In a rare interview, Zumba CEO Alberto Perlman puts:
"You’re seeing all these trends from boutiques to Zumba to CrossFit, and everything, because the fitness industry realized that it was about the instructor and it was the consumers who told the fitness industry that."
It's hard to disagree with Mr Perlman's words. The latest fitness phenomenon SoulCycle promotes instructors at the front and center of their web site, and it's probably the secret sauce of their exponential growth.
As you can see above, (i) the home page comes with the pictures of some members/trainers (ii) Instructors / Community are two of the most prominent items in not-so-crowded navigation bar. That is not a coincidence. SoulCycle is consciously pushing the social as its main selling point. Instructors are presented as "products" in the Instructors page.
Above all, as a SoulCycle cyclist, you are driven to join more classes with the incentive to unlock digital features that augment your self expression online. For example, this:
Zumba and SoulCycle can't be wrong. According to Alberto, the rise of the instructor is "the underlying trend behind everything that is happening" and adds that this might pose a threat to traditional, bare-bones athletic facilities.
Indeed it is. Bare bones athletic facilities have no other choice than implementing "social" at their core. Instructors are the main objects, but members themselves can also augment the experience, help you spread the word.
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