The success behind Zumba®: A dialogic approach to engaging stakeholders

A common saying among ancient Greeks was "exercise for the body and music for the soul." Even today, many fitness classes utilize music to help people stay fit. While there have been numerous fitness trends, one of the most current ones, Zumba Fitness®, is taking fitness enthusiasts by the storm. Zumba®'s success in the fitness industry is often described as incredible. In this study, I argue that this success is based upon the successful dialogic relationship Zumba Fitness® builds with ZIN™ members, as stakeholders. Starting with the background of Zumba Fitness LLC., the study covers key concepts from public relations, marketing, stakeholders and Kent & Taylor's Dialogic Theory. The hypothesis that Zumba® builds a dialogic relationship with its stakeholders is supported with a survey, conducted among 136 ZIN™ members, selected with judgmental sampling. The questions in the survey are operationalized to measure the extent of dialogue between Zumba Fitness® and ZIN™ members, as well as yielding demographic data, regarding ZIN™ members. As a result, this study finds that Zumba Fitness® is, in fact, incorporating all principles of dialogue as put forth by Kent & Taylor, in its public relations strategies and relationship with its stakeholders.