Jazzercise Modernizes Its Brand

Jazzercise is modernizing its brand with a new logo, new signage and new classes. 

Jazzercise has recharged it brand identity to confront the perception that the program hasn't changed since its surge in popularity in the 1980s, the company announced. The new brand expression is "edgy, intense, hard-hitting and modern."

With the message of "You think you know us, but you don't," Jazzercise is looking to challenge consumers who may still think of leotards and legwarmers when they think of Jazzercise. By unveiling a new logo and a new identity for the brand, Jazzercise Inc. says it hopes to challenge consumers to take a new look at Jazzercise.

Franchisees can now display the new Jazzercise logo behind the workout stage, hang new posters within their dance fitness studios and incorporate new class offerings into their schedules.

The franchisees teach more than 32,000 classes worldwide per week, and the classes are said to burn up to about 800 calories in one 60-minute class. Recently, instructors have started offering new classes including Strike, Fusion, Core, Strength and Dance Mixx, which combines cardio with strength training. 

Jazzercise ditched its old logo for this new one this month as part of a rebranding effort. (Logo courtesy of Jazzercise.)

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