Kim McQueen is stewarding one of the world’s most beloved women’s fitness franchises into a bold new era of purpose, innovation, and community impact.
With over two decades of leadership experience spanning media, wellness, and franchise business development, Kim is passionate about helping women rise – physically, mentally, and financially. Her approach to leadership is grounded in empathy, emotional intelligence, and a deep understanding of what today’s women truly need from a wellness brand.
Before discovering Curves, Kim built a highly respected, award-winning career in marketing and brand strategy. As a sought-after creative director and strategist, she was known for her bold campaigns, her ability to win major national accounts, and her natural leadership in a fast-paced agency world. At the height of her career, with a portfolio of success and a reputation as one of the industry’s rising stars, leaving her post was something no one – including Kim herself – ever anticipated.
That changed the day she stepped into a Curves club for a trial workout with a friend. By the time she walked out, she had decided to buy her own club. Within a short time, she was operating one of the most successful Curves locations in the United States. After being named Franchisee of the Year, her first year, out of 5,000 locations, she went on to co-chair the 200-plus Chicago cooperative, which went on to earn Co-op of the Year.
Her journey soon expanded beyond borders. Kim was the inspiration behind the launch of Curves Japan, helping investors understand what made the brand so special and why it resonated so deeply with women. Her own club became the prototype for design and member experience, inspiring the look and feel of more than 2,000 Curves locations throughout Japan. She later served as Director of Operations for Australia and New Zealand before becoming Master Licensee and Co-Founder of multiple Asia-Pacific markets- including China, Taiwan, Hong Kong, Vietnam, Singapore, and Indonesia- while also consulting for Curves Korea and Thailand.
Returning to these markets now, Kim brings with her more than a decade of international experience- along with a renewed vision for the brand’s future. She is known for her refined, dynamic marketing strategies, innovative operational systems, and creative storytelling that connects deeply with franchisees and members alike. Her enthusiasm for revitalizing the Curves brand across regions is fueled by both her global perspective and her original passion for the mission that started it all.
Since stepping into the CEO role in early 2023, Kim has guided Curves through a values-led transformation. From reimagining the brand’s digital presence and operational training programs to reigniting the spirit of sisterhood in clubs across the U.S., Canada, Australia, and New Zealand, she is breathing new life into a legacy brand with a heart-led mission.
Her leadership is driven by a powerful intention: to rebuild trust, reignite community, and reposition Curves not just as a fitness solution, but as a lifestyle sanctuary for women at every stage of life.
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