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Jillian Michaels Partners With Curves

by Tanya Gazdik , January 5, 2014

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.

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31 comments about "Jillian Michaels Partners With Curves".

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Liz Louton from Goodies4u, January 6, 2014 at 3:04 p.m.
Paula Lynn, I totally agree with you. In our area 75% of the Curves have closed, and now the corporate office is imposing "mandatory" changes that cost many thousands of dollars. The core group that goes to Curves is being phased out for corporate greed. I cannot believe that Jillian Michaels is aligning herself with this group!
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Mary Haynes from Curves Erin Mills, January 6, 2014 at 4:13 p.m.

You have to try this workout! The Jillian Michaels' workout is really doing well at our club. We have a mixed age group but the older women are loving it. They do what they can by following the modifications. Many of them are thrilled that it reminds them of Power Hour offered by some clubs a while ago. The energy has been fantastic and they are feeling the workout and impressed with themselves! We still have chatter and we giggle at each other while we strive to perfect the moves. Also, if you really don't like it...there are plenty of times during the day that it is not offered so you don't have to do it. But you will want to! :)

Paula Lynn from Who Else Unlimited, January 6, 2014 at 5:51 p.m.

Then it should be voluntary. If a Curves does not want to participate, then they should not be forced to pay all of those extra thousands of dollars for a video so a few people line their pockets for a few million. This is a private equity type scam. They get their money out while everyone else is out of whatever business that was working for the people of the business.

Tamara Friedline from Curves, January 6, 2014 at 8:45 p.m.

This workout is awesome!! A huge hit at my club! I have members of all ages doing this workout and loving it!! And it is just a matter of time before the pounds start melting off! Good Job Curves for making Jillian a part of our circuit training!!

Lucy Hall from L.Lockett, January 6, 2014 at 10:04 p.m.

I am an owner of Curves. The workout is AWESOME. If you are not trying new things in business you might as well close. Standing still is not going to get you there! We have had several classes and I am getting good participation. I have been a owner for 11 years. Each year Curves introduces new product lines. ALL small business have been suffering in the past few years, why would Curves be any different. This new addition is just stepping up our workout and we are ALL IN! My 2014 is going to be kick butt (literally) year : )

Gail Philip from Curves, January 6, 2014 at 10:53 p.m.

Lucy, I agree with you. There are always going to be whiners in any business. I too have been a Curves owner for 11.5yrs and love this company and this business! Every year we grow and those who have a positive "can do" attitude do and those who don't close. I don't know where these people are getting their information but did you have to pay anything extra for Jillian's workouts? I didn't . I voluntarily decided to purchase new equipment to keep up with the times but it wasn't a requirement. I had to buy a TV, big deal. The clubs that are "hanging on by their fingertips" are the clubs that never followed the proper Curves program in the first place or they wouldn't be "hanging on by their fingertips". We have been doing Jillian's workouts in our club for 3 days now and the reception has been incredibly positive. It's so rewarding to see women of all ages and fitness levels stepping out and stepping it up a notch. They are hungry for this and want us to schedule more of the classes. I don't know of any business that can prosper if the owners aren't confident enough to invest in it, do you?

Andy Soumbos from Qiss Group, January 7, 2014 at 12:05 p.m.

I have been an owner for 15 years and Curves Is an amazing organization. This new campaign has brought attention back to the brand for minimal cost to the franchisee compared to all other companies. Our members are loving the workouts and the new curves complete program.

Sandy Hamilton from Curves, January 7, 2014 at 12:18 p.m.

I am also an owner of 3 Curves locations, and have been with this awesome company for 15 years. The new programs that have been implemented recently are extraordinary! Our members are loving the Jillian Michaels workout, and embracing these changes. The reinvestment as an owner is imperative. As with any business you have to update and upgrade your programs or simply go away. We choose to be there for our members for a very long time. These changes are necessary to achieve that goal. Go Curves!!!

Catherine Peterson from Curves, January 7, 2014 at 12:24 p.m.

We launched our Curves Workouts with Jillian Michaels on Friday, January 3rd and it has taken off like

Catherine Peterson from Curves, January 7, 2014 at 12:26 p.m.

wild fire!!! I have MIA members coming back who haven't worked out in months because of Jillian! We are SO EXCITED for 2014!!!

Greg Hamilton from Curves, January 7, 2014 at 12:28 p.m.

We have been multi club owners for over 14 years and have been successful. We have always fully supported the core values of this great organization and continually upgraded our clubs to be the latest and most current. As with all businesses, you must reinvest in your business in order to be successful. We chose to provide the absolute best service possible to all our members always !
Our members are loving the new programs and the word of mouth is starting to spread like wild fire ! We are so excited about all the new programs and are looking forward to a wonderful 2014 with great success stories from so many of our members ! That's what it's all about !

Amanda Stone from Curves Bancroft, January 7, 2014 at 1:10 p.m.

The Jillian workout has been an awesome addition to our Curves! Everyone that tries it has absolutely LOVED it AND it's generating a ton of interest among non-members! It's just what we needed to get a whole new crowd through our doors! Way to go Curves!!!

Gretchen Sortzi from Curves, January 7, 2014 at 1:23 p.m.

We have been multi club owners for 14 years as well. We are successful and positive and we know that having a good attitude about all this is the best thing. Change is good and important. Those negative owners still in the system may need to see their way out. Those that are fighting to keep alive what has become for them a "social center" defeats the purpose of what we do entirely. We are a FITNESS center, not a social club and that attitude that we are a social club senior center is exactly what our problem has been. Our members are excited and ignited with passion to reach a healthier lifestyle. Our phone is ringing off the hook and these workouts are amazing. Our ladies are on board and telling their friends. This is the step Curves should have made YEARS ago. Less work of the mouth and more work of the body. WAY TO GO CURVES!!!! We are proud to invest in this and you should be too!

Gretchen Sortzi from Curves, January 7, 2014 at 1:25 p.m.

Further.. BOOOO to any Curves owner that would use this platform to complain or talk negatively. You are continuing to hurt our brand, our businesses and your own. Think before you speak and please don't use National media opportunities to do it. You are working against all the wonderful things trying to come your way.

Kim Martin from Curves Peoria, January 7, 2014 at 1:57 p.m.

I have been a Curves owner for 16 years! Our company is awesome and dedicated to strengthening women! We love the new Jillian Michael's workout in our clubs. The members LOVE it!!! The excitement and energy is amazing, and the workout is cutting edge! I am shocked at the owner's who are so negative...The only thing standing in your way of being as successful as the rest of us is your own attitude. What a shame! I am proud to be a part of Curves and I am proud of what they have accomplished and what they are trying to accomplish! Above all, our program works! EVERY woman should be a member of Curves! : )

debra gimello from Curves, January 7, 2014 at 2:15 p.m.

I too am a Curves owner and have started the Jillian Michaels workouts in our Club as of January 4 2014. Great work out and everyone, young and old LOVE it! It started with the Body Basic Classes at the club originally and when we were introduced to the Jillian Michael workouts we were so ready for MORE! Looking forward to moving into 2014 with great results!

debra gimello from Curves, January 7, 2014 at 2:18 p.m.

We still do the Body Basic Classes for beginners so everyone can start somewhere, My phone has been ringing off the hook since Curves launched the NEW Jillian Michaels Workouts The only people who may complain about Curves are our completion...they have a lot to worry about!!

Krissy O'Brien from Curves, January 7, 2014 at 3:30 p.m.

I own two successful Curves and I have been in business with Curves for 12 years. Our Jillian classes are full!!! Members are pushing themselves more then ever and loving it. We have had every age in our classes 12 to 80. After the class each lady has walked out of Curves covered with sweat and filled with self satisfaction. Curves is growing in such a positive direction I can't wait to see how many women's lives we change this year!!!

Shaima Gulistani from Curves Bowmanville, January 7, 2014 at 3:39 p.m.

I love the program, it brings tons of energies to my members, my 80 year old ladies are having fun and competing with each other. The demands for the workout is getting higher and higher. It brings all those members who were sitting back and watching TV and not coming to workout. They come to the club with a big smile on their faces. Jullian Michaels says "At Curves ALL you have to do is SHOW UP, DO the work, then go and LOVE your LIFE." IT is ONLY 30 minutes

Carrie Draper from Lindsay, January 7, 2014 at 3:43 p.m.

I have launched this fabulous workout that anyone can do! It was so much fun! We had a 74 year old working it to Curves Workout with Jillian! Thanks Curves for the fresh change and the excitement you are brining to my club! I am loving the changes and positive feedback from my members that it is receiveing! You have hit the mark and I cant wait to roll out better Curves Smart and new machines! WOOT WOO

Autumn Pechan from Cap of Little Falls, Inc., January 7, 2014 at 3:44 p.m.

Oh my goodness, I knew the workouts would be great but I didn't know so many of my clients would love them!!! I have had calls all day asking for more classes at more times. The members who don't want to do them don't have to but they love cheering on the people who are doing them. Even members who have difficulty with movement can do 8 of the 10 modified moves and the really fit girls are doing all of the advanced. When you finish you feel so great and such a sense of accomplishment!

Lorelee Treneer from Curves, January 7, 2014 at 3:55 p.m.

We are so excited about the workout with Jillian. Our members are excited and really enjoying the extra push Jillian is giving them. Curves rocks and we are all going to reach our goals this year.

Sharon Peterson from Peterson Fitness, January 7, 2014 at 4:24 p.m.

Curves has the right idea. As Corporate and as Franchise owners we all believe we can change the life of women all over the world. Women are becoming healthier, happier, stronger, and loving life because of Curves. EVERYTHING that Curves is doing for the Curves name is for Results! What else do we want? We want to see our women see results and in my club we do that! No matter what the price, even though we are a very low cost weight loss facility, women want results. It is silly to pay for something cheap that does not deliver results. Women need Curves for so many reasons; it is the ONLY place that offers what we offer. We are stronger together, let’s stay that way.

Paula Lynn from Who Else Unlimited, January 7, 2014 at 6:54 p.m.

Our Curves has most of its membership in the 60-65+ range including one member who is there almost every day and will be 99 years old in March. They are grandmothers and great-grandmothers and have the Silver Slippers plan (without it, most will not come). Many struggle with the workouts as is and do as best they can. If anyone wants sweaty workouts, they go to LA Fitness and the 5 other gyms in the 3 mile radius. You want this Jillian thing, then you can pay for it. Those franchises which this burdens beyond profit should not have to be forced to accept it. Remember, not all locations are large enough to absorb this cost. Some locations rents are a lot higher than in Peoria. They are still paying their franchise fees.

Laura Gatensby from Curves Brampton, January 7, 2014 at 7:38 p.m.

The partnership between Curves and Jillian Michaels is a fantastic way to revitalize the brand and to launch 2014 on an incredibly high note! We have already had great interest in the classes - which we are launching tomorrow - from both existing members of all ages and those new to the Curves family. Between the revamped Curves Complete and the new Curves Workouts with Jillian Michaels, I look forward to a truly transformational year. It's great to be at Curves!

Monica Lang from Curves, January 8, 2014 at 9:35 a.m.

The Jillian workouts have been a phenomenal hit at our club! Members of all age groups are embracing the change and loving it! Just like Jillian says, "Without challenge there will be no change." The members are realizing this concept and acting upon it. I have been an owner for 8 years and proud to be a part of Curves organization. We are reinventing ourselves while still keeping our core values...strengthening women and helping them become the best they can be in all aspects of their lives!

Paula Lynn from Who Else Unlimited, January 8, 2014 at 9:18 p.m.

You notice that all the plus comments are from Curves. Talk about a packed house and voting for yourself. Sounds like Sea World votes that Black Fish didn't have any effect came from the Sea World computers. Curves people: You are making fools out of yourselves.

Laura Busby from Curves Rock Hill, SC, January 9, 2014 at 4:17 p.m.

The addition of the Jillian Michaels Classes have brought a modern and effective workout opportunity to Curves that will help strengthen women, which is what Curves is all about...Strengthening Women. These Jillian Michaels classes are truly changing our member's bodies and spirit. My members LOVE them, and love the difference they are seeing in their bodies already!!! Imagine where we will all be at the end of 2014! We have members ranging from 12 years up to 88 years old in our club, and I love the diversity of age, fitness levels, and ethnicities! I have every age group and fitness level participating in these classes and they are excited and grateful for the added value that Jillian Michaels classes has brought to their club! That's what makes Curves a FANTASTIC community for women looking to be healthier and stronger without having to go to a big box gym and be on their own. Curves Rock Hill is the MEMBER'S club! We are here to help each other, and I'm thankful that Curves International is doing what it takes to be successful. You can't have change without challenge (in the words of Jillian Michaels) and in order to grow as a Curves, we must adapt!!! You can't be a successful business owner if you aren't willing to adapt to change. THANK YOU Curves International for doing the hard work on your part to keep Curves the LEADING WOMEN'S Fitness Facility in the WORLD!

Elizabeth L from Lizzy Rocks, January 9, 2014 at 5:17 p.m.

To Paula Lynn: I am not a Curves owner, manager or employee. I am a Curves member......This program WORKS! I have lost 54 lbs and 40 inches with Curves Complete! A year ago, I would have DIED doing the Jillian Michaels workout....thanks to Curves, I look forward to my new JM workouts.... Paula, I'm not sure where your bitterness stems from or why you spend COUNTLESS hours commenting on almost EVERY blog here on Media Post, but I think it's time to push your chair away from the laptop and RUN to your nearest Curves....

Jonathan Hutter from Northern Light Health, January 10, 2014 at 4:58 p.m.

"I'm not only the Hair Club president, I'm also a client!" Fishy smelling.

Paula Lynn from Who Else Unlimited, January 10, 2014 at 6:06 p.m.

Lizzy R: You lost your own argument. You lost weight and inches because of a weight management program from Curves as well as 30 minute rounds not because of the new very expensive Jillian Michaels exercise program. Whatever works for you is super. Come on and visit our location and spend some time with the women at our Curves so you will see why. I'll take you to lunch where we "Do Lunch" on occasion. Profit is not why our Curves exists, but many franchises are dependent upon it for income.