Interview people who quit after one class, not just your biggest fans

Nicole Paigegetting level of love for Zumba. So we've always had tons and tons of our instructors who have been willing to talk to us, and we talk to them regularly. When it came time to just finding students, we

Nicole Paigedid go to classes in person, and we talk to students in classes, but we also just have a lot of people in our database that are were really willing to talk to us. So we talked to hundreds of students and instructors over the course of

Nicole Paigethe app development, also way more than that in surveys. So luckily, people are really willing to talk to us. They want us to make Zumba better for them, so it was always really easy for us to find people to talk to, and we got them on Zoom, we got them on the phone. We did a lot of different

Nicole Paigekinds of interviews, where we would do structured interviews, but we also did things like a study where we tried to get them to do more workouts throughout the week, and we kind of just treated it like a check-in, and we would let them talk to us and not ask them as many questions. So we did a lot of different iterations and got a lot of great feedback that helped to shape the app.

David BarnardNot over-indexing on the instructors who've been with you 15 years, not over-indexing on the participants who have Zumba tattooed on their arm? How did you balance, you know, kind of filtering the feedback of, okay, here's here's a segment of like die-hard, and then, you know, but we really do need to still find those kind of new users to really get that fresh perspective in addition to the die-hards?

Nicole PaigeYeah, that was so important. We spend a lot of time looking at our data and pulling out specifically people that downloaded the app and then churned, or took one class and then churned. And we spend a lot of time talking to those people as well, because obviously we want to build the app for the people that love Zumba, but we also want to make sure that we're bringing people in and letting them

Nicole Paigeengage with the product enough to find the love for it. So we're trying to get people that churn out early and talk to them, and figure out, what is it that made you leave? What is it that did you find another product that works for you, or did you just give up fitness altogether? We're trying to we spend a lot of time talking to them as well.