Members spearhead campaign to keep Curves franchise open
Ann Arbor’s only Curves Weight Loss Program franchise has grown into more than a place to drop a few pounds and get in shape: It’s become a close-knit community of women.
Baby showers have been held there. Members send each other get well cards. “Exercise, essentially, is boring,” said member Annette Fisch. “But you have friends here. It’s my social club as well as my exercise club, and it’s never boring.”
So it wasn’t a complete surprise that when franchise owner Robin Black Long announced she would close the doors after she couldn’t find a buyer, members came together to try and find a way to keep it afloat. It is the first time in corporate history that members have joined forces to fundraise to keep a Curves open, Long said.
members have pulled together to try and save the club, saying it's as much about having a social network as it is about exercising.
Janet Miler | For AnnArbor.com
After 11 years of owning the Ann Arbor's Curves, located in a narrow, 2,000-square-foot storefront in the Westgate Shopping Center, Long wants to change course. After a number of months on the market without a nibble, Long decided she would close her franchise when her corporate agreement expires on Sept. 4.
Two weeks ago, she sent her 300 members the news, and by 8 a.m. the following day, members of the club began talking about ways to raise the $55,000 to keep it open. By Tuesday, they decided to hold a series of three community meetings to discuss strategy. More than 100 members have attended the meetings. Along the way, they offered to donate what they could — some offered $1,000, while others had to offer something less.
Employee Jeri Shumate and her partner Mary Whitehouse Barber will each chip in $1,000 and a silent partner will front $10,000. Combined with other commitments already made, a total of $25,000 has been raised, leaving about $30,000 to go, Long said. If $55,000 is raised, Shumate and the silent partner would own the five-year franchise agreement.
They turned to crowd funding when they launched a GoFundMe account July 7, while area businesses also are chipping in. Happy House Hallmark, Curves’ Westgate neighbor, offered to hold a fundraiser later this month. Curves and Happy House share a similar customer base, Long said. Shumate and Long are hoping other businesses in the mall also will pitch in.
Members are pledging donations with no string attached, Shumate said. Other than the silent partner, donors are making gifts and not buying a piece of the franchise and it won’t go toward fees or dues (monthly dues ranges from $35 to $65). Long gets choked-up when she talks about how her members are willing to trust and support her.
“It’s so heartfelt to see how Curves has touched people’s lives,” she tells a group of women gathered Monday afternoon to brainstorm the fundraising drive. “We help each other.”
While the 300 members financially makes the Ann Arbor Curves sustainable, a strong marketing campaign is needed for growth, Long said. At its peak, the Ann Arbor Curves had almost 1,000 members. Tapping into the University of Michigan (where there is a Curves discount) and reaching out to local physicians along with using some Curves corporate strategies should help, said Barber, who will be in charge of marketing.
Women at the meeting agreed. “You can have rows and rows of machines across the street and I won’t go there,” one woman said. “At some clubs, you have to have just the right outfits. And others, you have to have just the right thighs. Not here.”
Comments
Lynn Liston
Thu, Jul 11, 2013 : 4:24 p.m.
Just thought I'd mention Liberty Athletic Club on Liberty Road at Scio Ridge. It's a. very family-oriented health center, and has members of all sizes and shapes and levels of ability; pools, tennis courts, indoor walk/run track- plus everything a workout facility should have. Classes for all levels and nice coaches. It is a very friendly place, and there are groups who have been working out together as friends for years. Perhaps the ladies at Curves could approach Liberty to see if something could be worked out for them, perhaps a group membership option.
Jody Tull
Thu, Jul 11, 2013 : 1:40 a.m.
I have been a member of Curves Westgate for many years. The workout, designed specifically for the female body, is brilliantly and beautifully inclusive for all women. This workout does what it says it will do -- it builds strength, and helps prevent obesity and depression. But Curves Westgate is so much more than the workout!! Robin's team, that she has nurtured over the years is full of fun, creativity and, most especially -- they genuinely do care. We members feel completely looked after. Always` greeted with a friendly hello, arranged fresh flowers and a group of like-minded friends, interesting and diverse gals prioritizing good health and having good conversation. Where else in our busy society, is there a place where women can regularly come together to socialize and keep fit at the same time? We do, at Curves Westgate!!!
FitDude
Wed, Jul 10, 2013 : 7:34 p.m.
This owner is not alone- thousands of Curves clubs have closed in the last few years; so many in fact, that the Wall Street Journal wrote an article on this topic: http://online.wsj.com/article/SB10001424052748704862404575351293938715632.html?mod=WSJ_hps_LEFTWhatsNews. Former Curves franchisees blame the corporate office for over-saturation of territories, lack of support, inferior equipment, high franchise fees, etc.: http://www.unhappyfranchisee.com/curves-robert-lays-story/. However, the fact that so many Curves have closed does not mean the need for non-intimidating clubs no longer exists. Hundreds of former Curves owners, employees, members are opening their own non-franchise clubs. The Curves model does not allow for flexibility to address the needs of individual markets. Curves' nonadjustable equipment virtually guarantees members will hit a plateau and get bored- and drop out. Do some research before buying a Curves franchise.
AAfan
Mon, Jul 22, 2013 : 3:40 a.m.
The blog post you reference is dated March 2009. Curves International has had a new owner since September 2012. I defer to your understanding of the theory of exercise physiology, but find it hard to argue with both the research outcomes about the Curves Complete system and the personal success that I (among other members) have experienced.
FitDude
Wed, Jul 17, 2013 : 3:16 p.m.
AAfan; I'm glad you are fit as well. However, any fitness professional will tell you that you will eventually hit a plateau after doing the same workout over and over again unless you increase the resistance, intensity or duration of the workout. Curves uses non-adjustable hydraulic cylinder- yes, the faster you push, the more resistance you get; but let's face it- a 50/60 year old woman can only push so fast in 30 seconds. Eventually, they can only do so many reps in 30 seconds and they will hit a plateau. Without being able to increase the resistance level, they can only maintain. Yes, this is fine for many Curves members who are just there for the social aspect- good for them. However, over the years, this has led to high member dropouts which has lead to the high closure rate of clubs. Former club owners also blame the corporate office for over-saturation of territories, high franchise fees, lack of support, etc. Here is an up-to-date blog on what former franchisees have to say about the program: http://www.unhappyfranchisee.com/curves-robert-lays-story/
geomom
Thu, Jul 11, 2013 : 7:28 p.m.
AAfan...You Go Girl!! I'm with you on the results data from your working out at Curves! I have been working out there for over 5 years and have lost a few inches and pounds using their "Curves Complete" program in the last 6 months! Robin, Geri, and all of the ladies I know there have been supportive through the process...Curves has gotten even better since adding the "Complete" program! Excellent preventive health and I have the numbers to show it, as well! I've worked out at other clubs and have never felt the support or had the success I've had while working out at Curves!!
AAfan
Wed, Jul 10, 2013 : 10:49 p.m.
The Wall Street Journal article made a number of good points but is very out of date. Curves now has a new corporate owner, with impressive new initiatives regarding quality control and program improvements. The loyalty of the 300 members of this Curves, and our willingness to put our money where our mouths are, speaks to the success of this club in meeting the needs of this particular market. The machines do not need adjustment because they are hydraulic: the harder you work, the more resistance you encounter, and the more strength you gain. It makes for a higly efficient and effective workout. I have been at this Curves since it opened, and 1600+ workouts later, I have not yet plateaued, and I have the muscle definition, the body fat percentage, and the blood chemistry results to prove it. Other members have had even more impressive results. I'm glad you're fit, dude. I am too. Let's use actual data, and give credit where credit is due.
ml
Tue, Jul 9, 2013 : 11:45 p.m.
I am a member of the Ann Arbor Curves at Westgate and have been for many years. I like the upbeat attitude of the staff, as well as members, when I walk into the building for my workout. There is a camaraderie which has formed between the women. Robin has done an awesome job as owner of this Curves and I will hate to see her leave. There are many women that would hate to see the place close, including myself. Please help keep our Westgate Curves open!
julieswhimsies
Tue, Jul 9, 2013 : 9:56 p.m.
Curves=Fitness Lite. I am a member of the Dexter Wellness Center. Every day I see people of all shapes and sizes...and in every age group. Yeah. It's costly...but WELL worth it!
rbalkam
Tue, Jul 9, 2013 : 6:18 p.m.
I find it interesting that 2 men ( plus pseudo?) have commented on a facility they have never been in. Stick to what you know guys. RB
15crown00
Thu, Jul 11, 2013 : 12:15 p.m.
if u love it so much buy it.END OF CONVERSATION.
Tizz
Tue, Jul 9, 2013 : 4:42 p.m.
CURVES is the easiest, yet effective, program for firming and strength training available. I was just getting ready to re-join when I read this article.
justiceforeach
Tue, Jul 9, 2013 : 3:32 p.m.
We would all do well to look after those we take our trips around the sun with. Robin and Curves does that. Supportive of women? Absolutely! Making a real difference in their lives? Without question! Anyone who questions that should marry a Curves member like I did. God bless you,Curves.
Rosie
Tue, Jul 9, 2013 : 3:17 p.m.
This Curves is an amazing place, due to the women who go there and also to the owner, Robin who has made this wonderful supportive environment. I am a member there and I see women daily, who are a total inspiration to me. There are women well into their 80's and women with physical limitations who feel comfortable and safe in this environment. Many women there would not be comfortable in a regular gym. This is a very worthwhile cause!
Jack
Thu, Jul 11, 2013 : 5:57 p.m.
It is apparently a good place to go for support. However, they do not have a trained personal trainer there and my wife found that her condition was aggravated by the machines she used. She also found that she often had to wait to use a machine. I think Curves is fine if one is looking for a small group that supports one another. My wife prefers a place where there is no chitchat, where she can exercise without interference, doesn't have to wait for machines, where there is a compentent trainer, and where the personnel are very friendly and helpful. Planet Fitness earns stars on all these counts. Furthermore, it is incredibly economical.
AAfan
Tue, Jul 9, 2013 : 2:48 p.m.
This campaign is a local story about a remarkable local community that Robin Long helped create. You would be hard-pressed to find a more diverse, accomplished, interesting, and empowered group of women than the ones who work out at Westgate Curves every day. I am a member there and enjoy the idea that the workout concept that Gary Heavin developed has given me the strength and energy to support women's issues in my own (very different) way. And btw, the national franchise has changed ownership.
EyeHeartA2
Tue, Jul 9, 2013 : 1:11 p.m.
Planet Fitness. $10/mo 1/2 mile away.
EyeHeartA2
Wed, Jul 10, 2013 : 1:34 a.m.
Been there. ALL shapes, ALL sizes, ALL ages. Try it and see.
Jack
Tue, Jul 9, 2013 : 8:30 p.m.
@Rosie - You are dead wrong. That is exactly what my wife finds at Planet Fitness.
Tizz
Tue, Jul 9, 2013 : 4:45 p.m.
LOL! Planet Fitness is the exact opposite of CURVES.
Rosie
Tue, Jul 9, 2013 : 3:57 p.m.
Billy, have you been to Planet Fitness before? Do you think an 80 year old woman would be comfortable there or someone recovering from a stroke?
Billy
Tue, Jul 9, 2013 : 3:28 p.m.
It's funny you say that about Planet Fitness when the article posted here a bit over a month ago about them stated that they SPECIFICALLY cater to individuals who don't want to be "judged" when they come to a gym. Honestly....it sounds like Planet Fitness fits the bill for that type of gym. And lets be honest...the alphabrodawgs and juice pigs you don't want to be around would NEVER be at a gym that has such an affordable membership rate.
Rosie
Tue, Jul 9, 2013 : 2:40 p.m.
If you are looking just at cost, it sounds like a logical choice. However, many women who come to Curves would not go to a place like that. Curves is a place where women of all abilities, shapes, and ages can come and exercise in a safe, comfortable environment. Even women with physical limitations are cared for, supported and loved at Curves. You would not find this support at Planet Fitness.
mr_annarbor
Tue, Jul 9, 2013 : 12:47 p.m.
Like Martha, i think that the money would be better spent setting up some kind of "exercise coop" than purchasing the franchise. Even if it's some kind on nonprofit, though, someone will have to take care of the "business." Bills have to be paid and new members recruited. It might work, though, if the club really meets the needs--both social and exercise needs--of the members.
Keith Hafner
Tue, Jul 9, 2013 : 12:41 p.m.
Membership businesses are harder to run than most people think. Even in a well run membership business, 5-10% of the members leave each month. Some move away, some just quit. With 300 members, there might be as many as 30 leaving every month. These have to be replaced, just to stay even.
Tizz
Tue, Jul 9, 2013 : 4:48 p.m.
Keith Hafner knows business!
Keith Hafner
Tue, Jul 9, 2013 : 2:27 p.m.
In response to Billy: Well said!
Billy
Tue, Jul 9, 2013 : 1:01 p.m.
That rule applies ALL retail-type businesses really. Membership based businesses are usually much easier to run along these lines because you get a count of your customer base and you retain contact info for ALL your customers. That right there is a nice chunk of marketing taken care of. Both from the standpoint of doing promotions AND looking at demographics. When you have a business such as a restaurant, bookstore, or even gas station you DON'T get that count of "regular" customers to aid in your marketing. In the end though....the number one rule of ALL successful business like this is MARKETING. If you don't promote, you don't make money. You MUST spend a chunk of your capital on marketing ALL the time. You can't just do a promotion once and forget about it...you have to CONSTANTLY advertise. This is what kills a TON of small businesses. In fact I bet if you look at the last 20 retail businesses that closed in this city, every single one that closed due to profit margin probably did very little advertising in the year leading up to their closing. You should ALWAYS allot an amount to be spent on advertising regularly.
bluemax79
Tue, Jul 9, 2013 : noon
so a failing business that isn't doing the work to draw customers so they are having fund raisers to keep it going. if you cannot sustain a place like this in A2 it won't work anywhere. there are reasons businesses fail poor management is usually a large part of it
Detached Observer
Tue, Jul 9, 2013 : 4:23 p.m.
That business has been "failing" for 11 years. The owner is simply tired and wants to move on, especially now that new restrictive rules have come down from corporate headquarters.
Billy
Tue, Jul 9, 2013 : 11:44 a.m.
"While the 300 members financially makes the Ann Arbor Curves sustainable, a strong marketing campaign is needed for growth" Sigh. The problem is that sustainable means no profit...so what she's saying here is that the company won't even turn a profit under the current business model. Which means it's going to be in the same position 5 years from now (or earlier if poor performance violates that franchise agreement) when the franchise agreement ends...unless they can increase business. Good luck with it...but I think they are getting themselves into a lot more than they realize.
Martha Cojelona Gratis
Tue, Jul 9, 2013 : 11:42 a.m.
Is it possible to use the money raised to start a homegrown version of the franchise?
Jake C
Tue, Jul 9, 2013 : 7:01 p.m.
My mistake, I see that Jeri & the silent partner would actually take over the franchise agreement, and not the original franchise owner. Sounds like they have a bigger commitment to keeping the place operational than the original owner, who may just want to retire or try another venture.
Jake C
Tue, Jul 9, 2013 : 6:42 p.m.
"what you've suggested is effectively "steal someone else's idea."" So if I started up a restaurant in Ann Arbor that serves hamburgers or pancakes, would I be stealing McDonalds' or iHop's ideas? A "gym with a non-judgmental atmosphere" isn't exactly a completely original concept. That said, it would probably be a legal violation if the actual franchise owner shut down "Curves" and then re-opened a gym in the same location using the same equipment called "Shapes". That's why the former Java Jungle franchise got into trouble, not stealing ideas. If a group of members wanted to buy this Curves' equipment at a liquidation sale, and then open their own co-op sort of workout space, that would probably accomplish their goals without having to deal with the hassle of franchise obligations. Not to mention that it might be a bit smarter than tossing donations at a franchise owner with no guarantee that the Curves won't just shut down in another month or two.
Billy
Tue, Jul 9, 2013 : 11:47 a.m.
And that would be COMPLETELY in violation of any kind of franchise agreement that was signed. I know you didn't realize what you said....but what you've suggested is effectively "steal someone else's idea." Look up the drama that unfolded between Java Jungle and Mocha Mountain here in A2.
pseudo
Tue, Jul 9, 2013 : 11:30 a.m.
This Curves is probably having a Dominoes problem: Franchise fees and profits going to a nasty guy who turns out is incredibly anti-women (anti-choice, anti-working outside the home) very very fundamentalist and puts his money there (Just like Monaghan did). Gary Heavin...go ahead, google this good ol' Texas boy.
dsponini
Tue, Jul 9, 2013 : 12:56 p.m.
Good Ol' Gary is just on a mission from god! http://www.inc.com/magazine/20061001 /curves.html http://thinkprogress.org/health/2012/ 12/07/1300361/curves-founders- against-womens-health/?mobile=nc
Billy
Tue, Jul 9, 2013 : 11:49 a.m.
Hahahah his wiki article is kinda funny. STRONG CHRISTIAN VALUES......jailed for failure to pay child support.... Although what you say smacks a bit of moonbattery.....I think there might be a bit o' truth in there.
Arieswoman
Tue, Jul 9, 2013 : 10:27 a.m.
I wish all of them well. Much luck with your endeavor. I used to go to Curves on Stone School Road but there was a lot of management problems and it is closed now.