Curves: Empowering Women Through Accessible Fitness

Curves is a pioneering fitness franchise dedicated exclusively to women, offering a supportive and efficient workout environment. Founded in 1992 by Gary and Diane Heavin in Harlingen, Texas, Curves introduced a novel concept: a 30-minute circuit training program combining strength training, cardio, and stretching, tailored specifically for women. The success of this model led to the launch of its franchising program in 1995.

Today, Curves is headquartered in Waco, Texas, and has expanded its presence globally, with locations across the United States, Canada, Australia, New Zealand, and several other countries.

The Curves workout is designed to be time-efficient and effective, focusing on strength training—a component often underrepresented in women’s fitness programs. Each session is guided by a Curves Coach, ensuring personalized attention and support. In addition to exercise, Curves offers nutritional guidance and wellness education, taking a holistic approach to health.

What sets Curves apart in the competitive fitness industry is its unwavering commitment to creating a non-intimidating, community-oriented space for women. By eliminating common barriers such as time constraints, high costs, and the often-daunting atmosphere of traditional gyms, Curves has made fitness accessible to women who might otherwise feel excluded.

Training

Curves provides a structured training framework to ensure that franchisees and their key personnel are fully equipped to operate a Curves fitness and weight-loss club. The training is mandatory and must be completed before the franchise can be opened. Below are the training programs included:

1. Initial Training Program
   Curves requires franchisees to complete an initial training program, which involves a $5,500 Training Fee paid before signing the franchise agreement. This training includes registration for 2–3 individuals from the franchise team. The program must be successfully completed by the franchisee and designated personnel to be authorized to open the club.
2. Supplemental Training for Additional Personnel
   If more than three individuals attend the initial training, additional registration fees may apply. These individuals must also meet the training completion standards set by Curves. The franchisor determines successful completion based on test results and observed competency.
3. Technology and Software System Training
   As part of the onboarding, franchisees are trained to use the proprietary Curves operating system and other integrated technology platforms. This includes setup and support for systems managing club operations, requiring a monthly Technology Fee of $275. This component ensures consistent operational standards and data management across all franchise units.

Territory Protection

Curves provides its franchisees with a designated “Approved Location” for operating their club, but it does not offer exclusive territorial rights. While franchisees must select a site approved by Curves and receive assistance in site selection, this does not prevent Curves from granting other franchises or operating corporate locations nearby.

The franchisor retains full discretion to approve new clubs in proximity to existing ones based on their internal criteria. Additionally, the franchise agreement does not prohibit Curves from placing advertisements or promotional activities in any geographic area, including one where a franchisee is already operating.

Although franchisees may develop and propose local advertising plans, these must align with Curves’ brand standards and receive written approval.