Dance Church Raises $4.7M for Virtual Dance Classes

A Unique Dance Experience Gains Momentum

Inspired by a familiar invocation, Dance Church, a company founded in 2010, has experienced significant expansion. This growth was particularly notable as individuals sought alternatives to traditional dance studios during the COVID-19 pandemic.

The surge in popularity of at-home dance sessions has resulted in $4.7 million in funding for the startup, secured from investors with MaC Ventures taking the lead.

From Humble Beginnings to Tech Innovation

Initially, Dance Church began as informal gatherings of four or five people in a Seattle dance studio. Its appeal quickly broadened, prompting founder Kate Wallich to transition the project into a dedicated technology-focused business.

Clara Siegel, a member of the Dance Church community, assumed the role of CEO earlier this year. She describes Dance Church as offering classes that blend performance, fitness, and the energy of a dance party.

A Community-Driven Transformation

The company’s origins lie in a practice initially known as “Sunday Morning Movement Practice.” However, participants affectionately dubbed it Dance Church, a name that resonated and endured.

Despite the name’s religious echo, the organization maintains a secular focus. The community expanded rapidly during the pandemic, initially utilizing a simple technological infrastructure.

Remarkably, 40,000 individuals began following the dance videos almost immediately upon launch. Over the past year, nearly 150,000 people have actively participated in classes, attracting the attention of venture capitalists.

Leadership and Organic Growth

Siegel expresses profound gratitude for the opportunity to lead the company, citing Wallich as an inspiring entrepreneur and role model.

The product itself evolved naturally, as community members began synchronizing instruction videos and dancing together via Zoom. Recognizing a need, Dance Church aimed to develop a dedicated platform to support these existing behaviors.

Inclusivity as a Core Value

A key element of Dance Church’s success is its commitment to inclusivity, fostering a welcoming “come as you are” atmosphere, characteristic of Seattle’s culture.

Siegel emphasizes the company’s broad appeal, positioning Dance Church as a vehicle for fitness that transcends the pursuit of specific body image goals. The platform welcomes individuals of all ages, backgrounds, and physical capabilities.

Participants report feeling comfortable being themselves within the Dance Church environment. The online format has broadened the demographic, attracting individuals in their 90s, people with disabilities, and a growing number of children.

Investment and Future Plans

The $4.7 million investment was spearheaded by MaC Ventures, demonstrating confidence in the company’s potential.

Siegel highlights MaC Ventures’ extensive experience, particularly at the intersection of technology and entertainment, as a valuable asset. She also notes the firm’s dedication to supporting underrepresented founders and communities, aligning with Dance Church’s mission.

Additional investors included PSL Ventures, Crush Ventures, Kid Venture Capital, Spike Ventures, and Graham & Walker. The funding will be allocated to enhancing the tech platform, creating more content, and increasing member engagement.

Investor Perspective

Zhenni Liu, a partner at MaC Ventures who led the investment and will join the Dance Church board, expressed admiration for the community’s enthusiasm.

Liu describes Dance Church as providing a joyful and connective wellness experience, appreciating its non-judgmental approach and acceptance of individuals as they are.

Correction

Note: A previous iteration of this article incorrectly stated the original name of Dance Church as “Sunday Movement Practice.” It has been corrected to “Sunday Morning Movement Practice.”