Wedding Dance

What Wedding Dance does

Wedding Dance (operated by VIZART USA LLC, headquartered in Los Angeles) is a direct-to-consumer online platform that teaches engaged couples how to perform a choreographed first dance for their wedding. The company was founded by professional competitive dancers Pasha Pashkov and Daniella Karagach — Dancing with the Stars pros, Emmy-nominated choreographers, and 10-time world and 10-time national champions — and launched its online platform in November 2020 during the COVID-19 pandemic. The platform is delivered via the weddingdance.net website to customers in 30+ countries, with 10,000+ couples served to date.

The product is a video-based course delivery system with step-by-step choreography breakdowns, pop-quiz progress checks, and a video submission/feedback loop in which couples record themselves dancing and submit clips for review by the founders. The core catalog includes a Turn-Key library of 700+ pre-choreographed dances matched to popular wedding songs, complemented by a DIY tier (universal "LEGO-block" moves applicable to any song), a Custom tier (fully personalized choreography to the couple's chosen song with professionally edited audio), a Roots add-on for father-daughter and mother-son dances, and supporting mechanics like a $99 price-freeze option and $50-$500 digital gift cards. Technical dependencies are minimal: checkout runs on Stripe with Paythen-powered 6-month installment plans, and Zoom is referenced only as a fallback for live virtual lessons, not as an integrated product surface. The platform does not include mobile apps.

Wedding Dance monetizes via one-time course purchases priced $199-$999 (sale) / $399-$999 (full), with installment plans available for US customers. The go-to-market is product-led: free checklists and a "First Dance Secrets" webinar serve as lead magnets, with content distributed across Instagram, YouTube, Pinterest, a blog, and email. All sales flow directly through weddingdance.net with no third-party retail or distribution partners. The company has not raised external funding and is operated by the two founders plus a small support team.

Name

Wedding Dance

Legal name

VIZART USA LLC

Website

https://weddingdance.net

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Wedding Dance is an online, direct-to-consumer platform that teaches engaged couples a choreographed first dance via pre-recorded video courses and instructor feedback, founded by Dancing with the Stars professionals Pasha Pashkov and Daniella Karagach and serving 10,000+ couples across 30+ countries.

Ownership category

akta.pro rank

Product category

Online Dance Instruction

NAICS

Fine Arts Schools (611610), Fine Arts Schools (61161)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYEDAAAGAD

Dance & Movement (Ballroom, Contemporary, Social Dance)

Education/Adult & Continuing Education/Personal Enrichment & Hobby Learning (Arts, Crafts, Music, Cooking)

SECONDARYEDAMAAAH

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

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Arts & Creative Enrichment (Visual Arts, Music, Theater, Dance)

Keywords

• Online dance lessons
• Wedding choreography
• First dance courses
• Dance instruction platform
• Bridal dance training

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Online Course Sales: One-time purchase of online wedding dance courses with lifetime access until the wedding day. Three tiers: DIY ($199 sale / $399 full), Turn-Key ($299 sale / $599 full), and Custom ($499-$999). Payment plans available via 6-month installment.
2. Gift Cards: Digital gift cards sold in denominations from $50 to $500, delivered via email, valid for up to one year.
3. Freeze Fee: $99 fee to lock in a current promotional price while the customer takes additional time to decide on the right package. Amount credited toward eventual purchase.
4. Roots Add-On Course: $19 add-on to any First Dance course for Father-Daughter & Mother-Son dance content. Standalone price is $99.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Wedding Dance sells online first dance choreography courses that teach engaged couples with zero dance experience a fully choreographed wedding first dance through step-by-step video lessons, pop quizzes, and instructor video feedback. Offerings span three tiers — DIY ($199-$399, build-your-own from universal moves), Turn-Key ($299-$599, pre-choreographed dance from a 700+ song library), and Custom ($499-$999, personalized choreography to the couple's chosen song) — plus a Roots add-on course for father-daughter and mother-son dances. All courses include lifetime access until the wedding day and a 7-day money-back guarantee (excluding Custom).

Differentiator

Problem solved

Functional benefit

Brands

• DIY: Do-it-yourself online course for couples to build their own first dance from universal moves
• Turn-Key
• Custom
• Roots
• Freeze

Products and services

• DIY First Dance Course Self-paced online course for engaged couples with zero dance experience to build their own fully choreographed first dance from universal moves that can be applied to any song. Includes step-by-step breakdown of each move, pop quizzes to monitor progress, and video analysis/feedback from Pasha and Daniella. Priced at $199 sale / $399 full price, or $39/month for 6 months via Paythen, with a no-lifts option available.
• Turn-Key First Dance Course Self-paced online course in which couples learn a fully choreographed dance from a pre-existing library of 700+ popular wedding songs, with the song professionally pre-edited to the right length. Includes step-by-step breakdown and unlimited access until the wedding day. Priced at $299 sale / $599 full price, or $55/month for 6 months via Paythen.
• Custom First Dance Course Personalized online course delivering a fully choreographed first dance built specifically for the couple's chosen song, with the song professionally edited to a perfect length. Includes step-by-step breakdown and unlimited access until the wedding day. Priced at $499 sale / $999 full price.
• Roots Father-Daughter & Mother-Son Dance Course Online course teaching parents of the bride or groom universal dance moves designed to match any song, for use in the father-daughter or mother-son wedding dance. Available as a $19 add-on to any First Dance course or purchased standalone for $99.

Quantifiable outcome

• Online courses are 5-10x cheaper than traditional in-person lessons (average $299 vs. $2,999)
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Steezy: Online dance education platform offering step-by-step video courses for various styles including hip-hop, contemporary, and ballroom. Directly comparable as a digital-first dance instruction business serving amateur adult learners via subscription-style and one-time course access.
• CLI Studios: Online dance instruction platform with choreographed video lessons taught by professional dancers. Highly comparable business model: celebrity/choreographer-led dance courses delivered to amateur learners at home, with structured curricula and progressive difficulty.
• TakeLessons: Online marketplace connecting students with instructors across many disciplines including dance. Comparable as a platform disintermediating traditional in-person lessons by offering online and virtual instruction for amateur learners, including wedding-related dance preparation.
• DancePlug: Online dance class marketplace offering tutorials across many styles. Comparable as a digital dance education platform targeting hobbyist learners, with a similar video-based course delivery model aimed at beginners.

Broad incumbents

• The Knot: Leading wedding planning platform and marketplace connecting couples with vendors including dance instruction. Comparable target customer (engaged couples), but operates as a broad wedding content and vendor marketplace rather than a direct dance instruction provider.
• Skillshare: Online learning community with courses in creative disciplines including dance. Comparable as a digital course platform serving hobbyist adult learners, but operates a subscription model and crowd-sourced instructor base rather than celebrity-led single-niche content.
• MasterClass: Premium online education platform featuring celebrity instructors across creative disciplines including dance. Comparable business model of pairing world-class talent with self-paced video courses at premium price points, though MasterClass is a broad multi-category platform rather than a wedding-focused niche player.
• Fred Astaire Dance Studios: Largest franchised ballroom dance studio chain in the US, offering in-person lessons including wedding first dance packages. Comparable target customer (engaged couples) and dance style (ballroom/social dance), but operates a traditional brick-and-mortar model rather than digital courses.
• Arthur Murray Dance Studios: Established franchised ballroom dance studio network with wedding first dance offerings. Comparable customer base of engaged couples seeking choreographed first dances, but competes through in-person private lessons at substantially higher price points than Wedding Dance's online model.

Others

• Zola: Online wedding planning platform with registry, website, and vendor marketplace. Adjacent rather than directly competitive: serves the same engaged couple customer base and targets wedding-related purchases, but does not offer dance instruction. Useful as a reference for the broader digital wedding services ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCI94ZxNj-J-6zhXiqIshMig
• Instagraminstagram.com/weddingdance.school/?igshid=YmMyMTA2M2Y=
• Pinterestpin.it/4uVcywq

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wedding Dance