Zumba @ Buley: A Physical Activity Intervention Program for Minorities

Background: A physically active lifestyle reduces obesity and cardiovascular disease and facilitates positive mood states (Opdenacker, Delecluse & Boen, 2009). In the U.S., 63% of African American women, specifically those from low SES backgrounds, fail to meet physical activity guidelines and 82.1% of them are classified as overweight (National Center for Health Statistics, 2015). Indeed, these individuals often lack access to facilities and perceive significant barriers to exercise (Bopp et al., 2006).

Methods: A physical activity intervention program was implemented within a Midwestern community center in the U.S. Twelve females of African American ethnicity (M_age= 45.75) participated in rhythmic aerobics (i.e., Zumba), two times per week for three months. At the completion of the program, participants responded to semi-structured surveys to gauge their experiences and reasons for participating in the program.

Results: Qualitative and descriptive analyses revealed four themes for experiences and reasons for participation: entertaining, cost-efficient, educational and convenient. Participants reported that they found the program to be enjoyable and would continue participation in the future. Resulting employment opportunities for those who became Zumba certified instructors were particularly emphasized by the respondents.

Discussion and Conclusions: These findings suggest that minorities from low SES backgrounds can adopt and potentially sustain physical activity when provided with targeted interventions. Managerial implications including designing programs that integrate entertainment, low-cost, education and convenience to stimulate these markets will be discussed. Ways to manage these interventions and produce viable resources through advertising and sponsorship revenues to deliver effective sport and exercise programming will be outlined.