“We treat every new launch as a experiment and as a hypothesis that we're testing… even features that we launched last year we check in on them and say is this still working for our users is this still delivering the results that we need.”

Treat Every Launch as a Hypothesis — Even Successful Features Get Checked Again Later

Zumba's team built a culture of continuous hypothesis testing — not just for new launches but retrospectively for shipped features. A feature that worked six months ago might be underperforming now. Lucy described this as non-attachment to ideas: the only goal is app improvement, not defending past decisions. This mindset especially matters at a 24-year-old brand where legacy thinking runs deep.