Curves: Lessons in Creating a Community

Curves: Lessons in Creating a Community
Tags: Customer Experience, Customer Service, Department Stores, Loyalty Programs, Marketing, Retail - Apparel
June 2, 2010

One summer, not too long ago, I joined a 2nd gym as I was out of town most weekends. A charming low-frills outpost of Curves.

A retailer could learn a lot from Curves in terms of how to make any new prospect or customer immediately feel “at home” and part of a welcoming community.

1. The “set-up.” The set-up of the exercise room reminds me of the dressing room at Loehmann’s - everyone faces each other as they work out. You can’t help but smile (or commiserate) with your fellow workout gals in such an exposed setting. Instant bonding! Perhaps retailers should re-think the design of individual dressing rooms and put the mirrors outside...

2. The “win-win”. Of course everyone joins Curves with their own goals in mind - to make themselves healthier, stronger, lighter, tighter, etc. Individual accomplishments are proudly posted on the wall of honor for inspiration. But, the franchise organization also recognizes the role of team motivation in helping to achieve the individual goal, especially for the Curves’ target who might feel intimidiated by the typical inner-focused gym experience. In one promotion, individual Curve members were encouraged to take part in a friendly camp-like competition. Motivating behavior via incentives can work wonders when it comes to exercising… Friends, work colleagues, and even strangers who-just-happen-to-be-on-the-same-early-exercise-schedule banded together into teams, created collages , brainstormed (and sang!) rallying cries as they encouraged each other to continue working out to earn extra points for the team. A little incentive such as points towards a new t-shirt results in a little win-win for the “me” and the “we.” Imagine a retailer that offers a discount on a business suit for the newly hired and highlights these success stories in the dressing rooms and on the department floor...

3. The “outfits”. Any kind of uniform or dress code - whether formalized or just part of the culture - instantly breaks down walls and helps people feel part of a community. At Curves, the women gladly buy (or earn) t-shirts, sweatpants, etc. with the Curves logo and catch-phrases - and wear them to their workouts. Honestly, I felt a little bit invisible without Curves gear of my own.

4. The personal connections. The owner and circuit coaches greet you by name and help you customize your nutrition and exercise plans. The fellow Curves members are friendly and eager to chat, easily commenting on new hair-do’s or weekend activities. Everyone recognizes that you have a life outside of the time you spend at Curves - and seem eager to learn more about it. A New Age version of the coffee clatch without the caffeine. Retailers who learn more about their customers' lifestyles (and not just their names and current shopping needs) will succeed in selling more now and later...

Curves succeeds in achieving strong, passionate customer advocates because they treat their members with respect. As the largest fitness franchise in the world (10,000 locations globally), they respect their individuals’ goals, triumphs and set-backs (summer holiday weekends notwithstanding!). They succeed because they have created a community that is bigger than their brand.