Zumba Partners With Samsung Health in Latest DTC Move

The collaboration will bring Zumba’s energizing dance-fitness workouts to an even wider audience

Zumba and Samsung Health have partnered to elevate global fitness and wellbeing by offering Samsung Health users exclusive access to a variety of Zumba classes led by its expert instructors.

“Zumba is an iconic brand with decades of experience in the fitness industry,” Samsung Health’s Joonil Choi said. “By integrating their dynamic workouts into our app, we will be giving our users more diverse and engaging ways to improve their well-being.”

Alberto Perlman, Zumba’s co-founder and CEO, remarked that the dance fitness company is ecstatic to partner with Samsung Health and extend Zumba’s reach to a wider audience. 

“Our mission has always been to help people achieve happier and healthier lives through dance and fitness, and this collaboration allows us to leverage Samsung’s intelligent health platform to reach millions more,” Perlman said.

The deal with the digital health solutions platform is Zumba’s latest direct-to-consumer move and follows the dance fitness brand’s partnership with the virtual reality workout platform FitXR, announced last fall. The collaboration — referred to as a “game changer” by FitXR co-founder and CEO Sam Cole — was inspired by FitXR’s survey findings, which revealed users desired more dance class options.

At the start of 2024, Zumba unveiled an app, making it easier for Zumba fans to find and book in-person classes as well as access on-demand fitness content for all levels, including HIIT, strength training, and mobility and flexibility classes.

In an interview with Athletech News last year, Perlman hinted at Zumba’s then-upcoming DTC initiatives, adding that for the dance-fitness brand, the primary goal of going to direct to consumer is to get more people familiar with the Zumba brand, ultimately driving them to in-person classes at gyms and clubs.

The high-energy Zumba brand remains one of the most popular group fitness classes at gyms and health clubs worldwide.