A Lesson From Curves
In case you haven’t heard, Curves for Women is the fastest growing franchise in the country. Curves is a fitness-based program for women that is achieving record numbers of loyal brand users.
It’s a very simple concept, really. Basically, at Curves you go through a circuit of machines and recovery boards that takes only 30 minutes to complete. Because of the pneumatic machines and the recovery routines, you can get a complete workout in a short period of time.
So why is Curves able to reach superstardom in the gym and fitness industry in a very crowded category? Because they found a need that an under-served market — middle-aged-women — had and they built their brand around this market’s fitness need. But then, they added other items to the mix that really pushed the brand over the top. Elements like: convenience (30 minute work-out), ease of use (the circuit is a simple, no-brainer routine), social time (the circuit is oval, there’s always someone nearby to talk to), a trainer (employees who keep you motivated and on track), music and instruction (Baby Boomer oldies and timed directions), a great real estate strategy (strip malls which are safe and always have parking) and you lose weight and stay fit, too.
The Curves Brand is really about the brand experience. Sure, it’s about fitness and health, but it’s how they deliver that to their target market that makes them so successful.
So check out a Curves and see for yourself. (Sorry, guys, Curves is for ladies only!)
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing