World's hottest fitness craze pulsates with exciting Latin music and movement

In a creative breakthrough for fitness exercise, California Fitness, the premier fitness chain, is infusing party fun into fitness, announcing the first classes ever in Hong Kong featuring the world's hottest new group exercise craze, Zumba. The climax of the official debut of Zumba, a fusion of Latin music and dances in Hong Kong, was a Zumba master class conducted by its creator, Alberto Perez, better known as "Beto" a native of Colombia.

Members who are interested can attend regular classes launching on 5th April. Zumba, translating to "buzz like a bee and move fast," combines low impact cardio and interval fitness movements through easy to follow dance steps to the exciting rhythms of Latin music in an effective fun-filled exercise programme that motivates people to want to continue. Zumba's combination of fast and slow movements also tones muscles, burns calories, and the movements learned can add flair to visits to a night club or trips to a dance floor.

"Zumba goes beyond being yet another exercise class to be nothing less than a revolution as the fun adds a social dimension and also motivates participants to continue, not only achieving physical fitness benefits and a healthier lifestyle but a more balanced and optimistic outlook on life," said Beto, the creator of Zumba.

"California Fitness' enviable reputation for introducing innovations in various fitness offerings and its strong presence in Hong Kong and elsewhere in the region make it the ideal partner to introduce the benefits – and excitement – of Zumba to the largest audience," Beto added.

Beto created Zumba to reflect his philosophy that group fitness classes need a fun and party touch to encourage everyone of all fitness levels not only to participate in fitness classes but to enjoy the physical and psychological benefits of exercise.

"Introducing Zumba to Hong Kong is an important part of our ongoing commitment to help people live better through fitness, as Zumba will offer our members a more dynamic and fun element of exercise," said Steve Clinefelter, President of California Fitness.

"We believe that the fitness benefits and the relieving of stress as well as the fun and social element of Zumba are ideal for Hong Kong's work hard and play hard lifestyle," he added.

For pictures and factsheet download: www.media.upstreamasia.com/pr/Calfitness/ZumbaParty.zip

About Zumba
Alberto Perez created the Zumba fitness programme in Colombia during the mid 1990's when he had forgotten to bring the music he regularly used for his fitness class. He improvised with one of his personal tapes using the Latin music and dance movements he had been raised with and loved, and from then on the class became well received, the first steps leading to a new fitness craze. By the end of 2007, Zumba had trained more than 1,000 instructors and more than one and a half million people are taking Zumba courses on a weekly basis.

About California Fitness
California Fitness, established in 1996, is a wholly owned subsidiary of 24 Hour Fitness Worldwide. California Fitness is renowned for pioneering the fitness Industry in Asia. The company introduced the mega gym concept to Hong Kong with the opening of their first club in the Central district. Currently, with 25 total locations of which 10 are in Hong Kong, 6 in Taiwan, 4 in Singapore, 3 in Malaysia and 2 in mainland China. California Fitness will continue to expand in existing as well as new markets. California Fitness prides itself on helping members live better through health and fitness in the countries and communities that it serves. For more information, please visit www.CaliforniaFitness.com

Press Contacts
Wendy Lee
California Fitness
Tel: (852) 2909 0702
Fax: (852) 2155 6620
Email : wendylee@californiafitness.com

Angel Cheng
Upstream Asia
Tel: (852) 2973 0222
Fax: (852) 2973 6900
Email: angel.cheng@upstreamasia.com