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The Woman's Got "Curves"
Workout Franchise Offers Fun and Fitness
By Teri Brown
o her busy lifestyle. "Curves for Women is great for me because the workouts are quick and to the point," says Guyse. "I go in, work as hard as I can, stretch and leave – all in 30 minutes. And I only have to go three days a week to see results." 
Like most women, Guyse had tried more traditional gyms only to burn out after a month or so. The most time missed at Curves has been a week, and Guyse finds it easy to slip right back into her workouts. "I like it," says Guyse. "Particularly because I can be out of there in a half-hour and feel like I've done a pretty decent job of working out. The machines hit all the major groups: biceps/triceps, hamstrings, glutes, shoulders, abs and obliques."
The whole point of Curves isn't to get a hard body – it's to get a healthy one. Founder, Gary Heavin, and his wife, Diane, opened the first Curves in Harlingen, Texas, in 1992 with the goal of creating a place where women of all ages and sizes could get fit in a fun, supportive and comfortable atmosphere. By 1999 there were 860 locations across the United States. Gary Heavin believes there are many reasons for Curves' success, but one of the most important factors is the atmosphere.
"The majority of women, whether in shape or not, prefer to exercise in an environment comfortable for women, and Curves really caters to that preference," says Heavin. "Curves also offers a community of support."
Heavin and his wife believe that too often women were second-class citizens in the gyms of America. "We believed that we could create an environment of support for them and a time-efficient, fun fitness program operated by former members who understand their needs," says Heavin.
Many of the owners and managers of the Curves franchises are women working toward their own fitness goals. This understanding and empathy is part of what gives the franchise its supportive atmosphere.
Beyond the unique environment, Curves is also unique in its advertising strategy. Curves' success has spread primarily through word of mouth. It was only this year that Curves launched a national advertising campaign.