From humble beginnings more than 30 years ago, Curves has become world famous for our 30 minute workout circuit that revolutionised the industry. We were the first to offer a bespoke approach to fitness – without a huge price tag!
Today you can find a Curves Club in 42 different countries, all run by passionate, local owners changing lives for millions of women.
Curves has been transforming the lives of women since founders Gary and Diane Heavin opened the very first Curves in Harlingen, Texas, in 1992.
Gary’s mission grew out of the devastating loss of his mother when he was 13 years old and she was only 40, due to health issues. He believed that had a place like Curves existed for his mother, her premature death might have been preventable.
They realised that strength training was the missing link in women’s health and that busy women needed fast, effective workouts. With a coach providing a safe, caring, non-judgmental atmosphere of support, their goal was also to make exercise easy and affordable for all women. To say the first Curves was a success would be an understatement.
Curves exploded in popularity, growing into one of the fastest-growing franchises in history. At its peak, there were over 12,000 locations in more than 92 countries.
In 2003, Curves became the largest fitness franchise in the world, earning a Guinness World Record and evolved into a household name, helping millions of women worldwide take control of their health. More than just fitness, Curves was a community – offering accountability, friendship, and empowerment through wellness.
We’ve even been on The Simpsons!
Ep 407 sees Marge open a women’s gym called Shapes (a play on Curves) after feeling uncomfortable at a regular gym. The gym is incredibly popular and after opening several locations she even gives an interview on Opal, a parody of Oprah Winfrey’s talk show. Shapes is regarded as the Simpson family’s most successful venture, but it is unknown if Marge sold it after the episode. We hope the women of Springfield are still out there getting fit and having fun!
As fitness trends evolved and digital disruption intensified, Curves faced industry headwinds. The brand began consolidating, focusing on sustainable growth, and adapting to a new era of online wellness and changing consumer expectations.
COVID-19 catalyzed a pivotal moment of reflection and reimagining. Curves clubs showed incredible resilience, finding new ways to serve women both online and in person with the start of MyCurves On Demand, our online fitness platform. A renewed emphasis on community, connection, and holistic wellness began to emerge.
With the appointment of Kim McQueen as CEO of Curves North America and Australasia, the brand is entering a bold new era. Under Kim’s leadership, Curves is:
Our new logo shows our commitment to returning to our core values, a 30-minute workout that works!
Kim fell in love with Curves over 20 years ago, when she walked into her first Curves workout, and came out having already decided to buy her own Curves club. She went on to do much more than that, and her story can be read below!
Curves is a place for life-long friendships and community. Don’t believe us? See for yourself…
“Encouragement is universal among us, there is no comparison of body shapes or abilities. We are just here to support one another.”
– Stephanie, Curves Member
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Why do a workout if it’s not scientifically proven to work for women like you?
Curves is the most scientifically validated exercise club, with $6 million USD in research funding to ensure the Curves workout achieves your goals.
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Curves isn’t just about strengthening bodies, we strengthen lives in more ways than one.
We believe in making a real, tangible impact by directly supporting struggling children, schools and communities. Circle of Strength is a donation pool that we have used to keep schools going and organise food drives.
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