Gyms are leveraging the global dance phenomenon to boost membership, engagement and brand loyalty
For any fitness facility to thrive and grow, it requires a vibrant community, high energy and constant innovation. Build this environment, and they will come.
Not surprisingly, the global phenomenon Zumba® epitomizes these three elements.
With 15 million dancers doing Zumba across 200,000 locations in 180 countries, the brand has unquestionably excelled in fostering communities. This reach has not gone unnoticed by fitness industry leaders, who recognize Zumba’s unique ability to create vibrant, engaged communities within their facilities.
The Global Zumba Phenomenon
From small local gyms to large fitness chains, Zumba classes are packing studios and transforming member experiences across the board.
“The vibrant Zumba community at our club is truly exceptional and unparalleled,” said Jim Worthington, Owner of Newtown Athletic Club in Bucks County, Pennsylvania. “Our Zumba enthusiasts are among our most engaged and loyal members, contributing greatly to our club’s lively atmosphere. They also excel in bringing in new members, as they love to dance and share the experience with their friends.”
Energy is in Zumba’s DNA.
“Zumba classes have enriched our group fitness programming and continue to bring so much energy to our clubs,” said KC Lee, VP of Group Fitness at Fitness International, LLC, owners of one of the largest fitness chains in the world, LA Fitness.
“Members who are part of the Zumba community share common goals, inspire each other, and build everlasting friendships.”
credit: Zumba
The brand continues to evolve alongside trends. Originating as a Latin-inspired workout, Zumba classes now include genres like hip-hop, belly dance and bhangra. The brand has also introduced various formats such as Zumba Step, Aqua Zumba and Zumba Toning, along with specialized programs like Zumba Kids and Zumba Gold.
24 Hour Fitness, Crunch and Midtown Athletic Club have been hosting Zumba classes since the early days of Zumba. Each has developed a committed and passionate following, so Athletech News tapped in to gain insights and advice and also to learn what potential pitfalls to avoid.
Why Fitness Facilities Choose Zumba
When asked what inspired the facilities to originally bring Zumba in, each points to the format’s ability to attract new members.
“For us, it unlocked access to a demographic that is hard to reach – beginners and those intimidated by gyms in general,” said Aimee McWilliams, Senior Regional Fitness Specialist at 24 Hour Fitness.
One particular feature of Zumba is that beginners and advanced exercisers can both get the most out of the fun cardio workout.
“It’s a fun and non-intimidating class with a low barrier to entry – people are eager to try it and tend to stay,” said Midtown Athletic Club Studio Manager, Eryn Stennes.
“Crunch is committed to innovation and enhancing our offerings and membership, and Zumba has played a crucial role in that,” said Alyssa D’Aquino, Vice President of Group Fitness at CR Fitness Holdings – Crunch Fitness.
When it comes to hiring the right instructors, it works just like cycling, yoga or pilates. There are different instructors who cater to different crowds.
“We seek out high energy and presence,” said D’Aquino. “Most Zumba instructors have both, so we then ask ourselves, is the applicant inclusive? Will they think about the whole team and work well with other instructors? Will they branch out and teach other classes? For us, it’s about building a community not only with the class participants but amongst the instructors and staff members as well.”
Stennes expanded on this sentiment.
“The beauty of Zumba lies in its connection to global cultures and rhythms,” she says. “Some instructors will stray a bit and become too heavy on pop and other trends, so we look for those who truly stick to the original Zumba format, and who also treat people with kindness. These instructors will intrinsically build a dedicated community.”
credit: Zumba
As with any program, maintaining its vitality and relevance, while ensuring sustained engagement and growth, is paramount. Implementing themed classes and forging connections with local events, charities, and partnerships are effective strategies.
“We aim to create memorable experiences; for instance, hosting poolside Zumba events with a fun DJ amplifies the energy,” shared Stennes. “Additionally, we run special classes for PRIDE, International Dance Day, and invite guest instructors to elevate the experience.”
This emphasis on creating unique Zumba experiences extends beyond the confines of traditional gym spaces, with many facilities taking their classes into the community.
“Crunch holds five or more Zumba events per month,” says D’Aquino. “We do classes at the university town square, apartment complexes, boutique stores and more, and we partner with several charities and fundraisers.”
Avoiding Pitfalls & Marketing Power
Zumba classes are generally high-energy and positive experiences; however, there are a few pitfalls to navigate.
“Many Zumba participants like to record themselves in class and share on social media, but sometimes dancers around them don’t want the spotlight,” says Stennes. “The instructors need to look out for this and ensure that everyone in the class is comfortable.”
Reflecting on hiring practices, D’Aquino advised against solely prioritizing popularity.
“Choosing the most popular Zumba instructor isn’t always ideal; we prioritize team players who contribute beyond their classes,” she stressed.
With thousands of dance-fitness classes under their belts, the facilities offer some words of advice.
“The ‘front row’ dancers generally have a pulse on what’s going on in the community,” Stennes explains. “They are great providers of feedback. Listen to them, honor what they say and deliver on their needs.”
She also emphasized Zumba’s universal appeal.
“Dance benefits cognitive and physical health, drawing diverse demographics from weightlifters to runners to fitness enthusiasts to seniors,” she observed. “As the Studio Manager I participate in classes too, because to create a community you have to be part of that community.”
McWilliams concurred.
“Zumba’s infectious energy is a marketing asset; our instructors are walking billboards,” she said. “Encourage them to invite more people in. Put it front and center in your club.”
“When we first brought Zumba to Crunch our management was hesitant to put it all over the schedule, but we did and it brought people in, and still does,” says D’Aquino. “It’s a natural marketing funnel to get new members into the club.”
Taking it one step further, the Crunch brand now holds Zumba events in the parking lots of their locations to enhance presell.
“It’s the perfect first impression for our brand,” she says. “It’s high energy and fun.”
In the end, Stennes says its longevity speaks volumes and underscores Zumba’s enduring appeal.
“If a fitness program can thrive for over twenty years today, it clearly holds something special,” she concluded.
The post How To Build a Thriving Zumba Community in Your Gym appeared first on Athletech News.
