Question

Jazzercise was a huge fitness trend and one of the original dance party workouts from the 1980s. Being in the fitness industry, it is interesting to find out that jazzercise has rebranded itself in order to make a comeback as a fitness trend. The time is fitting especially with the introduction of group fitness classes becoming a huge business within the fitness industry. For instance, the number of clubs offering pre-choreographed classes has increased from 22% in 2007 to 47% in 2011 (Cipolla, 2012). Jazzercise successfully revamped their brand identity by shaking off their 80s reputation of legwarmers and leotards by creating a modern approach to a variety of classes to provide customers full body workouts.

Corporate mission and rebranding alignment with it

            As a fitness revolution, Jazzercise continues to live by their corporate mission of creating a stronger, happier, healthier life through fitness (“Jazzercise”, 2018). The company wants to inspire their customers, employees, and instructors to live healthier, fitter lives. Even though the company has rebranded their image 50 years later, the core root of their brand message is to maintain a healthy lifestyle that continues to resonate with consumers today. That is why the company has successfully evolved their image because they created a fitness revolution that people still want to associate with today.

Defining features of the product/service

             Jazzercise offers many programs such as Fusion, Strike, Core, Strength, and Dance Mixx. With the number of programs offered from the company, customers will never get bored with the magnitude of class opportunities in many gyms across the country. In addition to the number of classes offered, every class is different which keeps it fresh for customers that continues to challenge them, making each workout new and exciting for everyone. The brand continues to evolve their fitness research and trends in order to give customers the best workout experience, so they never plateau in their fitness journey.

Current competitors

            Today, group fitness classes continue to be a huge market within the fitness industry. Gyms such as Equinox and Planet Fitness are offering more group fitness classes than ever before. In addition to gyms, Barry’s Bootcamp and Orange Theory classes continue to be a huge trend within the fitness industry posing as a direct competition with Jazzercise in today’s market. Even though Barry’s and Orange Theory’s have become utterly popular with the masses, Jazzercise differentiates itself by offering more innovative classes for all. For instance, Barry’s or Orange Theory classes are typically all the same since you know what to expect. With Jazzercise, customers are offered a plethora of classes that range from a wide variety of body movements or intensity level, opening up to a wider range at any stage in somebody’s fitness journey.

How the company is differentiating itself from competition

            In my opinion, Jazzercise’s rebrand was completely effective because the company stayed true to their mission even 50 years later. They make it very clear that they want to evolve and transform people’s bodies and their lives by embracing fitness as their way of life. For anyone that wants to change their lives for the better, Jazzercise seems like the perfect workout class that’s transforms not only your body but your life.

For Chegg: Discuss consumer trends that may impact this business or the industry and brand’s new image.

Answer 1

The biggest trend among consumers is the focus upon fitness by the people and they want to stay fit for a longer and better quality of life. For this purpose, people opt for going to the gym and or fitness classes. This type of consumer trend will make positive impact upon Jazzercise and help them get popular and flourish the business. The similar impact will be on other businesses that focus upon the fitness and healthy living. The second consumer trend is that people want to get these fitness services at their work place and offices also provide a customized gym to them. Here, Jazzercise can start tie up with the corporate to build association and give them classes at their work place itself. It will help people save their time in today's cramped work life. As a result, Jazzercise  will get more popular. Further, Jazzercise  should classify the audience into the different categories on the basis of their needs as well as their purchasing power. So, pricing strategy should be in a way that will take care of the pocket of everyone. Besides, Jazzercise  can go for the co-branding and tie up with the healthy products and brand each other. It will spread the name and Jazzercise  can be more popular and household name.