“People really didn't want to engage not in the context of the class they weren't looking to take the class and then go into a community and talk about it… we're going to try again with a more contextual approach.”

"If You Build It They Will Come" Community Failed — Contextual Engagement Is the Answer

Zumba built discussion threads around classes — users could chat about their health journey or the workout they just took. Almost nobody participated. The insight: digital community needs to be embedded in the moment of experience, not offered as a separate destination after the fact. Their next attempt targets contextual interaction during the class, not a standalone forum.