Curves finds space and a niche in Manhattan.

Curves, the largest growing fitness franchise in the world, has finally found its niche in Manhattan.

"Curves has been looking to come into Manhattan for the last year," said retail expert, Faith Hope Consolo, vice-chairman of Garrick-Aug Worldwide LTD. "It's always hard in the northeast. It's the most costly market, and there's more competition."

Nine sites have opened in Manhattan since July and three more are expected by the end of the year, with a total of 20 or more throughout Manhattan. Worldwide there are 5,400 locations in the United States, Canada, Mexico, Europe and South America.

"It will be at least 20, possibly more," said Mike Raymond, Curves International director of marketing. "We are experiencing great success in Manhattan."

In December, Rich Curcio opened his Curves business at 139 E. 23rd Street and owns the right to the territory between 14th and 29th Streets and 5th Avenue to the East River. There are 20 to 25 Curve territories in Manhattan and, once a franchisee purchases a territory, they own the sole rights to it.

"Manhattan is the last place Curves moved into," said Curcio, who paid Curves International the usual initial investment of $25,850, a $395 monthly licensing fee and a $195 monthly advertising fee. "They're all over the suburbs."

Curves' workout draws overweight women, who want to change their bodies with little sweat equity. The women-only club offers a 30-minute workout on hydraulic resistance machines with no other frills.

While the franchisees are used to paying $25 to $30 a SF anywhere else in the country, they will pay $50 a SF in Manhattan, said Consolo. Without showers, a pool or juice bar, a Curves business only occupies 1,000 to 2,500 square foot of space.

"They don't need highly visible space. They take second floor, or wherever they feel they can get the clientele," said Consolo.

Curcio's business is on the second floor and uses less than 2,000 square feet. He paid $26 per square foot, but invested quite a bit of money to bring the space up to par.

Curves draws women who haven't worked out before and don't have a lot of time.

"A lot of woman have told me that a gym is a place for people who are already in shape," Curcio said. "It's an under served market."

Consolo agrees.

"They are at the right place at the right time," she said. "They are very affordable. They are filling a niche. I feel this will appeal to executive woman, who are on their way to work or on their way home. My advice would be to open clubs in the midtown area."