What women over 40 want from fitness, and how Curves is responding
Curves innovates to meet the evolving fitness needs of women over 40 in a growing market.
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Curves operates over 3,000 locations globally and is adapting its fitness programs to meet the needs of women over 40, who now comprise a majority of gym memberships. The brand focuses on creating a welcoming environment with effective, coach-led sessions and innovative technology to support its members' fitness journeys.
Why It Matters
As the fitness market continues to expand, understanding these demographic trends may create new opportunities for franchisees to capture growth in specific territories focused on women’s fitness needs.
Curves, a leading franchise chain specializing in women's fitness, is responding to the evolving needs of women over 40 by emphasizing supportive, community-driven workout environments. Operating over 3,000 locations across 42 countries, Curves has seen significant growth in the fitness market, which has doubled since 2013 to reach $6.8 trillion in 2026. This expansion reflects a broader trend of increasing female participation, with women making up approximately 57% of global gym memberships.
Recognizing that traditional gym settings can often feel intimidating for older women, Curves has tailored its offerings to provide accessible, non-judgmental environments. The franchise has designed a signature 30-minute workout program that prioritizes safety and effectiveness, allowing women of various ages and fitness levels to participate side by side. This is achieved through hydraulic-resistance machines that automatically adjust to the user's effort, making the exercises both user-friendly and adjustable based on individual needs.
The format of Curves not only lowers barriers to participation but also enhances consistency in workouts. The emphasis on group coaching and the use of Curves Smart technology allows members to receive real-time feedback and track their performance, further encouraging engagement and progress. New members begin their journey with a personalized consultation with a certified coach, which includes a body composition assessment and discussions surrounding lifestyle adjustments pertinent to their well-being, particularly during menopause.
