The Growth Curve
North Castle Partners acquired Curves and brought LRXD in to revitalize the brand, which included an entire rebrand of the organization. The campaign repositioned Curves with a multi-million dollar media campaign; national television, print and online advertising; a website overhaul; and social media. We also helped revamp Curves Complete — a weight loss program combining exercise, meal plans and coaching. Since our involvement, Curves Complete members have doubled in the U.S. and have increased more than 300% in Canada. For 2014, we introduced Jillian Michaels as Curves’ new spokeswoman boosting membership numbers even more.