Alberto Perlman on Zumba during COVID-19 with Guy Raz | How I Built This | NPR

Transcript

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Summary

In this interview, Alberto Perlman, co-founder of Zumba, discusses how the fitness industry has been affected by the pandemic and how Zumba has adapted to these changes. He talks about the virtual platform they have created for instructors to teach classes and how they have trained their instructors to adapt to teaching virtually. Alberto also discusses the importance of community and the entrepreneurial opportunities that have arisen from this crisis.

Questions & Answers

Q: Can you describe what Zumba is?

Zumba is the largest branded fitness community in the world, with over 15 million people taking Zumba classes every week in 186 countries. It is a fitness program that combines high-energy dance moves with great music. Zumba is a community that brings people together to have fun, get healthy, and be happy.

Q: How does Zumba's economic model work?

Zumba's mission is to make the world a happier and healthier place by making instructors successful. They train instructors through a certification process, which instructors pay for. Instructors then license the brand and program and generate income by teaching Zumba classes. Zumba also has a clothing line and a high-intensity interval training program called Strong Nation, which provide additional revenue streams.

Q: How has the pandemic affected Zumba?

Zumba responded to the pandemic by helping instructors transition to teaching classes online. They created a virtual platform called Zin Studios, which allows instructors to live stream or upload pre-recorded classes with licensed music. They also provided education and support for instructors to become virtual fitness pros. During the lockdown, Zumba saw a million people a week taking virtual classes, which was a new and successful venture for them. They also provided financial support to instructors through discount programs, community funds, and a one class, one meal program.

Q: How has Zumba managed its business and employees during this time?

Zumba did not have to lay off or furlough any employees. Their clothing business has done well during the pandemic, offsetting some of the financial challenges. They made investments to support their instructors and the community, prioritizing people over profits. Although it may not be a highly profitable year, their focus is on helping others and ensuring the success of their instructors and employees.

Q: How has Zumba adapted to virtual training and instruction?

Zumba initially used platforms like Zoom, Google Meet, and Microsoft Teams for instructors to teach online. They then developed their own platform, Zin Studios, which provides crystal clear HD video and audio. They trained instructors through Facebook groups, free courses, and live streams. They also incorporated music into virtual workouts through their Strong Nation program, creating a synchronized, music-based experience. Zumba encourages instructors to teach outdoors and experiment with hybrid models of in-person and virtual classes.

Q: How does Zumba market its program?

Zumba utilizes social media, with over 10 million followers, to advertise and promote their classes. They spend significant amounts on advertising "find a class" to attract new participants. They also rely on word-of-mouth marketing, encouraging instructors and gym partners to promote Zumba and bring friends to classes. Events, classes, and community engagement are other marketing strategies they employ.

Q: Are people still joining Zumba as instructors during the crisis?

While the number of new people joining as instructors is not as high as during the 2008 financial crisis, there is still a steady stream of registrations. People are motivated by the stress relief and connection Zumba offers. Zumba continues to encourage new instructors and provide training and resources for their success.

Q: Are Zumba instructors discouraged from teaching indoor classes?

Zumba does not discourage instructors from teaching indoor classes but emphasizes safety and following guidelines. They want gyms to reopen and support instructors in teaching indoor, outdoor, and virtual classes. Zumba sees the importance of community and the accountability that comes from in-person classes.

Q: Can the feeling of "fej" be achieved in virtual Zumba classes?

A survey of virtual Zumba participants found that 50% of them started taking virtual classes for stress relief. The experience of being completely engaged in the music, movement, and instructor in a virtual class can create the same sense of "fej" or freeing electrifying joy as in-person classes.

Q: What is something you have learned or adapted to as a leader during this crisis?

Alberto has learned the importance of focus in leading the organization during this time. Clear communication and alignment are crucial when working remotely. Having a crystal clear vision and ensuring everyone understands their goals and objectives is vital for success.

Takeaways

During the pandemic, Zumba has successfully adapted to the challenges faced by the fitness industry. They have created a virtual platform, trained instructors for virtual classes, and provided support to their community. Zumba continues to focus on the success of their instructors and the happiness and health of their participants. The crisis has highlighted the importance of clear communication and focus in leadership. Zumba's adaptation to virtual training and hybrid models of teaching may shape the future of the fitness industry.