dance 101

What dance 101 does

Dance 101 is a private, founder-owned adult dance studio headquartered at 855 Emory Point Drive, Suite C-105 in Atlanta, Georgia. Founded in April 2004 by Ofelia de La Valette — a former insurance executive who began dancing at age 34 — the studio pioneered a market category: group dance instruction designed specifically for adult beginners and returning dancers (18+), as distinct from traditional youth- or pre-professional-oriented studios. The business operates from a single 7,676-square-foot facility with three private studios (Harlequin and Studio B Marley sprung floors, 22-foot ceilings, concert-grade audio) and runs approximately 70 classes per week across ballet, jazz, hip hop, contemporary, tap, Latin, and dance-fitness genres, supplemented by intensive multi-week specialty workshops capped at ~10 participants. The studio reports its schedule operates at roughly 95% occupancy year-round and serves an age range from 18 to 70+.

The core technology stack is built on the Mindbody third-party business management platform for scheduling, registration, membership management, and payments, with a custom iOS/Android mobile app layered on top for self-service booking and notifications. A proprietary online streaming platform at online.dance101.org hosts a library of 400+ pre-recorded dance classes accessible on web, iOS, Android, MAC, and PC, supporting both standalone subscribers and in-studio members. The studio also offers semi-private Pilates Reformer sessions, a semi-annual Performance Series showcase at the Sandy Springs Performance Arts Center, customized corporate wellness/employee empowerment programs, professional studio rental to film/TV/commercial/casting clients, and gift cards.

Revenue is generated through a tiered pricing architecture: single drop-in classes at $32, a New Student Special of 3 classes for $85, the 4-session Intro to Dance Fundamentals Workshop at $325, class packages of 4/10/20 classes with volume discounts and expiration windows (3-12 months), monthly auto-pay memberships of 3/5/8/10 classes at $80/$120/$199/$220 per month, Pilates sessions at $65/semi-private or $100/private, online streaming at $5.99/month or $45/year, and bespoke corporate wellness and studio rental contracts. The company has been bootstrapped since founding with no disclosed institutional investors, funding rounds, or M&A activity, and remains led by founder Ofelia de La Valette.

Name

dance 101

Legal name

Dance 101

Website

https://dance101.org

Company type

Private

Founded year

2004

Operating status

Operating

Short description

Dance 101 is a private Atlanta-based adult dance studio founded in 2004, offering ~70 weekly group classes plus workshops, Pilates reformer, corporate wellness, studio rental, and a 400+ class online streaming library for adult beginners and returning dancers aged 18-70+.

Ownership category

akta.pro rank

Product category

Adult Dance Studio Services

NAICS

Fine Arts Schools (61161), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

Keywords

• Adult dance classes
• Dance studio services
• Pilates reformer classes
• Dance workshops
• Corporate wellness programs

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Studio Dance Classes: Primary revenue stream from in-studio dance classes. Students purchase single drop-in classes ($32), class packages (4, 10, 20 classes with volume discounts), or monthly memberships (3, 5, 8, 10 classes per month on auto-pay). The studio offers approximately 70 classes per week across 3 private studios.
2. Dance Workshops: Intensive multi-session educational workshops (4-week series) covering specific dance genres (Jazz, Hip Hop, Tap, Ballet, Contemporary). Priced at $275-$325 per workshop, these generate upfront revenue and serve as a customer acquisition and conversion mechanism.
3. Pilates Reformer Classes: Semi-private Pilates Reformer sessions (limited to 2 participants) taught by certified instructor Melissa Muniz. Single sessions are $65, private 1-on-1 sessions are $100. If only one person attends a scheduled class, they receive a private session at the class rate.
4. Online Class Membership: Monthly ($5.99/month) or annual ($45/year) subscription for streaming over 400 pre-recorded dance classes. Can be used standalone or by studio members on the go.
5. Studio Rental: Rental of the studio's 3 private dance spaces (totaling 7,676 sq ft) to film productions, casting companies, commercial shoots, reality TV shows, and local/touring productions. The studio has hosted Beyonce, New Kids on the Block, Les Twins, Ciara, Carnival/Celebrity/Royal Caribbean/Disney cruise ship auditions, and TV shows like Real Housewives of Atlanta and The Masked Singer.
6. Corporate Wellness Programs: Customized employee wellness and empowerment programs for corporate clients using dance and movement. Programs cover Team Bonding, Team Work, Interpersonal Communication, Stress Management, and Dance Fitness. Delivered at the studio or potentially offsite.
7. Gift Cards: Gift certificates sold in any monetary amount, valid for 1 year from purchase, redeemable toward classes, workshops, memberships, and special events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Dance 101 operates a brick-and-mortar adult dance studio in Atlanta offering approximately 70 weekly group classes across ballet, jazz, hip hop, contemporary, tap, and Latin styles, structured multi-week workshops, Pilates reformer sessions, a semi-annual Performance Series showcase, corporate wellness programs, and a subscription streaming library of 400+ pre-recorded online classes. The studio targets adult beginners and returning dancers (18+) who lack childhood dance training, using a proprietary methodology and Mindbody-powered booking system.

Product overview

Dance 101 operates as a multi-module adult dance education platform centered on in-studio group dance classes (approximately 70 weekly offerings across ballet, jazz, hip hop, contemporary, tap, and Latin styles) supplemented by intensive specialty workshops, a semi-annual Performance Series showcase, Pilates reformer sessions, corporate wellness programs, and a streaming online membership library of 400+ classes. The studio's primary revenue model combines class packages and monthly memberships with add-on workshops, private sessions, and studio rental services. A companion mobile app extends booking and account management capabilities to students.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Studio Dance Classes Approximately 70 group dance classes per week for adults (18+) across ballet, jazz, hip hop, contemporary, tap, Latin, and dance fitness styles, organized by skill level from introductory through Intermediate/Advanced. Pre-registration required via Mindbody or the mobile app; no walk-ins accepted.
• Intro to Dance Fundamentals Workshop A four-session (90-minute each) introductory workshop teaching universal dance concepts including orientation, physical training, steps and turns, and choreography to absolute adult beginners. Includes a complimentary 4-class card. Priced at $325.
• Specialty Dance Workshops Intensive multi-week workshops for specific dance genres including Foundational Jazz, Hip Hop Don't Stop, Tap Around & Find Out, Barre Essentials, Intro to Contemporary, and Intro to Ballet. Limited to 10 participants per session. Priced at $275-$325.
• Pilates Reformer Classes Semi-private Pilates reformer sessions limited to 2 participants, taught by certified master trainer Melissa Muniz, a retired professional dancer. Single sessions at $65 or private 1-on-1 sessions at $100. Available to Dance 101 members and the general public.
• Performance Series Semi-annual dance showcase allowing students of all levels to perform choreographed pieces in genres such as contemporary, hip hop, jazz, international, and tap at the Sandy Springs Performing Arts Center. Includes rehearsals and a public venue performance.
• Studio Rental Professional dance studio rental of three private studios (1,450-2,268 sq ft each, totaling 7,676 sq ft) with sprung floors, 22-ft ceilings, concert-grade audio, mirrors, climate control, and free secure parking. Used by film/TV productions, casting companies, cruise line auditions, and touring artists.
• Corporate Wellness Programs Customized employee wellness and empowerment programs for corporate clients using curated dance and movement. Six program types offered: Team Bonding, Team Work, Interpersonal Communication, Escape the Stress, Ultimate Team Building, and Dance Fitness Classes. Delivered at the studio or offsite.
• Online Class Membership Streaming subscription providing access to more than 400 pre-recorded dance classes taught by studio instructors, available on iOS, Android, Mac, and PC, with TV casting support. Priced at $5.99/month or $45/year.

Quantifiable outcome

• Ranked #4 in Billboard Magazine's Top 10 Dance Studios in the Nation (2017)
• +4 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• MindbodycoreTechnology or Integration · 1 January 2026Dance 101 uses the Mindbody business management platform as its primary operational system for class scheduling, student registration, membership management, and payment processing. Students create Mindbody accounts and book all classes through this platform. The partnership is fundamental to the studio's operations and customer experience.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Steps on Broadway: Iconic NYC dance studio offering adult drop-in classes, workshops, and intensives across multiple genres with a roster of professional instructors; directly comparable as a major adult-focused urban dance school.
• Broadway Dance Center: NYC-based adult dance studio providing drop-in classes, workshops, and intensives across dozens of genres with professional faculty; serves the same adult-learner market with similar pricing structure.
• The Ailey Extension: Alvin Ailey's adult open-class program offering technique and Horton-based classes to the public; comparable as a prestigious adult dance education brand with community-focused positioning.
• Millennium Dance Complex: LA-based adult dance studio known for hip-hop and commercial styles with drop-in classes and workshops taught by working professional choreographers; directly comparable adult-focused multi-genre studio model.

Broad incumbents

• Pure Barre: National franchise offering barre-based group fitness; competes for the same adult fitness/dance-lifestyle customer with a much larger footprint and lower per-class price point.
• SoulCycle: National indoor cycling brand that has expanded into dance cardio and rhythm-based group fitness; competes for the same Atlanta adult premium-fitness customer with stronger brand recognition and broader capital backing.
• Barre3: National barre fitness franchise with in-studio and digital memberships; overlaps with Dance 101's Pilates/Barre offerings and adult female-skewing customer base.

Emerging players

• STEEZY Studio: Online dance instruction platform with subscription streaming of multi-genre classes taught by professional dancers; comparable to Dance 101's online streaming arm and represents a digital substitute for in-person adult dance education.
• CLI Studios: Online dance platform with subscription access to classes from celebrity and professional choreographers; directly comparable to Dance 101's online streaming product and competitive on price for digital-only learners.
• Dance Body: LA-based dance fitness brand offering in-person and on-demand dance cardio classes for adults; comparable as an adult-focused dance-fitness competitor with both physical and digital distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dance-101

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 dance 101