Here’s how Zumba’s creator continues to persevere

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You might not know his name, but you probably know the dance fitness craze he’s created. Alberto “Beto” Pérez is the mastermind behind Zumba, the exercise program that mixes easy-to-follow dance moves with pulsating world rhythms. 

Having launched his business in 2001, Pérez continues to oversee choreography and music for Zumba, which has licensed tunes from names like Jennifer Lopez, Jason Derulo and Steve Aoki.

Though the company doesn’t disclose revenue, it’s safe to say that Zumba continues to thrive with 15 million weekly participants in 200,000 locations across 186 countries. 

Zumba’s success is a bright spot in the wider fitness industry, which has been among the hardest hit in the coronavirus pandemic. Revenue in the U.S. industry plummeted by 58% in 2020, according to the International Health Racquet & Sportsclub Association (IHRSA). Eight major fitness companies, including Gold’s Gym and 24 Hour Fitness, filed for bankruptcy protection, while 17% of fitness facilities in the U.S. permanently closed, according to data compiled by IHRSA.  

Since the start of the pandemic, Zumba instructors have taught virtually, offering more than 1,000 classes a day, according to the company.   

But this isn’t the first crisis to impact Zumba. In 2001 after 9/11, investors in the company started to pull out, leaving Pérez and his partners to scramble with just $1,500 in their account. They were on the verge of shutting down. Although his partners began losing hope, Pérez never did. And it’s that attitude that has helped propel Pérez forward and find success in his career. “I never think, ‘this is the end,’” said Pérez. “It can’t be.”

In this episode of #HowIGotHere, Pérez talks about how he got his start, how he built Zumba and what he’s learned about perseverance. 

What keeps you going in hard times? Share in the comments. And check out this related trending story.

Here's a transcript of the video:

[Alex Trebek] Colombian-born Alberto Perez brought this Latin-inspired "dance fitness party" to Miami. 

[Contestant] What is Zumba? 

[Maya Pope-Chappell] You might not know his name, but you know the dance fitness craze he's created. I'm talking about Zumba. Alberto Pérez known as "Beto" is the mastermind behind this global phenomenon. 

But his path to dominating the fitness world with dance was not an easy one. His journey, which he tells in English and Spanish, is one of sacrifice, failures and lots and lots of sweat. This is Beto Perez, the Zumba King. 

[Alberto “Beto” Pérez] Okay, my influence for dance was in Colombia when I was seven years old and I watched the first movie in my life. It was "Grease" from John Travolta. And after this movie, I feel like I was John Travolta. All my friends call me Travolta. And I dance, and people make a circle and people clap their hands with me and I feel like a superstar. And I love it. 

[Alberto “Beto” Pérez] Okay, my influence for dance was in Colombia when I was seven years old and I watched the first movie in my life. It was "Grease" from John Travolta. And after this movie, I feel like I was John Travolta. All my friends call me Travolta. And I dance, and people make a circle and people clap their hands with me and I feel like a superstar. And I love it. 

[Maya] Beto was born in the salsa capital of the world, Cali, Colombia where he started getting dance gigs as a teenager. But at 15, he had to make a hard choice. His mom had been raising him alone and she wanted to move them to Florida for a better life. But Beto wanted to stay. 

[Beto] She started crying. She said, 'really, really, do you want to leave?' '... and leave you alone.' And I said 'yea mom.' 'Yes because if you stay here, I know that I can't dance and I know what I want for my life.' And she leave when I was 15 years old. And I saw my mom again at 25, after 10 years. 

[Maya] Dancing wasn't bringing in the cash. So, he started working a lot of jobs to make ends meet. 

[Beto speaks in Spanish] I was a messenger, a construction worker. I was a trucker, I was a bag boy at a supermarket. I sold coffee. I had a lot of jobs, too many jobs. But I never stopped dancing. I always did that and at night, I danced. I looked for ways to survive.

[Maya] Beto was dancing step aerobics while attending a prestigious dance academy in Cali. But one day he made a mistake. He forgot his cassette tapes. And he was forced to do an hour-long dance class, completely improvised. 

[Beto] So crazy, because it's one thing to improvise for five minutes, but if you improvise for one hour, it's because you're crazy. I am crazy. Anyway, at the end of the class people clap, people smile People sweating. In this moment I say, 'Wow, I love that.' This is the thing I want to do for the rest of my life. 

[Maya] And he did it. He started teaching throughout Colombia and his aerobics classes were a big hit. 

[Beto] I was so big in Colombia...I need more. I know that I can do it. I can do more And I want to come to Miami and I tried four times. But I didn't speak English. I don't have documents. I don't have connections. I don't have car. I don't have nothing. 

[Maya] With VHS tapes of his classes in hand Beto visited gyms around Miami to try and land a job as a fitness instructor. 

[Beto talking on old tape] Are you ready to Zumba?

[Participant] I'm ready to Zumba.

[Beto talking on old tape] Let's Zumba. 

[Maya] He was turned down a lot but he finally got his chance, landing a one-on-one audition with a gym manager. 

[Beto] The audition was only for 15 minutes. But people start to go in and I had like 30 or 40 people around me. And I teach a class for one hour. And in the end of the class, people tell her, 'Hey, this guy is good.' 'Congratulations. Is this the new teacher?' 'You're amazing.' And she told me, 'Okay, can you teach a class in one month here?' I come back to Colombia. I sell all my things, I paid my bills, I finished all my... I cut my relationship with my girlfriend, and I come back with $400 and I rent a little townhouse with $200. 

[Maya] It was around this time in Miami that Beto met Alberto Perlman and Alberto Aghion. Yep, three Albertos. Together they worked to turn Beto's class into a fitness empire. They started with infomercials, selling tapes and DVDs. But as they got closer to success, a tragedy struck and caused investors to pull out. 

[Beto speaks in Spanish] We had $1500 in our account and my partners began losing hope, pretty much saying, ‘this is the end.’ And I said, ‘it can’t be, it can’t be, it can’t be.’

[Maya] His savior came in the shape of a large, orange feline with black stripes.

[Maya] Kellogg's wanted Beto to make a workout video for kids that would go in cereal boxes. 

[Beto] And we continue it, we invest the money again in Zumba and growing it up again. But, thanks to Tony the Tiger. 

[Maya] Zumba now has 15 million weekly participants in 186 countries. Despite having built a global sensation, Beto continues his day job overseeing choreography and music. He says his secret for success is staying humble.

[Beto speaks in Spanish] One piece of advice that I’ll give is that patience and perseverance will take you further than talent. Now, if there’s a little bit of talent and lots of patience, and lots of perseverance, surely there’ll come a moment of success. I waited, I think, more than 20 years for this moment. I never contaminated my dreams with fame or money. Sooner or later, your moment will come.