How Curves Is Modernising The Women-Only Fitness Model

July 30, 2026 // Franchising.com // The fitness industry has shifted considerably over the past decade. Women now account for around 57% of gym memberships globally, with female participation continuing to rise as more women prioritise long-term health and wellbeing. Far from becoming a niche category, the global women-only fitness club market is projected to reach $8.52 billion by 2032, highlighting the continued demand for female-focused fitness experiences.

This continued demand reflects a broader shift in what women now expect from fitness. Members increasingly want more than access to equipment. They want to understand whether they are progressing, whether they are training effectively, and whether their workouts are aligned with their goals. Curves has responded to this by modernising their technology, designed to make fitness more personalised and measurable.

Central to this is CurvesSmart® , which monitors metrics such as power and range of motion throughout each workout. Members can see how their performance changes over time, creating a clear picture of month-by-month progress. Alongside this, Curves hydraulic resistance technology automatically adapts to the effort applied by each individual. This allows women of different ages and fitness levels to exercise side by side while still training at an intensity that suits them personally. Rather than asking members to adapt to the equipment, the equipment adapts to them.

However, technology alone is rarely enough to keep people engaged. Many women want reassurance that they are exercising correctly and safely, particularly when building strength or returning to fitness after significant life stages, such as pregnancy or menopause. Recognising this, Curves has combined technology with a coaching-led approach.

Every member begins with a one-to-one consultation conducted by a trained Curves Coach, including a body composition assessment to help identify areas of focus. This guidance continues through monthly coaching sessions, where each member reviews their achievements and objectives with their coach before adjusting existing goals or setting new ones to stay on track and motivated. Rather than replacing human interaction, technology becomes a tool that enables more meaningful conversations and personalised guidance.

This support extends beyond coaches and into the wider club environment. Community has always been part of the Curves experience, but increasingly it has become one of the brand's strongest differentiators. Women consistently report feeling more confident and motivated when exercising alongside others who understand their challenges and goals. For many members, their local Curves becomes “a home away from home”, rather than simply somewhere to work out.

The brand's signature 30-minute circuit has been designed around this principle. Members exercise together while working at their own pace, creating a supportive atmosphere without the pressure often associated with traditional gym environments. The shorter format makes it easy to fit a full-body workout into busy schedules, while the group setting helps foster the connections that keep members coming back.

For Joanna Dase, Chief of Operations at Curves, this combination of technology, coaching and community is central to the brand's continued success.

"The biggest misconception about modernising fitness is that it's purely about technology. Technology is important, but it only works when it's supporting a better member experience. Women want to see their progress, but they also want guidance and genuine human connection. 

That's why we've invested just as heavily in coaching and community as we have in innovation. When you combine all three, fitness becomes something that fits into people's lives rather than something they struggle to maintain."

To support franchisees, Curves provides guidance every step of the way, from site selection and club launch through to ongoing marketing support, giving owners a proven framework they can implement within their local community.

Internal data showing 7.5% year-on-year membership growth highlights the continued demand for women-only fitness and community-led exercise experiences.

Curves has evolved alongside changing consumer expectations while remaining true to the values that have defined the brand for decades.

SOURCE Curves

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