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.
Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!
Join the Subscription Stories Community today:
With subscription models, acquisition is only the starting line. Organizations need to develop competence around onboarding new members, driving engagement, and expanding the relationship...
The subscription stories of publications like The Times, The Wall Street Journal, and Tortoise Media have one person in common, Katie Vanneck-Smith. In her...
In March of 2020, travel as we knew it abruptly ground to a near standstill. First cruise ships were docked, and then air travel...