Curves growing by hitting smaller market areas

CHEYENNE, Wyo. -- The Curves for Women fitness center doesn't offer aerobics classes, treadmills or saunas. But it does offer a no- frills approach to fitness that is a hit with women in hundreds of small towns across the country. And the concept is so popular that Curves for Women has become one of the fastest growing franchisers in the country.

At 5:30 p.m. on a recent Wednesday, the Curves for Women franchise in Cheyenne is busy.

One woman is doing leg presses and another is marching in place. Above the strains of Proud Mary playing on the stereo, a voice says, "change stations," and everyone moves clockwise to the next exercise station in the circle. Every day, about 17,000 women in more than 300 small towns nationwide are working out in similar rooms, just large enough to house at least eight weight machines and a place to stretch out. Franchises are found mainly in towns with fewer than 50,000 people and most clubs are in towns with populations of 10,000 to 20,000. Founder Gary Heavin estimates a new Curves for Women opens each day in the United States, and membership is about 35,000 women. "We're bringing quality women's fitness to small town America," said Gary Findley, president and chief operating officer of Curves International based in Waco, Texas. Heavin, a 25-year veteran in the women's fitness industry, and his wife, Diane, set out to tap what they saw as a huge niche for fitness centers in smaller markets and founded the corporation, Curves International. "Nine out of 10 conventional health clubs go out of business," Heavin said, explaining that is why his company focuses on smaller towns. "Without competition you can really focus on service as opposed to selling the next membership." The Heavins opened the first Curves for Women club in Harlingen, Texas, in August 1992 and the first franchise opened in October 1995 in Paris, Texas. By early May 1998, there were 339 locations in 36 states, making it one of the largest fitness chains in the world and earning it a ranking in Entrepreneur magazine as the nation's 36th fastest growing franchise. The smallest city where a franchise is located is Oak Grove, La., with a population of about 2,100. Little Rock, with a population of 176,000, is the largest market and has three franchises. Heavin, 43, not only sells the franchises, but also designed and sells the Quickfit strength training equipment required to run each club. The women work out on 16 stations that mix strength and cardiovascular training. In between each of eight strength training machines, they march, jog in place or step up and down on a block normally used for step aerobics. An instructor or tape tells women to move to the next station every 30 seconds. A workout is finished after going through each station three times. During the 30-minute workout, women check their heart rate every 7 1/2 minutes. There are no scheduled classes and members can join the rotation at any time. "I can come in anytime I want," said Judy Green, who joined the club in Cheyenne in January and has lost 10 pounds and 12 inches. "I like the independence." Green said she has exercise equipment at home, but she liked the atmosphere at Curves and working out with other women. Curves franchises, with fewer amenities than urban fitness centers, can operate profitably in smaller towns because they need fewer members, Findley said. "We can operate very efficiently with 150 to 250 members," he said. Curves isn't even interested in the large market and turns down requests from people seeking franchises in bigger cities. Heavin said one in every five requests for a franchise is turned down. The membership fee covers use of the center and weight loss counseling, which involves monthly measurements and weighing. Members who join for a year pay $29 a month, while women who opt for a month-to-month membership pay $39 a month. To join, women pay a one-time fee of no more than $149, which varies since each franchise offers different discounts. Owners invest about $25,000 to open a franchise, which includes renting space and buying Quickfit equipment from Curves International.

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