Heat of the Moment

Let's Get Physical

Let's face it: Those Bally's commercials (even the one with the "older" woman who resembles actress Linda Hamilton in Terminator 2) don't make the average American woman want to run for the spinning room, swarming with sweaty male and female twentysomethings wearing spandex. The huge growth Jazzercise Inc., Curves for Women and Lady of America all experienced in 1999 proves the demand is very high for women-only fitness center franchises that are as comfortable and supportive as they can possibly be.

The National Sporting Goods Association estimated that 53.4 percent of all the people who hit the fitness clubs in 1998 were women. If given the option to break a sweat in a welcoming environment vs. a mecca of 90210 lookalikes, where do you think they'd rather go?

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This article was originally published in the January 2000 print edition of Entrepreneur with the headline: Heat of the Moment.

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