Curves has been specializing in women’s fitness for 25 years. Global Franchise talks to Joanna Dase, European Operations Director about this successful global franchise
Tell me about Curves
For over 25 years, Curves has been a proven business model designed especially for women, offering a supportive, welcoming and safe environment in which to help our members achieve their goals. We empower women to transform their lives through regular 30-minute full body strength training circuits. We have more than 4,000 clubs in over 80 countries.
How did you start, and what was the original idea?
The first Curves club was opened in 1992 as a fitness and weight-loss facility designed especially for women. The aim was to provide somewhere to help support and empower women to acquire a habit of exercise and become healthy physically and mentally, as their wellness flourishes. Curves provides a comfortable environment where women can get all the exercise they need, together with their friends, in just 30 minutes. Curves clubs have a supportive team who coach and motivate our members as they enjoy their workouts.
What makes you different from your competitors?
We are driven by a common passion, a commitment to empower women to improve their lives. This passion manifests itself in our caring support for our members and in our belief that if we deliver our programs and products with the highest level of excellence, we can make a real and lasting difference. We do not operate alone in this mission; we are strong because we have built a community of people with common values and objectives.
Tell me about the Curves Circuit?
Our Curves circuit is designed for safety, simplicity and effectiveness. These machines adjust automatically to every woman and fitness level, providing cardiovascular exercise with strength training through safe hydraulic resistance. This provides an effective workout whilst also protecting the joints and increasing bone density. Specifically designed for women, every low-impact machine works at least two muscle groups and as many as four at any one time. With the Curves Circuit, the upper body, lower body and core are given a full body workout in just 30 minutes. This is designed to ensure the right form and the right resistance are achieved with maximum results during each workout. Our ‘next generation’ Curves SMART sensors provide instant feedback, precision workouts and progression reports to help our members achieve their goals and monitor their progress.
What is the appeal for customers of Curves?
Curves offers a community of support with one-on-one coaching to help members achieve their goals. Each Curves club creates a non-judgemental and welcoming environment in which women of all shapes, sizes, ages and fitness levels can work out and reach their health goals. When a member joins Curves, they join the family. Our boutique clubs foster a community of like-minded members, who support one another during their fitness and weight loss journeys. With a Curves Circuit Coach being there every step of the way to teach and motivate, our members never feel isolated or alone as they progress through their health and fitness journey. Our 30-minute strength training workouts are fun, fast and effective and appeal to women of all ages and all fitness levels. Members receive monthly coaching sessions with our Curves Coaches to assess results and receive nutritional advice in order to help achieve and maintain the healthy lifestyle and weight management.
How many franchises do you operate and where are they?
With over 25 years in the fitness industry, Curves is a proven business model and we continue to expand. Currently we have over 4000 Curves Franchisees Globally and over 2.4 Million women members working out daily! We have clubs in the UK, Ireland, America, Far East and Central Europe to name a few!
Tell me about the training and support you offer a new franchisee
We have a dedicated team of experienced specialists whose role is to ensure support in every aspect of running your Curves Franchise. A number of our Senior Management team (myself included) have opened and successfully operated our own Curves Franchises, so we know from practical experience the challenges you may face, and more importantly, how to overcome these. From day one, we provide support with business plans and finding a suitable location. We assist with the lead-up to opening of your club, working closely with our Operations and Marketing teams to ensure a successful opening for you. All new Franchisees are invited to attend a five-day Curves Comprehensive training course which covers topics such as Our Brand and Values, Service, Sales, Our Curves Circuit, Marketing and Promotion and Member Growth, Member Retention, Staff Training, Recruitment and Reporting. Our aim is to support our Franchisees every step of the way, ensuring your new franchise is a huge success for you and your members. In the final weeks leading up to the opening of your new Franchise, a Curves mentor will also help by visiting your club and will work with you during your the first week of opening, providing support and ensuring that everything runs smoothly.
What training and support is provided once I open my new Franchise?
A new trainer programme has been designed and implemented for all our new Franchisees to follow with their staff, and there are online training portals, in-club and phone training available to all members of staff at all levels. Regional meetings, workshops and training sessions are also scheduled throughout each year to ensure all our staff continue to meet the high service levels we provide. ARegional Business Development Manager (BDM) is assigned to you and your club to provide regular support and advice to help grow your business effectively. A Regional Community Network enables you to share best practices and gain additional support from other Curves franchisees.
What are the qualities you look for in a prospective master franchisee?
Personality, drive, passion and entrepreneurial spirit are all key elements to running a successful Curves franchise, as is a passion for health and wellbeing, and fitness in women. Additionally, we are looking for people with a keen business acumen, who will thrive in a growing fitness industry.
Who should prospective master franchisees contact?
Please contact Ross McManus, our Regional Manager at RMcManus@Curves.com or infouk@curves.com for more information.
Or through our website www.curves.eu.
AT A GLANCE
Name of franchise: Curves International
Established: 1992
Number of franchised outlets: Over 4000
Location of units: Globally: UK, Ireland, USA, Canada, Scandinavia, Central Europe, Africa, Asia, Far East and Middle East
Investment range: £35- 40K
URL: www.curves.eu
Contact: Ross McManus, Regional Franchise Sales Manager RMcManus@Curves.com / infouk@Curves.com +44 (0)7561 404 517 mobile +44 (0)7534 966 622
