Curves debuts, targets Nigerian women’s wellness

Nigeria’s fitness and wellness industry may have witnessed a new breakthrough, as the world’s largest fitness franchise- Curves International, opened shop in Lekki, Lagos State, in its global expansion drive.

Curves, the ladies-only fitness and weight-loss outfit, with over 7,000 outlets in 93 countries and Nigeria making it 94, said it is in Nigeria to promote women’s fitness and wellness, as well as boost the industry’s economic contributions.

Experts in some reports have expressed optimism that the expansion of the fitness industry will assist in combating ailments which are linked to obesity and poor fitness levels, including diabetes, heart conditions, cancer and the like.

The Curves ladies-only centres use equipment specifically developed for women, which in just 30 minutes are able to work all the vital muscles of a woman to keep her strong and healthy.

The innovative 30-minute fitness concept combines strength training and sustained cardiovascular activity through safe and effective hydraulic resistance, in very safe and secure environments.

Speaking at the commissioning of the centre in Nigeria, the United States Ambassador to Nigeria, James Entwistle, 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.

The ambassador, who was represented by his Commercial Counsellor, Brian McCleary, said: “All Nigerians are very resilient and hardworking, but the Nigerian woman is even more resilient, hardworking and entrepreneurial and I am impressed that Curves addresses the need of the woman.”

The founder of Curves, Gary Heavin, In his goodwill message delivered by the Regional Director for Africa, Curves International, Clive Robinson, noted that when Curves began 25 years ago, did imagine that the vision was going to travel this far, but now has a special sense of fulfilment with Nigeria being the 94th.

The Nigeria Country Director, Emma Esinnah, pointed out that Curves was offering the Nigerian woman three new experience in wellness– 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 travel wherever Curves exists, they could still do their work-out without extra payment.