Forget Zumba – Russell Grant believes Zalza is the next ‘world-beating’ dance fitness brand.
Grant and professional dancer Flavia Cacace came up with the Zalza fitness routines following their time together on Strictly Come Dancing. Zalza has since spawned a popular ITV show of its own.
Speaking to Licensing.biz at Brand Licensing Europe 2012 last week, astrologer and Strictly Come Dancing star Grant says he believes the accessibility of the brand will help it go worldwide.
“I think Zalza could become a world-beater, if it’s handled properly and done in the right way,” he said. “It’s accessible and [could do well] especially in America where they applaud people who have a go.
“We’re looking at opening up Zalza schools and classes. We want to go to gyms and fitness centres and dance centres. We’ve had 50 gyms and dance centres ask if they can teach it. It’s taken us by storm.
He added: “We’ve already talked about taking Zalza to Italy. Our aspiration would be for it to go worldwide. The one thing Flav insists upon is it must be taught by people with qualifications in fitness and dance. With Zumba, anyone can sign up to be a Zumba teacher. That’s one thing she feels isn’t right, because if you’re not trained, you could do it the wrong way.
“Zalza is proper dancing and it’s what the fitness is all about. Fast jives, rhumbas and cha-chas. Flav has devised fitness around proper dance, so people feel they’re doing Strictly Come Dancing themselves.”
Russell Grant is part of DCD Publishing’s Talent Division. The company is hoping to licence the brand out into the food, clothing and other categories.
And Grant believes the success of the Zalza TV show proves the simple dance fitness routines can be enjoyed by anyone.
“The public were learning [the dances] with me on ITV,” he said. “And it worked. On This Morning we had a wonderful response.
“I’m 61 now, still fat, still large, but looking better and prepared to have a go. So if I can do it, anyone can do it.”
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