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It’s Bollywoodisation of Zumba in India. The American brand of fitness, which uses Latin American dance move as an exercise mode, says that Bollywood numbers are a hit not just in the domestic market but also the international market.
Zumba LLC, which promotes Zumba, says it seeing a three-fold growth in India.
“There is lot of customisation that we undertake for our instructors.
“We have created and choreographed numbers for instructors as Bollywood numbers are getting popular across the globe, and the response has been tremendous,” Dave Sibley, CEO and Managing Director, Zumba Fitness (Europe, Russia and India), told Business Line.
Zumba steps draws from salsa, merengue — a dance of Dominican origin — and hip hop among others.
Sibley said that the company is actively considering the potential to rope a Bollywood actor as its brand ambassador.
The company, which launched operations in India in 2011, said the global fitness movement is practised by 15 million people worldwide each week. Sibley said the company has tapped all top eight metros and is now looking to explore market in the tier 2 and 3 cities in India.
“People are opting for Zumba to achieve their health and fitness goals. We have reached a critical mass and are now looking to tap tier 2 and 3 cities. “Zumba is a way to empower individuals to pursue their own career. Our business model revolves around training instructors who become master instructors,” he said, adding that the cost of the basic course starts at $30 (₹1900).
With a presence in over 180 countries, Zumba programme is offered in approximately 200,000 locations worldwide, and has sold over 25 million DVDs, 10 million video games.
Currently, India has close to 3,000 instructors. A typical session costs anywhere between ₹1500 to ₹3500 per month depending on the location.
Incidentally, last year Bollywood channel Zoom had launched ‘Zumba Dance Fitness Party’ – India’s first dance fitness reality show with six celebrities — along with Sucheta Pal, international master trainer of Indian origin, to showcase six foot-tapping themes.
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