Groove Academy - School of Music

Name

Groove Academy - School of Music

Legal name

Groove Academy - School of Music

Website

https://grooveacademy.ca

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Music Education Services

NAICS

Fine Arts Schools (61161)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Music Instruction (Instrumental & Vocal) (EDAMAAAE)

akta.pro secondary industries

Private Music Lessons (Instrumental) (EDAMANAA), Private Voice Lessons (Vocal) (EDAMANAB), Group Music Classes & Ensembles (Band, Orchestra, Choir) (EDAMANAC), Online / Virtual Music Instruction & Platforms (EDAMANAI), Music Exam Prep & Certification (ABRSM, Trinity, RCM, AP Music Theory) (EDAMANAJ), Early Childhood Music Education (Ages 0–7) (EDAMANAD), Instrument Rentals & Leasing (Band/Orchestra Programs) (CRALAEAG)

Keywords

• Private music lessons
• Music education services
• Group music classes
• Online music instruction
• Instrument rentals

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Music Lessons: Recurring monthly revenue from private 1-on-1 music lessons across multiple instruments including piano, guitar, drums, voice, violin, woodwinds, and bass. Billed on 1st of each month with flat rate and pro-rated fees.
2. Group Music Lessons: Monthly fees for group programs including rock bands, vocal groups, drumline, and other ensemble programs.
3. Music Camps: Summer and seasonal camp programs including daycare/preschool camps, intensive percussion camps, and spring break camps.
4. Instrument Rentals: Rental program for instruments including guitars, pianos, drums, and other musical instruments.
5. Daycare Music Programs: On-location music programs delivered to daycares and preschools in Winnipeg.
6. Merchandise and Sheet Music: Sales of sheet music and merchandise through their shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Groove Academy delivers private and group music instruction in drums, piano, guitar, voice, violin, woodwinds, brass, ukulele, and bass, offered in-studio at two Winnipeg locations, in-home in Winnipeg and Calgary, and online across 40+ Canadian cities. The school supplements lessons with seasonal music camps, daycare/preschool on-location programs, instrument rentals, an annual scholarship fund, and ensemble programs such as rock bands, vocal groups, and drumline, with up to 12 performance opportunities per year. Pricing follows a recurring monthly subscription model billed on the 1st of each month, with intro programs at $60 for 3 lessons and tiered 30/45/60-minute private lessons.

Product overview

Groove Academy - School of Music is a music education institution offering a comprehensive portfolio of programs centered around private lessons, group lessons, and online instruction. The core offering consists of private one-on-one music lessons (drums, piano, guitar, voice, violin, woodwinds, brass, bass, ukulele) available in-studio, in-home, or online, complemented by group ensemble programs including rock bands, vocal groups, drumline, and youth bands. The school also provides specialized programs for young children (Groovy Tots ages 3-5), school-age groups (MINI Rockerz, Kidz Rawk, Girlz Rock), seasonal music camps, daycare/preschool on-location programs, and dedicated tracks for homeschool students and seniors. Supporting services include instrument rentals with repair, sheet music sales via SheetMusicDirect partnership, and an annual scholarship fund. The institution operates across Manitoba, Alberta, Ontario, Quebec, Saskatchewan, and British Columbia with locations in Winnipeg and Calgary, offering up to 12 performance opportunities annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Music Lessons One-on-one personalized music instruction offered in-studio, in-home, or online for drums, piano, guitar, voice, violin, woodwinds, brass, ukulele, and bass. Lessons are customized to each student's learning style with 30, 45, or 60-minute durations on a recurring monthly subscription.
• Group Music Lessons & Ensembles Ensemble-based music education including rock bands (ages 14-18), vocal groups (ages 8-16), G.A. Drumline (ages 12-16), Kidz Rawk (ages 9-13), Mini Rockerz (ages 6-9), Girlz Rock (ages 14-18), and Groovy Tots (ages 3-5), with up to 12 performance opportunities per year.
• Online Music Lessons
• Music Camps Seasonal music camps during summer months (July and August) including 5-day intensive percussion camps, Bubble Guppies camps for ages 3-7, and daycare/preschool on-location camps for ages 3-8.
• Daycare/Preschool On-Location Programs
• Instrument Rentals and Repair
• Sheet Music Sales (via SheetMusicDirect)

Quantifiable outcome

• Up to 12 performance opportunities per year for students
• +2 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Winnipeg Music FestivalcoreStrategic or Co-development Partner · 1 January 2011Groove Academy has participated in the Winnipeg Music Festival since 2011, the same year the festival announced its percussion category. The academy hosts and involves students in the festival which spans 26 days with adjudicators from across Canada.
• Royal Conservatory of Music (RCM)coreStrategic or Co-development PartnerGroove Academy's curriculum follows RCM syllabus for woodwinds, brass, piano, voice, and other instruments. Students in grades 9-12 can earn up to 4 high school credits through RCM practical and theory exam requirements.
• Canadian Mennonite UniversityminorOthersHost venue for Groove Academy's annual recitals including summer recitals, held at the Laudamus auditorium at Canadian Mennonite University, 500 Shaftesbury Blvd.
• Winnipeg Youth OrchestrasminorStrategic or Co-development PartnerStudents participate in Winnipeg Youth Orchestras as part of their music education journey, with the academy supporting and encouraging participation.
• Woman's Musical Club of WinnipegminorStrategic or Co-development PartnerEstablished in 1894, provides stage for young artists and annual scholarships. Groove Academy students eligible for scholarship fund.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lessonface: Online music lessons platform connecting students with teachers for private instruction across instruments. Comparable on online lesson delivery, instrument breadth, and direct-to-consumer model.
• School of Rock: Franchised music school offering private lessons and group performance programs (rock bands, ensembles) for kids and teens. Directly comparable on group ensemble focus, performance-based curriculum, and multi-city presence.
• Musika Lessons: Online and in-home music lessons marketplace operating across North America including Canada. Directly comparable on multi-modal lesson delivery (online + in-home) and multi-instrument offering.
• TakeLessons: Online marketplace for music lessons across instruments and voice. Comparable on multi-instrument private instruction, online delivery, and direct-to-consumer subscription model.
• Music Together: Early childhood music education program offered through licensed centers globally. Comparable on early childhood music segment (Groovy Tots) and group-based early-childhood delivery model.
• Merriam School of Music: Canadian private music school offering lessons across multiple instruments with RCM-aligned curriculum. Comparable on RCM credential pathway, multi-instrument private instruction, and Canadian market focus.
• Crescendo Music Academy: Canadian private music school offering private and group lessons with RCM-aligned curriculum. Comparable on private + group instruction model, RCM certification pathway, and Canadian market focus.

Broad incumbents

• Long & McQuade: Canada's largest musical instrument retailer with lesson services across dozens of Canadian locations. Comparable on Canadian geographic footprint, instrument retail + lessons model, and multi-province presence.
• Tom Lee Music: Western Canada's major musical instrument retailer with associated lesson services. Comparable on Canadian presence, instrument retail + lesson combination, and multi-province geographic footprint.

Others

• Royal Conservatory of Music: Curriculum and certification body whose syllabus Groove Academy follows. Comparable as ecosystem partner—provides the credential framework that differentiates Groove's exam prep offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/groove-academy-school-of-music

Revenue estimate

Valuation estimate

Number of profiles

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 Groove Academy - School of Music