Curves International, Inc. has teamed up with “Biggest Loser” trainer Jillian Michaels to launch new workouts.
“Curves Workouts with Jillian Michaels” are
total body workouts that feature the Curves Circuit strength training machines in conjunction with functional body weight-based exercises. The workouts aim to boost intensity, build
strength, burn fat and prevent plateaus.
The program is rolling out this month at participating Curves clubs across the U.S. and Canada. The program will be refreshed frequently with 12 new functional moves introduced each month throughout 2014.
“Jillian epitomizes the next evolution of Curves,” said Mike Raymond, chief marketing officer for Curves International, Inc. This is just the beginning of the “new” Curves, as the company plans to launch several programs and tools for members in the coming year, he adds.
The company will support the partnership with national TV print and online throughout the year. A 30-second TV spot broke Dec. 26, while print breaks in the January issue of Prevention magazine. In Canada, print will run in Chatelaine, Canadian Living and Bel Age.
“We also expect our franchisees to place insertions in local newspapers,” Raymond tells Marketing Daily. The campaign will also have a strong digital presence with display and paid-search advertising, he says.
During her January appearances, Michaels will discuss the new Curves workouts along with her Maximize Your Life tour, for which Curves is a sponsor.
The new workouts are designed for women at every fitness level and include simple modifications for each movement. Metabolic conditioning exercises will be done in between each strength machine within the Curves Circuit, all within a 30-minute class.
Curves Coaches have been trained to deliver the moves and are in every Circuit to ensure safety and effectiveness. Class times for the Curves Workouts with Jillian Michaels will vary by location.