The ‘80s called, and Jazzercise is making a comeback.
The global dance and fitness brand is heating up for a refresh with the help of Atlanta-based indie Super Nice, which it just named its new creative agency of record.
Super Nice co-founder Jared Kozel told ADWEEK the fitness brand reached out to the agency after seeing its work on other legacy accounts, including Delta and Norwegian Cruise Line. The conversations centered around ways to make Jazzercise appeal to the next generation.
Despite a crowded market dominated by major companies like Zumba, Peloton, and Equinox, as well as fitness influencers, Kozel believes that Jazzercise’s 57-year foundation, along with the name recognition, positions it to be more relevant than ever.
“They just have this really strong ability to be relevant right now,” he said. “Like probably no other fitness brand could, and it’s because of that foundation.”
When Judi Sheppard Missett founded Jazzercise in 1969, the combination of dance and fitness was revolutionary. The fitness class combines dance cardio and strength training set to high-octane music.
Today, Kozel says its identity has grown from the ‘80s and ‘90s-era VCR tapes of leotard-clad women in leg warmers to a burgeoning market of young people spanning 2,000 locations in 16 countries.
But Jazzercise isn’t just going for Gen Z. Chiara Travia, partner and head of accounts at Super Nice, said the historically “multi-generational” brand intends to stay that way—embracing new recruits while keeping those who grew up with it.
“There’s a workout for everyone there,” Travia said. “They also feature current music, so they’re keeping up with the marketplace.”
For the team at Super Nice, the goal is straightforward: Make Jazzercise the No. 1 fitness brand. In that sense, every other workout brand out there is the competition.
“We’re really looking forward to bringing that fun side of fitness to life,” Kozel said.
