The workout studio capitalizes on combining movement and fun to drive engagement
In a crowded fitness landscape, fitness studios are capitalizing on fun and community to drive business. Fly Dance Fitness has gained popularity for its dance-based approach to exercise. CEO Stacey Marks describes the philosophy as shifting from “getting through” a workout to actively looking forward to it.
“We believe dance-based exercise is a celebration of what our bodies can accomplish,” Marks told Athletech News. “That’s why we host epic fitness parties seven days a week and share snippets of our classes on social media. Millions of people worldwide have resonated with our videos because they see authenticity and envision themselves dancing alongside friends, reliving their clubbing days.”
The mental health benefits of dance are a key factor in the program’s success. “Our clients often call Fly Dance Fitness their ‘happy place,’” COO Kari Schroeter told ATN. “They tell us that our classes have improved their mental health as much as their physical fitness. The combination of an intense workout with a heavy focus on fun gives clients permission to get silly while also getting in a great sweat.”
Credit: Fly Dance Fitness
Fly Dance Fitness was originally founded in Sarasota, Florida, and quickly became a popular fitness destination. Marks and Schroeter met at the studio in 2017 while balancing motherhood and their passion for fitness.
“I was introduced to Fly Dance Fitness through a mommy bootcamp,” said Schroeter. “I immediately fell in love with the energy of the classes and the supportive community.”
Both became instructors and grew increasingly involved in the brand. “We were both already instructors when the original owner approached us about purchasing the business,” Marks explained. “We took an educated leap of faith and bought Fly Dance Fitness together. Our strengths complement each other perfectly—Kari’s attention to detail and customer service, and my creativity and social media experience.”
The decision to franchise Fly Dance Fitness stemmed from increasing demand beyond its Sarasota location. “Our focus is on finding the right franchisees,” said Marks. “We’ve received over a thousand franchise applications in the first year alone, but we want to be intentional with growth. We’ve awarded nine franchise locations so far, in Florida, Colorado, Texas, South Carolina, Georgia, Tennessee, and Utah, and there are more on the way.”
Ensuring quality expansion is a priority. “We personally interview every franchise candidate to make sure they align with our values,” added Schroeter. “We’re not just growing for the sake of numbers—we want to build a brand that has a lasting impact on people’s lives.”
Fly Dance Fitness offers a mix of fun and fitness, with choreography designed to be accessible yet engaging. “We’ve developed a formula that keeps choreography easy enough to follow for beginners while remaining challenging for regulars,” said Marks. “For example, in Throw Down, we blend new routines with repeat routines so clients feel a sense of mastery while still learning fresh moves.”
The program includes multiple class formats: Throw Down, a dance fitness format, So Fly Step, with adjustable intensity, Sculpt Weight, a free weight class, and Sculpt Circuit, a mid of plyometrics, HIIT, and functional exercises.
Scientific studies support the benefits of dance for mental health. “Studies show that dance is the number one modality to combat depression,” said Marks. “That research has been a major inspiration for us. We see first-hand how our classes improve mental health and build a sense of community.”
