"Contours Express will grow throughout Europe in the next five years," reflects Markus Engel, the brand's newly signed joint Master Franchisee for Germany. "The idea behind women-only gyms is very powerful, and Contours Express has built a very powerful system to match. In the next two to three years we expect to cover Germany through sub-franchising."

Engel and his business partner Frank Sentner became the latest Master Franchisees of Contours Express in January, after Engel originally came across the concept while visiting a friend in Canada. "My friend owned a unit franchise and was very enthusiastic about the business," Engel explains. "He told me that Contours Express was looking for a Master for Germany, and my interest took off from there."

Engel asked Sentner to do the market research, and Sentner was so impressed that he invested into the opportunity. "The system is very cost-efficient, it doesn't require a lot of space and the concept is new to Germany," he comments. "The real advantage Contours Express give us is the weight resistance machines, which allows ladies to adjust the intensity of their workout. Most gyms use hydraulic equipment, but studies show women quickly reach their maximum capacity when using it and no longer get results from their workouts."

The business rationale behind this equipment is that as long as members are benefiting from the workout, they will remain clients. Contours Express President Will Arvin explains: "Many women do believe in the benefits of participating in exercise and would like to be involved, but are prohibited by such factors as cost, lack of time, commitment and feeling uncomfortable. At Contours Express we eliminate these reasons by providing a comfortable environment; a non-intimidating, fun and enjoyable atmosphere; and a fast and effective 29-minute exercise programme.

Although more expensive than hydraulic equipment, the value of providing both positive and negative weight resistance in our exclusive weight-bearing machines can't be measured in just dollars and cents. We feel it is critical to provide an easy-to-use workout that can grow with each member."

Sentner and Engel completed a week's initial proprietary training at Contours Express' US head office in January and are planning to launch their pilot studio in April before recruiting 12 franchisees in year one. "Fitness experience is not necessary as Contours Express provide complete fitness training for its franchisees," says Arvin. "Our training programme assumes a franchisee has had no prior fitness experience. Master Franchisees go through all the unit franchisee training - including setting up the business and the fitness aspect - plus a specialised one-on-one Master Franchisee training course covering franchise sales and development, and providing support for sub-franchisees. Master Franchisees leave with all the tools and materials necessary to successfully open and operate a Contours Express fitness club."

Adds Engel: "Our first job will be to translate and adapt all the programmes, tapes, manuals and systems for the German market. We will then start marketing the opportunity and attend franchise exhibitions."

The Master Franchisee's main role is to develop a network of sub-franchised Contours Express Fitness Centres. "The Master Franchisee earns a percentage on the turnover generated by their network in return for providing training and support to their franchisees," explains Arvin. "The fitness centres generate income from membership fees, monthly dues and pro shop sales."

Contours Express is one of the fastest growing women's only gym franchises in the USA today. The company is translating this domestic momentum into international expansion with a total of 132 gyms throughout Central & South America, Canada, South Africa, Australia, Spain, Ireland and the UK. This success has led to Entrepreneur magazine naming Contours Express in the top 100 of America's Top Global Franchises in January. "The women's only fitness scene is new and previously untapped," Arvin reflects. "It is a fast growing industry around the world with global applicability to women. Contours Express offers a low cost franchise allowing a larger number of prospective franchisees an easier way to start their own business.

"From a business standpoint, we have created a model for individuals interested in working for themselves and in their communities. Also, we're particularly pleased that, to-date, over 85 per cent of the franchises are owned by women, providing them with business opportunities and allowing them to help other women who are dedicated to improving their health.

"We're seeking motivated, energetic individuals willing to follow a proven system. The investment requirement for a National Master Franchise can be as low as US$50,000, and you don't need fitness experience."

"This is a phenomenal business model that has exploded in the US and has universal application to women all over the world," adds CEO Daren Carter. "We are intent upon expanding into Europe. We are involved in discussions with several prospects for Master Franchisees for several Western and Eastern European countries, and welcome interest from serious candidate individuals and companies who want to develop our concept in all EU markets."

Sharon Cooney & Ed Murphy Master Franchisees (Ireland) "We were originally attracted to Contours Express by the quality of the fitness offering, i.e. the weight bearing equipment, which is hugely superior to anything else on offer in the marketplace and, as a result, provides us with a massive competitive advantage. We loved the concept that Contours Express offered - it is simple and effective. A 30 minute workout three times a week appeals to all categories of women, from the busy mum to the career professional to the lady juggling both job and home. "With almost 60 per cent of the Irish population classified as either overweight or obese there is currently a huge focus on health and fitness in the Irish media with a strong message coming through endorsing the importance of regular exercise as a lifestyle choice. Contours Express fulfils a very definite need by providing a fast, effective and sustainable way to lose weight, increase fitness and improve wellbeing and general good health. "Before buying the Master Franchise for Ireland we researched our market thoroughly by focusing on our competition and conducting a random survey of women in different age groups to see what their requirements were in terms of a health and fitness offering. The results pointed us in the right direction, i.e. Contours Express. "The training provided by the US Head Office is very impressive. We attended classroom training in the US covering every aspect of running a Contours Express franchise from proper operation of the circuit equipment; and nutrition and physiology; to sales and marketing; and winning and maintaining memberships. "We provide comprehensive support to our franchisees in the Irish market and this is complemented by that provided by the US Head Office. Support provided includes access to a library of promotional material from which we can draw on and 'Irish-ise'. Other support given includes updates on industry trends, nutritional research and performance measurements. "One year into the business and we are extremely happy with our progress to date. The market has embraced the Contours Express concept and this is evident in the high levels of membership we have achieved. A large percentage of our members have come to us from our competitors and all have expressed what we now call the 'WOW' factor - they have found the Contours Express workout to be far superior to what they were getting in their previous gyms. Their fitness levels don't plateau and the individualised attention they receive is a crucial motivational tool for them. The key to getting it right is to get the Contours message across to the public. Once you've done that the results speak for themselves. "We have nine Studios now operating throughout Ireland, with a further nine franchisees signed and preparing to open. Our target is to have 25 locations up and running by the end of 2006 and in the long term we want to build a network of up to 80 franchises."