ESPORTA HEALTH CLUBS/UNIVERSAL STUDIOS/REDSKIN MARKETING STEP UP DANCE CLASSES

(2010 - 2011)

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BRIEF:

Product Development, Training and Launch

PROJECT:

January 2011 saw the launch of an exclusive partnership between Esporta Health Clubs and Universal Studio’s Step Up franchise.

‘Step Up The Dance Out’ is the first fitness DVD from the internationally acclaimed Step Up franchise and follows 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.

Chris developed the concept of delivering classes to children based on the content of the DVD and worked to confirm the partnership that has seen 17 of Esporta’s family health, fitness and racquets clubs exclusively delivering Street Dance courses linked to the launch of the ‘Step Up The Dance Out’ DVD on 27th December.

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.

 

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