Lablast Fitness

What Lablast Fitness does

LaBlast Fitness is a partner-free ballroom dance fitness company founded in 2010 by 3x World Champion ballroom dancer Louis Van Amstel, known for his appearances on Dancing with the Stars. The company develops and distributes a proprietary dance fitness methodology positioned as pattern-based rather than choreography-based, eliminating the need for a dance partner. Its content portfolio spans five formats: LaBlast Fitness (the original group format), LaBlast Splash (aquatic), LaBlast Line Dance, LaBlast Chair Fitness (seated/senior), and LaBlast Kids Fitness, giving it coverage across adult, senior, and youth demographics.

The core technology layer is content and certification rather than software. Distribution runs through the Licensed Instructor Network (LIF), through which certified instructors deliver classes in person and via streaming, and through a strategic partnership with Fred Astaire Dance Studios that embeds LaBlast programming into established brick-and-mortar dance studio locations. Consumer commerce is operated on the WellnessLiving SaaS platform, providing booking and subscription management without proprietary tech buildout.

The business model combines consumer-facing subscriptions (Basic at $14.95/mo, Unlimited at $29.95/mo), instructor-side recurring revenue (LIF subscription at $14.95/mo, certification at $199 one-time plus $30/mo ongoing), continuing education credits accredited through ACE/AFAA/NASM, annual events (LIFCON, Broadmoor Retreat), and merchandise. The company is privately held, founder-operated, based in American Fork, Utah, and operates with 1-10 employees.

Name

Lablast Fitness

Legal name

LaBlast Fitness

Website

https://lablastfitness.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

LaBlast Fitness is a partner-free ballroom dance fitness company founded by Louis Van Amstel that distributes five dance fitness formats through a licensed instructor network, serving consumers, seniors, and youth via subscriptions, certification, and Fred Astaire Dance Studios partnerships.

Ownership category

akta.pro rank

Product category

Group Fitness Programs

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

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

akta.pro primary industry

Dance Fitness Classes (e.g., Zumba) (HSADABAD)

akta.pro secondary industries

Senior/Low-Impact Group Fitness (HSADABAI), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Partner-free dance fitness
• Ballroom dance workouts
• Group fitness instructor certification
• Dance fitness subscription
• Aquatic dance exercise

Headquarters

HQ city

American Fork

HQ country

United States

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, Supply Chain, Others

Revenue model

1. Consumer Membership Subscriptions: Monthly subscription tiers (Basic $14.95/month, Unlimited $29.95/month) providing access to live online classes, replay library, and Ballroom Technique classes. Recurring revenue from individual consumers.
2. Instructor Certification: One-time $199 certification fee for dance fitness instructor training (in-person, virtual, or on-demand). Includes manual, training, and instructor resources. Generates new instructors who then drive consumer adoption.
3. LIF Monthly Subscription: $30/month subscription for certified instructors providing monthly content updates, new dance patterns, class playlists, education videos, and marketing materials. Renewable credential maintenance.
4. Kids Format Add-on: $15/month add-on to main LIF subscription (or $30/month standalone) for Kids Fitness format certification and content.
5. LIFCON Convention: Annual 5-day convention in Florida: $475 for retreaters, $525 for instructors. Includes training, classes, gala, and CEC credits. Generates significant annual revenue and community engagement.
6. Broadmoor Retreat: Two-day retreat at The Broadmoor in Colorado Springs, May 2026, priced at $150 per person. Includes LaBlast classes, line dancing, social events, and Legacy Dance Festival access.
7. Master Classes: Regional in-person master classes hosted at Fred Astaire Dance Studios and fitness centers, priced at $25-$35 per session. Feature Louis Van Amstel directly.
8. Merchandise (Shop): Online shop selling fitness apparel and accessories. E-commerce revenue from branded merchandise.
9. LIF Instructor Unlimited: $14.95/month discounted tier for active monthly subscribers, providing 50% off Unlimited membership features. Cross-sell to existing instructor-base.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

LaBlast Fitness provides partner-free ballroom dance fitness programs delivered through five formats (Fitness, Splash, Chair Fitness, Line Dancing, Kids Fitness), an instructor certification program, monthly consumer subscription memberships, mobile apps for live and on-demand classes, an annual convention (LIFCON), a regional retreat (Broadmoor), master classes with Louis Van Amstel, and a branded apparel shop.

Product overview

LaBlast Fitness is a dance-based fitness company offering a suite of partner-free ballroom dance workout programs. The core product is LaBlast® Fitness, supplemented by four specialized formats: LaBlast® Splash (aquatic), LaBlast® Chair Fitness (seated), LaBlast® Line Dancing, and LaBlast® Kids Fitness. The company provides instructor certification programs, online classes via subscription (Basic and Unlimited tiers), and a mobile app for iOS and Android. Additional offerings include annual conventions (LIFCON), retreat events, and a retail shop for branded apparel.

Differentiator

Problem solved

Functional benefit

Brands

• LaBlast® Fitness (Flagship): The flagship ballroom dance fitness program - a partner-free dance workout blending ballroom rhythms with popular music for all fitness levels.
• LaBlast® Splash
• LaBlast® Chair Fitness
• LaBlast® Line Dancing
• LaBlast® Kids Fitness
• LaBlast Instructor Foundation (LIF)

Products and services

• LaBlast Fitness (Flagship Program) Flagship partner-free ballroom dance fitness program blending authentic ballroom rhythms (Disco, Jive, Lindy Hop, Quickstep, Paso Doble, Foxtrot, Salsa, Merengue, Rumba, Viennese Waltz) with popular music (pop, rock, hip-hop, country) for a full-body cardiovascular and coordination workout accessible to all fitness levels.
• LaBlast Splash Water-based dance workout combining buoyancy and resistance for joint-friendly cardio and toning, set to real ballroom rhythms including Disco, Jive, Viennese Waltz, and Lindy Hop. Designed for aquatic facilities.
• LaBlast Chair Fitness Seated and supported movement program for balance, mobility, and confidence, using a chair as a dance floor to enable whole-body movement from a seated position; designed for active agers, rehabilitation, and inclusive programming.
• LaBlast Line Dancing Four-wall line-dance structure fused with ballroom patterns, offering an easy-to-learn, social, and high-energy format for all levels, including Disco, Foxtrot, Samba, and Paso Doble.
• LaBlast Kids Fitness Playful introduction to ballroom movement for children ages 5 and up, building rhythm, coordination, and confidence through age-appropriate music and patterns aligned with national school standards.
• Instructor Certification Program One-day instructor certification ($199 one-time fee) delivered in-person, virtually, or on-demand, led by Louis Van Amstel or LaBlast Master Trainers, covering 10 certification dance patterns and conferring 8 hours of CECs with AFAA and NASM. Includes instructor manual, training, and access to ongoing LIF monthly subscription content.
• Online Classes Subscription (Basic and Unlimited)

Quantifiable outcome

• 22-30% better consistent attendance vs traditional fitness formats
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Fred Astaire Dance StudioscoreStrategic or Co-development PartnerHost venues for regional LaBlast Master Classes with Louis Van Amstel. Locations include Saratoga Springs NY, Wappingers Falls NY, and Freehold NJ. Partnership enables in-person brand experiences and instructor community engagement.
• Legacy Ballroom Dance FestivalcoreStrategic or Co-development PartnerCo-host of Broadmoor Retreat 2026 in collaboration with Legacy Ballroom Dance Festival. Provides access to professional ballroom competition viewing, Special Olympics Colorado competition, and professional dance community.
• The Broadmoor HotelminorOthersVenue partner for annual Broadmoor Retreat. Exclusive hotel rate of $345/night for event attendees. Luxury resort in Colorado Springs providing event backdrop.
• WellnessLivingcoreTechnology or IntegrationTechnology platform powering LaBlast's online class delivery, membership management, event registration, and app infrastructure. Members access classes and manage accounts via WellnessLiving platform.
• Marriott Sanibel Harbour Resort & SpaminorOthersVenue partner for annual LIFCON convention. Exclusive rate of $169/night for attendees. Waterfront resort in Fort Myers, Florida hosting five-day dance fitness convention.
• ACE, AFAA, NASMcoreOthersAccreditation partners for continuing education credits (CECs). LIFCON 2026 offers 1.6 CECs through each organization. Instructor certification also accredited by these bodies for initial training.
• Special Olympics ColoradominorOthersInaugural Special Olympics Colorado ballroom competition part of Legacy Dance Festival at Broadmoor Retreat. LaBlast retreat attendees can watch competition.
• Creative Fit BrandingminorImplementation/ SI/ Consulting PartnerWebsite development and branding partner for lablastfitness.com. Handles digital presence and web properties.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• FitOn: FitOn is a free, ad-supported digital fitness platform offering on-demand workouts including dance cardio. It competes for the same at-home consumer looking for low-cost or free dance fitness alternatives to LaBlast's paid subscription.
• Pure Barre: Pure Barre is a barre-focused boutique fitness franchise with instructor certification and digital content. It overlaps with LaBlast's small-format, technique-driven group fitness category and instructor-led delivery model.

Broad incumbents

• Orange Theory Fitness: Orange Theory is a large group-fitness franchise offering branded coached workouts with a subscription/ membership structure. It competes for the same group-fitness consumer wallet and for placement within multi-purpose studios.
• Peloton: Peloton is a connected fitness subscription platform offering live and on-demand classes across cycling, running, strength, yoga and dance. Its dance and bootcamp content overlaps with LaBlast's online subscription positioning.
• Club Pilates: Club Pilates is a franchised group reformer Pilates concept offering standardized instructor-led classes. It shares LaBlast's model of certifying instructors and scaling a single branded methodology across many independent studios.
• Les Mills: Les Mills licenses a broad portfolio of choreographed group fitness programs (BODYATTACK, BODYCOMBAT, etc.) to health clubs and certified instructors worldwide. It competes for the same instructor-certified program shelf space as LaBlast's LIF program.
• BODI (Beachbody): BODI (formerly Beachbody) sells streaming fitness content on subscription across multiple modalities including dance-based workouts. It competes for the same at-home consumer subscription dollars as LaBlast's Unlimited tier.

Direct peers

• Zumba: Zumba is the global category leader in dance-based group fitness, offering branded instructor certification and consumer classes set to international music. It is the most directly comparable competitor to LaBlast's flagship Fitness format and instructor network business model.
• Jazzercise: Jazzercise is a long-running dance-based group fitness franchise combining instructor certification, studio classes, and on-demand digital content — closely aligned with LaBlast's mix of certification, in-person classes and subscription app.

Regional players

• Fred Astaire Dance Studios: Fred Astaire is an existing LaBlast partner that hosts LaBlast Master Classes at select studios (Saratoga Springs NY, Wappingers Falls NY, Freehold NJ). It overlaps as a partner ballroom brand and potential competitor in the partner-based ballroom category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/louisvanamstel
• YouTubeyoutube.com/user/LaBlastFitness
• Facebookfacebook.com/LaBlastFitness
• Instagraminstagram.com/officiallablast
• LinkedInlinkedin.com/company/lablast-fitness

Compliance5 records

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 Lablast Fitness