It has become many people’s favoured way of getting fit with as many as 14 million taking weekly Zumba classes, meaning that it has become one of the biggest branded fitness programs in the world.
However, Zumba does not stop at classes. It runs instructor training courses, sells its own apparel, soundtracks, and merchandise, has its own Z-life magazine, and has even become a video game so that people can take part in its classes from the comfort of their own home (and without fear of judgemental eyes watching all those wrong moves!)
Zumba is much more than simply a fitness program- it has become a brand and a successful one at that.
The fascination with Zumba has become almost like a cult. In a previous piece, I mentioned how desirable it is for a brand to attain cult status.
A lot of people get fanatical about it. For people who are looking for something in their lives, it offers a...