Anatomy of a successful format launch - Zumba

I'm always wondering how to market my many genius specialty formats to the world and so I love to find out how others have accomplished that goal. Zumba is a perfect example. Their website chronicles the steps the instructor took to bring his concept to the world:
http://www.zumba.com/us/about/
Notice how he established brand and demand and then aligned with all the right people and organizations (i.e. AFAA, ACSM, etc). Shows that there's more than one way to get your format to the world and you don't necessarily need it approved by the 'experts' first to do it.