As Curves Begins Operations
Raheem Akingbolu, who visited Curves international’s first fitness and weight loss centre in Nigeria, which is exclusively designed for women, he writes on the strategies adopted by the multination to rule the market.
With the brand’s promise to assist the emergence of a new generation of healthier and happier women, Curves International has thus tapped on the consciousness of the female folk of the Nigeria market. As this reporter found out when he visited the Lekki, Lagos office of the company last week, some Nigerian women who had registered at the three week old centre were full of excitement.
According to a 37 year old woman, who simply introduced herself as Caroline, many Nigerian women would find the centre worthy because of its ability to provide a whole body solution. Caroline, who spoke to this reporter, as she was heading towards a room, which was later disclosed as dressing room, in preparation for her evening routine said: “Every woman wants to look good, trendy and appeal to her spouse; this explains why the arrival of the most talked about ladies-only fitness company excited many of us, who had had encounter with the brand abroad.
With Curves, women of all shapes and sizes could begin the transformation to fitness,”
Beyond its international status and the fact that a registered member in Nigeria can receive the company’s service in over 90 countries of the world, another major advantage the brand will ride on in the market to excel is its exclusivity.
According to findings, in countries where religion and culture restrict mingling of both sexes, Curves International is said to have gained tremendous customers among the women.
Speaking on how the company will be able to reach women outside Lagos and those on the mainland of the commercial city, the Country Director, Curves International, Emma Esinnah said the Nigeria office was designed to follow the business philosophy of the parent body, which encourages franchise.
“To achieve our objectives and help Nigerian women to be healthier and fit, we will ensure that Curves is present in every deserving neighbourhood in every state of Nigeria. Curves has a medium to long term vision of about 300 outlets within Nigeria, thereby creating over 2000 direct employments, with Nigeria women being the most of the beneficiaries,” he said.
Speaking on how the centre operates, its Operation Manager, Peace Elimimian, said the company offers a complete fitness and nutrition solution. According to her, Curves innovative 30-minute fitness concept combines strength training and sustains edcadiovascular activity through safe and effective hydraulic resistance, in very safe and secure environments.
She said: “The 30 minutes workout exercises every major muscle group and burns up to 500 calories through a proven program of strength training, cardiovascular exercise and stretching.
Here you don’t waste time having to change weight stacks or equipment settings. Its strength training, plus cardio, made simple.
You get stronger, increase your metabolism and burn fat,” She also disclosed that there is always a coach to help a member get a safe and effective workout. Above all, she added that when paired with the meal plan, an average Curves’ member will love the result of the exercise.
Curves is reputed to be the fastest growing centre with over 7,000 outlets in 93 countries and Nigeria, bringing the total number to 94 countries. Founded by Gary and Diane Heavin in Harlingen, Texas, USA, in 1992, Curves ladies-only centres use equipment specifically developed for women, which in just 30minutes are able to work all the vital muscles of a woman to keep her strong and healthy.