You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Zumba Built a Brand with a Cult Following in Just a Few Years A Reporter Shakes Her Booty With Zumba's Chief Marketer and Witnesses the 'Electrifying Joy' That Characterizes the Fitness Craze By Alexandra Bruell, Published on August 20, 2012 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.