Getting motivated isn't the toughest part of staying fit—it's staying motivated. You finish a long day at work and the couch beckons you home. The last thing you want to do is actually the best thing for your body: a visit to the gym. Health isn't something you can achieve without making a lifelong commitment, however. Luckily for the women of Lincoln Square, Victoria Duran and her staff are there to keep their attitudes positive, motivation fresh and fitness goals within reach. She and her staff at the Lincoln Square Curves cheerfully keep you on track by making you feel as if you can do anything you set your mind to. Just like the members at Curves, they are regular women, not intimidating bodybuilders that would be better suited as drill sergeants than motivators. Victoria's approach to business fits in well with Lincoln Square's friendly vibe. She and her staff of fitness assistants make an effort to get to know each and every one of the location's 350 members. "We work hard to make sure that we know all of our members' names," explains Victoria. "We recognize their birthdays, weddings, when they have babies." The friendliness they foster continues among the members, as well. "There is a real social component," says Victoria. "They get to know and recognize each other. Many friendships and business relationships have been formed here."
You may have wondered how Curves became so ubiquitous in such a short period of time. A truly international phenomenon, Curves facilities are now located around the world in places such as Brazil, Cyprus and Portugal. "More than 9,000 locations have opened in less than ten years," explains Victoria. "I've had members who have worked out in Curves facilities as far away as England, Ireland and New Zealand." The first women-focused Curves was founded by husband-wife duo Gary and Diane Heavin of Texas in 1992. Small town locations drove the company's initial growth. They arrived in places where health clubs didn't exist for miles, serving an increasing group of women who wanted to be fitter—and fit in their old clothes. When Diane and Gary decided to franchise the business, the concept took off like crazy. Word of mouth was responsible for nearly all of Curves' growth. In fact, the company didn't run its first national advertising campaign until 2004. The idea behind Curves is a club specifically designed for women that offers a simple, yet effective workout on easy to use hydraulic resistance equipment. No mirrors, no pressure, no judgments. Designed for a busy lifestyle, it is something women need to devote only 30 minutes to at least three times a week. Better yet, it worked. Women of all shapes and sizes saw clear results and got healthier.
Word of mouth was exactly how Victoria learned about Curves. She understands what it's like for members who are new to exercise because she was in their shoes once. She was a self-professed junk food junkie who never gave a thought to working out. "I did not set foot in a gym until I was 36," says Victoria. "I was intimidated by the machines, the weights and the fact that everyone already seemed fit." Her job as a program director at a national child advocacy organization was rewarding, but consumed much of her life. She regularly worked 60 to 70 hours a week, often traveling back and forth between the Chicago office and the organization's second office in Washington, DC. When Victoria took a break to visit an old friend in Madison, Wisconsin, the gentle hand of destiny started to point her in a new direction. "My friend had just retired from teaching at University of Wisconsin," recalls Victoria. "She looked absolutely great. She told me that she had been working out at Curves for seven months." Victoria made a mental note to look for a Curves when she returned to Chicago. Then, she saw another friend who had just given birth to her second child six months before—and she looked fantastic. "It was the same story," says Victoria. "She had been working out at Curves." This time, she looked for a Curves in Chicago and found none, with the exception of a few in the suburbs. An idea was beginning to form. "I knew I wanted to change my job, but I didn't know what that new job would be," recalls Victoria. "I had a feeling that someday it would suddenly become clear."
 Victoria answered the call to open up a Curves in Chicago. Once she decided that was what she wanted to do, she started searching for the right location. Territories in Chicago were selling out rapidly. Victoria looked in neighborhoods like Lake View and Old Town. She finally settled on a location in Wrigleyville and was preparing to open up when destiny came into play once again. Victoria was visiting a friend who lived in the Lincoln Square area. As she was driving up Lincoln Avenue, she looked around and realized that this was the place she needed to open her Curves. "I was never totally certain that I would succeed until that moment," says Victoria. "I loved the look and feel of the neighborhood and I knew it was exactly what I was looking for." Finally, in February of 2003, four months after finalizing the franchise agreement, she opened the doors to the Lincoln Avenue Curves. Shortly after in October 2003, she opened a second location at 1144 West Wilson in Uptown. All the experience she gained in working her previous job came in handy, now that she was running two of her own businesses.
Every Curves, no matter what part of the world it's in, has the same equipment and routine. It's the decor and style that changes from place to place. Victoria's style is hands-on and high energy. She and her employees get to know their members and help them stay focused on their fitness and weight loss goals, charting their progress along the way. "We are almost always out on the circuit with the members," explains Victoria. "We focus on coaching and encouraging people to work harder." Both locations are bright, cheerful and full of positive energy. Motivational posters decorate the walls, along with a special "Curves All Stars" section. This is where Lincoln Square Curves recognizes and applauds members when they lose inches and pounds, complete 100, 200 or 300+ workouts, run a 5K, 10K or half marathon, complete their first triathlon, lower their cholesterol or get their blood pressure under control. Collectively, the Lincoln Square Curves members have lost an amazing 5,432 inches and pounds since the location opened in 2003. The staff updates the wall every month to keep members motivated and excited about their work. "It's amazing," says Victoria. "People enjoy the recognition, as well as the positive changes in their health, mood, stress levels and energy levels." Victoria and her staff make sure that members get bonuses and incentives to keep them motivated and give them encouragement to work out on a regular basis. Each week, she features a new health tip. This week's is how flossing is an important part of staying healthy. To go with the tip, she has a basket of free dental floss samples that members can take home with them. Rotating free samples are just one of the many perks she provides her members. After closing, she offers special classes for members such as a self-defense course or a regular Monday night weight loss class that teaches good nutrition. To keep members coming, they are rewarded with gifts and Curves merchandise for referring their friends as new members or when they reach milestones like their 200th or 350th workout. Victoria also holds periodic drawings for gift certificates from local businesses.
That's probably why Victoria has more than 350 members just two and a half years after opening her doors. Curves of Lincoln Square draws all different types of women: all ages, levels of experience and fitness. "Our members range in age from their teens to their 80s," says Victoria. "Some are working out for the first time in their life, while others join Curves to maintain or increase their fitness level." As a testament to how well the Curves program works, all three of her employees were former members. "All my employees started out as members. They loved the program and changed their lifestyle with the Curves workout and weight loss plan," explains Victoria. "They are great role models and motivators for our members." One employee started running and has competed in several races this year, while two others trained and raced in their first triathlons this summer. "I am very fortunate to have wonderful, committed employees," says Victoria. "It means the world to me, because your business is only as good as the people you have working for you."
So, are you convinced you want to join? Currently, membership at the Lincoln Square Curves is only $39 a month. "Once you join at that rate, it's locked in and guaranteed not to increase ever, for the lifetime of your membership," explains Victoria. "That's part of the Curves International culture." Once you're a member, you can work out as much as you want, at any location worldwide. All you need is a special membership card that you can show at other Curves. Support is a huge component of your membership, too. New members get a private 45 minute training session so that they can learn how to use the equipment properly and for the best workout. Once a month, the staff at Lincoln Square Curves will complete a full body analysis to chart your progress that reviews everything from your muscle mass to your hydration level using a high-tech body composition scale. "We don't want people to focus on pounds alone," says Victoria. "We also find that most women are grossly dehydrated. We review with them how many ounces of water they should be drinking."
 The Curves trilogy of good health is exercise, nutrition and dietary supplements. You'll get the exercise by coming in at least three times a week and completing the Curves circuit two and a half times. The dynamic workout requires spending only 30 seconds per station, with free-form areas in between when you can fill your time by jogging in place, doing aerobics or anything you like that keeps your heart rate up. High energy music plays in the background with cues to change stations. It's all easy to use, Curves brand equipment that uses resistance to build strength rather than weights. "The goal is to keep your heart rate up to a certain level for the length of the workout," says Victoria. "It's a total body toning workout." The nutrition comes in with optional weight-loss classes that teach how to manage your diet to get the most from your workout and learn how to eat for your health. "The weight loss plan was developed by the founders and focuses on eating vegetables, dairy, chicken, fish and other proteins while cutting out processed, high saturated fat and trans fat foods," explains Victoria. "I'm always telling our members to shop the perimeter of the grocery store —stay away from all the processed, chemical laden foods in the middle aisles." Dietary supplements of all types are available at Curves that are customized for women's needs and that help them get enough protein. There's even a magazine published for the members of Curves: diane, named for the co-founder, encourages women to build a positive self-image and enjoy life's small pleasures.
With more than 9,000 locations, it seems that the well-rounded, healthy lifestyle advocated by Curves is really resonating with women around the world. At Lincoln Square Curves, Victoria adds a component of community service, as well. She has been involved in supporting local schools, community organizations and places of worship. She has run two food drives for the Common Pantry and has collected, with the help of her members, more than 1,000 pounds of food. And speaking of pounds, she has also organized two clothing drives where members could bring in all the old clothes that are too big for their newly-fit bodies. "We had nearly twelve carloads full of donated clothes," says Victoria. The Lincoln Square Curves is a welcoming place for women of all shapes, sizes and experience levels that is clearly fulfilling the founders' mission. "I think one of the reasons why everything has worked out so well," says Victoria," is that the staff and I truly care about the members. And we try to live a lifestyle of health and fitness as an example. Coming to Curves was the best thing I've ever done in my career. I am touched and inspired by the members every day." July 2005 - Curves of Lincoln Square
4351 North Lincoln Avenue
Chicago, IL 60625
773.935.5650
www.curvesinchicago.com
Summer 2005 Hours:
Monday and Wednesday
7:30am to 12:00pm
3:30pm to 8:00pm
Tuesday and Thursday
8:30am to 12:00pm
3:30pm to 8:00pm
Friday
7:30am to 12:00pm
3:30pm to 7:00pm
Saturday and Sunday
8:30am to 12:00pm
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