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Addressing the “gymphobia” curve

Sarah Stowe

A women’s only club, Curves is uniquely placed to benefit women 55 years and older, says Australia/New Zealand GM Selina Bridge. 

“We have found that many 55-plus women have a form of ‘gymphobia’ – they’ve never been to a gym and are worried about what happens inside those walls,” she says.

“Our equipment is designed specifically for women, and Curves clubs have a coach available to teach and motivate.”

While its members are mainly 40 years and older, the demographic ranges between 20 and 90 years. “Convenience and location is key,” says Bridge.

“Our target market generally chooses a club for its location, because they either live or work close by.”

Exclusive products, such as clothing and nutritional items, are also available for franchisees to buy via an online portal to sell directly to members. “We have equipment and mats that have been specifically designed for Curves. Franchisees buy the product through Curves rather than directly through a retailer,” says Bridge.

As the fitness industry is highly competitive, ultimate service is necessary to keep members happy and returning, she says.

“Being connected with the customer is key to developing long-term and loyal memberships.”