Curves - The Future of Fitness for Women
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Introduction
Gary and Diane Heavin opened their first Curves in the United States in 1992. The two designed a thirty minute workout for women, and created a comfortable; women only, place to exercise. Franchising of Curves started in 1995, and within ten years it became the world’s largest fitness franchise and the tenth largest of all franchise companies in the world. There are over 10,000 locations in 44 countries and most of the success was through word of mouth (“Curves Weight Loss Plan”).
“The average age of the Curves customer is 55” (Schnrring), which falls in what would be considered the middle to top end of the baby boom age. Can Curves maintain its popularity as the bulk of the population becomes seniors?
We will examine the aging of the female population in the London area, the Curve program and what it offers; and what Curves is doing to maintain its popularity.
Population in London
Statistics Canada indicates that the baby boomers are the children born between 1946 and 1965. This nineteen year span makes up approximately 30 % of London metropolitan area female population. The total female population in London between 20 and 40 is 3% less than the 40 to 60 years old, and there looks to be a decline of 6% of the females who would be part of the Curve’s target market in the next 40 years ("2006 Community Profiles").
Figure 1 shows Census Canada’s breakdown 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
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Curve Program
Each of these Curve franchises is set up relatively the same. It is a structured circuit training routine that combines strength training and cardio. Each woman will move around a circle of eight to twelve hydraulic resistant machines. Between each of the machines is a recovery station which has a square pad for walking or jogging in place.
Finally, another influence the new technology has on the citizens in their daily lives is the prevention of aging, especially in their physical state. “Work, play—at sixty our powers and tastes are what they were at seventeen. Old men in the bad old days used to renounce, retire, take to religion, spend their time reading, thinking-thinking!” (60) In the world there is no age restriction, this is because everyone looks the same.
Jacobsen, L. A., Kent, M., Lee, M., & Mather, M. (2001). America's aging population. Population Bulletin, 66(1).
Hiebert, D. (1995). The Social Geography of Toronto in 1931: A Study of Residential Differentiation and Social Structure. Journal of Historical Geography, 21(1), 55-74.
Medcohealth. Women and Aging: Our lives due change (2002). Retrieved November 18, 2002 from the World Wide Web: http://www.medcohealth.com
An aging population is indeed a problem for the society and will possibly cause many social and economic difficulties in the future. According to David Foot (2003), professor of Economics at University of Toronto, an effective birth rate of 2.2% against current 1.75% will be necessary to replace the current work force in the near future and the government’s policy of bringing in more immigrants will eventually fail (Foot, 2003, 2). However some people predict that the increased size of an aging population will drive growth in the home, health care, and many other industries resulting in job creation and economic growth (Marketwire, 2013, 1). Majority of the people are of the opinion that the issue will be mainly in the health care and economic activity. As humans age, they start to develop health problems, leading to more visits to a medical clinic putting extra burden on health care system.
One of the fastest growing groups in in the United States is known as the Sandwich Generation. The “sandwich generation” name was first heard in 1981 when social worker Dorothy Miller developed the phrase to describe middle aged adults who were caring for aged relatives, while still looking after adolescent children (Steelman, 2014). In the last century (1900-2000), the expected life span of a person residing in the United States increased from 47 to 76 years. The U.S. Census Bureau estimates that the number of Americans aged 65 or older will double by the year 2030, to more than 70 million. This increase in the elderly population has placed a strain on the government systems of Medicare for healthcare and Social Security for living expenses. High costs along with the decline in the job mark...
The consumers belonging to 49 – 67 year old age group, however, increased by a whole lot of 16 million now reaching a new figure of 78 million. And their average annual spending is recorded around $2.3 trillion. These baby boomers have even outpaced the 18 to 39 year old individuals by 53%. According to a survey, by the year 2015, people who are aged 50 years or above will constitute almost half the population of the United States.
When entering my home zip code of 43229, I found the most surprising aspect to be the description they use in identifying the population. One description comes to mind, “Boomtown Singles”. It translates Boomtown Singles as being Young, hip singles who are the prime residents of Young Achievers, a life-stage group of twenty something year olds who've recently settled in metro...
Those in these age classifications are close to, or at retirement age. “Baby boomers are seeking to retool for the ever-changing job market and to expand their intellectual horizons,” (Morgan, Kunkel, & Morgan, 2011, p. 289-290)
Weight Watchers is struggling with customer retention and people hold misperceptions on the company’s offerings compared to that of other major competitors. Weight Watchers is directed toward women, however they offer products and services to fit the needs of men. Also, it is challenging for the company to create a forward-focused diet plan for mainstream users trying not to steer away from the initial mission, which is fostering success through group support.
Chicago Harry Okeke Psych 236-02: Psychology of Women Prof. Edna Pressler, Ph.D. Report 1 October 6, 2016. “Get involved 2.4 “Media Advertisement and Double Standard of Aging” Ageing is something that everyone will eventually experience if they are fortunate to live a long life. The process of ageing comes with various negative and positive outlooks. In western culture, ageing for both genders is particularly condemned. In the media in particular, the process of ageing for men and women varies greatly.
Black, Tamara. 2008. Exercise and Fitness in a U.S. Commercial Gym.Ann Arbor, Mich.: University Microfilms International.
Government influence has been credited for driving a large share of the economy, causing a demand for, short and long-term-lease, Ottawa condo and apartment housing. The Canadian Real Estate Association (CREA) projects that the international population should remain on a steady, more-or-less permanent, trend since the number of foreign embassies in Ottawa (now at 131 embassies, high commissions, and Apostolic Nunciature) is increasing, and more people are finding the city and the territory alluring. Moreover, this is backed up by the Ontario Population Projections Update, 2015—2041, which also shows explicit population data leaning toward growth projections in foreign and in aging populations, albeit, since Ontario is the capital of Canada, and delineates a somewhat, transient political population--the familial population and the international population is aging and trending toward more permanency. However, there exists plans underway to solicit new enterprise and industry which will support a stronger faction of young and growing
With more and more people aiming to lose weight, the fitness industry has been pressured to accommodate the high demands for efficient and entertaining workouts. This greater variety of workouts hitting the market is a result of the diverse types of people who are trying to get in shape. Health clubs are no longer only for those 20-30 year olds who are in competitive training or those who need to be fit as a job requirement. Instead, these facilities are now packed with people of all ages, and various skill and fitness levels.... ... middle of paper ...
There are two locations in Wilmington, NC. One location is located on New Centre Drive. Another location is at Fulton Station. Anytime Fitness is a 24 hour all day/everyday fitness center. The fitness gym has treadmills, personal training, aerobics, free weights and racks, exercise cycles and tanning beds.