<img alt="" src="https://www.smart-7-innovative.com/802971.png" style="display:none;">
Skip to main content

FullFunnel Exceeds ROI Target for Zumba

line chart image

About The Client

Zumba is the largest branded fitness program in the world, founded in 2001 in Miami, Florida by three Colombian immigrants and since expanded to over 186 countries with millions of students around the world. Zumba’s fitness classes can be consumed in-person, on DVD, and online, and are led by licensed instructors. Given Zumba’s meteoric rise, the company is constantly searching for new instructors to lead an ever-growing population of students.

Company Background

Zumba is the largest branded fitness program in the world, founded in 2001 in Miami, Florida by three Colombian immigrants and since expanded to over 186 countries with millions of students around the world. Zumba’s fitness classes can be consumed in-person, on DVD, and online, and are led by licensed instructors. Given Zumba’s meteoric rise, the company is constantly searching for new instructors to lead an ever-growing population of students.

line chart image

The Challenge

Zumba invests heavily in digital marketing efforts to recruit new instructors around the world. However, prior to working with FullFunnel, the company had not implemented a segmentation and attribution system in order to determine which channels were bringing in instructors at the most productive rate. This poor visibility was driven primarily by a lack of unified sales and marketing infrastructure that would allow Zumba’s digital platform to communicate with their CRM.

Furthermore, given the high volume of demand from potential Zumba instructors, Zumba’s team did not have the resources necessary to follow up with every lead. If the instructors did not sign up on their own, Zumba did not have the capacity to reach out to answer their questions and facilitate the sign up process.

line chart image

The Solution

Upon engaging with Zumba, FullFunnel immediately implemented HubSpot in order to allow for segmentation and attribution at the contact level for all inbound instructors. This systems implementation provided the Zumba team with visibility into the channels and methods resulting in the highest number of registered instructors.

FullFunnel also filled the capacity gap and provided a sales team able to quickly follow up with all inbound leads that did not sign up on their own. The FullFunnel team worked with Zumba to set up a number of platforms including a chat workflow on the website, a texting platform, and leveraged email automation in order to facilitate conversations with the instructors and shorten the time to register.

  • Hubspot implementation
  • Contact segmentation & attribution
  • Phone, email, texting, chat, and social prospecting
  • Sales process definition and execution
line chart image

Results

When Zumba began their six month Pilot with FullFunnel, the main concern was whether the FullFunnel sales team would be able to quickly step in and start closing instructors consistently. Given Zumba’s business model, the FullFunnel team was required to close instructors in less than two hours to generate a return on investment. The FullFunnel team achieved this within two months, allowing Zumba to convert their Pilot into a Program engagement that provided them with additional execution hours to increase sales.

To date, FullFunnel has achieved a 34% conversion rate on inbound leads. Within a short five month period, the Zumba team has already experienced a return on investment above the anticipated 3X, a number that is expected to keep growing as the partnership evolves.

  • Exceeded ROI target in 5 months
  • Enhanced data visibility, segmentation, and attribution
  • Time to close below 2 hours per instructor within 2 months

Don’t Just Take Our Word For It

Hear from FullFunnel clients about their experiences working with our GTM & RevOps support teams

When your personal name is attached to revenue goals, you have to have the right outside partners by your side. They have to be strategic thinkers, have the technical expertise, bring the right attitude, and combine it all with a business acumen to understand your business and that of your prospects. FullFunnel brings that and more. We are enormously grateful for their partnership, agility, doggedness, and even candor when needed. I know they won’t stop until we reach our goals and everyone is happy.

partnermd
Kristin Richardson Chief Sales & Marketing Officer, PartnerMD

FullFunnel is invaluable in executing campaigns, initiating new concepts, facilitating compliance approvals, and participating as part of Adhesion's marketing team.

Adhesion Wealth
Wendy Whitehurst Head of Marketing, Adhesion Wealth

The FullFunnel team has exceeded expectations and has proven to be a great partner, providing the resources, support, and expertise we needed to hit our growth targets.

Zumba
Lucy Levy VP of Global Acquisition,  Zumba

Working with the FullFunnel team has been great. They are honest, flexible, and motivated and we appreciate the breadth and depth of their team. They’ve elevated our brand and we’ve seen a significant improvement in our Google page ranking…

InvestiQuant
Scott Andrews Co-Founder and CEO, InvestiQuant

I have been impressed with FullFunnel’s ability to quickly learn and acquire the needed acumen to pitch our technical services…

NTS
Jason Youmazzo Director of Sales Operations, NTS

Partnering with FullFunnel empowered us to streamline and scale our sales operations at GLOBO…

Globo
Tyler Robinson Commercial Operations Director

FullFunnel’s Sales Operations team has been exceptional to work with in streamlining our CRM and reporting capabilities…

Capturely
Rob Eyler CEO, Capturely

FullFunnel has been amazing to work with. They have helped us build a pipeline, improve our demos, and begin closing deals…

Willdan
Jason Steinbock Director of Business Development, Willdan

Start with a
Free Consultation

Ready to get started solving your GTM
and RevOps challenges?

Complete the form to request a free consultation and discover how FullFunnel can help solve even your toughest revenue related problems.