Zumba Case Study

IntroductionZumba is a ftness program inspired by Latin dance. It was Founded by Miami-based dancer and choreographer Alberto 'Beto' Perez, who teamed up with two local entrepreneurs: Alberto Perlman and Alberto Aghion. Zumba combines Latin rhythms with cardiovascular exercise tocreate an aerobic routine that is Fun and easy to Follow. The name Zumba is derived From a Colombian word meaning to move Fast and have Fun. Zumba sells DVDs/videos through its website and via inFomercials. More than 3 million DVDs have been sold in over 30 countries. Zumba currently has over 9,000 instructors worldwide. On October 15, 2007 Zumba was showcased on the Today Show. In October 2008, worldwide Virgin Active sport centers started proposing Zumba classes in their programs.“We utilize the principles oF ftness interval training and resistance training to maximize caloric output, Fat burning, and total body toning. It’s a way oF mixing body sculpting movements with easy-to-Follow dance steps,” says creator Beto Perez. “It’s Fun and addictive.” “It’s wonderFul to see so many people having Fun while getting ft,” says Perez. “I think the terrifc Latin rhythms in the program have taken the ‘work’ out oF “working out.”Under their guidance and leadership, Zumba has aligned with A±AA PAGE 1

(Aerobic & Fitness Association of American), SCW Fitness Education, Can-Fit-Pro (International Trade Show & Conference in Canada), and many top national ±tness facility chains and organizations. "A Taste of ... Zumba" Home Study program is a collaborative e²ort between AFAA and Zumba Fitness introducing to ±tness instructors one of the most exciting ±tness trends today, Zumba. A few of the basic Latin andinternational moves demonstrated by Zumba, such as the Salsa and Meringue, are introduced with a variety of movement variations to provide an e²ective and progressive cardiorespiratory workout (Delextrat and Neupert, 2015). This course is an introductory course only, and does not issue trainers a license to teach Zumba.The cost structure of Zumba is found to be quite complicated and it should be noted that distribution and consumer awareness are quite complicated. Apart from this, after their expansion to the US Hispanic market, they were not able to tap the full potential of the business and that the money was getting quite tight.

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