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Alberto Perlman of Zumba: From infomercials to one of the most succesful brands in the world
Cristian Vergara| 3 de octubre de 2013
Perlman: Lo que empezó como una iniciativa de tres colombianos, terminó convirtiéndose en un modelo de negocio
During a conference at the last Festival of Media LatAm, Zumba co-founder Alberto Perlman explained how an idea can evolve into a global movement if you have the right management of resources and a powerful brand.Perlman told how he together with Alberto Beto Perez and Alberto Aghion created one of the most powerful, best-known brands in the world based on stratagems from which the media industry could learn a lot. We thought that maybe we could start a company making infomercials and Zumba could be our first project. What began as a project of three Colombians soon turned into a business model for entrepreneurs around the world Perlman said.He added that once we began to succeed with the product, we knew this wasnt going to stop. We began looking for alliances with brands that had a lot in common with us so we could get their advertising to include Zumba. Peoples acceptance was immediate.Perlman has forged alliances between Zumba Fitness and brands like Kelloggs, The American Heart Association, Susan G. Komen for the Cure, fitness chains around the world including 24 Hour Fitness, Curves, Fitness First and the NBA, Club Med and Virgin Active.After 10 years and with more than 20,000 certified instructors worldwide, Zumba is practiced in gyms, local YMCAs, yoga studios and night clubs throughout America and Europe.
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