Imagine a bespoke workout for women where captivating splendor of simple effective movements are gently decorated by flamboyant postures. Airy bustle of feminine sinuous lines awaken the senses to fun, joy, lightness & freedom. Inspired by the guarded secret tableaux transcending epoch & civilizations, it enchants you in awe.
A workout that celebrates inner strength & beauty cloaked in the endearing fragility of womanhood. Infused by centuries-old traditions & learnings. An exalt to the evolution of movement itself, every workout session paying obeisance to a variety of body movement forms like – dances, meditation, martial arts & contemporary fitness regimes. Embraced by women with illustrious backgrounds, tempered by global influences & exposed to bespoke experiences.
Yes there is a real workout born out of such imagination – ZIMOVA Inc.
For over 10 years, the ZIMOVA brand has discreetly served the finest strain of modern affluent women across their fitness studios in Delhi-NCR. Now available online through www.ZIMOVA.fit to discerning ladies across India, USA, Germany, Japan & Italy who refuse to submit to the ordinary. Enter the world of ZIMOVA.
Founder-Promoter Farha Kapoor easily embraces the tag of ‘global citizen’. Born in India, educated in the USA and now in online business across Asia, North America & Europe. A rare combination of the clichéd Creativity-meets-Technology, she heads the operations of her fitness company ZIMOVA Inc, in the Online Workout for Women space. A Networking Engineer from the University of Virginia, she is a certified Cyber Security Specialist who still keeps up with this passion by constant re-skilling in the space.
She brings a refreshing experience to Online Women Workouts with creativity & technology that set her brand apart from the rest. One hour of exposure to this workout, and women feel addicted to it. Built on very extensive global research among women – variety, fun, ease, comfort & effectiveness are the hallmarks of this product. To weed the pain out of online instructions, there is a unique visual instruction system that makes following the steps very easy, even without an instructor to guide you. And if you want it really easy, there is a mild version going on simultaneously (to switch to) for those whose bodies find it too tasking to follow the standard version.
Farha adds, “Knowing from experience that boredom is the number one cause of loss in membership, we go through a lot of toil to ensure that excitement & fun are a primary part of our fitness product. Being a movement based fitness product, we infuse it with a variety of movement & sound influences from across cultures. Following closely, the second cause is physical difficulty of practicing a fitness regime, across most age groups in women. We have worked with experts to uncover movements that are simple (read easy) to perform yet achieve a significant result. This gives us greater success in the 35-60 yrs age range of women members”. No wonder their membership has acceptance across cultures, age groups, countries and is growing fast.
With the global pandemic unleashing havoc over businesses since 2019, we live in a changed world. It has changed how we live our daily lives. According to industry estimates, subscription based online workouts have grown globally at a galloping rate of 76% per year between 2019 & 2021. Players must adapt, adopt & act fast to the changing customer needs and preferences. When asked what she felt was the secret to business success for online workouts, Farha said “My team is driven by a one sentence goal with three imperatives – make our workouts easy on the woman form, never let boredom set in and make online instructions easy to follow – this seems to have worked for us brilliantly. Technology, though extremely important, must be the hidden enabler of success. It is present but is not even felt and thus gives a closer studio-workout experience to members”.
With online businesses rising fast, it seems fitness & workouts will see much more innovation, creativity & technology adoption than we have ever seen before. Challenging the Gyms & Studios from the days of yore. But how does one market their brand in a clutter where everyone seems to be offering services online. We were very curious to find out because she confessed that her band has not yet spent a single marketing dollar on online ads or inorganic social media. Very reluctantly, she shares that “The secret sauce in our global marketing mix is to form collaborations & alliances with women-centric services driven companies to create exciting online product-introduction experiences. It is way better to show them than to tell them. Our online event partners usually bring a great turnout in their spheres of influence which gives us quick market penetration”.
Online Workouts for Women seem to be a great business. It offers flexibility of time & space for the practitioner, especially for women who have the arduous task of finding balance between work & family. More power to the women who can do that and to those who make doing it possible!
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