On a recent Saturday at lunchtime Michael Aredes leans his bike against a park bench. He's in a white helmet, sweating from his ride and holding an iced coffee from Dunkin Donuts in a plastic cup.

LITTLE ROCK — The founders of Zumba, the Latin dance fitness craze, know how to play the marketing game. Just as a fast-food chain must invent original ways to combine ingredients to generate new ...

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