November 1 flexes its branding muscle at Curves

In South Africa, branding agency November 1 will be supporting this booming brand with the promotional line items used in their successful rewards programme and with the distribution of equipment to franchisees.

Curves gyms are targeted to women only, especially those who are balancing career and family - all that's needed is 30 minutes of their time, three times a week. This has proved a hugely successfully concept - around the world and also here in South Africa.

So far 85 Curves gyms have opened across the country. A total 120 franchises have been sold, with the plan to increase that number to 200 by the end of the year.

Although Curves is an American concept and, as such, much of their branding wrapped up in US-based suppliers, November 1 have, after a six-month negotiation, landed an exclusive procurement and distribution contract with Curves International and their offshoot, Ideas In Action.

Clive Robinson, November 1 Director, says, “I saw the opportunity to procure their promotional products locally. Franchisees were paying dollar prices for these line items and I knew there must be a way to procure locally and bring prices down, while at the same time remaining sensitive to the requirements and standards of Curves.”

Curves have strict quality and design parameters with regard to the promotional items used for their rewards programme, which is key to the Curves business model. When a member achieves certain targets in their personal fitness plan, they receive branded Curves promotional items, such as water bottles, key rings and t-shirts. Women who receive their 100th workout t-shirt feel a proud sense of achievement, and this motivates them to continue with their training.

November 1 has secured two contracts. The first is with Ideas In Action based in Texas USA, the worldwide agent for the procurement and distribution of Curves products.

November 1 will serve as the exclusive agent for Ideas in Action, handling the procurement, storage, packaging and delivery of Curves promotional items within SA.

Once the franchisee has ordered their items off the Curves website, November 1 ‘pick and pack' product from the locally based warehouse and deliver these to the franchisee. November 1 check orders on a daily basis and ensures the timely distribution of these products.

November 1 has a second contract with Curves International, also based in Texas - to import, clear, transport, warehouse and distribute all the Curves circuit and resistance training equipment.

As the exclusive agent in South Africa, November 1 provides a turnkey service to Curves International, managing the warehousing and distribution of all the equipment needed to open a Curves franchise - from the moment the equipment lands at the harbour, to its delivery to the end franchisee.

Ultimately, November 1's involvement ensures a much more timely delivery of promotional items and equipment to Curves franchisees.