How is zumba marketed

But before he co-founded Zumba, he was an unemployed year-old. In , Perlman was still reeling from his first business, a start-up accelerator, going bust after the tech bubble burst. He wanted to continue working for himself but wasn't sure where his next idea would come from.

That is until one night at dinner, when his mother, Raquel, mentioned her aerobics instructor who had been selling out classes at a local gym. Curious if it had business potential, Perlman went to the gym to check out the class. When he got there, there was a line around the corner. This can evolve into a thriving referral program. It sounds simple, but people may not have even thought about what friends might be interested.

Ask them to share your class and give them promotional materials to pass on. Tip : Here are 13 great ways to encourage word-of-mouth marketing in fitness. In your marketing strategy and marketing materials, focus on the reasons people might avoid Zumba classes. Reduce or remove their barriers to entry. For these, host a free taster event. Gym anxiety is real : Many people are nervous to exercise in public. Stress that your classes are pressure-free and take place in a positive, stigma-free atmosphere.

People might also not know what to expect. Why not share video content of a session from your Zumba class, so they can see what kind of stuff you get up to? You could even consider live streaming one of your Zumba classes on your social media channels. Tip : Remember the main reasons people try Zumba classes.

As Beto's classes grew in popularity he moved to the Colombian capital Bogota, and further grew his following over the next 13 years. He was even hired by Colombian pop star Shakira to choreograph the dance moves for some of her songs. The name Zumba didn't exist at the time though, as he instead called his classes "rumba", meaning party.

Although Beto had made a success of his life in Colombia, he wanted to live the "American dream". So in he moved - illegally - to Miami. He said that the beginning of his life in the US wasn't easy because he didn't speak enough English and didn't bring enough money with him.

Matters improved though as soon as he started teaching his Latin music-fuelled exercise classes. It was so different to anything else that existed at the time," says Beto. While his classes were full, he didn't have any idea that he could turn what he did into a wider business.

Thankfully, one of his students introduced him to her son Alberto Perlman, and his friend Alberto Aghion. Both Colombian Americans, they saw the commercial potential of what Beto was doing, and so the three went into business together.

The brand name Zumba, a made-up word, was created in More The Boss features:. We no longer accept comments on the MarketingSherpa blog, but we'd love to hear what you've learned about customer-first marketing. Send us a Letter to the Editor to share your story. Top Resources. This infographic can get you started. To build an effective page from scratch, you need to begin with the psychology of your customer.

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