Curves
100 Ritchie Rd.
Waco, TX 76712
Phone: (254) 399-9285
http://www.curves.com/
Insights
The following excerpt about Curves was published in Turner DeVaughn's book NET Value:
Much has been written and said about the accomplishments of fitness club Curves, which enables women to work on physical fitness sans men in the gym. Curves found a need and filled it. More than four million women have made this brand a fitness-market icon. With 10,000 locations in more than 40 countries, it is not only the largest fitness franchise in the world, it is the tenth-largest franchise in the world of any kind. The bedrock of its success, according to the company: positive word-of-mouth. Members are eager to spread the word about the woman-minded workout equipment, the fast process, and the sense of community for women on busy schedules.
While it is a service, you can think of Curves as a product that is tailor-made for its target customer: the equipment is hydraulic so there are no weight-stacks to lug around or change, something most women are not inclined to do. Another benefit: the pushing /pulling action of the equipment, rather than lifting and lowering, reduces the potential for soreness or injury. As for customers on a tight schedule, the Curves workout routine, a full regimen of warm-ups, aerobics, strength training, cooling down and stretching, amounts to a manageable half-hour. The word of mouth has been positive and abundant. According to a recent review on ePinions: “Everything is contained in the one room, including the office. The room is bright and cheery with murals on the walls and posters to read. Music plays constantly with “Gloria” (the voice on the tape) prompting those who were working out to move to the next station, every 30 seconds. Women workout around a circle, which allows everyone to see and support each other.”
Note the female “community” aspect of the product benefit: “The women work out around a circle, which allows everyone to see other and support each other.”
Any market consists of people who reference one another. The market for Curves happens to be women, who listen closely to other women. The brand focuses on what this market wants. It conceives, develops and markets everything around the benefits those women want: a good, productive, convenient workout away from the gaze of males. They want the camaraderie, companionship and support of other women (and staff) and a reduced risk of injury. The benefits are simple and easy to understand. That makes it easy for women to recommend Curves to one another. The brand is about them.
Benchmark
| Company name | Rating | i | ii | iii |
|---|---|---|---|---|
 |
||||
| Curves |     |
20 | 20 | 10 |
| 24 Hour Fitness |  |
20 | 0 | 0 |
| Bally Total Fitness | |
10 | 0 | 0 |
| Gold's Gym | |
10 | 0 | 0 |
| Average |    |
15 | 5 | 3 |
Last updated: Monday, June 8, 2009