Salsa te Gusta Academy

What Salsa te Gusta Academy does

Salsa te Gusta Academy (legal entity TG Academy B.V.) is an Amsterdam-based Cuban salsa dance school founded in 2013 by Milo Stattman. It operates a structured 8-level curriculum delivered through 8-week seasonal courses (six start dates per year: January, March, May, July, September, November) at up to 9 partner venues across Amsterdam East, Center, West, and North, supplemented by Try-Out Classes (€10), Private Lessons (€60-85/session), and an accredited Teacher Training Program (Pre-Teacher Training through Teacher Training 1-6).

The core technology layer is the proprietary Cuban Salsa / Rueda de Casino curriculum and the Huddle online learning portal for video content, supported by the Bueno booking and payment system. The business model combines recurring 8-week course fees (€178-198), a €14.99/month Premium membership with 15% cashback and class-switching flexibility, professional-services revenue from corporate (LinkedIn, Miele, PCN) and educational (Vossius, Yuverta, HvA, UvA) workshops, gift cards, and monthly social events.

Go-to-market is community-led and direct-to-consumer: a self-serve website booking flow drives acquisition, while ambassador programs, referral discounts (€20 cashback), monthly events (Pong te Gusta, Papa te Gusta, Community Nights), and distribution partnerships (ClassPass, OneFit, CJP Cultuurkaart) drive retention and word-of-mouth. Target demographics are Amsterdam young professionals aged 25-35, with named customers spanning B2C individuals, B2B corporate clients, and Dutch educational institutions.

Name

Salsa te Gusta Academy

Legal name

TG Academy B.V.

Website

https://salsategusta.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Salsa te Gusta Academy is an Amsterdam-based Cuban salsa school (TG Academy B.V., founded 2013) that delivers an 8-level 8-week course curriculum, private lessons, teacher training, and corporate workshops across 9 partner venues, serving individual learners, businesses, and Dutch schools.

Ownership category

akta.pro rank

Product category

Dance Instruction Services

NAICS

Fine Arts Schools (611610), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD)

akta.pro secondary industry

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

Keywords

• Cuban salsa instruction
• Dance academy services
• Salsa teacher training
• Latin dance education
• Corporate dance workshops

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 8-Week Course Fees: Primary revenue stream from 8-week structured salsa courses at various levels (Level 1-8). Courses priced at €178-198 per 8-week period with 90-minute classes. Includes various ticket types (Solo, Duo, Flex, Premium).
2. Private Lessons: One-on-one or small group (max 2 students) salsa instruction at €60-85 per session depending on package volume. Includes studio space and teacher.
3. Try-Out Classes: Single class offerings for beginners at €10 per session, serving as customer acquisition and entry point to full course enrollment.
4. Premium Membership: Monthly subscription at €14.99 providing 10-15% cashback on courses, free event access, class switching flexibility, and loyalty rewards.
5. Corporate Workshops: Team-building and workshop services for businesses including LinkedIn, Miele, and PCN. Customizable experiences ranging from basic workshops to full Latin events with entertainment.
6. School/University Workshops: Educational institution partnerships providing salsa workshops for students and teachers at various levels from primary schools to universities.
7. Gift Cards: Prepaid gift cards sold at various denominations (€10 try-out, €50 credits, full courses) as entry points and gifting products.
8. Event Revenue: Monthly social events including Pong te Gusta, Papa te Gusta, Koopstootbar Goes Latin, and Community Nights generating ticket revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

Salsa te Gusta Academy teaches Cuban Salsa through structured 8-week courses across eight proficiency levels (Levels 1-8), supplemented by an accredited Teacher Training Program (Pre-Teacher Training and Teacher Training 1-6), Try-Out Classes, Private Lessons, monthly social dance events, and corporate (Salsa for Business) and educational institution (Salsa at School) workshops. Supporting services include the Huddle student learning portal, the Bueno booking system, the Te Gusta Premium monthly membership, and the Dancecast outdoor salsa weather companion tool.

Product overview

Salsa te Gusta Academy is a Cuban salsa dance academy founded in 2013 in Amsterdam, offering a comprehensive portfolio of courses and services. The core offering consists of 8-week structured salsa courses spanning 8 proficiency levels (Levels 1-8 plus Masterclass), complemented by an accredited Teacher Training Program with Pre-Teacher Training and Training levels 1-6. The academy also provides Try-Out Classes, Private Lessons, Corporate Workshops (Salsa for Business), and School Programs (Salsa at School). Supporting services include Te Gusta Premium Membership for cashback and flexibility benefits, Gift Cards, and an Ambassador Program. The Huddle Student Portal serves as the online learning platform with video tutorials, while the Bueno Student App handles booking and payments. Monthly Dance Events and the Dancecast outdoor weather tool complete the ecosystem, enabling students to learn, practice, and participate in the salsa community from beginner to professional instructor levels.

Differentiator

Problem solved

Functional benefit

Products and services

• 8-Week Salsa Courses (Levels 1-8) Structured 8-week Cuban Salsa and Rueda de Casino courses progressing from Level 1 (beginner foundations) through Level 8 (advanced masterclass), each building on the prior level to enhance dance skills and understanding.
• Teacher Training Program Accredited professional teacher training program with Pre-Teacher Training and Teacher Training levels 1-6, designed to train advanced dancers to become qualified salsa instructors.
• Try-Out Classes Single beginner classes including Party Starter (30 min), Intro Class (60 min), and Trial Class (90 min), allowing prospective students to experience salsa before committing to a full 8-week course.
• Private Lessons One-on-one or partner salsa coaching with personalized lesson plans, instant feedback, and flexible scheduling, priced at €60-85 per session depending on package volume (max 2 students).
• Salsa for Business (Corporate Workshops) Corporate team-building workshops and events including Team Building workshops, Full Latin Experience packages, and customizable experiences for company events and celebrations.
• Salsa at School (Educational Workshops) Salsa workshops for primary schools, high schools, and universities, including student workshops and teacher team-building programs focused on social skills and cultural education.
• Te Gusta Premium Membership Monthly subscription membership offering up to 15% cashback on 8-week courses, free event access, class switching flexibility, and loyalty rewards for enrolled salsa students.
• Dance Events Monthly social dance events including Pong te Gusta (all-levels partner dancing), Papa te Gusta (Latin social with dinner), Koopstootbar Goes Latin, and Community Nights for practice.
• Dancecast Weather-based outdoor salsa companion tool showing current weather conditions and a 5-day forecast to help Amsterdam dancers plan outdoor salsa activities.

Quantifiable outcome

• Average age of 28 years - youngest salsa community in Netherlands
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

22 partnerships are on record, tiered minor and core.

• ClinckminorOthersPartner venue hosting salsa classes in Amsterdam North. Located at Badhuiskade 3. One of multiple neighborhood locations for classes.
• OLVGminorOthersPartner venue hosting salsa classes in Amsterdam Center. Located at Spuistraat 239. Provides space for multiple Level 2-4 courses.
• Move CollectiveminorOthersPartner venue hosting classes in Amsterdam Center. Located at Overtoom 87. Dance studio space provider.
• BoLominorOthersPartner venue hosting salsa classes in Amsterdam West. Located at Bos en Lommerplantsoen 1. Community-focused venue.
• PongminorOthersPartner venue (ping pong bar) hosting classes and events in Amsterdam West. Located at Jan van Galenstraat 315. Venue for Pong te Gusta events.
• Great CommunicatorsminorOthersPartner venue hosting classes in Amsterdam East. Located at Commelinstraat 2. Presentation training venue used for classes.
• Papa ZatarraminorOthersPartner venue hosting classes and events in Amsterdam East. Located at Jacob Bontiusplaats 10. Venue for Papa te Gusta Latin social events.
• OneFitminorChannel Partner/ Reseller/ DistributorFitness platform listing allowing OneFit members to access Salsa te Gusta classes through their subscription.
• ClassPassminorChannel Partner/ Reseller/ DistributorFitness platform listing allowing ClassPass members to access Salsa te Gusta classes through their credit system.
• HuddlecoreTechnology or IntegrationOnline learning management system platform used as student portal for video content, course information, and learning resources.
• BuenocoreTechnology or IntegrationTicketing and booking system provider for course enrollment, class registration, and student management.
• Bond AdministratieminorOthersAdministrative services partner for business operations.
• Vossius GymnasiumminorStrategic or Co-development PartnerPartner school for salsa workshops for students. Located in Amsterdam. Contact: Rivka Worms. Positive feedback received on student experience.
• YuvertaminorStrategic or Co-development PartnerEducational institution partner for team salsa workshops. Conducted successful team outing with 40 colleagues aged 25-65.
• ROC MondriaanminorStrategic or Co-development PartnerVocational school partner for student salsa workshops with positive feedback on atmosphere and entertainment.
• Berlage LyceumminorStrategic or Co-development PartnerHigh school partner for salsa workshops. Upcoming partnership.
• College de HeemlandenminorStrategic or Co-development PartnerHigh school partner for salsa workshops. Contact person assigned.
• St. NicolaaslyceumminorStrategic or Co-development PartnerPartner high school for salsa at school programs.
• Hogeschool van Amsterdam (HvA)minorStrategic or Co-development PartnerUniversity of Applied Sciences partner. Listed among educational institution partners.
• University of Amsterdam (UVA)minorStrategic or Co-development PartnerUniversity partner for student salsa programs and workshops.
• CJP CultuurkaartminorGTM or Marketing PartnerCultural youth card program partner, enabling students to use cultural budget for salsa courses.
• Tobacco TheaterminorOthersPartner venue for large events including 10-year anniversary celebration. Full Latin Experience events organized at this venue.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Arthur Murray Dance Studios: Internationally recognized ballroom and Latin dance instruction franchise founded in 1912 with hundreds of studios globally. Comparable as a long-established, structured-curriculum dance instruction brand offering private and group lessons across proficiency levels.
• Fred Astaire Dance Studios: Major global dance instruction franchise emphasizing ballroom and Latin/social dance with both private and group lessons. Comparable in building a multi-level curriculum and private-lesson revenue stream alongside group classes.
• Basic-Fit: Largest low-cost fitness chain in Europe with broad geographic reach and a digital subscription layer. Relevant as an alternative fitness/wellness offering for the same demographic, even though not a direct dance instruction competitor.
• Pineapple Dance Studios: Iconic London-based dance studio offering a wide variety of dance classes and social events. Comparable for combining scheduled multi-level dance instruction with events and a community programming layer similar to Salsa te Gusta's monthly social events.

Others

• OneFit: Dutch fitness subscription platform providing multi-studio access. Salsa te Gusta is already an OneFit partner, making this a directly comparable subscription/distribution model for accessing physical wellness activities.
• ClassPass: Global activity subscription platform offering credits-based access to fitness and dance studios. Salsa te Gusta is also a ClassPass partner; ClassPass represents the same discovery-and-subscription distribution model that competes for the casual learner.
• Imperial Society of Teachers of Dancing: International dance examining body offering standardized teacher training and certifications. Relevant as an adjacent incumbent in dance teacher accreditation that frames how Salsa te Gusta's accredited Teacher Training 1-6 program competes for credibility.

Regional players

• Latin Deli Amsterdam: Amsterdam-based Latin social dance organization hosting events and workshops. Comparable as a same-market Latin dance community operator with overlapping event programming and target demographic.
• SportCity: Amsterdam-based fitness chain operating multiple clubs across the Netherlands. Relevant regional peer competing for the same young-professional Amsterdam fitness and wellness budget, including dance-inspired group fitness classes.
• Studio24 Dance Centre: Amsterdam-based multi-style dance studio offering group classes and workshops. Comparable as a regional dance school operating structured multi-level curricula and event programming in the same metropolitan dance market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SalsateGusta
• LinkedInlinkedin.com/company/salsategusta
• Instagraminstagram.com/salsategusta

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 Salsa te Gusta Academy