Jazzercise Aims to Re-sculpt Image

Jazzercise is putting legwarmers and leotards firmly in the past with a new re-branding effort led by brand and retail consultancy CBX.

April 6, 2018

Jazzercise Aims to Re-sculpt Image

A fresh brand identity and updated logo have been rolled out across the fitness company's products including the Jazzercise website, apparel, both corporate and franchised gym locations and promotional materials.

Founded in 1969, the company currently hosts more than 32,000 weekly classes in 32 countries.

"The reality is, Jazzercise has continually updated its workouts for the past 45 years to keep them in perfect step with contemporary fitness trends," says Gregg S. Lipman, co-founder and managing partner, CBX. "Jazzercise continues to transform the bodies and lives of thousands of people all over the world. It is every bit as results-oriented as the likes of CrossFit or Zumba. Our objective was to modernize the perception of this brand by better telling its story. This re-branding has laid the groundwork for an enduring and engaging brand, one that acknowledges that sweat is sexy–no legwarmers required."

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