“We saw that about 70 even more% of the people coming through onboarding were saying that they were beginners we did research to validate that so now really we're really focusing the product on that beginner experience the intensity of the classes the complexity of the classes to try to cater for that audience.”

75% of Users Are Beginners — So the Whole App Should Be Built for Beginners

Zumba had a brand built on die-hard fans but discovered through onboarding data that 75%+ of app users were self-identified beginners. The correct response was to stop trying to serve all segments and double down on beginner content — simpler choreography, lower intensity — so that audience actually reached the aha moment and stayed.