At the start of a new season we are fired up to make changes, to get fit for the life we want. However honourable our initial intentions are, only the die hard enthusiasts continue to workout relentlessly. The majority of us lesser mortals give way to decadent, less energetic pursuits, especially in the winter months, when relaxing in the warm seems a preferable option.
Step up, Jazzercise, helps students maintain their resolve by offering an exercise alternative guaranteed to get minds buzzing and toes tapping. Throw in kick boxing and some Pilates and you have the perfect recipe for fitness satisfaction. Originating in the United States (with practitioners in 35 countries) this hugely successful global franchise was brought to Buckinghamshire sixteen years ago by Marthese Attard. Whilst living in Norway, Marthese attended classes which so inspired her that she brought the unique blend of aerobics, yoga and jazz dance to her locality when she moved to England.
From the start, Marthese used local newspaper advertising although awareness mainly grew through word of mouth. Four years ago responses became repeatedly poor. When the wife of DOR-2-DOR local franchisee Peter attended Jazzercise in 2005, Marthese decided to give DOR-2-DOR a whirl.
In May 2005 five thousand leaflets were designed, printed and distributed in the Cressex area of High Wycombe. 22 people signed up straight away as a result of this initial campaign. The exercise was repeated in September when again there was an excellent response.
For the first time in sixteen years of operation, Marthese decided against using the local press. She signed up with DOR-2-DOR in January 2006 for a year of consistent leafleting on a monthly basis. The combination of a unique offering, imaginative promotions and effective targeting has proved a winning formula, with consistently good results.
Nine fitness sessions are currently run in the morning or evening on a weekly basis by Marthese and two other instructors. Marthese feels proud of the fact that some students have been with her for 15 years. With classes often at full capacity, holding up to a total of 60 people expansion seems to be the likely next move.
Marthese Attard said:
“It’s the way they deliver the leaflets separately from the newspaper in a non competitive manner. Our flyers in newspapers were just put in the bin. Peter’s service has been excellent, he knows what he is doing and he is full of ideas to update our designs.”