Media Coverage of Ceroc Enterprises Ltd

19th August 2000 Floor exercise: Ceroc, the discipline brought to Britain from France 20 years ago by James Cronin, allows participants to dance themselves fit Photograph: ANDRE CAMARA Stay in step for a healthier body Victoria Walker Why so many fitness fanatics have decided to take to the dance floor WHEN I crept into a class at the largest flamenco school in Britain, La Escuela de Baile, what struck me were the huddles of dancers helping each other to perfect certain moves. It was early and the teacher had yet to arrive, but there was already an atmosphere of camaraderie and the tension of concentration was something I had never experienced in an aerobics or circuit class. And this is the very essence of flamenco. Katharine Giffin insists that it is for everyone. "Anyone can do it. You don't have to be a size eight. It is more about attitude than knowing the steps," she said. Alison Whitehouse, 40, has been dancing flamenco for six years. "It is very earthy and rooted in reality," she said. "It is all about men and women being in control and expressing their personalities and feelings. When you think about contemporary dancers you automatically imagine thin, 18-year-old girls. But some of the greatest flamenco dancers are big women in their 50s." Flamenco is a term that covers folk dances, songs and music, and is associated with the Gypsy communities of southern Spain, especially Andalusia, and has been popular there for more than 400 years. Rosi Reed, administrator of La Escuela de Baile, believes that its popularity is explained by its ability to evolve. Although the dancers of today are taking part in a form of dance with a long history, they are very likely to be practising modern moves. It is impressive to watch and, to judge from the crowds that flock to watch Joaquin Cortes, flamenco has a worldwide appeal. Rhythm is important and the dancers use the beat to form rhythmic and syncopated movements. All parts of the body are used to interpret the rhythm, from hand claps to foot stamps and myriad hand, arm, torso and leg movements. With such a rigorous, full-body workout, it is not surprising that the people in the class looked so toned. Dance can provide excellent aerobic exercise - and many choose it over aerobics to keep fit. Many clubbers go because it helps them "keep thin". The modern club scene may seem far removed from flamenco, but in terms of fitness, the disciplines are close. Any kind of aerobic activity that gets your heart pumping and your main muscles moving is good exercise, and clubbing is no exception. But aerobics, flamenco and clubbing are solo activities. What if you are a team player, or a more romantic type?   'Dance provides excellent aerobic exercise. It can do as much good as a session in the gym' For a long time in this country the only option open for dancers who prefer company was ballroom. And it was into this environment that James Cronin launched his form of partner dancing, Ceroc, or clubbing for couples, at the Porchester Centre in West London 20 years ago. "There were 30 people on that first night," Cronin said, "but six months later there were 700." Annual nationwide ticket sales are up to 350,000, so Ceroc has built up a following. But what is it? Ceroc evolved from a French hybrid of jive and rock'n'roll. Popular among smart Parisians, Cronin brought it across the Channel, interpreting his own version for launch here. Ceroc has become something of a social meeting-place; Viktor Andeke said he was initially sceptical. "But James [Cronin] asked me, so I went along with a friend. We had never seen so many women in one hall," he said, "and after that I was hooked. It is good that you can dance with a girl without her thinking you are after something else." Andeke is now a teacher and runs classes with Lydia Maurer, his girlfriend, whom he met while dancing. Maurer is impressed with the improvement to her shape since she started dancing Ceroc. "When I first came to England I used to go to the gym every day. But since I started Ceroc, I've lost a lot of weight and I only do it twice a week." I went to their class at Fulham Town Hall. The first 45 minutes were devoted to learning moves, followed by a short break and then a 30-minute advanced class. The evening was rounded off with 90 minutes of "freestyle" where couples spin and dance to funky music. And it was good fun. Although Maurer led the way with hot pants and crop-top, most people wore casual clothes and there were even a few straight-from-the-office suits around. Indeed, men outnumbered women. "The average Briton does not want to look stupid, but can't be bothered with dance classes. Ceroc is a breath of fresh air for guys, as it is easy to learn, looks cool and is supported by short lessons before the club begins," Cronin said.

July 1999 Issue: SWING YOUR PANTS If those funky Gap TV ads have inspired you to buy the khakis, now it;s time to learn the dance. Ceroc is the new way to get really fit, have a good laugh and meet people with matching khakis. If you wondered why the people in the ads are all so happy, it's probably because getting active makes your brain produce endorphins which lift your mood and make that whole exercise thing seem painless! Ceroc is open to all levels and abilities, so even if you think you've got two left feet, you can make up your own dance. And since there are lifting moves, you can swing your man around the room for extra laughs. Want a go? Call Ceroc Enterprises on 020 8846 8563.

May 1999 Issue: DANCE YOUR WAY TO FITNESS (This article about Ceroc was part of another article where the protagonists talked about the benefits of dancing...) Ceroc is a form of Rock and Roll dancing done with a partner. It is a strong aerobic workout if done properly and is also good for general flexibility and agility

Article from The Eastern Herald Newspaper March 4th 1999. STEP INTO NEW DANCE CRAZE! A brand new dance craze that is sweeping the nation is coming to town. Ceroc is the fastest growing modern partner dance in the UK and Bishop's Stortford-based Angie De Falco, of Meadowset Close, will help to demonstrate the new craze at a launch party on Wednesday, March 10. Freestyle demonstrations of the dance routines will be given by Angie and dancing partner Dave Pearson on the opening night party at Our Lady of Fatima Church Hall, Howard Way, Harlow at 7.45pm. Ceroc style is set to top the 80s Lambada craze but is much easier to learn, according t Angie. Even if you can't dance you still have a good chance of picking up the steps, she says. Lessons in the stylish, French-based move it and groove it dance will be held every Wednesday, from March 24, and details are available on 01462 686 227.

JIVE TALKING The craze for French-style Ceroc dancing is spreading, and with good reason. It's a great way to improve your fitness, andspice up your social life. The weight-bearing, jiving motion protects against osteoposis, gives your heart a workout, and stimulates your brain to release endorphins, giving you a natural high. And, because you need to dance with a partner, you can't be a wallflower! Classes are held nationwide. For more information call 0181 846 8541.

NEW DANCE CRAZE SPARKS OLD-FASHIONED ROMANCES, Article 9 July 1995 Britain's bright young things have found a distracting new past-time: Ceroc, a hybrid form of Jive-dancing imported from Paris and sweeping Britain's dance halls. The craze, attracting 500 new "ceroccans" each week, has spawned a network of classes which have become the trendy new meeting place for young professionals. Thousands are leaving work early to attend them in the early evening at nightclubs throughout the country. In the past three months a thriving social scene has developed around Ceroc, and romance has often flourished between the lawyers, accountants and bankers who attend the classes. Part of the attraction is that those learning the "Wurlitzer", "Yo-Yo" and "Shudder slide" change partners every five minutes. "I met my girlfriend Jane at Ceroc about three months ago," said James Goldman, a 25 year-old barrister. "I was a bit wary of taking a class but my step-brother said it was a good place to meet girls. Most of the people are middle class and quite lively and social. Its just a really good evening out." The dance, a cross between jive and American rock and roll, was brought to England from Paris 15 years ago by James Cronin, grandson of the author A J Cronin. He modified the dance--popular among French Sloanes--ading extra steps and simplifying the moves. One of the secrets of its popularity is simplicity: He claims that even the most graceless dancer can master the moves. "It's very easy for guys to look good dancing it, although it's usually more difficult for them because they have to lead," he said. "The dance was very smart in Paris --a deb thing to do--but here it's more casual. It's only recently that the whole thing's gone ballistic." About 1,500 people take ceroc classes each week in London. Last week at The Garden nightclub in Fulham, west London, Mr Cronin's wife Janie, who teaches the dance, put 300 novices through their paces. "Twist the lady to the right...step back, slide, raise your right hand to release the lady..wrap the lady into your side...be sure you look up," she shouted through her microphone headset. "I just love doing it, it's very social," said Jenny Wills, 27, a nurse who has danced for over a year. "I tend to come twice a week, it's very addictive. A lot of regular "ceroccans" go to quite a few different venues". The classes cost £4.50 for an evening and the bar is open late. The music ranges from Motown classics to M-People, Madonna and the soundtrack of Grease. Cal Verlin, 25, a business development manager with an investment company, is quite overt about his intentions. "The women are beautiful, brilliant," he said. "You wouldn't see half as many good-looking women in a nightclub. It's addictive."