The Company
The largest branded fitness program in the world.
Zumba is the largest branded fitness program in the world, founded in 2001 in Miami, Florida by three Colombian immigrants, and has since expanded to over 186 countries with millions of students. Zumba's classes can be consumed in-person, on DVD, and online, and are led by licensed instructors.
The Challenge
More instructor demand than the team could follow up with.
Given Zumba's meteoric rise, the company is constantly searching for new instructors to lead an ever-growing population of students. Given the high volume of demand from potential Zumba instructors, the team did not have the resources to follow up with every lead. If instructors didn't sign up on their own, Zumba didn't have the capacity to reach out, answer their questions, and facilitate the sign-up process — meaning real demand was going unconverted.
The Approach
Visibility into what worked, and a team to catch what didn't.
Upon engaging with Zumba, FullFunnel immediately implemented HubSpot to enable segmentation and attribution at the contact level for all inbound instructors.
Layer 1
Segmentation & attribution
HubSpot implementation gave the Zumba team visibility into which channels and methods produced the highest number of registered instructors.
Layer 2
Capacity fill
FullFunnel filled the capacity gap with a sales team able to quickly follow up with all inbound leads that did not sign up on their own.
Layer 3
Multi-channel conversation tools
A chat workflow on the website, a texting platform, and email automation were set up to facilitate conversations with prospective instructors.