The case describes the birth and the growth of the Curves gym network. Curves has become the world's largest network of gym franchises, with more than 9500 units in 37 countries. As the concept is based on a standardized exercise program, with modest facilities, if compared to a traditional gym, without pre-determined schedules, Curves can be seen as a low cost - low fare service where some principles of the lean concept service are present. With the success achieved, Curves begins to face a series of criticisms and aggressive competition that openly makes comparisons between the competitor's and Curves' offering.