Curves has become one of the leading fitness franchises by making women strong

GYM & FITNESS

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Krishea Holloway, President of Curves, is a dynamic and forward-thinking leader who consistently sets high standards and consistently exceeds them with certainty and precision. She is highly motivated and treats every challenge as an opportunity. Having seen the thick and thin of the business world, Krishea is always in solution mode and is a leader everyone feels free to go to. An asset to her organization, Krishea knows how to use adversity and convert it into massive success. A leader with a Midas touch, she is an inspiration for many and a role model for every aspiring entrepreneur. 

Aspioneer caught up with Krishea and talked with her to gain insights into her goals and vision for her organization.

Aspioneer (A): Can you give us a gist about your organization? How did it all begin?

Krishea Holloway (K): “Curves is a fitness franchise company, and our motto is strengthening women inside and out. It all began in 1992 when founders Gary and Diane Heavin opened their first Curves in Harlingen, TX. This new concept of 30-minute fitness, strength training, weight loss guidance, and an environment designed for women was immediately successful. They began to develop plans for franchising the concept, with the first Curves franchise opening in 1995. “We are celebrating 30 years in the business in 2022, and we have over 200 locations in the United States, Canada, Australia, and New Zealand.”

(A): Can you enlighten our readers about the programs at Curves? What is its core focus?

(K): “The focus of our program is on strength training, whereas many other female-dominated spaces focus on cardio. At Curves, we know that strength training has numerous benefits, such as weight management, losing more fat, reducing the risk of diabetes, stronger bones, improved cholesterol, blood pressure, joint protection, and improved mental health. We’ve always known the importance of members’ heart rates and an effective workout, so every 7 minutes we do a heart rate check to ensure members are in their target range to get the most effective workout. Everyone knows they NEED to do it, but getting them to do it is hard. But once they do, they can feel the difference.”

(A): What was the core purpose behind the creation of the Curves program? What makes it unique?

(K): “The Curves program was created to give you an effective total body workout in just 30 minutes! Curves incorporates both upper body and lower body strength training exercises, cardio moves, and stretching, allowing you to work for every major muscle group. The workout uses hydraulic resistance gym equipment specially designed for women and can be used by a variety of fitness levels. MyCurves on Demand brings our Curves 30-minute total body workout online so you can work out when you want. Your own women’s workout program that can be done at home, while traveling, or just whenever and wherever it suits you. I am proud to say that we have helped and are helping so many women with fitness and health needs.”

“Curves provides women with what they need to feel great and build a healthier future – strong bodies, strong balance, and a strong community.”

(A): What is your take on innovation and technology at Curves? How have they helped?

(K): “Innovation never sleeps at Curves. To remain relevant with today’s women, we are constantly learning and improving our system and member experience. I do think the hybrid approach is the way forward for the fitness industry. We see the future as seamless integration between bricks-and-mortar in-club fitness and on-demand fitness. It’s the best of both worlds: getting the workout when and where you want it with the support and guidance of the coach.”

(A): How would you describe the culture at Curves? How is it different than others?

(K): “On our corporate team, we have a lot of tenures! Our youngest member of the team has 10 years of tenure. With this comes great trust, knowledge, and skills that can’t be retrained. That’s priceless. Their passion and love for the brand and what we do drives me daily. Don’t confuse years of experience with the status quo! This team embraces Change! In fact, our internal motto is Change Stations Now, just like the cue that is played in our clubs. My team knows that the fitness industry moves quickly, and to stay competitive, we must be agile and embrace change.”

(A): What has been your journey with Curves?

(K): “Over 30 years ago, Curves changed the world by giving women the perfect place to work out. At Curves, “strong” is about so much more than building muscles. Curves provide women with what they need to feel great and build a healthier future – strong bodies, strong balance, and a strong community. I discovered Curves back in 1997 and quickly became a Curves franchisee/club owner at the age of 21. I owned several locations for over 10 years. I transitioned to the corporate side because I was passionate about helping other owners become better business owners. I became the President and CEO in August 2019; five months shy of the pandemic. I’ve always been passionate about business and helping strengthen women. What motivates me is that Curves is a legacy brand and our women LOVE Curves!”

Krishea Holloway
Krishea Holloway

(A): To bag the deal, what qualities must a franchise possess? Can you mention some and also throw some light on the training?

(K): “Personality, drive, passion, and entrepreneurial spirit are key elements to operating a successful Curves business. We like our franchise owners to be owner-operators, meaning they work about 35–40 hours in and around their clubs weekly. The franchise needs to be dynamic, enthusiastic, and highly motivated. He or she needs to be filled with desire and the right personal qualities to help women achieve their goals. The franchise must be willing to work with a company that is one of the world’s leaders in women’s fitness and is determined to succeed and totally committed to a new challenge. They must be willing to execute the operational needs passed down from us, the franchisor.

The Onboarding Certification is a fully comprehensive web-based training program we offer for owners and staff. In addition to training modules, participants are assisted through live virtual sessions with an instructor, message boards, prescribed activities, and assessments. The certification process will take you approximately five weeks to complete, and will focus on five areas, mainly, who is Curves, Service, Sales, Guest Production, and Policy & Procedures Management (owners and managers only). Once you have officially taken over the club, a mentor will come to your club and spend valuable time with you and your staff, assisting you to get on the path to becoming the successful entrepreneur you have set out to become.

Once you become a Curves franchise owner, you will gain access to our comprehensive communication intranet website. It provides the communication, support, and resources needed to operate your business. This site is where you will find your Curves Mail account, guidance documents, and important announcements. The Curves Learning Community is a one-stop-shop for all training needs for you and your staff. If you have followed the action steps to ensure your staff has an account on the Curves Learning Community, each of your staff members will have their own unique account where you can assign, track, and measure training results. This is a free resource for you and your staff.”

(A): Where do you envision Curves in the future and what modus operandi have you planned?

(K): “Curves is continually innovating program offerings and providing upgrade opportunities to enhance and monetize the member experience. The Curves Nutrition and Weight Management Program promotes balanced and sustainable nutrition education designed to help decrease body fat, increase lean muscle mass, and improve metabolism when followed by the Curves workout. MyCurves On Demand brings the Curves trusted 30-minute workout to your own home. Led by real Curves coaches and developed by Curves program experts, MyCurves On Demand is accessible anytime, anywhere on your favorite smart device. The Curves Health & Wellness Education Series provides members with education on important health topics impacting women of all ages, so they can make improvements for their own health and wellbeing. We have also added new technology in our clubs with body scanning and target heart rate tracking! Both bring new opportunities to the clubs, including gammification and accountability.”

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