The history and secrets of the success of Bokwa told by the co-founder and CEO Johann Verheem

 

As with any great success, even behind the success of Bokwa, one of the most important innovation in the fitness world, there are people: Paul Mavi, personal trainer and Group Fitness instructor prominent in the city of Los Angeles, and Johann Verheem , American entrepreneur successful.

Just with Johann Verheem, co-founder and co-CEO of Bokwa Fitness, I wanted to investigate the phenomenon of exceptional Bokwa.

Johann, how the Bokwa project was born?

Bokwa was originally born in Los Angeles, when my partner, Paul Mavi, started doing a group exercise class with load music and basic steps. His objective was to make fitness fun and accessible to everybody. With basic steps and his powerful presence, his classes grew to a 150 people, because people were having so much fun. It took a while to formulate and understand that the steps can be structured as letters and numbers, which made it even easier for participants to learn – you did not have to be a dancer to do Bokwa.

When did you realize that Bokwa could have a global success? Do you remember the exact moment?

I attended a Master Class in Lancashire England in the middle of winter on a Sunday night. About 200 people attended, of which about half of the attendees were doing it for the first time.  About 10 to 15 minutes into the class, everyone was dong the movements as if they were practicing for years – it was an amazing site. I thought to myself, this is really easy to learn.

Then when the class ended, people did not want to leave, they wanted another 15 minutes. Then after another 15 minutes, people still did not leave, they kept on chatting and “Buzzing”. That is when I realized, this is really something different – everyday people, everyday music leading to an amazing experience. This is where I decided to join Paul and Bokwa  as business partner. 

In how many countries in the world people do the lessons Bokwa?

Over 40 countries and growing fast.

Many people see the Bokwa as an attempt to achieve a success such as Zumba. What are the most important differences between Bokwa and Zumba? What is the key to the success of Bokwa?

There are dozens of group fitness programs out there that are following the same formula – some form of culturally inspired dance with choreographed steps. (Les Mills, Batuka, Zumba, Marsala Banga…etc.  etc…) Bokwa is completely different. There is no choreography, we use structured steps that resembles letters, numbers and shapes that anyone can follow, yet that becomes exciting enough that we have world champion dancers addicted to it. We use everyday music and we are truly for all ages. In one class, with the same song, people of all ages and abilities can truly express themselves and get a great workout.

In your opinion, what is the life cycle of the bokwa? It ‘a trend of the moment or something that will last over time?

Bokwa is built on creating a remarkable experience for the participants.  Furthermore we are committed to building a company with an inspiring and lasting cultures amongst our employees and instructors. With these value at our core and visible to everyone, Bokwa has become a movement, not a trend. We intend to remain innovative, focussed and committed and build our brand for years to come. 

Is there any news on the horizon about Bokwa?

Bokwa is introducing our first new program next month and we are now launching globally on consumer television channels.

How many certified instructors have in Italy? In how many gyms in Italy people do Bokwa lesson?

We are getting close to 1,000 instructors in Italy and expect to have about 2,000 by Rimini 2014.

How to become bokwa instructors?

Instructors can enroll in certifications at www.bokwafitness.com. Certifications are being offered all over 

Italy. 

Last May you and Paul Mavi have participated for the first time at the event Rimini Wellness. Did you like this event?

Rimini was a fantastic event and generated  lot of interest in Bokwa. It was well organized and a true global celebration of group fitness, unlike anything else in the world.

From foreign observers what’s your opinion about Italian Fitness Market?

The Italian fitness market is trend-setting, sexy and vibrant. I think Italia will be a defining market for Bokwa 

and we are excited to see the rapid growth. It is an essential market to succeed in for any global fitness enterprise. 

 

In your opinion, in addition to Bokwa, what will be the new fitness trends worldwide in the next future?

I believe group fitness in general will be a major trend. Exercise is a social and emotional experience and no technology can replace good personal instruction. I have been in the fitness equipment business on a global scale and I think this segment will face strong competition from group fitness. In this age of social media 

and or redefined social interaction, group fitness will flourish. I believe health club chains have to realize the value of the group fitness instructor and the value of the instructor’s personal relationship with the participants. At Bokwa, this is and will remain our core focus – we are as strong as our instructors.

Carmine Preziosi