ABSTRACT
Bokwa is a group fitness program developed by international fitness personality Paul Mavi, a leading Los Angeles-based Group Fitness Instructor. Tapping into his native South African roots as a dancer and musician, Paul developed Bokwa for his own classes over an 8-year period. Bokwa Fitness became very popular very fast in Los Angeles. The program was an alternative to other music-based programs, like Zumba, and offered a wider selection of music. Paul and his partner had a great start on building the Bokwa brand: a known subject matter expert and personality in the space, a unique name, and a colorful logo with an origin to Paul's Swahili roots. A Facebook fan page was created for Bokwa; a corporate brand page to be the focal point for information about the business, the leader (Paul), the program and the achievements of the company.
