The magic of Zumba: Alberto Perlman
When I hear the words “workout” or “fitness”, I automatically tune out. But if I hear the word “Zumba”… Well that’s a whole other story; Latin music, dancing… that’s a party I will happily join!
The story of Zumba is quite inspirational. Who would have imagined that it started out as a single Zumba class in a Latin America gym in 2001 and today it’s a global phenomenon.
Zumba Fitness chief executive and co-founder Alberto Perlman was at The Festival of Media LatAm last month speaking in a session entitled ‘When a Brand Becomes a Lifestyle’. The team caught up with him afterwards to discuss the challenges of taking a local brand global.