Zumba: Rocking the Fitness World with Creativity and a Customer-Centric Model
| Case Code: LDEN192 Case Length: 13 Pages Period: 2001-2022 Pub Date: 2023 Teaching Note: Available |
Price: Rs.400 Organization : Zumba Fitness, LLC Industry :Leisure & Entertainment Countries : United States Themes: Customer Relationship Management, New Business Development, Business Models,Brand StrategyStrategies |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Perez’s ‘american dream’
Though Pérez managed to build a successful life for himself in Colombia, he was ambitious and was lured by the ‘American Dream’ . In 1999, he moved to Miami, US, albeit illegally. He led a tough life, as he had little money and couldn’t speak much English..
Zumba Fitness’ Tough Road to Success
Being short on cash and experience, the trio then shot promo videos of Perez’s Zumba class with 200 students at the beach, using a handycam. The trio then approached several gyms in Miami with their videos and a proposal to introduce Zumba at their centers. However, they were not successful in that endeavour; neither could they raise a sales interest at fitness trade shows..
Zumba Fitness’ Business Model Shift: Bringing Instructors Centerstage
Throughout its early years, Zumba Fitness used to get calls from fitness instructors, who had bought Zumba videos and wanted to learn how to teach Zumba classes. Perlman said, “People started calling us to say,..
The Cult Following of Zumba
Pérez stated that Zumba shifted the focus away from prestige training and doing fitness programs to sport sixpack abs. He believed that Zumba was not for exercise addicts, but for the masses. He added..
Zumba as a Fitness Journey Continues…
Most fitness industry experts agreed that the industry was dynamic with something new cropping up every few months, which made the staying power of any fitness regime highly unpredictable..
Exhibits
Exhibit I: Types of Zumba Classes, For Different Levels of Age and Exertion
Exhibit II: Supposed Benefits of Zumba
Exhibit III: A Note on the Global Fitness Industry
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