Behind the Curtain of Curves 30: Exclusive Takeaways from the CEO’s Webinar

A Movement Reignited

When Kim McQueen, President and CEO of Curves North America, Australia, and New Zealand, appeared live on the Curves Origins & Ownership Webinar, she wasn’t just presenting slides – she was reviving a legacy and reigniting a movement. This webinar is held weekly for anyone interested in becoming a Curves Club owner, but it’s takeaways are fascinating for everyone.

For those who’ve ever stepped into a Curves club or coached a member through a workout, you’ll know this isn’t just fitness.

It’s an experience of strength, structure, and sisterhood. And now, with Curves 30, it’s been reborn for a new generation of women – and the next wave of franchise leadership.

What made this webinar so powerful wasn’t just the content – it was the heart behind it. Kim didn’t shy away from sharing the highs and lows of Curves’ journey – from explosive global growth to market saturation and the quiet years of decline. 

Instead, she leaned in with humility, wisdom, and a bold vision: “This next chapter is about rising with strength – together.”

Curves 30: The Evolution of a Global Icon

What is Curves 30?

It’s more than a rebrand. It’s a revival of purpose. A reinvention of what’s possible in women’s wellness. And a powerful upgrade to a model that was already decades ahead of its time.

“Curves has always been for all women,” Kim explained. “It was never just for one age, one size, or one phase of life. Today, that vision has returned – stronger, sharper, and more inclusive than ever.”

Curves 30 is built on the same science-backed 30-minute workout that made it a household name – a workout that combines cardio, strength training, and stretching into a single, efficient circuit. But the experience has evolved with:

• Modern coaching models
• Wearable tech integrations
• Real-time heart rate tracking
• Monthly progress assessments
• Stronger systems for franchise success

This isn’t a reinvention of the wheel – it’s a reawakening of everything Curves already did well, with the structure to do it better.

Learning from the Past, Building for the Future

Kim spoke candidly about what led to Curves’ decline over the last decade – from aging franchisees and economic crises to the shift in brand ownership that pulled focus away from community and consistency.

“We had something so powerful, but we lost alignment. The women didn’t leave Curves – the clubs left the women.”

Now, with a renewed focus on operational strategy, unified marketing, and owner support, Curves is re-entering markets with confidence. And unlike the early 2000s, the emphasis today isn’t on opening clubs everywhere – it’s about doing it right, with leaders who share the mission.

Why Women Need Curves – Now More Than Ever

The data is clear: women across the U.S., Canada, Australia, and beyond are facing a wellness crisis.

More than two-thirds are overweight or obese. Strength training remains under-prescribed. And while boutique fitness booms, many women feel intimidated, excluded, or overlooked by traditional gyms.

That’s where Curves stands apart.

“We were biohacking before biohacking had a name,” Kim smiled. “We condensed what used to be a 90-minute workout into 30 powerful minutes. And science backed us all the way.”

In the webinar, she shared how new members report life-changing shifts in energy, sleep, strength, and confidence – often within weeks of joining. Whether it’s a 22-year-old university student or a 72-year-old grandmother recovering from surgery, Curves 30 is meeting women where they are – and helping them move forward.

 

 

Sisterhood: The Secret Ingredient

Curves isn’t just about movement.

It’s about belonging.

That’s the word that came up again and again throughout the webinar – not just from Kim, but from member testimonials played during the session.

“I came for the workout. I stayed for the sisterhood.”

From laughter between sets to friendships forged on the stretch station, Curves clubs are becoming real-world sanctuaries in an increasingly disconnected, digital world.

Kim spoke about how post-pandemic isolation, gym anxiety, and wellness overwhelm have created a deeper need for safe, supportive spaces – especially for women navigating stress, illness, grief, motherhood, menopause, or major life transitions.

Curves fills that need. And it does so with intention.

A Local Business with Global Heart

The conversation shifted to the business side – and Kim shared how Curves is scaling again, but this time with a global lens and a more grounded strategy.

Having spent years working across Asia Pacific markets (where Curves remains exceptionally strong), she’s bringing those systems and insights into North America, Australia, and New Zealand.

She shared examples of:

Clubs that have doubled their size after embracing the new brand direction

• Locations that now welcome members as young as 14 and as experienced as 94
• Families working out together – sisters, aunts, mothers, grandmothers
• Coaches and owners rediscovering their passion and sense of purpose

It’s not just a fitness brand. It’s a vehicle for local impact and intergenerational change.

Want to Watch the Full Webinar?

The insights above barely scratch the surface. This webinar is weekly and gives people curious about becoming a Curves Club owner an insight into the world of Curves.

In the full, live webinar Kim shares:

• Her personal journey from ad agency exec to Curves franchisee to CEO
• A look at the new club experience and what’s changed behind the scenes
• Testimonials from real women whose lives (and communities) have been transformed
• An overview of what it’s like to own a Curves today – and why the future looks so bright

Here’s How to Get Started:

Step 1: Fill out the interest form for owning your own Curves

If you would like to know more about opening a Curves club in the USA, Canada, Australia or New Zealand, completing the short interest form will unlock access to:

The Curves Origins & Ownership Webinar booking portal and recording

The Curves Franchise Opportunity Guidebook

An invitation to book your 1:1 Discovery Call with Kim McQueen after watching the webinar

Step 2: Explore at your own pace

Whether you’re ready to act or simply curious, there’s no pressure. You’ll receive all the resources you need to make an informed decision.

Step 3: Join the Movement

The Curves 30 wave is already building – and leaders are rising in towns and cities around the world. You could be next.

This Isn’t Just Fitness. It’s the Future.

If you’re a purpose-driven woman who wants to create change – in your own life, your community, and the world – then Curves may be exactly what you’ve been waiting for.

It’s wellness, backed by science
It’s business, backed by heart.
It’s community, backed by courage.

Ready to watch the webinar and take the next step?

Fill out the interest form now!