• by Sarah Mahoney  @mahoney_sarah, January 31, 2024

Zumba has long regarded itself as salsa-fied exercise that is addictive, but in a good way. That’s why the company is introducing its first app with a campaign that spoofs the classic PSA, urging members to “Zumba Responsibly.”

One ad “warns” people about ways their obsession with Zumba might soar to exceptional levels. Another asks worried kids: “It’s 8 a.m. Do you know where your mom is?”

Zumba is using the new ad campaign to highlight the release of the app, which tells users to “Just say yes” to local teachers, studio schedules and virtual classes.

The company has been working on the app for about nine months, says Carolina Moraes, Zumba’s CMO.

As the world settles into post-pandemic exercise patterns, “it’s become clear that users, especially our audience of busy women, wanted a hybrid workout model,” she tells Marketing Daily. “In-person was no longer enough, but the full virtual solution was not fulfilling their needs either. So we decided to give them a solution that allows them to continue to take live classes in their gyms and community centers but supplement with digital content.”

For $20 a month, users access more than 80 classes at all levels and videos that offer more targeted solutions, dropping new content weekly.

The campaign is kicking off with digital ads and social media platforms. Digital out-of-home is scheduled for Times Square. Joan Studio is the agency behind the effort.

Fun is the key ingredient. “Zumba has been around for 20 years because fun is its ultimate promise. You’re going to sweat and get your cardio, but it’s such a blast you don’t even realize you’re doing it,” she says.

That makes sense for Zumba’s target market of ultra-busy women in their 30s and 40s. “They don't have a lot of time for themselves, so Zumba ends up becoming their workout choice and their happy hour,” adds Moraes. “They love to burn calories, but they want to have a great time while doing that.”

On average, 15 million people take Zumba classes worldwide, at some 200,000 locations in 185 countries. And they usually Zumba between two and three times a week.

Zumba is No. 1 in terms of dance fitness brands, and this year, the company fought back to pre-pandemic participation levels. But with app-based competitors, including Peloton and Lululemon, not to mention the millions of free YouTube offers clamoring for the world’s workout attention, “we’re competing against everyone to stay top of mind and wallets.”

Moraes hopes the new app will help company growth reach the next level.

Recently, Zumba brightened up the brand’s colorful Latin vibe with a partnership with Crayola, creating a “Colors of Kindness” collection for Zumbawear. Another paired the brand with Hello Kitty for a massive hit in Asian markets.

More partnerships, especially with musical creators, are in the works.