Zumba Fitness“Party Yourself into Shape”

Christie FarnhamMay 5, 2012

Thesis Statement

This Informational Report will explain the origins of Zumba Fitness, a Latin-inspired dance fitness workout, and how it has become one of the most popular exercise programs in the country. This report will also examine the different strategies the company has developed in order to further their success.

Hypothesis Statement with Methodology

It is my contention that Zumba-Fitness will continue to expand their company and success. The varieties of Zumba classes available combine both fun and a party-like atmosphere that are geared toward people of all ages. As well as having a distinctive assortment of merchandise, Zumba-Fitness also has a unique and strategic marketing strategy.

Primary Data: Firsthand experience Observing people in a Zumba class Secondary Data: Online articles and photos Information from company’s website

What Is Zumba?

The Zumba program is an effective, exhilarating, Latin-inspired, easy-to-follow, calorie-burning dance fitness-party that has taken the fitness industry by storm.

Zumba achieves the perfect balance of a progressive core workout, full-body cardio and strength training, and a stress-relieving, energy producing fitness experience.

Zumba is a mixture of exotic rhythms like: Salsa, Merengue, Cumbia, Reggaeton, and Samba set to Latin and international beats.

The History of Zumba Fitness

Zumba Fitness was started by Beto Perez. One day when Beto went to teach his aerobics class he had forgotten his traditional aerobics music. Beto improvised using his own mix of Salsa and Merengue music tapes he had with him. A new kind of dance-fitness was created, one that focused on letting the music move you (instead of counting reps over the music).

In 2001, Beto brought his new dance-fitness style to Miami, and through a student he met entrepreneurs Alberto Perlman and Alberto Aghion. The three Alberto’s created a business, calling it Zumba Fitness. They trademarked the word Zumba® and set a goal to expand the brand all over the world.

First came the DVDs and then the infomercial; this created a demand for Zumba classes and Zumba Instructors. By 2005, Zumba Fitness spawned the Zumba Academy™ to license instructors. More expansion followed with the launch of Zumbawear™ apparel and accessories, music CDs, and in 2008, one of the best-selling at-home fitness DVD series ever, the Zumba Fitness® Total Body Transformation System. In 2010, Zumba became the first branded fitness program to launch a video game on all three major gaming platforms: Wii, Xbox, and PS3.

Why Zumba Is One Of The Most Popular Exercise Workouts In The US

Zumba Fitness’s “Ditch the workout, join the party!” approach to exercise has made Zumba one of the most popular exercise workouts in the US. Zumba is easy enough for anyone to do. You don’t have to perfect the steps in order to obtain a good workout. Being consistent and moving to the music is how you achieve a good Zumba workout.

When people go to any Zumba class they know they are in for a fun and exciting workout. The atmosphere in a Zumba class is one of a party or a night club. Most people are too busy to go out dancing but they make time to exercise and Zumba offers the best of both worlds. People can get together for dancing and socializing; they can get their workout done and be home to spend time with their families. Zumba also builds a community in a fitness facility that stays consistent and strong. Members return to Zumba class again and again, bond with other members and become addicted the Zumba experience.

What are the benefits from doing Zumba?

Calories Burned: Zumba classes usually last about an hour. In a single class a participant can burn about 600 to 1,000 calories.

Fun Workout: Zumba's lively music, laid-back atmosphere and easy dance steps, it is more of a good time than an exercise class it’s an incredibly fun workout.

Increased Happiness: People feel more happy and relaxed than they would after doing an exercise they were not thrilled about doing. If someone looks forward to doing the workout, it can be easier and more fun to get through.

Simple Steps: Zumba steps are simple enough for most people to master. There are a very limited number of steps per number, so the choreography is not so complicated that participant s have to concentrate on doing them.

Full-Body Workout: Zumba works the entire body,including the arms and legs. It helps to strengthen the body'score and slim down body, all while doing basic moves.

Zumba Fitness’s Marketing Strategy Zumba Fitness has a unique marketing strategy; they rely on their instructors to market their products. Zumba Fitness does not charge licensing fees to fitness facilities and encourage owners to hire instructors who are members of their Zumba Instructors Network. This strategy helps fitness facilities save money and makes their ZIN members more successful. Zumba.com receives over a million visitors per month; it drives masses of visitors to facilities that employ members of the Zumba Instructor Network.

ZIN members receive the most advanced tools and training to leverage the Zumba brand. They get exclusive access to a wide range of customizable marketing materials to bring in more business or to map out a Zumba campaign for a fitness facility. Also, ZIN members benefit by listing their profile, class schedule and location on www.zumba.com, which markets the available Zumba class locations to the world.

ZIN members receive continuing education and strong marketing support on a regular basis. An online community-oriented forum is also available with round-the-clock support, feedback, tips and leads from fellow ZIN members around the world. ZIN members receive instructional coaching to help keep their skills sharp and their classes filled. ZIN members are provided new music every month and new choreography every other month. Classes that are exciting and fun makes people want to come back and this results in membership retention for fitness facilities.

Methods Used By Zumba Fitness To Attract New Clientele

Encouraging Fitness centers to hold quarterly Zumba Parties

Offering a wide range of classes

Gearing classes for people of all ages

Branching out into the world of video games

Collaborating with hip-hop artists like Pitbull and Wyclef Jean

Being featured on various television shows like: “The Biggest Loser”, “The View”, “The Today Show”, and “Access Hollywood”

Zumba Classes Zumba® Fitness – This class features exotic rhythms set to high-energy Latin and international beats. Before participants know it, they’re getting fit and their energy levels are soaring! There’s no other fitness class like a Zumba Fitness-Party. It’s easy to do, effective and totally exhilarating, often building a deep-rooted community among returning students.

Zumba Toning – This class combines targeted body-sculpting exercises and high-energy cardio work with Latin-infused Zumba moves to create a calorie-torching, strength-training dance fitness-party. Students learn how to use lightweight, maraca-like Toning Sticks to enhance rhythm and tone all their target zones, including arms, abs, glutes and thighs. Zumba® in the Circuit – This circuit class is 30 minutes of high-octane, Latin-inspired dance-fitness moves combined with circuit training, a series of strength exercises at timed intervals. Guaranteed to blast calories and thwart boredom, Zumba in the Circuit moves students from one exercise station to the next to the thumping beats of Reggaeton, salsa, Merengue, hip-hop and more.

Zumba Gold® – Zumba Gold targets the largestgrowing segment of the population: baby boomers. It takes the Zumba formula and modifies the moves and pacing to suit the needs of the active older participant, as well as those just starting their journey to a fit and healthy lifestyle.

Zumba® Gold-Toning – The Zumba® Gold-Toning program offers the exhilarating experience of a Zumba Fitness-Party with the benefits of safe-and-effective strength training. It’s an easy-to-follow, health-boosting dance-fitness program for baby boomers as well as beginners. Through dynamic lightweight resistance training and exciting international rhythms, Zumba Gold-Toning classes help participants build muscle strength, increase bone density, and improve mobility, posture and coordination.

Zumba Gold Classes

Zumba Sentao™ – The Zumba Sentao™ workout uses a chair-based choreography to strengthen, balance and stabilize your core, and step up your cardio work in a whole new way. Feel the beat and learn how to use your own body weight to enhance muscle strength, improve definition and endurance, and tone your physique.

Aqua Zumba – Integrating the Zumba formula and philosophywith traditional aqua fitness disciplines, Aqua Zumba blends it all together into a safe, challenging, water-based workout that’s cardio-conditioning and body-toning.

Zumbatomic – Designed exclusively for kids (ages 4-12), Zumbatomic classes are rockin’, high-energy fitness-parties packed with specially choreographed, kid-friendly routines and all the music kids love, like hip-hop, Reggaeton, Cumbia and more. Parents love Zumbatomic because of the effects it has on kids, Increasing their focus and self-confidence, boosting metabolism and enhancing coordination.

Various Zumba Classes

When I first started Zumba I could barely get through the instructional video without having to take a break. Now I canget through all the videos without stopping to rest and I’vealso started attending Zumba classes. I’ve learned dancesthat I’ve never heard of and the challenge of learning them has been a lot of fun. Since I’ve started Zumba I’ve broken

outof my plateau and my stamina and energy has increased. Iam more toned now and I am down 15 pounds. I absolutely love the Zumba Fitness program! I look forward to working

out now and I have to force myself to take a recovery day. This is a program that I recommend to anyone looking to add some spice and fun to their workouts.

My Zumba Testimony

CONCLUDING STATEMENT

People want to get in shape but they wantto enjoy themselves while doing so. BetoPerez, the founder of Zumba Fitness,discovered a way to make working out fun,easy and entertaining for people of allages. This successful combination keepstheir customers coming back and preventsZumba Fitness from becoming just anotherfad.

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Zumba Fitness – About Zumba Fitness. n.d. Web. 10 Apr. 2012<http://www.zumba.com/en-US/about/>