Move Dance Family

What Move Dance Family does

Move Dance Family is a family-owned dance studio founded in 2013 by the Marion family, operating from a single physical facility at 1819 First Oaks St. in Richmond, Texas (Fort Bend County). The studio serves more than 400 enrolled students across age-segmented programs ranging from Preschool (ages 2-5) and Kids (6-9) through Pre-Teens (10-12), Teens (13-18), and Adults (18+), with an award-winning competitive arm called Movement Dance Company that includes 50+ dancers ages 5-18. Its core offering is season-based recurring tuition (currently Season 14) spanning ballet, jazz, acro, and graded technique, supplemented by private lessons, in-studio birthday party hosting, seasonal camps, masterclasses, performances, and branded merchandise.

The business operates on a hybrid subscription and event-based revenue model. Recurring season tuition, billed annually per program level, is the primary revenue stream, while ancillary one-time revenue comes from private lessons, birthday party packages, seasonal camps, masterclasses, and an online merchandise storefront hosted via ShopNimbly. Customer acquisition is community-led and direct-to-consumer, relying on word-of-mouth referrals, Google and Facebook reviews (the studio self-reports as the #1 Google-rated dance studio in Fort Bend County), a weekly email newsletter, and self-serve trial class bookings through the Promobooker platform.

The studio runs on standard third-party SaaS infrastructure rather than proprietary technology. Jackrabbit Class powers member login and registration, Promobooker handles trial bookings and scheduling, and ShopNimbly hosts the e-commerce storefront. There is no disclosed proprietary platform, no AI/ML capability, no patents or trademarks, and no external funding; the company is owned and operated by the Marion family with key roles including Owner/Director Mallorie Lewis, Operations Director Julien Marion, and Studio Manager Leslie Brannon. Differentiation rests on family ownership, a community-first philosophy, CPR-certified and background-checked staff, secured facilities with sprung floors, and a decade of localized brand equity.

Name

Move Dance Family

Legal name

Move Dance Family

Website

https://movedanceandfitness.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Move Dance Family is a family-owned dance studio in Richmond, Texas serving 400+ students ages 2 through adult via seasonal tuition classes, a competitive company, private lessons, birthday parties, and camps. It operates on third-party SaaS with community-led marketing.

Ownership category

akta.pro rank

Product category

Dance Studio Instruction

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Youth/Student & Community Dance Recitals (MPAGADAI), Children’s & Youth Theatre (MPAGABAE), Dance Theatre (Narrative/Experimental) (MPAGADAC)

Keywords

• Dance studio instruction
• Children's dance education
• Ballet and jazz classes
• Competitive dance training
• Dance camps workshops

Headquarters

HQ city

Richmond, TX

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, Technology or R&D, Others

Revenue model

1. Dance Class Tuition: Recurring tuition fees for structured dance classes across multiple programs including Season classes, Adult Classes, Kids Program, Graded Technique Program, Ballet Academy, and Competitive Dance Company. Billed on a recurring basis per season/term.
2. Private Lessons: One-on-one instruction sessions offered as add-on lessons for students seeking personalized attention.
3. Birthday Parties: Event-based birthday party packages hosted at the studio for children, including party room with playroom, setup, decorating, and instruction staff.
4. Camps and Masterclasses: Seasonal camp programs and special masterclass workshops offering intensive dance training experiences.
5. Dance Merchandise: Sale of dance supplies and merchandise through the studio's online store (ShopNimbly integration) for shoes, costumes, and dance accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Move Dance Family is a family-owned dance studio that delivers in-person dance instruction across age-segmented programs from preschool (ages 2–5) through adults. Offerings span Season classes, Adult Classes, Kids Program, Graded Technique Program, Ballet Academy, and the award-winning Movement Dance Company competitive troupe, complemented by private lessons, birthday party hosting, seasonal camps, masterclasses, and branded dance merchandise.

Product overview

Move Dance Family is a family-owned dance studio offering a comprehensive suite of dance education programs. The core product portfolio includes age-segmented classes (Preschool 2-5, Kids 6-9, Pre-Teen 10-12, Teens 13-18, Adults 18+) spanning ballet, jazz, and general dance techniques. The studio operates the Movement Dance Company as its elite competitive performing arm, alongside recreational programming, birthday party services, masterclasses, camps, and events. Additional offerings include private lessons, an online merchandise store (via Shopnimbly), and Move Merch branded apparel. The programs are unified by the studio's family-first philosophy emphasizing growth, confidence, and community.

Differentiator

Problem solved

Functional benefit

Brands

• Movement Dance Company: Award-winning competitive and performing dance group for dancers ages 5-18.

Products and services

• Season 14 Dance Classes Recurring seasonal dance class registration spanning preschool, kids, pre-teen, teen, and adult age groups across multiple dance disciplines for families in Fort Bend County, TX.
• Adult Classes Dance classes for adults ages 18+ offering fun, feel-good dance that keeps participants active and engaged.
• Kids Program (Preschool, Ages 2-5) Playful movement classes for preschoolers ages 2-5 focused on coordination development and confidence building through age-appropriate dance activities.
• Graded Technique Program Skill-building dance classes for kids (ages 6-9), pre-teens (10-12), and teens (13-18) covering technique, creativity, and healthy challenge as a structured progression track.
• Ballet Academy Focused ballet training program within the studio's dance curriculum for students seeking dedicated ballet instruction.
• Movement Dance Company (Competitive Dance) Award-winning competitive and performing group of 50+ dancers ages 5-18, providing elite training for dedicated dancers seeking competition exposure and performance opportunities.
• Birthday Parties Dance-themed birthday party packages hosted at the studio including party room with playroom, setup, decorating, and instruction staff for children's celebrations.
• Masterclasses

Quantifiable outcome

• Over 400 students enrolled
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Medina Sports and SpineminorStrategic or Co-development PartnerLocal healthcare and sports medicine partner featured in the Proud Partners section of the Move Dance Family website. Provides sports and spine services to the community.
• f45 Training Lakes of BellaterraminorStrategic or Co-development PartnerLocal fitness studio partner featured in the Proud Partners section of the Move Dance Family website. f45 Training is a functional fitness training franchise.
• PromobookercoreTechnology or IntegrationOnline booking platform integration used for trial class bookings and class scheduling. The studio uses promobooker.com for managing trial class registrations and class schedules.
• Jackrabbit ClasscoreTechnology or IntegrationDance studio management and parent portal platform used for member login and registration. Organization ID 557998 in the Jackrabbit system.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Code Ninjas: Franchised children's enrichment center offering coding and STEM programs for kids ages 7-14. Comparable as a community-based, franchise-modeled enrichment business targeting parents of school-age children with subscription programs.
• My Gym: Franchised children's fitness and development program for ages 6 weeks to 10 years offering structured classes. Similar in subscription model, parent-trust positioning, and developmental/activity-based programming for young children.
• School of Rock: Franchised performing-arts education business focused on music instruction for children and teens, including performance-based programs. Comparable as a franchise-based performing-arts education provider serving families with structured curricula and performance opportunities.
• The Little Gym: Franchised children's enrichment program offering gymnastics, dance, and motor-skill development for ages 4 months through 12 years. Comparable in target customer (parents of young children), subscription/class-pack revenue model, and parent-trust-driven brand positioning.
• Tippi Toes Dance Company: Franchised mobile dance program for children ages 2-12 offering tap, ballet, creative movement, and hip-hop classes. Closely comparable to Move Dance Family's preschool/kids offerings and community-based delivery model, though it operates as a franchise network rather than a single studio.
• Kinderdance International: Franchise providing dance, gymnastics, and fitness programs for children ages 2-5, often delivered on-site at preschools and child care centers. Directly comparable in age-segmented dance instruction and family-facing community model.

Broad incumbents

• Fred Astaire Dance Studios: Established franchised chain of ballroom and social dance studios offering private and group lessons primarily for adults. Comparable as a multi-unit dance studio business, though focused on adult social/ballroom dance rather than youth dance education.
• Gymboree Play & Music: Franchised early-childhood enrichment program offering play, music, and movement classes for ages 0-5. Comparable in parent-facing subscription model and developmental programming for young children, though broader than pure dance instruction.
• Arthur Murray Dance Studios: Long-established franchised chain of ballroom dance studios offering private lessons, group classes, and competition programs. Comparable as a scaled dance instruction franchise, though oriented to adult ballroom rather than youth multi-discipline dance.

Regional players

• Color Me Mine: Franchised paint-your-own-pottery business offering birthday party packages and walk-in creative activities. Comparable as a family-oriented enrichment business monetizing birthday parties and children's activities in physical retail locations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pg/Movedanceandfitness/reviews/?referrer=page_recommendations_see_all&ref=page_internal
• LinkedInlinkedin.com/company/move-dance-and-fitness-studio

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Move Dance Family