The fitness and wellness industry in Nigeria got reinvigorated last week as the world’s largest fitness franchise, Curves International, entered the Nigerian market with the commissioning of their first Nigerian outlet in Lekki, Lagos State.
Curves, which is a ladies-only fitness and weight-loss outfit,is also reputed to be the fastest growing franchise in business history, with over 7,000 outlets in 93 countries and Nigeria now bringing the total number to 94 countries.
Founded by Gary and Diane Heavin in Harlingen, Texas, USA, in 1992, Curves ladies-only centres use equipment specifically developed for women, which in just 30minutes are able to work all the vital muscles of a woman to keep her strong and healthy. The Curves innovative 30-minute fitness concept combines strength training and sustainedcadiovascular activity through safe and effective hydraulic resistance, in very safe and secure environments.
Speaking at the commissioning, the US Ambassador to Nigeria, Mr. James Entwistle, who was represented by the Commercial Counsellor, Mr. Brian McCleary, expressed delight at the entry of Curves into “Africa’s most populous nation, and biggest economy”, and praised the doggedness and resilience of the Nigerian women. According to him, “all Nigerians are very resilient and very hardworking, but the Nigerian woman is even more resilient, hardworking and entrepreneurial”, saying that he was particularly impressed that Curves addresses the need of the woman.
In his goodwill message to Nigeria by the founder of Curves, Mr. Gary Heavin, which was delivered by the Regional Director for Africa, Curves International, Mr. Clive Robinson, he observed that when Curves began 25years ago, little did he know that the vision was going to travel very far. Therefore with Nigeria becoming the 94th country of the world where the Curves banner is flying, he had a special sense of fulfilment.
Also speaking, the Country Director for Curves in Nigeria, Mr. Emma Esinnah, pointed out that Curves was offering the Nigerian woman a new experience in wellness. On the difference between Curves and any standard gymnasium, he said that Curves outlets offer three things – a fitness programme, a meal plan, as well as personalized coaching. He pointed out that a member of Curves in Nigeria is a member in 93 other countries, such that when they travelwherever Curves exists, they could still do their work-out without extra payment. He also observed that franchisees of Curves would receive support from Curves and a wealth of experience garnered over more than two and half decades of franchising and dedicated research in health care. According to him, the franchising fees would cover the use of the Curves brand name, the Curves equipment specifically developed for women and training of their staff by Curves international specialists.
Curves plans to do up to 300 outlets in Nigeria, in the next few years, adding over 2,000 direct employments, beneficiaries of which would be mostly women.
In his remarks, one of the guests at the occasion, and immediate past Managing Director of Fidelity Bank, Mr. Reginald Ihejiahi, observed that the franchising model is very useful for a country like Nigeria, because of the insistence on quality and standards. He stated that the “hand-holding that the franchising offers is very useful for the growth of the small and medium enterprises sector, which of course, is the engine room of any economy”
It is expected that the expansion of the fitness industry will assist in combatting ailments which are linked to obesity and poor fitness levels, including diabetes, heart conditions, cancer and the like.
