Word: workouts
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Adding Killer Kowalski’s four-night-a-week workout regimen to his scaled-back job schedule, Nowinski turned in 14-hour days on a regular basis, pushing himself to the limit...
...will probably notice the new $16 million TV ad campaign by Curves Intl., the franchising phenomenon that has opened more than 5,400 gyms for women in the 50 states, Canada and six other countries. Commercials for Curves show real women--think "before" not "after"--slogging through their workouts. What's also different about Curves--and why its business model is even more intriguing--is that it ignores the received wisdom about luxury-obsessed boomers. Curves' gyms are small, simple workout joints, often in strip malls, that cater to overweight women who have never worked out. They offer only...
...workout is not without critics. Miriam Nelson, director of the Center for Physical Activity and Nutrition at Tufts University, says Curves' use of hydraulic resistance rather than actual weights allows users to exercise only when lifting, not when lowering. Heavin concurs but says the resulting reduction in muscle gain is, for Curves' mostly novice clientele, more than offset by greater safety, because most muscle injuries occur during the lowering phase of weight-bearing exercise. He gleaned this fact from Jack Wilmore, professor of physiology at Texas...
...appeal of Curves, though, can be judged by how many similar formats are being pushed by competitors, including Slender Lady, started in 1997 in Lompoc, Calif., and Ladies Workout Express, launched last year in Atlanta. That trend, combined with the rising number of Curves locations, has some franchisees worried they will soon be fighting not only fat but one another. Karen Morey, 40, who opened her Burton, Mich., Curves last April and has more than 750 customers, says, "I wonder if we're going to saturate the market." Heavin says at current growth rates, the domestic Curves franchises will...
...They endured cold morning runs...sprained ankles, bad knees and terrible colds to finish a workout with the class,” he said. “It’s incredible to watch them grow from individuals to a team after 22 weeks...