Posted on 11/26/2004 12:12:13 AM PST by Cincinatus' Wife
HOLLIS, MAINE - On a winding country road in the middle of nowhere, a building that once housed an antique shop now holds groups of women working out. Curves, a no-frills fitness club for women, can be found in the oddest places.
Targeting women in small-town America is part of the company's business strategy — and it's working. Curves has grown to more than 8,400 franchises in all 50 states and 28 countries, making it by far the world's No. 1 fitness center in terms of number of clubs. One in every four fitness clubs in the United States is a Curves, including 44 in the Houston area.
In some ways, Curves is the anti-club: no treadmills, no saunas, no locker rooms, no mirrors, no aerobics classes, no free weights. Forget the spandex — sweat shirts rule.
Members work out on eight to 12 hydraulic resistance machines, stopping between stations to walk or jog in place. The clubs' standard routine is over in 30 minutes and is designed to burn 500 calories.
While other clubs go after the prized 18-to-34 demographic, Curves' customers are more likely to be aging baby boomers.
Houston connection
Sharon Morrison, owner of five Curves in Maine, including the one in Hollis, said there's a comfort level and camaraderie at Curves that women can't get elsewhere. At the same time, she said, they're losing pounds and inches.
"I had joined so many clubs in my life, and all I had lost was money," Morrison said.
The company is the creation of Gary Heavin, 49, who heads Curves International in Waco. Heavin was a millionaire by age 30 after taking over a failing health club in Houston and expanding it into a chain of 17 clubs. But then came a divorce, bankruptcy and business failure. He spent 2 1/2 months in jail when he couldn't make child support payments.
In 1992, Heavin and his second wife, Diane, opened the first Curves club. It was small and simple, a place where women could feel comfortable.
Three years later, Heavin was selling franchises, and by 1998 there were 500. Curves aims to have more than 25,000 — including 8,000 in Asia and 8,000 in Europe — within five years. By comparison, Gold's Gyms and Bally Total Fitness, two of the biggest fitness clubs in the country, have about 1,000 facilities between them.
"We're the McDonald's of fitness centers in America and Canada," Heavin said.
Low cost for franchise
One reason for fast growth is the low cost. Club owners pay $29,900 for a franchise, equipment and training, plus a monthly franchise fee of $395. Club members usually pay $29 a month, far less than conventional fitness clubs.
The clubs are typically just 1,000 or 2,000 square feet or so, with few frills and low overhead and limited hours of operation. Compare that to the large multipurpose clubs, which can be 30,000 to 40,000 square feet with a full assortment of fancy machines, locker rooms and amenities.
It is that efficient business model that allows Curves to enter small markets. In Maine, you'll find a Curves in what was once a farm store in a hay field in North Yarmouth, in a former candle shop in Waterboro, and in a renovated cafe in Gorham.
Others are in small and off-the-beaten-path places like Blue Hill, Livermore Falls, Milbridge, Newcastle and Wilton.
Of the 76 Curves in Maine, 58 are in towns with fewer than 10,000 people. Thirty-one are in towns smaller than 5,000.
Creating new markets
Rather than take customers away from other clubs, Curves creates its own markets and generates customers where a customer base didn't exist.
That approach works for Denise Masalsky, 49, of Waterboro. Between Curves and a sensible diet, she has lost 48 pounds since March and has more energy than ever.
Masalsky, a fourth-grade teacher, likes the quick exercise routine at Curves, and is pleased somebody was wiling to locate a fitness club in a rural York County community, population 4,114.
"It used to be there wasn't anything around here," she said. "You always had to drive 35 to 40 minutes."
Kim Dare of Hollis has lost more than 50 pounds since joining Curves more than a year ago. Dare, who is 20, joined after she got engaged.
"I wanted to fit into my wedding dress," she said.
Conservative politics
Curves and Heavin, however, aren't without critics.
Some dismiss Curves as a fad. Heavin, a born-again Christian, has been criticized for his conservative political views and donations to anti-abortion causes. Some members have quit the clubs over his political stands.
At the annual Curves convention in Las Vegas this month, one of the topics was "the fallout from my values," Heavin said.
Heavin is credited with shaking up the fitness industry.
The Curves phenomenon has "forever altered the landscape of the worldwide fitness industry," John McCarthy, executive director of the International Health, Racquet and Sportsclub Association, wrote in a recent state-of-the-industry letter to association members.
Heavin intends to keep the company growing. There are peripheral Curves businesses, including apparel, vitamins and workout and diet books. A scheduled new line of Curves-branded products include a stretching mat, pedometer and wrist watch with a heart rate monitor.
Heavin also plans to meet with a prospective franchise owner in Japan. "Our next phase of growth is international," he said.
If you buy a ticket for a concert and have your political views insulted from the stage (with no disclosure that you are paying for a public speaker as opposed to a singer), you might think twice about giving your hard earned cash to such a well to do ingrate.
I saw a triple bill of bands with The Pretenders as headliners. I had never seen them before although I knew their hits. They played with the B-52s and Royal Crown Revue. It was an eclectic concert at a sizeable "shed". Tickets were probably between $25 and $35.
At one point Chrissie Hynde asked if there were any meat eaters in the audience and before anyone could answer her rhetorical question she shouted "Well I hope you all choke on it." Great. She wishes those who she disapproves of (WHO PAID HER that night) to die a painful death.
Ted Nugent got banned from this same venue for telling the audience that people should speak English in America. The corporation claimed that patrons were offended by his comments. It is not a civic venue, they can establish such a ban if they wish but I found the double standard to be damning.
"Curves" is good. "Bones" is bad.
Apparently "Curves" owner believes in the preservation of life, which won't lead to "Bones" any sooner than it has to.
I go to a Curves gym.
Ours has 10 machines, and 10 stations, so a total of 20 different stations. You change stations ever 30 seconds.
So technically, a gym can accommodate 20 women at a time, and every 30 seconds another women can be added as one woman ends her routine.
The capacity is huge, if you think about it. Start with 20 women staggered over a 30 minute period, and then add one woman ever 30 seconds.
Now, all stations are not filled at our gym, all the time. But during peak hours, they are.
My sister attends a Curves gym where all stations are filled, and as one woman gets out of the "loop" another is waiting in line to get in.
The machines and aerobic stations are arranged in a circle, you can jump in at any machine or station, and with 20 stations, 30 seconds a station, and three go rounds of the machines, that makes a 30 minute workout.
It's a very unique idea.
Some of my co-workers belong to this club. Add to your figures that you can only go 3 times a week. So that would add more members.
I have to tell you - you have awful taste in music - I rather get root canal then listen to those bands!!! :) I understand your good points - I just don't get worked up about celebrities and politics like some people do - and I don't know why they get worked up either.
There are only two entities that get blame by default, Bush or Walmart. Curves will be next. They'll be accused of putting all the other high priced mom and pop fitness centers out of business and destroying small town America.
Not so fast - People are against Walmart for non-political economic reasons - apples and oranges - Those boycotting curves do so for the pro-life religous beleifs of the franchise owner.
Thanks for the info - at 30 seconds per station - that's a max of 120 people per hour. That would significantly change the potential gross revenue numbers. It also prevents the need to show up at a certain time - very novel concept.
Robert Tilton never had anything Jerry Falwell wanted.
If you recall, the Bakker scandal was fed by Jerry Falwell, founder and leader of the Moral Majority, who was trying to pump the scandal so he could buy the PTL themepark.
I still remember the picture of Jerry going down the water slide with his blue suit, white shirt, red tie and a sactimonious smirk on his face.
Cool post. When I told my fiance about the founders pro-life stance and that local members were quitting because of it (we're in Santa Cruz) she went and joined the next day. She loves it there.
You can tell all the "Leftists" that if they want people to see their movies, then it's time they grow up. But then again, you'd be saying this to actors.
Falwell is an interesting character. When his Liberty University was financially tanking, he was bailed out by a large donation by "Christian businessman" Art Williams. Williams founded a multilevel marketing insurance company (the Amway of insurance) and was eventually driven from the industry by state and federal regulators. Travelers bought the MLM and renamed it to mask the scandal.
ping
Is there a point at which personal action crosses a line and you refuse to financially support a person even if you still like their work?
Do you buy the Pee Wee Herman DVDs for kids knowing that at some point they will learn about his seedy side?
Do you buy Michael Jackson/Jackson 5 recordings anymore as a gift (maybe someone you know wants them for a birthday)?
How about a boxed set of the films of OJ Simpson (including the Naked Gun films)?
A book of the paintings of A. Hitler?
How about a box of cigars from Fidel Castro's private crop? Fidel doesn't grow the tobacco himself, that is left to the farmers. Why take it out on "them" just because Fidel would profit from it?
yeah. just the kind of thing a man looks for in female. bwahhahahahahaha!
Yes I would buy the Naked Gun movies - but not for kids for myself - they make me laugh. Yes to paintings by Hitler - I can sell them on Ebay and yes to a box of Cuban cigars even if picked by Castro himself. Not a fan of PeeWee Herman (though I do find his adult movie funny) or Jackson. As long as it provides a value to me.
Hip Hop artists like South Park Mexican or R. Kelly meet with your approval as well? Both are child molestors (SPM is now in prison for his crimes while enough of America has seen R. Kelly's home video to know he did what he was accused of).
How about Roman Polanski who raped a druged 13 year old and has been trying to manuver his way into America ever since?
Woody Allen, who had a sexual relationship with his wife's adopted daughter?
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.