Economic uncertainty often leads consumers to scrutinise discretionary spending, with gym memberships frequently among the first expenses to be cut. Yet Curves, the world’s fourth-largest franchise, continues to attract and retain members despite tightening household budgets. The reason may be simpler than many assume: consumers are far more likely to keep subscriptions they actively use.
One of the biggest challenges facing the fitness industry is not attracting members, but keeping them engaged over the long term. Many gym memberships begin with good intentions but gradually go unused. This is where Curves differs. The brand’s focus extends beyond the workout itself, helping members build routines they can maintain over time.
Central to this approach is accountability. Every member begins with a one-to-one consultation covering their long-term goals, body composition assessment and nutrition. Rather than simply providing access to equipment, Curves combines fitness with ongoing coaching, helping members understand their progress and stay focused on their objectives.
That accountability is reinforced through CurvesSmart®, the brand’s progress-tracking system. Members can monitor metrics such as pace, power and range of motion throughout each workout, creating a clear record of their progress over time. When members can see tangible improvements, they are more likely to remain engaged and continue investing in their fitness journey.
However, measurable progress is only part of the equation. Many women also value the support and encouragement that comes from exercising alongside others. Studies have found that social support plays a key role in helping women stay consistent with exercise, making community an important driver of long-term member retention.
Curves has embedded that sense of community directly into its model. Members exercise together through the brand’s signature 30-minute circuit while working at their own pace. Hydraulic resistance technology automatically adjusts to individual effort levels, allowing women of different ages and fitness levels to complete the same workout side by side. The result is an environment that feels welcoming, rather than intimidating, where members can build relationships while working out.
For many women, their local Curves becomes more than somewhere to exercise. It becomes a familiar part of their weekly routine and a source of social connection. During periods of economic uncertainty, that sense of belonging can become even more valuable.
Joanna Dase, Chief of Operations at Curves, explains why their franchises continue to perform strongly during challenging economic conditions.
“When consumers review their spending, they don’t just ask whether something is affordable. They ask whether it’s worth keeping. What we’ve found is that members who feel supported, can see their progress and genuinely enjoy coming to the club are far more likely to stay engaged, even during periods of economic uncertainty. With group coaching sessions to guide our members, a community that encourages them and clear evidence of progress, fitness becomes part of their lifestyle rather than another subscription they forget about.”
This focus on long-term engagement has translated into Curves’ continued growth. Internal data shows membership growth of approximately 7.5% year on year, while the franchise now operates in more than 3,000 locations across 42 countries. In an uncertain economy, that ability to retain members may be one of the strongest competitive advantages a fitness brand can have.
For prospective franchisees, Curves combines that retention-focused model with one of the lowest entry points in the fitness franchise sector. The global health and fitness club market is projected to reach $8.52 billion by 2032, while women account for nearly 57% of gym-goers globally. With an investment of approximately £45,750, franchise owners receive site selection support, Curves Smart technology, hydraulic equipment and ongoing marketing support.
At its core, the Curves model is built on a simple principle: when members continue to see value in their membership, they continue to use it. By combining coaching, accountability and community, Curves has created an experience that keeps women engaged long after they first join, providing a strong foundation for sustainable growth.
