What Curves does

Curves is a privately held women's health and fitness franchise founded in 1992 by Gary and Diane Heavin in Harlingen, Texas, and now headquartered in Waco, Texas. The company operates a global franchise network of independently owned clubs present in 42 countries, each delivering a proprietary 30-minute full-body circuit workout built around hydraulic resistance machines designed specifically for women's biomechanics, alternating upper-body, lower-body, and core stations with coached recovery intervals. The core technology stack includes the SMART Training System (backed by $6 million USD in research conducted with the Cleveland Clinic and ongoing work with Dr. Richard Kreider at Texas A&M University), Evolt 360 monthly body composition scanning, and MyZone heart rate tracking via Bluetooth and ANT+. The digital extension is MyCurves On Demand, launched in 2020 across web, iOS, Android, Roku, Apple TV, Fire TV, and Android TV.

The company monetizes through a multi-stream franchise model: (a) one-time franchise fees of £45,750 per unit plus ongoing royalties, (b) recurring club memberships priced at $89-$130 USD/month, (c) hybrid in-club plus online memberships at $114-$155 USD/month, (d) standalone digital subscriptions to MyCurves On Demand at $24.99 USD/month, (e) add-on education programs covering Nutrition & Weight Management, Balance & Posture, Stretching & Stress Management, and Pelvic Floor strengthening, and (f) merchandise including a proprietary resistance band. Customer acquisition combines organic social (Facebook, Instagram, YouTube, Pinterest), content marketing through The Inner Circle blog, email, discovery consultations with free trials, and experiential marketing via annual wellness retreats (Bali, Tulum) and the Circle of Strength breast cancer fundraising partnership with the Olivia Newton-John Foundation.

Customer segments span three personas: women seeking time-efficient fitness in a women-only environment (primary), women entrepreneurs acquiring Curves franchises (secondary), and women focused on holistic health beyond exercise (secondary). The company is led by CEO Kim McQueen (appointed 2023) and remains under private ownership by the Heavin family with disclosed private equity investment from North Castle Partners (2012). Corporate headcount is 51-100 employees, consistent with a franchise parent entity whose primary value is brand, IP, and franchise support infrastructure rather than direct operation of clubs.

Name

Curves

Legal name

Curves International, Inc.

Website

https://curves.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Curves is a privately held women's fitness franchise operating in 42 countries through independently owned clubs, offering a proprietary 30-minute hydraulic resistance circuit workout validated by Cleveland Clinic research, supplemented by a digital platform (MyCurves On Demand), education programs, and franchise sales to women entrepreneurs.

Ownership category

akta.pro rank

Product category

Women's Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Strength & Conditioning Personal Training (HSADAAAB), Fitness & Performance Retreats (Bootcamps, Sports Conditioning) (THAGAMAH)

Keywords

• Women's fitness clubs
• Circuit strength training
• Fitness franchise services
• Nutrition wellness programs
• Online fitness platform

Headquarters

HQ city

Waco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Club Membership Subscriptions: Monthly recurring membership fees for in-club access to the Curves circuit, coaching sessions, body composition scanning, and specialty fitness classes. Memberships range from $89-$130 USD per month depending on location.
2. Hybrid Membership: Combined in-club and online membership (MyCurves On Demand) priced at $114-$155 USD per month, offering members flexibility to workout both in-club and at home.
3. MyCurves On Demand Online Subscription: Standalone online membership at $24.99 USD per month providing unlimited access to at-home workouts, specialty classes, and online community access.
4. Franchise Fees: Initial franchise investment of £45,750 per franchise covering equipment and access to the proprietary SMART training system. Franchisees pay ongoing royalties and fees.
5. Merchandise and Retail: Sale of Curves merchandise including workout gear, apparel designed by CEO Kim McQueen, resistance bands, and other fitness products available in-club and online.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Curves operates a women's fitness franchise offering a 30-minute hydraulic resistance circuit workout at physical club locations worldwide. The company delivers in-club memberships with coached sessions, monthly goal check-ins, and specialty fitness classes, supplemented by the MyCurves On Demand digital platform for at-home workouts and an integrated franchise licensing program.

Product overview

Curves is a women's health and fitness franchise offering a hybrid in-person and digital fitness ecosystem. The core offering is the Curves Club membership ($89-$130/month) providing access to the proprietary 30-minute hydraulic resistance circuit at physical locations, supplemented by the digital MyCurves On Demand platform ($24.99/month) for at-home workouts. A Hybrid Membership ($114-$155/month) combines both. The ecosystem includes education add-on programs (Nutrition & Weight Management, Balance & Posture, Stretching & Stress Management, Pelvic Floor strengthening), Curves Coach one-on-one support, tracking technology (Evolt 360 body scanner, MyZone heart rate tracker), and member rewards programs. Charitable initiatives include the Circle of Strength breast cancer fundraising partnership with the Olivia Newton-John Foundation. Founded in 1992, Curves operates clubs in 42 countries with over $6 million USD in research funding validating the workout program.

Differentiator

Problem solved

Functional benefit

Brands

• MyCurves On Demand: Online workout platform bringing the Curves 30-minute total body workout online, accessible on any device anywhere, anytime
• Circle of Strength (Charity Program)

Quantifiable outcome

• Members lose on average 5 lbs over a 20-week period
• +8 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor, flagship and core.

• Soulshine BaliminorGTM or Marketing Partner · 1 January 2025Partnership with Soulshine Bali in Ubud for hosting the Curves Bali Wellness Retreat, combining Curves workouts with wellness activities, cultural experiences, and group connection opportunities.
• Olivia Newton-John Cancer & Wellness CentreflagshipStrategic or Co-development Partner · 1 January 2024Fully fledged partnership established in 2024 with Curves as a leading partner. Includes annual Walk for Wellness fundraiser in Melbourne, Australia, where Curves clubs across Australia and New Zealand participate. In just two years, Curves clubs have raised over $100,000 AUD for the Centre. The partnership supports exercise programs, nutritional guidance, emotional support, and integrative care for cancer patients.
• Olivia Newton-John Foundation FundflagshipStrategic or Co-development Partner · 1 January 2007Curves has been working closely with the Olivia Newton-John Foundation Fund since 2007 to raise money and awareness for the fight against breast cancer. The partnership includes yearly fundraising events across USA and Canada, bra-decorating contests, and support for breast cancer research and awareness initiatives.
• Dr. Richard B. Kreider, Texas A&M UniversitycoreStrategic or Co-development Partner · 1 January 2003Dr. Richard B. Kreider at Texas A&M University has been studying the Curves Nutrition Program for over 20 years. His research found that healthy eating combined with the Curves exercise program protects muscle mass and ensures up to 95% of weight loss is in the form of fat.
• Cleveland CliniccoreStrategic or Co-development Partner · 1 January 1992Curves partnered with the prestigious Cleveland Clinic to scientifically study the effects of the Curves workout, investing $6 million USD in research to validate the effectiveness of the program for women. This research forms the foundation of the company's scientific validation claims.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Pure Barre: Women-focused boutique fitness franchise offering barre-based workouts. Directly comparable to Curves as a women-targeted franchise fitness concept with proprietary methodology and community-driven positioning.
• 9Round Fitness: Specialty kickboxing-themed circuit training franchise with 30-minute workouts. Closely comparable to Curves in offering structured 30-minute circuit workouts via franchise model.
• barre3: Women's-focused barre and fitness franchise combining studio, online, and hybrid offerings. Closely comparable to Curves in women-only positioning and hybrid physical/digital model.
• Jazzercise: Long-running women's fitness franchise combining dance, strength, and cardio group classes. Comparable as a decades-old women-focused group fitness franchise with community orientation.

Broad incumbents

• Planet Fitness: Largest fitness franchise by unit count in the US with low-cost positioning. Comparable as a mass-market franchise fitness brand competing for similar entry-level price-sensitive consumers.
• F45 Training: Global functional training fitness franchise with 1,500+ studios. Comparable franchise model and circuit-style workouts but co-ed and targeting broader demographic with more modern positioning.
• Anytime Fitness: 24/7 franchise gym with global presence across multiple continents. Comparable as one of the world's largest fitness franchise networks with similar international footprint approach.
• Snap Fitness: 24/7 compact fitness franchise with global presence. Comparable as franchise-driven fitness brand with international distribution and recurring membership model.
• Orangetheory Fitness: Large-scale heart-rate-based interval training franchise. Comparable technology-driven group workout franchise model though co-ed and positioned more premium than Curves.
• Peloton: Connected fitness platform with proprietary equipment and digital subscription. Comparable as direct competitor to MyCurves On Demand digital offering and as a brand reshaping women's fitness expectations.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CurvesChannel
• Facebookfacebook.com/CurvesUSACA
• Instagraminstagram.com/curvesofficial
• Pinterestpinterest.com/CurvesStrongFitness
• Xx.com/Curves_AT

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Curves