News
Welcome to My New Web Site!
Welcome to Jazzercise! Be sure to check back often for news and updates.
JAZZERCISE STILL ALIVE AND KICKING
Jazzercise still alive and kicking
Carlsbad dance-fitness company a mainstay in a fad-crazy industry
By Jennifer Davies
STAFF WRITER
December 8, 2004
Think Jazzercise went out along with Jane Fonda, leg warmers and Richard Simmons sweating to the oldies?
Well, think again.
Despite the fad-crazy nature of the exercise business, the Carlsbad dance-fitness company is still very much in the present tense. Jazzercise now has a stable of more than 5,800 instructors worldwide, 20,000 classes weekly and sales of about $70 million.
CRISSY PASCUAL / Union-Tribune
Judi Sheppard Missett, founder and chief executive of Jazzercise, recently helped teach a class in Oceanside. After the high-energy dance portion of the class, participants wind down with floor exercises using weights and bands.
But unlike leg warmers, which are attempting a comeback, Jazzercise never really went anywhere.
Since starting operations in 1969, the company has quietly expanded its reach and audience throughout the United States and the world. In Italy alone, there are some 250 Jazzercise instructors. In its 35-year existence, the company has had only three unprofitable years.
"This is our best year ever," said Judi Sheppard Missett, Jazzercise's founder and chief executive. "We're still hot."
Jazzercise's staying power is impressive considering aerobics classes have seen their popularity surge and subside over the years. According to the International Health, Racquet & Sportsclub Association, health club participation in high-impact aerobics, for instance, was almost 2.6 million in 1987. By 2000, that number had dipped to less than 900,000, yet it climbed to about 1.6 million in 2003.
These numbers do not include participation in Jazzercise, because many of the classes are taught at community centers and other venues outside large health clubs.
Similar to other aerobics classes, Jazzercise instructors lead participants through a choreographed series of dance moves as music plays in the background. The class typically ends with stretching and weight workouts.
The secret to the company's success, Sheppard Missett said, is that it has changed with times, innovating along with the fitness industry, adding low-impact aerobics moves as well as Pilates and yoga elements to its high-intensity dance routines.
"We have changed and we have evolved or we wouldn't still be here," Sheppard Missett said.
CRISSY PASCUAL /
Union-Tribune
Nancy Cochran of Carlsbad took part in a morning Jazzercise class in Oceanside.
But that doesn't mean Jazzercise or Sheppard Missett has incorporated every new trend as they emerged.
"As the gimmicks came and went over the years, I never jumped on any of them because I saw them for what they were – gimmicks," she said.
Instead, Jazzercise has built its clientele and business by offering dance-based fitness that aims to be both nonthreatening and fun, Sheppard Missett said.
The company's mission translates into a clientele that is almost exclusively female and older than 30. According to the company, 98 percent of its participants are women and 77 percent of them are 35 and older. The female market is increasingly lucrative for fitness companies, as the success of Jazzercise and women-only exercise facilities like Curves have demonstrated.
"A lot of our folks would never go to a gym," Sheppard Missett said.
The company's brand of exercise also does better in rural and suburban U.S. markets than it does in urban areas, said Shanna Missett Nelson, Jazzercise's executive vice president and Sheppard Missett's daughter.
Its appeal in those areas has helped it survive in the ever-changing exercise business, said Kathleen Hart Rollauer, research manager at IHRSA.
At a glance
Year founded: 1969
Headquarters: Carlsbad
Number of employees: 150
Number of franchised instructors: 5,800
Number of countries with Jazzercise classes: 30
Number of classes weekly: 20,000
Participant demographics
Gender: 98 percent female
Age: Nearly 75 percent are 35 and over
Income: Nearly 80 percent make $35,000 and above
Source: Jazzercise
"The coasts kind of dictate the trends," she said. "What happens in the middle states and the more suburban and rural markets is they hold on to the older trends."
Cedric Bryant, chief exercise physiologist for the American Council on Exercise, said Jazzercise has done so well because it works hard not to exclude anyone.
"They've definitely branched out trying to reach the masses," he said.
Jazzercise's continued appeal was apparent at a recent class in the company's Oceanside studio. The large room was filled almost exclusively with women of all shapes and sizes who energetically grapevined, ball-changed and high kicked to the medley of modern hits from such acts as Destiny's Child, Shania Twain and U2. The class was urged on by Sheppard Missett as well as other instructors, including Missett Nelson, who were trying out some new routines.
"Would you be here if it wasn't fun? I wouldn't," Missett Nelson yelled as the class attendees whooped an affirmative response.
Fun is what keeps many participants loyal to Jazzercise, it seems. Debi Ahle, 49, of Carlsbad said she's been going to classes since 1978 and has stuck with Jazzercise because "it's fun and uplifting."
Becky Baker, 54, of Vista said she had been a runner for 17 years but gave it up after her sister introduced her to Jazzercise about eight years ago. Aside from enjoying the new music and the variety, Baker said she has kept up with Jazzercise because of the fellowship.
"Here, there is a joyous atmosphere," she said. "It's kind of like the Cheers bar of exercise," a place where everyone knows your name.
Jazzercise's feel-good vibe has translated into a potent business. The company is consistently ranked among the fastest growing franchises in the country by Entrepreneur magazine.
Being a Jazzercise franchisee entails paying $1,000 initially and then passing on 20 percent of the franchise's revenue each month. In return, franchisees go through training on business fundamentals, exercise basics and how to teach classes. After passing the training program, franchise owners get updated dance routines every 10 weeks as well as marketing and administrative help.
Keeping franchisees happy is a large part of the company's success, Sheppard Missett said. When Jazzercise was facing financial challenges in the early '90s, the company decided to give greater financial rewards to its franchise partners to motivate them. The strategy worked, with many franchisees achieving aggressive sales goals, and the company turned around its business, Sheppard Missett said.
Franchise fees now account for 59 percent of the company's revenue. The company's line of workout clothes, called Jazzertogs, represents about 25 percent of revenue, and the remaining 16 percent comes from miscellaneous sources as well as its video production division, JM DigitalWorks.
Sheppard Missett wants to make it clear that Jazzertogs have changed with the times.
"You won't see any leg warmers," she said. "For the record, I never wore leg warmers."
Still, Sheppard Missett said, the company must continue to reach new audiences in the competitive fitness industry. To that end, Jazzercise is tailoring its brand of exercise to reach two growing groups – baby boomers and kids. Jazzercise Lite, aimed at the gray-haired set, has doubled in participation in the last 18 months, Sheppard Missett said. Junior Jazzercise is perhaps even more important to the company's long-term goals.
"If you get them when they are young, then they are with you for life," she said.
WHAT WORKOUTS DO FOR YOU
What workouts do for you
A key to success is picking an activity you like that will fit into your schedule. If you can be adaptable and mix several exercises, as some of our stars did, so much the better. Below, an array of choices that vary in calories burned and benefits, including weight-bearing (you carry your own weight, thereby strengthening bones) and resistance (you push or pull against weights, increasing muscle and bone strength). They're in order of most calories burned to least. Whatever your choice, you'll get more bang for your buck if you raise the intensity--run faster, for example, or lift more weight. Note that any of these activities beats watching TV (45 calories per half-hour) or sleeping (41).
Activity
Calories/30 minutes
Benefits:
1. Cardiovascular
2. Resistance
3. Weight-Bearing
4. Upper Body
5. Lower Body
Running 6 mph
Calories/30 minutes: 140lb 318
Calories/30 minutes: 200lb 455
Benefits: #1, 3 & 5 (See above)
Stair climber
Calories/30 minutes: 140lb 286
Calories/30 minutes: 200lb 409
Benefits: #1, 2, 3 & 5
Step aerobics
Calories/30 minutes: 140lb 270
Calories/30 minutes: 200lb 386
Benefits: #1, 2, 3 & 5
Outdoor biking
Calories/30 minutes: 140lb 254
Calories/30 minutes: 200lb 364
Benefits: #1, 2 & 5
Tennis (singles)
Calories/30 minutes: 140lb 254
Calories/30 minutes: 200lb 364
Benefits: #1, 3, 4 & 5
Swimming (laps)
Calories/30 minutes: 140lb 254
Calories/30 minutes: 200lb 364
Benefits: #1, 2, 4 & 5
Rowing machine
Calories/30 minutes: 140lb 223
Calories/30 minutes: 200lb 318
Benefits: #1, 2, 4 & 5
Stationary bike
Calories/30 minutes: 140lb 223
Calories/30 minutes: 140lb 318
Benefits: #1, 2 & 5
Hiking, no pack
Calories/30 minutes: 140lb 191
Calories/30 minutes: 200lb 273
Benefits: #1, 3 & 5
JAZZERCISE
CALORIES/30 MINUTES: 140lb 191
CALORIES/30 MINUTES: 200lb 273
BENEFITS: #1, 2, 3, 4 & 5 (See above)
Golf (walking, carrying clubs)
Calories/30 minutes: 140lb 143
Calories/30 minutes: 200lb 205
Benefits: #1, 3, 4 & 5
Walking 3.5 mph
Calories/30 minutes: 140lb 121
Calories/30 minutes: 200lb 173
Benefits: #1, 3 & 5
Walking 2.5 mph
Calories/30 minutes: 140lb 95
Calories/30 minutes: 200lb 136
Benefits: #1, 3 & 5
Weight lifting
Calories/30 minutes: 140lb 95
Calories/30 minutes: 200lb 136
Benefits: #2, 3, 4 & 5
Yoga
Calories/30 minutes: 140lb 80
Calories/30 minutes: 200lb 114
Benefits: #2, 4 & 5
For complete Ratings and recommendations of appliances, cars & trucks, electronic gear, and much more, subscribe today to access all of ConsumerReports.org.
Jazzercise News Releases
Active Aging Week Promotes Quality of Life for Seniors
Free Fitness Classes Will Highlight Benefits of Exercise for Older Adults
CARLSBAD, Calif. (September 16, 2004) – Millions of older Americans suffer from chronic illness that can be prevented or improved through regular exercise, yet more than a third of adults over the age of 65 remain inactive. This month, an alliance of wellness organizations is setting out to change that fact.
Jazzercise, Inc., with the support of the President’s Council on Physical Fitness and Sports and the International Council on Active Aging, is bringing free fitness classes and health information to older Americans nationwide for the second annual Active Aging Week. The international observance, held Sept. 27 through Oct. 3, will team fitness and wellness facilities that cater to the senior population with local Jazzercise instructors to offer seniors free Jazzercise Lite classes, a low-impact version of the original Jazzercise program.
Nearly a hundred facilities are currently scheduled to participate, and for Jazzercise founder and CEO Judi Sheppard Missett, the goal is to reach as many seniors as possible throughout the nation.
“As people get older, they’re frequently told what they can’t do. But the truth is, you’re never too old to become physically active,” says Judi Sheppard Missett, Jazzercise founder and CEO. “Our goal is to help people understand the advantages of regular exercise and provide fun and simple ways for them to get active and stay active.”
Apart from increasing energy, strength and self-esteem, regular exercise also helps to maintain mental capacity and aid in the management of debilitating conditions such as arthritis, high blood pressure, diabetes and osteoporosis. For older adults in particular, this translates into increased independence, with exercise helping to increase strength and flexibility and lower risk for disease.
“Many people still don’t realize that physical inactivity is contributing to a number of the chronic diseases affecting older Americans, including heart disease, diabetes, colon cancer and high blood pressure,” says Colin Milner, International Council on Active Aging CEO. “We want to spread the word that there are simple steps we can all take to improve the health of older generations.”
According to the Department of Health and Human Services’ Administration on Aging, by the year 2030 the number of older Americans is expected to double from 35 million to 70 million, placing increased demand on the public health system. Statistics also indicate health care expenditures for people aged 65 and older are currently quadruple that for 40-year-olds, and those numbers are expected to rise. For Josefina G. Cabonell, Assistant Secretary for Aging, the week presents an opportunity to begin confronting these challenges head on.
“We’re hoping our efforts will conquer the health challenges associated with inactivity and poor nutrition among older Americans,” Cabonell says. “Active Aging Week allows us to celebrate and recognize those people who are embracing a healthier lifestyle, while encouraging health and fitness professionals to continue to provide even more opportunities to help older adults become more active.”
For more information about Active Aging Week visit www.jazzercise.com, www.jazzcincy.com, call 1-800-FIT-IS-IT or (513) 598-4843.
###
Now celebrating its 35th year, Jazzercise, created by Judi Sheppard Missett, is the world’s leading dance-fitness program. With more than 5,800 instructors teaching 20,000 classes weekly worldwide, the comprehensive program, designed to enhance cardiovascular endurance, strength, and flexibility, has helped millions of people of all ages and fitness levels reap the benefits of exercise and improve their well-being. For more information on Jazzercise call 1(800) FIT-IS-IT.
