Curves International
Corporate brand
UnclaimedAn international fitness franchise built around women-focused, coach-led circuit training and weight-management services. Women's fitness chain in Taiwan
Last updated November 4, 2026
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Overview
Curves International is a fitness and wellness franchise brand founded in 1992 by Gary and Diane Heavin in Harlingen, Texas. The concept was developed around a compact, women-focused health club offering a structured 30-minute workout that combines hydraulic-resistance strength equipment, cardiovascular activity, coaching, and a socially supportive environment. Curves initially differentiated itself from conventional gyms by emphasizing accessibility, time efficiency, and a setting designed specifically for women. Although the brand has generally marketed its clubs as women-focused or women-only, participation rules can vary by location and jurisdiction, and some clubs have admitted men. The company began franchising in 1999 after the original club model demonstrated strong demand. Its rapid expansion made Curves one of the most prominent fitness franchising systems of the 2000s. The company reported reaching thousands of franchises within its first several years and, by October 2006, was associated with more than 10,000 locations worldwide, including thousands in the United States. At its height, the network operated or licensed clubs across dozens of countries. In some Central and Eastern European markets, the concept operated under the FitCurves name. Curves clubs typically organize their core workout around a circuit of resistance and aerobic stations. Members move through the circuit under the supervision of a Curves Coach, with the program intended to provide a full-body workout in approximately 30 minutes. The brand has supplemented the standard circuit with classes aimed at different fitness levels, including lower- and higher-intensity formats and sessions incorporating boxing-inspired movements. Its service offering has also extended beyond exercise equipment to nutrition advice, personalized weight-management guidance, meal planning, and individual or group coaching. The company's ownership changed substantially during the 2010s. In 2012, private-equity firm North Castle Partners acquired a controlling interest, and Gary Heavin stepped down as chief executive. In 2018, North Castle sold Curves International to Koshidaka Holdings, the Japanese company operating Curves Japan, while Curves North America and Oceania were retained within a separate North Castle-related structure. The North American and Oceania headquarters subsequently returned to Waco, Texas. Krishea Holloway became president in November 2018, and in August 2019 Curves DF Holdings was sold to Holloway, existing shareholders, and related parties in a transaction described in the company's published history. Curves has also pursued digital and wellness extensions. In January 2020 it launched MyCurves On Demand, an online version of its short-form workouts, allowing members in selected markets to access strength, aerobic, balance, express, and livestreamed sessions at home. A virtual group-coaching option was added in 2021. These services became particularly relevant during the COVID-19 pandemic, when many physical clubs temporarily closed or permanently ceased operating. The company has also promoted health-education content addressing women's health and lifestyle improvement. The brand has maintained relationships with charitable and health organizations, including cancer and women's-health groups in North America and Australasia. It has nevertheless faced reputational challenges, including controversy over founder Gary Heavin's charitable and political donations and a 2005 lawsuit brought by former independent sales representatives concerning an alleged buyout arrangement. Curves remains best understood as a franchised, women-oriented fitness and wellness brand whose historical scale was substantially larger than its later publicly documented U.S. footprint.
History
Curves began in 1992 when Gary and Diane Heavin opened the first club in Harlingen, Texas. Their format combined a short, structured workout with strength training, cardiovascular exercise, weight-loss guidance, and a club environment intended for women. Rather than requiring the time commitment and intimidating atmosphere associated with many traditional gyms, Curves presented a repeatable circuit that members could complete in about half an hour. The concept moved into franchising in 1999. Expansion was rapid, and the company became a major participant in the global fitness-franchise sector during the 2000s. Curves reported reaching 6,000 franchises within seven years, and by October 2006 the network was reported to have more than 10,000 locations worldwide, including 7,848 in the United States. The brand stated that facilities operated in 39 countries, with markets including Canada, Mexico, Australia, New Zealand, and Japan. In Ukraine, Slovakia, Bulgaria, Romania, and the Czech Republic, some locations used the FitCurves name. The core club model uses hydraulic-resistance equipment arranged in a circuit. Members alternate between resistance stations and aerobic movement, generally under the supervision of a Curves Coach. The company later added specialized classes for different fitness levels, including a higher-intensity format using boxing-inspired movements. Nutrition and weight-management support became an important complement to the physical workout, with customized meal planning and coaching intended to support weight loss or weight maintenance. Curves also became associated with research into exercise and weight management. In 2002, the Exercise & Sports Nutrition Laboratory at Baylor University began studying the Curves program under the Curves Women's Health Initiative, supported by a reported five-year, $5 million grant. In 2008, the grant and related research moved with Dr. Richard Kreider to Texas A&M University. Ownership and management changed in the following decade. North Castle Partners acquired a controlling stake in 2012, and Gary Heavin left the chief executive role. In 2018, North Castle sold Curves International to Koshidaka Holdings, the company behind Curves Japan. Curves North America and Oceania were separated from the transaction structure and moved their headquarters back to Waco. Krishea Holloway became president in November 2018. In August 2019, Curves DF Holdings was sold in a transaction involving Holloway, North Castle, and existing shareholders. The company expanded into digital fitness shortly before and during the COVID-19 pandemic. MyCurves On Demand launched in January 2020 with online strength, aerobic, balance, express, and livestreamed workouts led by Curves Coaches. The service used resistance bands for at-home exercise and later added virtual group coaching. It was made available in the United States, Canada, Australia, and New Zealand, helping the brand maintain member engagement while many physical clubs were closed or operating under restrictions. Curves has promoted charitable partnerships with organizations including the American Cancer Society, Canadian Cancer Society, Cancer Council Australia, WomenAgainstAlzheimer's, Jean Hailes for Women's Health, and Look Good Feel Better New Zealand. The company and its franchisees received recognition from the American Cancer Society in multiple years. At the same time, the brand experienced reputational controversy surrounding Gary Heavin's charitable and political donations. A separate 2005 lawsuit by former independent sales representatives alleged that they had been pressured into signing a buyout agreement. These episodes illustrate the governance and reputational issues that accompanied Curves' rapid franchise growth. Publicly documented information indicates that Curves continues as a fitness and wellness brand, although its current worldwide location count and ownership structure are not fully established by the available reference material.
- 2021
Virtual group coaching is added
[1]MyCurves On Demand expands to include live virtual coaching and accountability support.
- 2020
MyCurves On Demand launches
[1]Curves introduces its digital workout platform for members in selected markets.
- 2018
Koshidaka acquires Curves International
[1]Koshidaka Holdings buys Curves International, while North American and Oceania operations are retained separately.
- 2018
North American headquarters return to Waco
[1]Curves North America and Oceania relocate their headquarters back to Waco, Texas.
- 2012
North Castle Partners takes control
[1]North Castle Partners purchases a controlling stake, and Gary Heavin steps down as CEO.
- 2008
Research funding moves to Texas A&M
[1]The Curves research grant moves with Richard Kreider from Baylor University to Texas A&M University.
- 2006
More than 10,000 locations reported
[1]Contemporary reporting associates Curves with more than 10,000 locations worldwide.
- 2005
Curves reaches major global-franchise scale
[1]The company is recognized among the world's largest franchise systems during its rapid expansion period.
- 2002
Curves Women's Health Initiative begins
[1]Research into the fitness and weight-management program begins at Baylor University's Exercise & Sports Nutrition Laboratory.
- 1999
Franchising begins
[1]Curves begins franchising its women-focused, 30-minute circuit-training model.
Products and positioning
Accessible, time-efficient, coach-led fitness and wellness for women, combining circuit-based strength and cardiovascular exercise with community, nutrition support, and weight-management guidance. A specialized women's fitness-club concept centered on convenient, coach-supported circuit training and a welcoming community environment.
Fitness service · 1992
Curves 30-Minute Circuit
The brand's signature club workout is a short, coach-led circuit combining hydraulic-resistance equipment with aerobic movement. Members rotate through stations to exercise major muscle groups and elevate cardiovascular activity. The format is designed to be approachable and time-efficient, and it traditionally takes place in a women-focused club environment.
Nutrition and wellness service
Curves Nutrition and Weight Management Program
A companion program offering personalized weight-management support, meal-planning guidance, and coaching alongside the Curves exercise routine. It extends the brand beyond equipment-based workouts by presenting nutrition and behavior support as integrated parts of a member's fitness plan.
Group fitness
Specialty Curves Classes
Curves has offered multiple specialty formats for different levels of ability and intensity. These classes emphasize strength-based functional movements; at least one higher-intensity format incorporates boxing-inspired exercises. Availability and naming can vary among clubs and markets.
Digital fitness · 2020
MyCurves On Demand
An online extension of the Curves program launched in January 2020. The platform provides coach-led strength, aerobic, balance, express, and livestreamed workouts, generally using a resistance band for home exercise. In 2021 it added virtual group coaching. The service has been documented as available in the United States, Canada, Australia, and New Zealand.
Fitness clubs · 1992
Curves women's fitness clubs
Curves clubs provide a women-focused setting for structured exercise and general fitness. The club experience is built around guided participation, coaching, and a supportive environment rather than a purely self-directed gym model. Membership access is the core service associated with the brand.
Circuit-training program · 1992
30-minute circuit training
The signature Curves workout is an approximately 30-minute circuit-training format. Participants move through a sequence of exercise stations with guidance from Curves staff or coaches. Its short duration and structured progression are intended to make regular exercise convenient and approachable for women with limited time or limited gym experience.
Fitness coaching
Curves coaching
Coaching supports the Curves member experience by helping participants follow the circuit, understand the exercises, and maintain a consistent routine. The coaching element reinforces the brand's positioning as a guided and encouraging fitness service rather than simply a facility providing equipment.
Controversies
2020
Gary Heavin's Oath Keepers donation
Heavin's reported $10,000 donation to the far-right Oath Keepers organization generated renewed scrutiny. He said the contribution was intended to support constitutional rights and that he was unaware of how the group would use it.
2004
Controversy over Gary Heavin's charitable donations
Public discussion followed reports that founder Gary Heavin donated to organizations associated with anti-abortion and pregnancy-care causes. Heavin disputed characterizations of the donations, and a newspaper later published a correction describing the recipient organizations. The controversy reportedly affected some franchisees, particularly in parts of the United States, with membership losses and franchisee dissatisfaction.
Marketing campaigns
- 2020Digital continuity during the COVID-19 pandemic
United States · Canada · Australia · New Zealand
MyCurves On Demand gave members access to Curves-style workouts while clubs faced temporary closures and operating restrictions during the pandemic.
Outcome. Extended the brand's service model into at-home digital fitness.
- 2020Women's health and wellness education
International
Curves expanded its service proposition with educational content covering women's health and lifestyle improvement.
Outcome. Broadened the brand from exercise delivery toward general wellness education.
- 2008American Cancer Society partnership and recognition
United States
Curves and its franchisees supported the American Cancer Society and received recognition for charitable efforts. The company was also recognized by the organization in later years, including 2009, 2011, 2012, and 2014.
Outcome. Established a visible charitable association with cancer support and community fundraising.
Brand decisions
2020
Launch MyCurves On DemandProduct launchBackground
Digital delivery became increasingly important as the COVID-19 pandemic disrupted physical fitness clubs.
Action taken
Curves launched an online library and streaming service for coach-led workouts.
Aftermath
The brand gained an at-home delivery channel and later added virtual group coaching.
2018
Transfer Curves International to Koshidaka HoldingsM&ABackground
North Castle reorganized its ownership of the Curves businesses after several years of control.
Action taken
Koshidaka Holdings acquired Curves International, while North American and Oceania operations remained in a separate structure.
Aftermath
The North American and Oceania headquarters returned to Waco, Texas, and Krishea Holloway became president.
2012
Sell a controlling stake to North Castle PartnersM&ABackground
Curves had become a large international franchise network and underwent a change in ownership and executive leadership.
Action taken
North Castle Partners acquired a controlling interest, and Gary Heavin left the CEO role.
Aftermath
North Castle became the controlling private-equity owner until the later restructuring and sale to Koshidaka.
1999
Adopt a franchise-led expansion strategyStrategyBackground
After establishing the club concept, Curves sought to scale its short-workout, women-focused model beyond company-operated locations.
Action taken
The company began franchising the Curves concept.
Aftermath
Franchising drove rapid domestic and international expansion during the 2000s.
Sources2 sources
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