STEP UP DANCE CLASSES
Partner
Universal Studios
Model
Project Based
The
Deliverables
Product Development, Training and Launch
The
Project
January 2011 saw the launch of an exclusive partnership between Esporta Health Clubs (subsequently bought out by Virgin Active) and Universal Studio’s Step Up franchise.
‘Step Up The Dance Out’ was the first fitness DVD from the internationally acclaimed Step Up franchise and followed the success of the three Step Up movie releases which to-date have sold over two-million DVDs to an army of street dance fans from around the world.
The
Approach
Kidztivity Founder, Chris Sharman, developed the concept of delivering classes to children based on the content of the DVD, and worked to confirm the partnership that saw 17 of Esporta’s family health, fitness and racquets clubs exclusively delivering Street Dance courses in time for the launch of the ‘Step Up The Dance Out’ DVD over Christmas 2011.
Chris created a series of 10-week courses aimed at 8-15 year olds breaking down some of the coolest hip-hop routines from the DVD into easy to learn dance steps and sections. Instructors were subsequently selected from clubs before attending a Master Class training session with dancer and choreographer from the DVD, Sarah-Jane Aboboto.