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NO MORE DIETING - NO MIRRORS and NO MEN!
EXCLUSIVELY FOR WOMEN.


It's finally arrived! Workouts- ladies style! No more Richard Simmons' "Sweatin to the Oldies". No more waiting for exercise machines and no more readjusting and taking weights off equipment that some guy has left for only Charles Atlas to budge. No more high overhead clubs with their vast array of "non female-friendly" exercise gear.

Ladies-only fitness centers have now reached their highest plateau in the health and fitness industry. In its January 2003 issue featuring its 24th annual franchise survey, Entrepreneur magazine named "Curves for Women", a national ladies-only fitness center, as its top new franchise. Forbes 500 also honored the center by naming it the 2nd best U.S. franchise for 2003 with more than 4,000 centers across the country meeting the fitness needs of more than two million women.

Last year's statistics showed that for every three McDonalds Golden Arches restaurants, there is one Curves for Women fitness center. In fact, a new "Curves" center is being franchised in the U.S. every 4 hours by company's Waco, Texas based headquarters.

The other main player in this unique field of female fitness is Ladies Workout Express headquartered in Louisville, Kentucky. And, the field is also attracting other franchisers.

The appeal for this new, ladies-only venue is the subliminal feminine lure for permanent weight loss with cardiovascular activity plus strength training all of which can be achieved in only THIRTY MINUTES.

"Remarkable but probably unbelievable", I said as I ventured off to visit three different ladies-only fitness franchises that have more recently appeared on the scene here in Oakland County, Michigan.

My first stop was Ladies Workout Express in Southfield. The center's owner, Mr. Charles Wickins, explained the concept of this new fitness activity. The system involves 12 hydraulic resistant machines or "stations". Each lady then uses one station for approximately only 30, 40 or 60 seconds. She then moves to the next station and finally completes two full circuits of the stations. There are no stacks of weights to change or adjust because the machines require pushing and pulling rather than lifting. Not only does each member conform to her own personal levels of resistance, but this form of exercise also greatly reduces sore muscles and injuries.

Next to each station is a cushiony platform or step where the participants perform a cardiovascular exercise for only a short period to maintain a predetermined heart rate. There also has to be a rhythm or cadence to making the rounds of the stations and this is done to high-energy music that is cued for each change of station. The entire exercise routine takes only about THIRTY MINUTES. During this time, the participant is monitoring her specific heart rate while comparing it to the predetermined rates clearly visible on a wall chart. Mr. Wickins claims that the 30-minute workout strengthens, shapes and tones all the major muscle groups and does it in just the right length of time for the busy housewife and career woman. Further good news is that the routine burns an estimated 500-700 calories.

The user-friendly equipment is obviously designed for women and can be easily learned on the first visit. The timing used to complete each exercise also controls the results. Because each lady moves on to the next station as cued by the music, there is no waiting for equipment by the next user. Obviously, the exercise routine is ongoing, therefore, when a lady enters the center, she simply goes to the station that is free. Her exercise routine is finished when she returns to that same station after making 2 circuits of all the stations. Think of it as the "shotgun" start in golf.

Each lady works out at her own pace. Therefore, age and ability are non-issues. However, the program is driven by the high energy level music with the taped cues for station changes. Here the analogy is one of "musical chairs".

In order to achieve one's desired goals in toning, firming or losing weight, it is suggested that members attend the fitness centers 3 times a week combining strength training and aerobic exercises. To achieve even quicker and better results, a diet of high protein and low carbohydrate weight loss plan or supplements are available for purchase at all three centers I visited. Again, a dietary plan and supplements are optional for enhancement of the fitness program and are not mandatory.

Mr. Wickins also commented that there is a definite utilitarian look to all the various ladies-only fitness centers. He said, "No showers are available simply because women are in a hurry." No hair dryers or even mirrors are present in Curves for Women centers. Almost all of the facilities do not provide baby-sitting services. The busy mothers and career women attend the centers for the sole purpose of working out and achieving their health and fitness goals while rapidly carrying on with their full-scheduled lives and careers.

Karen Gilcher, the owner of Curves for Women in Bloomfield Township told me she has had a client arrive in her pajamas when they opened in the morning. She added that the ages of her clients range from 14 years to seniors and emphasized that for many of these females, exercise has become their lifetime commitment.

However, for many women, attending a ladies-only fitness center has been their first exposure to the exercise experience. The successful growth of these unique centers coincides with serious health problems diagnosed by doctors, for example: osteoporosis. Here is another reason why the hydraulic resistant machines are favored because they offer a safe load-bearing activity. Coupled with the specific routine that is offered, the total program supports the retention of bone density. Therefore, it is not surprising that many women who have tried every other known diet or visited many other diet and weight centers are excellent candidates for the ladies-only fitness centers because they have already concluded that they need to exercise to stay healthy. These American women have now discovered that ladies-only fitness centers are offering a practical means to get and stay healthy as well as to modify their own lifestyles for the rest of their lives without spending a fortune. Monthly fees at these centers vary from a modest $25 to $59.

It Figures, is another ladies-only center I visited. The owner, Dorene Weisberg, gave me a tour of her newly opened Southfield fitness facility. She told me she has many referrals from local doctors and she also offers a special senior citizens' rate. It Figures is not a franchise but has a trade name license agreement.

I was personally very impressed with this new idea in workout centers for women, the equipment, the stations and the routines. It's a truly practical, acceptable and manageable "dose" of exercise for the busy women of all ages. In fact, I got the definite impression from the women I met at these centers that their attitude even after their first visit was, " I can really do this!"

For further information:

Curves for Women Fitness Centers
Bloomfield Market Place
1932 S. Telegraph Rd.
Bloomfield Hills, MI 48302
Tel. 248-758-1440

3675 Highland Road
Waterford, MI
Tel 248-738-7725

Ladies Workout Express
29702 Southfield Road
Southfield, MI 48076
Tel: 248-557-5600

It Figures
29299 Southfield Road
Southfield, MI 48076
Tel: 248-569-4668

If you would like to find a Curves Fitness Center near you, click on www.curvesinternational.com .

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