If you’re looking for how to promote a Zumba class, you’ve come to the right place. In this article, we’re empowering fitness fanatics who lead Zumba classes.
Twenty years ago, if somebody had said the word “Zumba” to you, you may have wondered which language they were speaking. Now, Zumba is enjoyed in over 200,000 locations and is a worldwide fitness phenomenon.
An active community has helped drive this growth. So how can Zumba instructors like you embrace this growth to ensure your classes are packed and your revenues high?
1. Utilise word of mouth
Word-of-mouth marketing is often described as the main reason Zumba spread to over 180 countries. Take advantage of the fact that community and social life are part of classes.
You can’t force word-of-mouth marketing, but you can encourage it and make spreading the word easier for your current attendees.
Family and friends
Delve into your own network and get friends, family, and colleagues involved first. These can be the start of your network for referrals.
Offer current attendees an incentive for bringing friends: discounts on future classes, two-for-one offers, and so on. This can evolve into a thriving referral program.
Ask. 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.
2. Remove barriers to entry
In your marketing strategy and marketing materials, focus on the reasons people might avoid Zumba classes. Reduce or remove their barriers to entry.
“Is Zumba worth it?”
Some people aren’t sure if they are going to like it or if it is worth the money. For these, host a free taster event.
“What if others judge me?”
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.
“I’m not sure what Zumba is”
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.)
By allaying people’s fears, you’ll make it much more likely that they’ll give it a shot.
Tip: Remember the main reasons people try Zumba classes. Focus on these and have an answer for people’s worries and objections.
3. Understand your target audience
Zumba can be marketed to just about anyone. However, you are more likely to have success if you understand the demographics most likely to attend a Zumba class.
For instance, just 18% of men have ever tried a dance fitness class (compared to over 60% of women). Zumba’s CEO Alberto Perlman said in a Business Insider interview that a participant’s average age is 33–34. Gain information like this, and you will start to build a profile of likely participants.
With this knowledge, you can go where people matching the profile tend to hang out, online and in person. Here are some ideas:
- Search for online communities, forums, and groups for young mothers in their 30s. (Be smart about marketing to these communities.)
- Use Facebook advertising and narrow your audience by location, age, and gender.
- Partner with local businesses targeting similar audiences, such as women’s fashion boutiques.
- Find fitness enthusiasts through gyms and local sports stores. Though Zumba can be for anyone, people who like fitness activities are more likely to attend.
Tip: Engaging with video is a personal and effective way of getting through to your potential Zumba participants.
4. Spread the word far and wide
Though we’ve established that there is a target market for Zumba, these classes aren’t prohibitive. Almost any adult can come along. For this reason, your focus should be on getting as many eyeballs to see your classes as possible. How can you achieve this?
Promoting your class on social media involves creating profiles and event pages, using social media’s ad networks (see our Twitter sponsored content guide), and more. Social media is a good way to reach people looking for local Zumba classes nearby.
Tip: PerfectGym shares some great tips on promoting fitness classes on social media and other channels, with lots of Zumba examples.
Event listing sites
Zumba has established a huge brand. This means people are likely to be actively looking for classes. Listing your fitness class on one of the many event listing sites is a good way to reach them.
Tip: Use sites like Billetto to increase visibility by adding recurring events for all of your upcoming classes.
Flyering and posters
Print advertising can still work if done right. This usually means finding the right places to leave your marketing materials such as bulletin boards. In the case of a Zumba class, aim for places where women and fitness enthusiasts will spend their time like gyms, fitness stores, and the like.
Remember to include all relevant information on where, when, and other details of your event. And don’t neglect your contact details to ensure the best possible response.
Tip: You can get stunning customised Zumba posters and other print materials from professional agencies.
5. Make use of the support Zumba provides
If anyone knows how to promote Zumba classes, it’s the people who run Zumba.
The brand offers a lot of support for Zumba instructors after they’ve set up their own franchise. To get more people through the door, make use of the help the Zumba team is only too happy to provide.
The Zumba Instructor Network (or ZIN) is a platform for instructors to learn and make use of ready-made resources. You can download and personalise marketing materials to promote your Zumba class in the local area.
Being connected to a network of instructors also means you can ask questions and get support from those who’ve been in the same position. Other benefits include a dedicated instructor page and listings for your Zumba classes on their website.
Time to get people dancing
Our tips on how to promote a Zumba class are a great starting point. But most importantly: Stay proactive and provide a Zumba experience people will want to bring their friends to.