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Zumba is a phenomenon since its founding in 2001. The addictive fitness dance program with a Latin beat has taken the world by storm. As of 2022, the company claimed 15 million people taking Zumba classes weekly at 200,000 locations in over 180 countries. At its core is the Zumba Instructor Network, a monthly membership program created to give instructors ongoing support and tools for success. It includes an unlimited, never-expiring teaching license, as well as monthly music and choreography marketing tools and access to the community.
Today's guest, Yael Dornbusch is the Chief Subscription Officer at Zumba, responsible for managing what she calls a prosumer subscription.
In our conversation, she explains why Zumba built their first subscription around instructors rather than students, why they launched a second subscription specifically for students, and the principles they use to balance the needs of these two constituencies.
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