Curves International
| Company type | Private |
|---|---|
| Industry | Fitness, Health club |
| Founded | 1992 in Harlingen, Texas, United States |
| Founder | Gary Heavin, Diane Heavin |
| Headquarters | Waco, Texas , United States |
Area served | Worldwide |
Key people | Krishea Holloway (President) |
| Products | Fitness programs, Weight loss programs, Nutrition and Weight Management Program, MyCurves On Demand digital platform |
| Parent | Koshidaka Holdings (since 2018) |
Curves International, also recognized as Curves for Women or Curves Fitness, is a worldwide fitness franchise established in 1992 by entrepreneurs Gary and Diane Heavin. By May 2019, the brand operated 367 franchise locations within the United States.
In 2012, the private equity firm North Castle Partners took a controlling interest in the company. Curves’ headquarters are situated in Waco, Texas, with corporate offices located alongside its sister company Jenny Craig in Carlsbad, California. The franchise primarily serves the female fitness market through specialized weight loss and exercise centers, although some clubs permit male memberships. It holds the distinction of being the largest women-only health club chain globally, competing with brands such as Spa Lady and Lucille Roberts.
After being acquired by Koshidaka Holdings in 2018, Curves’ North American and Oceania headquarters were relocated back to Waco, Texas.
History
Gary and Diane Heavin founded Curves in Harlingen, Texas, introducing a unique 30-minute strength training and fitness program designed specifically for women. The franchise system was launched in 1999 and experienced rapid growth; by 2005, Curves was ranked among the top ten franchise companies worldwide. Within seven years, the network expanded to 6,000 franchises across 39 countries including the United States, Canada, Mexico, Australia, New Zealand, and Japan. In several Eastern European nations, the brand operates under the name FitCurves. Curves reached its peak with over 10,000 locations globally by 2006.
The core business approach of Curves revolves around circuit training that utilizes hydraulic resistance machines paired with cardiovascular exercises guided by certified ‘Curves Coaches.’ The company offers four distinct specialty classes ranging from low to high intensity levels, featuring boxing-inspired workouts that focus on strength-based functional movements.
In addition to physical training, Curves provides a Nutrition and Weight Management Program that includes customized meal plans and coaching integrated with exercise regimens. In 2020, the brand broadened its offerings to incorporate a Health and Wellness education series addressing women’s health issues to promote overall lifestyle enhancement.
This concentrated emphasis on women’s fitness combined with holistic health solutions forms the foundation of Curves’ competitive position and influence within the global fitness market.
Curves Leadership
Founder Gary Heavin stepped down as CEO in 2012 when North Castle Partners acquired Curves. In 2018, North Castle Partners sold Curves International to Koshidaka Holdings (Curves Japan) but maintained ownership of Curves North America and Oceania. Krishea Holloway was named President of Curves on November 22, 2018. Subsequently, on August 15, 2019, Holloway purchased Curves DF Holdings through a transaction involving North Castle Partners and existing shareholders, marking a pivotal leadership change and strategic realignment for the organization.
MyCurves On Demand
The COVID-19 pandemic had a significant impact on Curves’ global operations, resulting in many clubs across the United States, Canada, Australia, and New Zealand closing temporarily or permanently. To maintain business continuity and member engagement during this period, Curves introduced ‘MyCurves On Demand’ in January 2020—a digital workout platform granting unlimited access to its signature 30-minute full-body fitness program. This platform offers hundreds of sessions emphasizing strength training, aerobic activity, and balance exercises led by certified Curves Coaches. Certain membership tiers include resistance bands for at-home workouts. In 2021, the service was enhanced to feature virtual group coaching that combines online exercise sessions with live support to boost member accountability. This digital initiative constitutes a vital component of Curves’ strategy to diversify its offerings amid evolving market dynamics.
Research at Baylor University
Beginning in 2002, the Exercise & Sports Nutrition Laboratory at Baylor University undertook studies evaluating the effectiveness of Curves’ fitness and weight management program as part of the Curves Women's Health Initiative. This research was supported by a $5 million grant from Curves, distributed over a five-year period. In 2008, responsibility for this funding and program oversight shifted to Texas A&M University under the direction of Dr. Richard Kreider, demonstrating continued commitment to scientifically assessing Curves’ operational model and product outcomes.
Gary Heavin's charitable contributions
In 2004, Curves International and its franchise owners encountered varied public reactions concerning charitable giving by founder Gary Heavin. In an interview with Christianity Today, Heavin mentioned his contributions to "pro-life pregnancy care centers."
An article in the San Francisco Chronicle accused Heavin of financially supporting militant anti-abortion organizations. Heavin responded by publishing an open letter disputing this portrayal. Subsequently, the Chronicle issued a correction clarifying donations made to three entities: Family Practice Center of McLennan County ($3.75 million), McLennan County Collaborative Abstinence Project ($275,000), and Care Net ($1 million).
This issue attracted attention across blogs and mainstream news outlets, affecting some franchises’ operations, particularly in regions such as California on the West Coast, as well as areas in the Atlantic Northeast and Pacific Northwest. These developments led to membership declines and prompted certain franchisees to disassociate from Curves.
In 2020, Heavin contributed $10,000 to the far-right organization Oath Keepers. When questioned about this donation, he explained it was intended to support constitutional rights and claimed he was unaware of how the group utilized the funds.
Curves Charitable Contributions
Curves has collaborated with prominent nonprofit organizations throughout North America and Australasia, including the American Cancer Society (ACS), Canadian Cancer Society, Cancer Council Australia, WomenAgainstAlzheimer's, Jean Hailes for Women's Health, and Look Good Feel Better New Zealand. The company has been honored multiple times by the American Cancer Society for its philanthropic initiatives in 2008, 2009, 2011, 2012, and 2014.
In 2005, a group of six plaintiffs filed a $20 million lawsuit against Curves, founder Gary Heavin, and company attorney Roger Schmidt. The plaintiffs claimed that Heavin and Schmidt coerced them into accepting a buyout agreement that substantially undervalued their profit entitlements. Most of these plaintiffs were independent sales representatives recruited after Curves had already expanded to hundreds of locations. It is important to note that the lawsuit did not reveal that these sales representatives collectively earned more than $26 million for their services.