“I wanted to thank Caroline for taking the time to answer my questions and being my first of hopefully numerous interviews with women in the sport industry. Caroline is originally from Brazil and currently lives in Miami where she is now the Chief Marketing Officer for Zumba Fitness, a leading fitness program.” – Zara Halabu

What did you study in college, and how did your educational background shape your career in the sports business?

Although I started in business, I transitioned to Communication with a minor in International Business. The combination of both made me a well-rounded professional for my field.

Can you share the key milestones in your career that led you to your current position in the fitness industry?

I started my career in Fashion, working for Levi Strauss for 7 years. During my time at Levi’s, I learned a lot about consumer insights and the importance of always listening to what customers have to say. It’s important to identify their frustrations/ needs and design products/solutions catered for them. In a fast environment like fashion, it’s key to always be on the look out for what is next and curious about trends. I carried this principle and way of working into fitness and quickly understood that despite being an industry where most consumers are women, they were not necessarily being heard.

What are some of the biggest challenges you’ve faced as a woman in business, and how did you overcome them?

There are very few women in leadership positions in fitness. Most executive roles are occupied by men who have very different needs and often don’t understand what a female audience wants. I managed to differentiate myself in my industry by becoming a spokes person for women in the category – highlighting their wants, needs, challenges and identifying gaps where new products could emerge. By working for Zumba, I understood that they needed an outlet to workout and a way to enter fitness in a non-intimidated manner. If you can empathize with your customer, you can predict their next move and stay ahead of the game.

Balancing a career can be demanding. How do you manage work-life balance, and what strategies have worked well for you?

Know how to prioritize – always ask yourself what is the return on this task and is it worth my time. It’s very easy to want to accomplish it all but the reality is that it’s simply not possible. Also, empower people around you to help, encourage them to take initiatives and reward them when their actions pay off.

Have you had mentors or role models who played a significant role in your career? How important is mentorship for women in business?

Yes, my first manager was a great mentor. Having someone in the early days of your career mentoring you can be what sets you apart and helps you get ahead. Their experience is priceless if you are willing to learn. Find a person you admire and don’t be embarrassed to ask for that guidance. I always tell my team that as a manager, your biggest legacy is the development and impact you can have in other people’s careers.

How do you approach networking in your industry, and how has it contributed to your professional growth?

Networking can happen every day. It’s all about being curious. Meet people, ask questions, listen and learn. I also try to attend conferences, listen to podcasts and connect with hosts, and social media. Not only does it help with career development, but it can be inspiring and motivating.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports business?

Unfortunately, not. Women are still catching up. The Fitness industry has grown exponentially post COVID and thanks to that we are seeing more opportunities for women to take an active role.

How do you stay updated on industry trends, and what advice do you have for staying relevant in a rapidly evolving business landscape?

Conferences, relevant publications, AI, networking events, etc

What advice do you have for young women aspiring to build a successful career in the sports and fitness industry?

Know your customer, understand the data and know how to use it to drive actions. More importantly, be confident in your skills and knowledge. People will listen if you can articulate your ideas in a confident, strategic way. Listen to your intuition and block the noise.

What aspects of your work in the sports and fitness industry do you find most fulfilling, and how do you hope to contribute to the industry’s growth and positive impact?

The most fulfilling aspect is to know that you are selling a product that is making people healthier and happier. It’s not something to be taken for granted. You find purpose in your everyday tasks.