Jazzercise News Releases

Jazzercise Popularity Soars Despite Declining Industry Category

New Study Shows 24 Percent Decrease in Popularity of Traditional Aerobics

(CARLSBAD, CA – June 2, 2003) — New research suggests aerobics participation is at an all-time low, but Jazzercise founder and CEO Judi Sheppard Missett explains the trend is just the opposite for Jazzercise. She says that despite a 2003 study from American Sports Data, Inc. (ASD), which reports participation of all aerobic variations (step, high- and low-impact) has declined 24 percent in four years, Jazzercise's numbers tell a very different tale.

More than 30 years since Missett created the dance fitness program in a Chicago studio, the company is experiencing record revenues and rising popularity, with an estimated 19 percent increase in participation since 1998. And it's a feat Missett credits to the program's integrity and a commitment to staying on the cutting edge of fitness.

"As innovators, we incorporate new dance, new music and new techniques to keep the routines fresh and interesting. We work to lead the aerobic dance industry with the best class offerings available. But I think instructors that motivate and a commitment to our participants are the real driving forces behind our growth. This spirit has kept us successful."

Coming off of its best financial year in 2002, privately-held Jazzercise posted a record $62 million in system-wide sales worldwide, and generated gross revenues of more than $17 million. These figures continued the company's five percent perennial growth rate, and 2003 sales are now on-pace to exceed all previous records.

Bucking the Trend
Among fitness activities, the big winners in ASD's 2003 sports participation survey were newly-popularized Pilates (92 percent 1-year growth) and newcomers: the elliptical motion trainer (30 percent growth) and recumbent cycling (18 percent growth). In sharp contrast, aerobics, which is now well into its third decade, fell 24 percent from 1998. Only cross-country ski machines (26 percent four-year loss) and aerobic riders (38 percent loss) gave up more participants in the same period.

But the continued growth and popularity of Jazzercise challenges ASD statistics. While Missett acknowledges participation differences between the industry category and her own company, she still downplays her program's financial successes, instead preferring to characterize Jazzercise's growth based on her participants' passion and commitment to the brand.

To illustrate, Missett points to swelling class participation that has boosted numbers across the board. In addition to more students attending Jazzercise classes worldwide, the company is reporting record-breaking interest in Jazzerjam, its international convention amassing thousands of Jazzercisers every four years. Jazzerjam 2003, in Las Vegas July 24-27, has already sold more than 95 percent of the 4,000 available slots. Missett fully expects a sellout prior to the event, marking a first in Jazzercise's 34-year history.

Leading Jam-Packed Classes
Meeting the upsurge of participants has also prompted Jazzercise to expand its existing pool of 5,300 certified franchised instructors worldwide. In early April, the company was flooded with more than 700 franchise-seeking entrepreneurs during its first-ever National Movement Screening Day, designed to identify qualified potential franchisees. Of the participants, more than 500 were accepted into instructor certification workshops.

Jazzercise's well-respected franchise program and this influx of new franchisees has bolstered the company's national recognition as a successful franchise model. Entrepreneur magazine ranked Jazzercise 22nd on its America's Top Global Franchises list in 2003, and also listed the business as the 24th fastest-growing franchise in the United States.

"When I think back to my very first Jazzercise class, our continued growth never ceases to amaze me," Missett says. "And I think it surprises other people, too. Because we're still here and we're still called Jazzercise, there are a lot of people who think we haven't changed in all these years. But I don't think a company can survive for more than 34 years without constantly re-inventing itself."

Source: American Sports Data, Inc., Superstudy® of Sports Participation

###

Jazzercise, created by Judi Sheppard Missett, is the world's leading dance-fitness program with more than 6,800 instructors teaching 30,000 classes weekly in the U.S. and around the globe. Since 1969, millions of people of all ages and fitness levels have reaped the benefits of this comprehensive program, designed to enhance cardiovascular endurance, strength, and flexibility. For more information, go to jazzercise.com or call (800)FIT-IS-IT.