

What SoulBody Fitness does

SoulBody Fitness (SoulBody, LLC) is a Baltimore-based boutique fitness programming company founded in 2015 that develops pre-choreographed, beat-matched group fitness programs and delivers them to a two-sided customer base of certified group fitness instructors and health clubs/studios. The company maintains a proprietary library of five core formats — SoulBody Barre, Unhitched, Cardio Sculpt (HIIT+LIIT), Yoga Sculpt (launched 2024), and Restore — with choreography released on a quarterly cadence. A global SQUAD of master trainers supports instructor rollout across at least six international markets (China, Costa Rica, Guatemala, Egypt, Canada, and Spain), and the company holds Continuing Education Credit (CEC) provider status with NASM, AFAA, canfitpro, and ACE to lower instructor acquisition friction.

The revenue model is hybrid and explicitly avoids recurring monthly licensing fees for clubs. Primary revenue streams are one-time teacher training fees, recurring quarterly choreography subscriptions, self-paced online courses, and the SoulBody OnDemand direct-to-consumer streaming product. Distribution and credibility are reinforced by industry memberships in IHRSA, FIBO USA, HFA, NIRSA, and SCW, and by platform integrations with Inspire360, Teachable, Spotify, Apple Music, and Total Gym's Encompass system. The company is led by co-founders Ann Marie Barbour and Stacey Vandiver and operates with a headcount in the 11–50 range.

Name

SoulBody Fitness

Legal name

SoulBody, LLC

Website

https://soulbody.fitness

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

SoulBody Fitness is a Baltimore-based boutique fitness programming company founded in 2015 that licenses pre-choreographed group fitness formats (Barre, Unhitched, HIIT+LIIT, Yoga Sculpt, Restore) to certified instructors and health clubs globally via training, quarterly choreography subscriptions, and a direct-to-consumer streaming platform.

Ownership category

akta.pro rank

Product category

Group Fitness Programming and Instructor Certification

NAICS

Sports and Recreation Instruction (61162), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Functional Fitness / Cross-Training Groups (HSADABAH), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Group fitness programs
• Barre workout classes
• Instructor certification
• Yoga sculpt training
• Boutique fitness programming

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Teacher Training Fees: SoulBody offers instructor training in its proprietary formats through live virtual sessions, online self-paced courses, and in-person trainings (available per request). Trainees receive a comprehensive instructor manual and one full pre-designed class per program covered. After completing the training, trainees must submit an Assessment Video Practical within 45 days to become certified.
2. Quarterly Choreography Subscription: Certified SoulBody instructors receive new choreography every 3 months via quarterly subscription, automatically billed quarterly. Subscriptions include music playlists and choreography booklets with notes, musical cues, modifications, and education. All quarterly releases and back releases are available for purchase online. Cancellation available at any time.
3. Online Course (Self-Paced): Self-paced online course option for teacher training, available at soulbody1.teachable.com. Provides an alternative to live training for instructor certification.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SoulBody Fitness develops and distributes proprietary, pre-choreographed, beat-matched group fitness programs across five signature formats (SoulBody Barre, Unhitched, HIIT + LIIT, Yoga Sculpt, Restore) and certifies instructors to teach them at health clubs and studios worldwide. The company delivers quarterly choreography releases with music playlists, choreography booklets, and ongoing support to a global community of certified instructors called the SQUAD. Instructor certification is offered live virtually, self-paced online, and in-person, with no monthly licensing fees charged to clubs or studios that adopt the programming.

Product overview

SoulBody Fitness is a boutique group fitness programming company that develops transformational pre-choreographed group fitness programs and trains a growing SQUAD of instructors for clubs and facilities globally. Their core product portfolio consists of five signature class formats: SoulBody Barre (ballet-barre based workout), SoulBody Unhitched ( barre alternative using weighted bar), SoulBody Cardio Sculpt/HIIT+LIIT (interval training and strength), SoulBody Yoga Sculpt (yoga-cardio fusion), and SoulBody Restore (mindful recovery). The company offers digital access through SoulBody OnDemand, instructor certification via Teacher Training (available in-person, live virtual, or self-paced online), and a Teacher Transfer Program for experienced instructors. The architecture is a unified platform-plus-modules approach where clubs license the programming and receive quarterly choreography updates with music playlists, instructor certification, and around-the-clock support with no monthly licensing fees.

Differentiator

Problem solved

Functional benefit

Brands

• SoulBody Barre: Athletic, fusion-based Barre class combining Pilates, yoga, dance, and functional strength training with Ballet Barre, dumbbells, thera bands, and inflatable Pilates ball.
• SoulBody Unhitched
• SoulBody Cardio Sculpt
• SoulBody Yoga Sculpt
• SoulBody Restore
• SoulBody OnDemand

Products and services

• SoulBody Barre A one-hour mindfully intense, pre-designed Barre class using Ballet Barre, dumbbells, thera bands, and inflatable Pilates ball. Athletic and fusion-based approach combining Pilates, yoga, dance, and functional strength with cardio bursts.
• SoulBody Unhitched A one-hour pre-designed Barre class using a weighted bar and inflatable Pilates ball. Same format as SoulBody Barre but designed to be taught in larger group fitness spaces without ballet barre requirements.
• SoulBody HIIT + LIIT A 45-minute interval training combined with strength class featuring low-impact cardio intervals and body-weight/hand-weight strength work. Builds endurance and full-body strength with warm-up and cool-down.
• SoulBody Yoga Sculpt Pre-designed mindfully intense fusion of yoga postures and flows, cardio surges, and sculpting work using hand weights. Total body workout with exercise progressions and regressions provided in every release.
• SoulBody Restore A pre-designed combination of mindful movement and total body restoration. Yoga flows warm the body, followed by dynamic stretching and restorative techniques to release fascial tension. Available in 30 or 45-minute formats.
• SoulBody OnDemand Virtual workout platform offering SoulBody's signature class formats available OnDemand for at-home participants who cannot attend in-person classes.
• SoulBody Teacher Training Instructor certification program equipping trainees to teach SoulBody's proprietary programs. Available live virtually, online self-paced, or in-person. Includes comprehensive instructor manual and full pre-designed class in each program, with continuing education credits for NASM, AFAA, canfitpro, and ACE.
• SoulBody Teacher Transfer Program Program for experienced instructors already certified in similar formats. Recognizes existing credentials to help instructors expand offerings and teach SoulBody's signature methods.
• Total Gym + Encompass Integration Partnership with Total Gym equipment providing integrated fitness solutions for clubs and facilities offering SoulBody programming.

Quantifiable outcome

• No monthly licensing fees for clubs — reducing cost barrier to adoption
• +1 more outcomes

Named customers1 record

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

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• NASMcoreOthersSoulBody is a NASM-approved continuing education provider, enabling NASM-certified instructors to earn CECs while training to teach SoulBody's proprietary formats.
• AFAAcoreOthersSoulBody is an AFAA-approved continuing education provider, allowing AFAA-certified instructors to receive CECs through SoulBody teacher training.
• canfitprocoreOthersSoulBody is a canfitpro-approved continuing education provider and associate member, enabling Canadian fitness professionals to earn CECs through SoulBody training.
• ACEcoreOthersSoulBody is a provider of continuing education credits for ACE-certified fitness professionals.
• IHRSAcoreStrategic or Co-development PartnerSoulBody is an IHRSA member and was featured in an IHRSA press release announcing Yoga Sculpt as its fourth program. IHRSA provides media coverage and industry credibility for the brand.
• FIBO USAcoreStrategic or Co-development PartnerSoulBody participates in FIBO USA, the international fitness industry trade show, as an exhibitor and featured brand, gaining exposure to a global fitness industry audience.
• HFAminorStrategic or Co-development PartnerSoulBody is an associate member of HFA (Health Fitness Association), a global fitness industry organization providing industry advocacy and networking.
• NIRSAminorStrategic or Co-development PartnerSoulBody is an associate member of NIRSA (National Intramural Recreational Sports Association), supporting campus recreation and collegiate fitness settings.
• SCWminorStrategic or Co-development PartnerSCW (Sports, Clubs & Wellness) is listed as a professional membership partner, providing SoulBody access to the SCW fitness professional network for instructor recruitment.
• Inspire360coreTechnology or IntegrationSoulBody uses Inspire360's scheduling platform (soulbodyfitness.inspire360.com) for workshop and training scheduling, integrating its booking and scheduling infrastructure.
• ProSight DirectminorGTM or Marketing PartnerProSight Direct, a fitness insurance provider, includes SoulBody as a featured partner on its website for barre instructor insurance, providing SoulBody instructors with access to liability coverage options.
• Active ManagementminorStrategic or Co-development PartnerActive Management, a fitness business consulting firm based in Australia, is listed as a SoulBody partner, potentially serving as a regional business development partner in the Asia-Pacific market.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• Glofox: Glofox is a fitness studio management software platform that supports boutique studios with booking, payments, and member management. SoulBody co-founders appeared on the Glofox podcast; while not a direct competitor, Glofox is an adjacent technology enabler serving SoulBody's club customers.
• Total Gym: Total Gym is a fitness equipment manufacturer and SoulBody's documented integration partner (Total Gym + Encompass). It is adjacent rather than directly competitive but serves the same club customer base and complements SoulBody programming with equipment.

Direct peers

• Barre Above: Barre Above is a barre-based group fitness programming and instructor certification company that competes head-to-head with SoulBody Barre and Unhitched. Both companies monetize through teacher training plus recurring choreography/music subscriptions and supply programming to clubs globally.
• STOTT PILATES: STOTT PILATES (Merrithew) provides pre-designed Pilates programming and instructor certification to clubs and studios globally, similar to SoulBody's barre and yoga-sculpt formats. Both operate certification-plus-recurring-content business models targeting fitness instructors and clubs.
• YogaFit: YogaFit is one of the largest yoga-based fitness training and certification organizations, offering instructor training and ongoing programming to clubs and studios. It is directly comparable to SoulBody's Yoga Sculpt and Restore formats as well as its broader certification-driven model.

Broad incumbents

• Club Pilates: Club Pilates is the largest Pilates franchise and a competitor to SoulBody's barre/yoga-sculpt formats for both instructor talent and club programming slots. It competes for the same boutique fitness consumer dollar and instructor base.
• Zumba Fitness: Zumba is the largest dance-based group fitness brand with a global instructor network and recurring choreography/music model. Its licensing structure and instructor training ecosystem are similar to SoulBody's, but Zumba operates at vastly greater scale.
• Les Mills: Les Mills is the dominant global group fitness programming company (BODYPUMP, BODYCOMBAT, RPM) and the incumbent SoulBody most directly competes against for club programming slots. It charges monthly licensing fees — the cost model SoulBody explicitly differentiates against.
• Xponential Fitness: Xponential Fitness is a publicly traded holding company of boutique fitness brands (Club Pilates, CycleBar, StretchLab, etc.) and a broad incumbent in the boutique programming category. While it operates studio brands rather than pure programming, it competes for the same club partner and instructor talent pool as SoulBody.

Emerging players

• Fitness On Demand: Fitness On Demand is a virtual group fitness content provider that delivers pre-recorded classes to clubs and consumers. It is comparable to SoulBody OnDemand as a digital content distribution channel serving the same club and consumer end-markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/soulbodyGX
• Facebookfacebook.com/soulbodyfitnessglobal
• LinkedInlinkedin.com/company/soulbodyfitness

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 SoulBody Fitness