Small Business Focus: CAKE Society Co.

This column is sponsored by BizLaunch, a division of Arlington Economic Development.

CAKE Society Co., founded by Executive Director Colton Gibbons, provides access to health, dance, fitness and community in a group fitness setting.

Opened in March of this year, CAKE Society Co. is different from other fitness organizations. It is one of the only BIPOC (Black Indigenous Person of Color) and trans-led dance-oriented fitness organizations.

“I created Cake Society Co. to challenge the traditional toxic fitness culture which supports only one kind of body and vision,” Gibbons said. The word “cake” is an acronym and a pledge for the organization’s main pillars — Community, Activism, Kindness and Equity.

Like many Arlingtonians, Colton moved to Arlington for graduate school and fell in love with the community. “I love the passion and activism that the community offers,” Colton said. “I like that Arlington is intentionally working on a more inclusive and equitable future for all of its residents.”

In starting Cake Society, Colton wasn’t alone. Not only does he have a community of great leaders helping him launch his business, Colton also sought out help from BizLaunch, Arlington’s Small Business Assistance Center.

“I worked with Alex from BizLaunch to help guide me on local business permits and licenses that I needed,” Colton said. “Additionally, Alex helped me brainstorm new ideas and ways to support my organization.”

Recently Cake Society received its 501c3 designation from the Internal Revenue Service as a community-based not-for-profit. Cake Society currently is offering classes by Zoom and at local community spaces. Colton hopes to see a thriving dance-fitness studio fully staffed by exceptional individuals with those from historically underserved communities in leadership positions in five years.

In addition to building an inclusive fitness brand, Cake Society Co has released new efforts providing resource distribution to the trans and gender-expansive community. They also host mental health events and support groups both through Zoom and in person. If you’re interested in attending an event, check out Cake Society’s event page.

For more information about Cake Society Co. and to try out a Zumba class, visit

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