Curves, the women-only fitness franchise founded in Texas in 1992, is accelerating its expansion plans across the UK and Europe. With over 3,000 locations worldwide and more than 30 years of operating experience, Curves is aiming to re-establish its presence in key European markets, targeting entrepreneurs interested in health and fitness franchising.
Originally launched by Gary and Diane Heavin, Curves gained rapid popularity in the late 1990s and early 2000s for its 30-minute strength-training circuit designed specifically for women. At its peak in 2005, the chain operated nearly 8,000 U.S. locations, making it the largest fitness franchise in the world. However, it later faced significant decline due to market saturation and changing consumer trends, prompting consolidation and a shift in strategy.
In 2018, Japan’s Koshidaka Holdings — operator of over 2,000 Curves locations in Japan — acquired global rights to the brand, excluding North America and Oceania. That same year, Curves Europe B.V. was established to oversee operations in key European countries.
Now positioned as the world’s fourth-largest women’s fitness brand, Curves is promoting its low-barrier franchise model to new markets across Europe. According to a company press release, the required investment of £45,750 ($57,188) includes the franchise fee, proprietary equipment and Curves’ SMART workout system — an integrated coaching and performance-tracking technology. The company highlights that this makes it one of the lowest-cost franchise options in the boutique fitness sector
“We know that women are driving the global wellness economy,” said Joanna Dase, the chief of operations at Curves, in a statement. “That’s why our franchise system equips business owners to make an immediate impact on women’s health and fitness, with results from day one. Each partner works closely with an onboarding specialist, business development manager and marketing team, so our partners are never building their business alone.”
The company reports a 7.5% year-over-year membership growth rate and aims to capitalize on the broader women’s wellness industry, now valued at over $3.75 billion USD. Curves’ current expansion strategy involves recruiting “founding” franchise partners in untapped territories across the UK, Italy, Spain and other European markets.
With a simplified business model and a niche focus on strength training for women, Curves aims to reclaim relevance in a competitive fitness landscape. The renewed international push signals a continued evolution for the brand, now seeking sustainable growth through focused regional strategies and community-centered wellness offerings.
