Curves and Milk Promote Link Between Calcium and Weight Loss

Campaign to Criss-Cross America Through October

WACO, TX (Thursday, March 17, 2005) - Curves International Inc., the world’s largest chain of fitness and weight loss centers, announced today it is partnering with the nation's dairy processors and producers to promote the nutritious benefits of milk. At the core of the two-fold campaign is the got milk? Great American Weight Loss Challenge, a plan that provides the tools to lose weight in a healthy way.
Several studies conducted over the course of the last five years indicate a connection between milk consumption and weight loss. The Great American Weight Loss Challenge maps out a plan to help potential “losers” to put this research into action. The key component is milk, whose mix of essential nutrients like calcium and protein have been shown to help improve the body’s ability to burn fat. As a result, the Challenge recommends adults consume 24 ounces of milk every 24 hours to help shed pounds and build lean muscle mass.

The national campaign began in January and included the launch of the 2424milk.com Web site and the start of the Challenge registration online. Curves will be featured on 2424milk.com in May promoting its “Bring in Two Milk Caps for Two Free Weeks at Curves” and the chance to win a two-year Curves membership, which will be given to 24 women.

The grassroots campaign includes The Great American Weight Loss Challenge Mobile Tour, which consists of three 18-wheeler semi-trucks adorned with Milk Moustache photos. Carrying Curves fitness equipment and other activities for local residents, the Curves/Milk Tour will criss-cross the United States, stopping in 75 cities beginning in March and ending in September 2005. “Curves is pleased to be part of the Milk campaign because our philosophy is centered on building muscle,” said Mike Raymond, director of marketing for Curves. “Our U.S. franchisees have an extraordinary opportunity to carry on an awareness campaign with their local Milk processors long after this program concludes.”

About Milk
The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. Together with dairy farmers, the MilkPEP Board runs the National "got milk?" Milk Mustache Campaign, a multi-faceted campaign designed to educate consumers on the benefits of milk. For more information, go to www.whymilk.com. The tagline "got milk?"® was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups. Visit 2424milk.com.

About Curves
Curves offers a 30-minute workout that combines strength training and sustained cardiovascular activity through safe and effective hydraulic resistance. Curves also offers a weight management program featuring a groundbreaking, scientifically proven method to raise metabolic rate and end the need for perpetual dieting. Gary Heavin, Curves’ Founder and CEO, is the author of several books, including The New York Times Best-Sellers “Curves: Permanent Results Without Permanent Dieting” and “Curves On the Go.” With thousands of locations and millions of members worldwide, Curves is the world's largest fitness center franchise and the fastest growing franchise in history. For more information, please visit: www.curvesinternational.com.

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