Welcome to the New Era of Curves

A Comeback Fuelled by Heart, Strength, and Sisterhood

There’s a fresh spark running through the heart of Curves, a renewed energy led by Kim McQueen, our new CEO and President.

An award-winning franchisee with nearly 25 years of global experience, Kim is no stranger to what makes Curves extraordinary.

Her earlier career in high-level advertising refined her marketing expertise, which she has successfully applied to drive Curves’ international growth in markets throughout Southeast Asia, including key markets where her experienced vision can be seen, such as Taiwan and Indonesia.

Her touch and early success is still prevalent in Japan, where there are now over 2,000 locations. Now, she’s bringing that same vision and energy back to where it all began: the U.S., Canada, Australia, and New Zealand.

“I believe Curves was ahead of its time. Today, we all know that strength training plays a key role in optimal health and longevity, and with over 6 million in research around our brand proving its efficacy, we could not be in a better position today to bring curves into the lives of many new women and those who remember us fondly. Living longer is living stronger.”

Kim’s journey with Curves began in the U.S., where she once co-led one of the most respected and high-performing co-ops in the company’s history, representing over 200 clubs across the greater Chicago area.

She understands firsthand why Curves captured the hearts of millions, and she believes the best chapters are still ahead.

This return to her roots sparked a powerful next step: reconnecting with her long-time friend and fellow powerhouse, Kim Martin of Peoria, Illinois.

“Are you in?” she asked.

“Because I’m ready to bring Curves back into its rightful place as a leader in women’s fitness, and I want your club to lead the way.”

The Interview: A Movement Reignited

There’s something powerful stirring inside Curves clubs around the world, and it’s not just the energy of a great workout.

It’s the pulse of a brand reborn.

In a heartfelt, energising 10-minute conversation, two iconic leaders, Kim McQueen and Kim Martin, sat down to reflect on where Curves has been, where it’s going, and why now is the time to rise again.

Their message?

This isn’t just a rebrand. It’s a revival. A recommitment. It’s a call to women everywhere: the movement is back, and it’s stronger, brighter, and more empowering than ever.

A Legacy Renewed

Both Kims are no strangers to the Curves mission.

Their combined decades of leadership span from club ownership to international expansion, and they’ve seen the brand through its highest highs and toughest transitions.

What unites them now is a shared belief..

The original magic of Curves-the science-backed strength training, the supportive sisterhood, the fun-never disappeared.

It simply needed to be brought back into the spotlight.

And that’s exactly what they’re doing.

“We’re stepping into a whole new era,” says Kim McQueen. “It’s more than just a facelift-it’s a return to our roots with a modern edge.”

A Fresh Look, A Familiar Feeling

The very first Curves club to showcase the new brand experience is Kim Martin’s club in Peoria, Illinois. With bright, intentional colours designed using proven colour theory, motivational quotes, and vibrant energy, the space now mirrors the powerful feeling that members experience after a Curves workout: lifted, encouraged, and inspired.

“Our members love it,” Martin shares. “You walk in and you can just feel the shift-it’s electric.”

This aesthetic upgrade is part of a wider transformation rolling out across the U.S., Canada, Australia, and New Zealand. 

But it’s not just about looks.. 

It’s about recapturing what made Curves revolutionary in the first place.

The Power of the Circuit

Long before strength training was mainstream for women, Curves was pioneering it. 

The signature 30-minute circuit condensed the benefits of a full 90-minute workout into an efficient, empowering session that fit into busy lives.

“Women are still busy,” McQueen points out. “But they still need strength. They need support. And they need fun.”

Fun, as both leaders admit, is one of the elements that had quietly faded over time-but it’s back, loud and proud. 

From vibrant spaces to challenge boards, prizes, and personal coaching sessions, Curves is making fitness feel joyful again!

From Surviving to Thriving

Like many small businesses, Curves clubs weathered the uncertainty of COVID-19 with resilience and grit. 

Kim Martin recalls the unwavering loyalty of her members who kept their memberships going even when the doors had to temporarily close.

“Hundreds of women continued to support us through the hard times,” she says. “That tells you everything you need to know about the kind of community we’ve built.”

That community-the sisterhood, the safety, the space for women to feel seen-is what Curves is doubling down on as it rises again.

A New Wave of Leadership and Opportunity

One of the most exciting aspects of this new era is the renewed interest in Curves franchise opportunities. 

As more women ask, “When will there be a club in my neighbourhood again?”-the answer is coming into focus.

“We’re building again,” McQueen shares. “And we’re doing it with purpose, heart, and the right people.”

Whether you’re considering becoming a coach, starting as a member, or exploring ownership, Curves is creating a clear path for women to grow. 

Many franchisees, like Martin, started on the circuit floor. 

Today, they lead thriving communities.

“I did it. You can do it too,” she says.

Bringing the Magic Back-Together

What happens when two women who’ve devoted their lives to empowering others sit down and decide to reignite a movement? 

You get this moment: a revival built not on trends, but on timeless truths.

Curves has always been more than a workout.. 

It’s a feeling. A family. A force.

Love,

The Curves Team