Ethnic appeal

Lifestyle diseases

The prevalence of diabetes, hypertension and cardiovascular diseases among immigrants with Pakistani, Turkish and Arabic background is higher than among ethnic Danes. It is widely known that doctors encourages ethnic minorities to exercise in order to hedge against lifestyle diseases caused by unhealthy diet and lack of exercise.

The cultural aspect

Bhangra dance has become an international dance that appeals to all kinds of audiences. There is an aspect of Bhangra, which makes it suitable for ethnic minorities and that include people from Pakistan and India in particular. However, I have learned that even people from the Middle East and Turkey are interested in Bhangra fitness as I am contacted by these nationalities very often. The reason is that Bhangra is a cultural dance which is danced to all kinds of festive occasions, particularly weddings and parties. Many immigrants are therefore motivated to learn Bhangra dance. As regards the older group of Pakistanis and Indians in Denmark and other countries, they used to live in the Punjab region, where Bhangra dance originates from. For this reason they are more interested in Bhangra music and dance, than other dance styles like Bollywood or Zumba.

A new target group

Major barriers for the above mentioned target groups to go to a sports club today, are lack of native language skills, cultural understanding and modern forms of exercise that does not appeal to them .Bhangra fitness is motivating for these groups because:

It is a cultural form of exercise that they can relate to
They can identify with the language, music and movements
They have the opportunity both to meet people with similar but
also different cultural backgrounds and exercise together
They can exercise with their children or other family members

Bhangrabeats gives sports clubs and fitness centers the opportunity of attracting a new group of people and offer a form of exercise that they feel comfortable with.