Jazzercise taps Super Nice as creative partner for growth push

Jazzercise has named Atlanta-based Super Nice as its creative partner as the 55-year-old dance fitness brand looks to refresh its message and reach a new generation of members. The move is aimed at expanding national marketing and sharpening how the company communicates the mix of fitness results and community that has defined the brand.

Why it matters: - Jazzercise is trying to grow beyond its long-time base and appeal to younger fitness consumers who want both results and connection. - The partnership gives Jazzercise a dedicated creative team as the brand expands national marketing and refreshes its story. - The deal underscores how legacy fitness brands are leaning harder on agency partnerships to stay relevant in a crowded market.

What happened: - Jazzercise named Super Nice as its creative partner on Aug. 4, 2026. - The announcement came from Atlanta, where Super Nice is based. - Jazzercise said the collaboration will help fuel the next phase of brand growth. - Super Nice is an independent creative agency founded in 2025.

The details: - Jazzercise has been in the market for more than 55 years. - The brand describes itself as a global dance fitness company built on science-backed workouts and community-driven classes. - The partnership is designed to strengthen communications across channels. - The work will also support deeper audience engagement. - Jazzercise plans refreshed creative expression, expanded national marketing and new storytelling aimed at today's fitness consumer. - Shanna Missett Nelson, CEO and chief choreographer at Jazzercise, said the brand is building on a strong foundation while evolving how it tells its story. - Nelson said Super Nice shares Jazzercise's ambition to help more people discover the brand's mix of results and experience. - Jared Kozel, co-founder and chief creative officer of Super Nice, said the agency wants to honor Jazzercise's legacy while introducing the brand to a new generation. - Super Nice says its capabilities include strategy, creative, production, social and experiential work. - The agency says it works with brands including Norwegian Cruise Line, Lenovo, Delta Air Lines and Allstate. - Super Nice also says it was named one of The Drum's Top 100 Independent Agencies. - More information is available on Super Nice's website.

Between the lines: - Jazzercise is positioning itself as more than a workout brand, with messaging centered on confidence, friendship and belonging. - The company is signaling that its next growth phase depends on better storytelling, not just product or class offerings. - Super Nice's pitch fits that strategy because the agency markets itself as senior-led and audience-first.

What's next: - Jazzercise and Super Nice will roll out refreshed creative work across national marketing channels. - The new messaging will focus on how Jazzercise has evolved for today's fitness consumer. - The partnership is expected to help Jazzercise widen its reach while keeping the brand's community identity intact.

The bottom line: - Jazzercise is betting that a sharper creative platform can help turn a decades-old fitness brand into a growth story for the next generation.