⑰　A must-see for Zumba instructors and fans! A business model that turns your love into profits

The following is written in German.

【For Readers】
① Those who want to know a UNIQUE revenue structure different from general sports gyms and fitness clubs
② ZUMBA fans or those who aspire to become instructors
③ Those studying content business or subscription models

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The Destination of ZUMBA Royalties
Royalty means the usage fee for rights.

When a ZUMBA class is conducted inside a sports club, what are the expenses for the club?

→ INSTRUCTOR FEE ONLY
※ NO royalty payment to ZUMBA headquarters

This became clear.
If the club does not pay royalties to ZUMBA headquarters, then how does ZUMBA itself generate revenue?

By the way, other companies handling pre-choreographed dance programs (Les Mills or Radical Fitness) collect royalties as a rule from each sports club location. Naturally, this royalty income forms part of their sales.

ZUMBA EARNS REVENUE NOT FROM SPORTS CLUBS BUT FROM ENTHUSIASTS!
ZUMBA has adopted a unique strategy of earning revenue from its instructors and passionate fans.
The key to this system lies in the monthly fee called “ZIN™ Membership”, which ZUMBA instructors pay.

Those who want to become ZUMBA instructors are always people who love ZUMBA and are passionate about it.
By combining this passion × ZUMBA’s unique rules, ZUMBA has established a sustainable revenue model.

Requirements to Maintain Instructor Qualification
To continue working as a ZUMBA instructor, two conditions must be met:

ZIN™ Membership Maintenance
ZUMBA instructors are required to join the “ZIN™ (Zumba Instructor Network)” and pay a monthly membership fee.
By paying this fee, they receive benefits such as the latest music, choreography, and marketing tools that help with their lessons.

Monthly Fee: 4,780 yen (tax included)

Options: With CD/DVD (+1,400 yen), Additional online services (+1,000 yen)

Continuous Skill Development
Because ZUMBA is constantly evolving, instructors must continue learning new trends and techniques.
ZIN™ members are expected to improve their skills through workshops and training, raising the quality of their lessons.

In this way, ZUMBA combines the passion for maintaining qualification × the monthly membership system to secure stable revenue from many enthusiastic fans, without being bound by the number of sports club locations.

Summary: 3 Positions in ZUMBA

  1. Participants (light fans): People who casually enjoy ZUMBA

  2. Instructors (monthly fee): Those who spread ZUMBA as leaders

  3. Enthusiastic fans (monthly fee): People who contribute to ZUMBA even without using the qualification

Thus, the system of capturing “instructors + fans” is ZUMBA’s strength.
Revenue is gained not from sports clubs, but from “people who love ZUMBA” ─ this is ZUMBA’s penetration strategy.

How was that?
THIS is the penetration strategy! If the goal is penetration, I believe it is the strongest.

However! That very penetration may also contain risk factors that could become pitfalls.

Next time,
we will discuss “Concerns Hidden Behind the Penetration Strategy.” Stay tuned!

__________________________________________________________________________

【Für wen dieser Text gedacht ist】
① Personen, die eine EINZIGARTIGE Erlösstruktur kennenlernen möchten, die sich von gewöhnlichen Sportstudios oder Fitnessclubs unterscheidet
② ZUMBA-Fans oder diejenigen, die ZUMBA-Instruktoren werden möchten
③ Personen, die sich mit Content-Business oder Abonnementmodellen beschäftigen

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Der Weg der ZUMBA-Royalties
„Royalty“ bedeutet Nutzungsgebühr für Rechte.

Welche Ausgaben hat ein Club, wenn er innerhalb seines Studios eine ZUMBA-Stunde anbietet?

→ NUR INSTRUKTORENHONORAR
※ KEINE Lizenzgebühr an die ZUMBA-Zentrale

Das wurde deutlich.
Wenn der Club keine Lizenzgebühr an die ZUMBA-Zentrale zahlt, wie erzielt ZUMBA dann seine Einnahmen?

Zum Vergleich: Andere Unternehmen, die Pre-Choreo-Tanzprogramme anbieten (Les Mills oder Radical Fitness), erheben Lizenzgebühren von JEDER einzelnen Clubfiliale. Diese Gebühren sind selbstverständlich Teil des Unternehmensumsatzes.

ZUMBA ERZIELT EINNAHMEN NICHT VON DEN CLUBS, SONDERN VON DEN FANS!
ZUMBA verfolgt die einzigartige Strategie, Einnahmen von seinen Instruktoren und leidenschaftlichen Fans zu generieren.
Der Schlüssel dieses Systems liegt in der monatlichen Gebühr namens „ZIN™-Mitgliedschaft“, die ZUMBA-Instruktoren bezahlen.

Menschen, die ZUMBA-Instruktor werden wollen, sind fast immer voller Begeisterung für ZUMBA.
Indem ZUMBA diese Begeisterung × mit eigenen Regeln verknüpft, hat das Unternehmen ein nachhaltiges Geschäftsmodell aufgebaut.

Voraussetzungen für die Aufrechterhaltung der Instruktor-Lizenz
Um weiterhin als ZUMBA-Instruktor tätig zu sein, müssen zwei Bedingungen erfüllt sein:

ZIN™-Mitgliedschaft aufrechterhalten
ZUMBA-Instruktoren müssen dem „ZIN™ (Zumba Instructor Network)“ beitreten und eine monatliche Mitgliedsgebühr zahlen.
Durch diese Gebühr erhalten sie Zugang zu den neuesten Musikstücken, Choreografien sowie Marketing-Tools, die ihnen für ihre Kurse helfen.

Monatliche Gebühr: 4.780 Yen (inkl. MwSt.)

Optionen: Mit CD/DVD (+1.400 Yen), zusätzliche Online-Services (+1.000 Yen)

Kontinuierliche Weiterbildung
Da sich ZUMBA ständig weiterentwickelt, müssen Instruktoren laufend neue Trends und Techniken erlernen.
ZIN™-Mitglieder sind verpflichtet, ihre Fähigkeiten durch Workshops und Trainings zu verbessern und so die Qualität ihrer Kurse zu steigern.

Auf diese Weise kombiniert ZUMBA die Begeisterung für den Erhalt der Lizenz × das monatliche Mitgliedschaftssystem, um stabile Einnahmen von vielen leidenschaftlichen Fans zu sichern – ganz unabhängig von der Anzahl der Clubfilialen.

Zusammenfassung: 3 Rollen im ZUMBA-System

  1. Teilnehmer (Light-Fans): Personen, die ZUMBA unverbindlich genießen

  2. Instruktoren (monatliche Gebühr): Personen, die ZUMBA weitervermitteln

  3. Leidenschaftliche Fans (monatliche Gebühr): Personen, die auch ohne Lizenzaktivität zu ZUMBA beitragen

So ist das System, „Instruktoren + Fans“ einzubinden, die Stärke von ZUMBA.
Die Einnahmen stammen nicht von den Clubs, sondern von „Menschen, die ZUMBA lieben“ ─ genau das ist die Durchdringungsstrategie von ZUMBA.

Wie fanden Sie das?
DAS ist die Durchdringungsstrategie! Wenn das Ziel Verbreitung ist, halte ich sie für die stärkste.

Aber! Diese Durchdringung kann auch RISIKEN in sich bergen, die zu Fallstricken werden könnten.

Beim nächsten Mal:
Wir sprechen über „Bedenken, die sich hinter der Durchdringungsstrategie verbergen.“ Bleiben Sie dran!

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