Curves - The Future of Fitness for Women (charts not included)IntroductionGary and Diane Heavin opened their first Curves in the United States in 1992. Both designed a thirty-minute workout. for women, and created comfort; women only, place to exercise. Curves' franchise began in 1995, and within ten years it became the world's largest fitness franchise and the tenth largest franchise company in the world. There are more than 10,000 sites in 44 countries and most of the success is due to word of mouth (“Curves Weight Loss Plan”). “The average age of the Curves customer is 55” (Schnrring), which is what would be considered the middle to upper end of the baby boomer age. Can Curves maintain its popularity as the majority of the population becomes elderly? We will look at the aging female population in the London area, the Curve program and what it offers; and what Curves is doing to maintain its popularity.Population in LondonStatistics Canada states that baby boomers are children born between 1946 and 1965. This nineteen-year period represents approximately 30% of the female population of the London metropolitan area . The total female population in London aged 20 to 40 is 3% lower than that of 40 to 60 year olds, and there appears to be a 6% decline in the number of women who would be in Curve's target market over the 40 years (“2006 Community Profiles”). Figure 1 shows the Canada Census distribution for each age group in the London metropolitan area. (Appendix A). There are fourteen curves within a 26 km radius, seven of which are in London itself. (Appendix B).Figure 1[pic]Curve ProgramEach of these Curve franchises is set up relatively the same. This is a structured circuit training routine that combines strength training and cardio. Each woman will move around a circle of eight to twelve hydraulic resistance machines. Between each of the machines is a recovery station with a square mat for walking or jogging..