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Curves Gym: Cast Study of the Mature Market See how one entrepreneur courted the mature market to outstanding effect. We can talk all we like about the mature market's pre-eminent spending potential, but persuasion requires an instance of this economic force in action. Along comes Curves, the ladies' fitness chain marketed primarily to women of baby boomer age, to prove the point. By recognizing a need and marketing effectively, founder Gary Heavin grew the largest franchise in history. At last count, Curves boasted over 8,000 outlets in twenty-five countries: not shabby returns on Heavin's $10,000 investment in the first gym ten years ago. Curves is a near-perfect illustration of smart business because it expertly taps the mature market, both in the company's overarching concept and its little touches. First and foremost, Curves devotes itself to a huge market that is drastically underserved – waiting, as it were, to be courted. The baby boomer market is not yet recognized by most companies as the opportunity it clearly is. Even within the mature demographic, women are at once more widely ignored and more likely to spend.Second, Curves does more than proclaim itself a women's gym – it looks at the preferences of its target market and meets them point for point. Working in the fitness field, Heavin noticed that women, particularly those of a certain age, often felt intimidated by the gym environment. They felt uncomfortable exercising in front of men, for a start. So, he declared his gym ladies-only. Knowing that a lot of women prefer not to be confronted with complicated equipment they don't know how to use, he provided pre-recorded messages that give instructions on a low-impact workout.He also noticed that these women, exercising for their health rather than out of competitive or compulsive drives, liked to talk and encourage each other. He designed Curves gyms with a circular layout, conducive to socializing during workouts. And, recognizing that women are frequently short on time and may look at their workout as another errand, he constructed 30-minute, do-able routines (while the sociable atmosphere, at the same time, helped them enjoy the "errand" more). Finally, in keeping with the low-key ethos, he made membership affordable: monthly fees as low as $29. And Curves has topped its winning concept off with a perfect ad campaign. Television spots show real-looking women benefiting from membership, and the website is inviting. Studies into successful mature market approaches have consistently shown that baby boomers like to see themselves in advertising, and to feel they can relate to the images they're given. Further, many baby boomer women consider themselves feminists, and respond well to positive messages about body image. They like that Curves offers an alternative to "meat market" gyms closely focussed on men and tending to build their look around young, hyper-athletic singles. Amid media filled with clumsy expressions of very mixed messages, Curves manages to stand for something simple, clear and definite. It offers many lessons to the ambitious marketer, not least of which is: choose your audience and serve its needs at every turn. In some cases, it's also good to explore the non-threatening, inviting approach to marketing. This is particularly effective when zeroing in on a mature population with less to prove. And as always, baby boomers as a generation have a tendency to prioritize quality of life, independence, and staying true to themselves – this won't change as they age. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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