Shape Up US, Inc.

What Shape Up US, Inc. does

Shape Up US, Inc. is a 501(c)(3) nonprofit organization (Tax ID 26-0051941) that develops and delivers childhood obesity prevention programs targeting K-6 children, families, and schools across the United States. The organization operates a three-pronged model spanning Awareness (Health and Wellness Expos), Education (K-6 digital curriculum sales), and Action (Clap4Health fundraising and Family Fun Community Events), with activities dating back to 2009 and a current geographic footprint spanning Arizona, Colorado, New Jersey, Arkansas, and dozens of additional cities nationwide.

The core product is the Hip Hop Healthy Heart Program for Children™, a K-6 whole-child digital curriculum delivered through 8 interactive modules covering heart health, nutrition, exercise, mental wellness, dental health, financial literacy, and environmental awareness. The curriculum is sold as perpetual licenses in three tiers (Starter $397, Explorer $797, Champion $997) via direct sales to schools, districts, and homeschool families through the hiphophealthyheart.com e-commerce platform. Complementary offerings include large-scale Health and Wellness Expos, CLAP4HEALTH® (a clapping-based physical activity and fundraising program where implementing organizations retain 50% of funds raised), Family Fun Community Events featuring Ninja Warrior obstacle courses and pickleball lessons, and the Think Outside the Lunchbox Cookbook.

Revenue is generated through curriculum license sales (one-time perpetual), event ticket and table sales ($125 single seat, $1,000 table of 8 at the annual fundraiser), corporate wellness sponsorships, Clap4Health fundraising transaction participation, and tax-deductible charitable donations. GTM combines direct enterprise sales to schools, self-serve e-commerce for homeschool/individual buyers, channel/reseller partnerships (notably Active Schools), and community events in partnership with municipalities (City of Glendale) and brand partners (Bragg, Natural Grocers, Vitamix, Monster Athletes Juniors, Phoenix Home Pros). The organization is led by Executive Director Jyl Steinback.

Name

Shape Up US, Inc.

Legal name

Shape Up US, Inc.

Website

https://shapeupus.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Shape Up US, Inc. is a 501(c)(3) nonprofit that sells a tiered K-6 digital wellness curriculum and operates community health expos and fundraising events to combat childhood obesity across U.S. schools, families, homeschool buyers, and corporate partners.

Ownership category

akta.pro rank

Product category

Children's Health & Wellness Education

NAICS

Voluntary Health Organizations (813212), Fitness and Recreational Sports Centers (713940)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Physical Activity & Motor Development Programs (Health-Focused) (EDACAMAI)

akta.pro secondary industries

Health, Wellness & Fitness Expos (MPAGAFAF), Wellness Program Design & Accountability Coaching (HSADAGAC), Chronic Condition Lifestyle Education (Diabetes, Heart Health, Pain Management) (EDAAAHAJ)

Keywords

• Children's health education
• Wellness curriculum
• Community health events
• Youth fitness programs
• School wellness programs

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Curriculum Sales: Sale of Hip Hop Healthy Heart Program digital curriculum to schools, homeschool programs, and organizations. Three tier levels: Champion ($997), Explorer ($797), and Starter ($397)
2. Health and Wellness Expos: Community events that promote wellness and may include vendor participation, sponsorship opportunities, and community engagement activities
3. Clap4Health Fundraising: Schools and organizations use the Clap4Health program to raise funds, keeping 50% of funds raised through implementation of clapping events
4. Donations: Tax-deductible charitable contributions to support the nonprofit's mission of childhood obesity prevention
5. Event Tickets and Fundraising Events: Annual fundraiser events with ticket sales ($125 per seat, $1,000 table of 8) featuring entertainment and fundraising activities

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Shape Up US is a 501(c)(3) nonprofit that sells the Hip Hop Healthy Heart Program — a K-6 digital curriculum of 8 interactive modules covering heart health, nutrition, exercise, mental wellness, dental health, financial literacy, and environmental awareness — to schools, school districts, and homeschool families in three pricing tiers (Starter $397, Explorer $797, Champion $997). It also produces Health and Wellness Expos, CLAP4HEALTH fundraising/activity programs, and Family Fun Community Events to deliver community-based wellness engagement.

Product overview

Shape Up US, Inc. is a 501(c)(3) nonprofit organization offering a portfolio of wellness-focused products and programs centered around combating childhood obesity. The core offerings include the Hip Hop Healthy Heart Program for Children™ — a comprehensive K-6 digital curriculum with 8 interactive modules covering heart health, nutrition, exercise, mental wellness, dental health, financial literacy, and environmental awareness — available in three tiered packages (Starter, Explorer, Champion). Complementing the educational curriculum are live event programs: Health and Wellness Expos (large community awareness events), CLAP4HEALTH℠ (a physical activity and fundraising program), and Family Fun Community Events featuring pickleball lessons, walks/runs, and obstacle courses. The organization also publishes the Think Outside the Lunchbox Cookbook as a supporting resource. The programs work together through a three-pronged approach of Awareness, Education, and Action.

Differentiator

Problem solved

Functional benefit

Products and services

• Hip Hop Healthy Heart Program for Children

Quantifiable outcome

• Kids who get an hour of physical activity per day do 20% better in class
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Active SchoolscoreStrategic or Co-development PartnerProud Partner of Active Schools - an organization promoting movement in schools. Shape Up Us offers Active Schools Champions free access to Hip Hop Healthy Heart Program and Clap4Health Fundraiser. Active Schools provides resources, grant tips, and discounts on programs.
• BraggminorGTM or Marketing PartnerNutrition partner supporting health and wellness initiatives
• Natural GrocersminorGTM or Marketing PartnerPartner providing nutrition and health product support for programs
• VitamixminorGTM or Marketing PartnerPartner providing blending and nutrition equipment support for expos and events
• Engaging EducationminorGTM or Marketing PartnerEducation-focused partner supporting school wellness programs
• Legacy Traditional SchoolsminorGTM or Marketing PartnerPartner school network implementing health curriculum
• Heritage AcademyminorGTM or Marketing PartnerPartner school implementing health and wellness programs
• City of GlendalecoreStrategic or Co-development PartnerCity partnership for hosting Shape Up Us 2026 Family Fun Community Event at Glendale Heroes Regional Park, including collaboration with Glendale School District and Glendale Police Department
• Monster Athletes JuniorsminorStrategic or Co-development PartnerPartner for youth fitness activities and obstacle course events
• Phoenix Home ProsminorGTM or Marketing PartnerPresenting Sponsor for 1-Mile Walk and 5K Run event
• Glendale Chamber of CommerceminorGTM or Marketing PartnerMember of Glendale Chamber supporting community wellness events

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Action for Healthy Kids: National nonprofit delivering K-12 school-based physical activity and nutrition programs — directly comparable to Shape Up US as a nonprofit offering whole-child wellness curriculum and school district partnerships.
• CATCH Global Foundation: Provides the CATCH (Coordinated Approach to Child Health) K-8 curriculum for nutrition, physical activity, and classroom wellness — directly competes with Hip Hop Healthy Heart as a tiered school curriculum product.
• Playworks: Nonprofit providing recess and physical-activity programming in low-income elementary schools — directly comparable in serving K-6 student wellness through schools and addressing the same inactivity gap Shape Up US targets.
• Alliance for a Healthier Generation: Nonprofit (founded by American Heart Association and Clinton Foundation) providing K-12 health programs and school wellness resources — closely parallels Shape Up US's mission to combat childhood obesity through school-based curriculum.
• Fuel Up to Play 60: National Dairy Council / NFL in-school wellness program funded by grants and sponsorships — parallels Shape Up US's grant- and partner-funded K-12 wellness program delivery model.
• SPARK Programs: Sells research-based K-12 PE and wellness curriculum to schools — directly competes as a tiered, school-district-facing curriculum vendor with similar outcomes-based value proposition.

Emerging players

• JumpBunch: Youth sports and fitness franchise delivering structured physical activity programs in schools and communities — overlaps with Shape Up US's Ninja Warrior obstacle course and family event programming for ages 5-17.
• PE Central: Online resource for K-12 physical education lesson plans, curriculum, and teacher professional development — overlaps with Shape Up US's teacher-targeted health curriculum resources.
• Action Based Learning: Provides kinesthetic classroom learning tools and physical-activity programs for K-5 schools — overlaps with Shape Up US's motor-development and movement-in-the-classroom pillars.

Broad incumbents

• KidsHealth.org (Nemours): Hospital-affiliated nonprofit providing free K-12 health education content including nutrition, fitness, and emotional wellness — broader incumbent providing comparable curriculum content though not school-district-licensed.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ShapeUpUS
• YouTubeyoutube.com/ShapeUpUS
• Facebookfacebook.com/ShapeUpUS
• LinkedInlinkedin.com/company/shape-up-us-inc.
• Instagraminstagram.com/jyl.shapeupus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Shape Up US, Inc.