Two big investors are betting that Zumba Fitness, the Latin American dance-based workout, will have staying power.

Insight Venture Partners, a New York-based venture capital firm, and the Raine Group, a media and entertainment investment firm, have poured tens of millions of dollars into the fitness company, a deal that values Florida-based Zumba Fitness at more than $500 million.

Developed in the 1990s, Zumba has become a breakout hit in recent years. Now, the creators are capitalizing on the craze with media, merchandise and licensing deals.

More than 100,000 instructors in 125 countries each pay $30 a month to be part of the company’s official network, giving them access to new music and choreography. Since 2002, the company has sold more than 10 million instructional tapes and DVDs. The Zumba video game, available on the Nintendo Wii and the Xbox Kinect, has sold more than 6 million copies.

The Raine Group plans to use its extensive contacts in Asia and the Middle East to expand the brand internationally.

In the United States, the firm is surveying potential partnerships with television executives and considering developing a regular show around Zumba.

It is also preparing to offer its first smartphone app to help students and instructors communicate.

– Evelyn M. Rusli,

New York Times News Service