WomenAgainstAlzheimer’s and Curves Announce Partnership to Promote Women’s Brain Health Across the Country

Washington, D.C. (April 3, 2019) – WomenAgainstAlzheimer’s (WA2) and Curves today announced an exciting new partnership to raise awareness about brain health for all the of women who are Curves members. Curves gyms across the country will begin to roll out brain health classes, and members will have the opportunity to participate in the 30-Day Brain Health Challenge, a component of WA2’s Be Brain Powerful™ Campaign for women’s brain health.

The full details of the partnership were announced on a Facebook Live between WA2 Executive Director Brooks Kenny, Curves North America/Oceania President Krishea Holloway, and Curves Global Director of Training Amanda Merriam.

Alzheimer’s is the biggest public health crisis of the 21st century, and disproportionately affects women. More than 5.8 million Americans are affected by the disease, two-thirds of which are women. Women also take on the majority of the caregiving burden, making up 60 percent of all Alzheimer’s caregivers and bearing 80 percent of the societal cost of the disease.

“Alzheimer’s was once thought of as an inevitability of old age. However, emerging science shows us that proactive, preventive measures taken at every stage of life to promote brain health can build cognitive resilience, stave off cognitive decline, and even reduce one’s risk of developing Alzheimer’s,” said Jill Lesser, President of WA2. “Our partnership with Curves is so exciting because it affords us the opportunity to raise awareness about the benefits of brain health to the millions of women who are members of Curves and positively impact their brain health for years to come.”

In addition to making brain health a key part of the Curves experience, WA2 is a Curves Cares Charitable Partner. Curves will sell co-branded Be Brain Powerful™  t-shirts in their gyms, with the proceeds being donated to WA2 to support sex-based research, advocacy, and education about the imperative need to stop Alzheimer’s before it impacts another generation.

“Our partnership with WA2 is one that is deeply important to me,” said Krishea Holloway, President, Curves North America. “Not only will the sale of our t-shirts benefit the WA2 mission, but we are making our membership more cognitively resilient. Curves has always emphasized the importance of exercising one’s body, and now we have the opportunity inform our members about the benefit of exercise on one’s brain health.  We know this topic is important to our members and we are pleased to bring them this important program. The Curves-WA2 partnership can enable women around the country to live more brain healthy lives.”


About WomenAgainstAlzheimer’s:

The WomenAgainstAlzheimer’s network educates and empowers women everywhere about the need to stop Alzheimer’s disease by turning hope into action with a focus on brain health. Through a national network of influential women and a global footprint of advocacy partners, WA2 educates women about the steps they can take to protect their own brain health and the brain health of their families and communities; presses policymakers for legislative and funding opportunities for gender-specific research; and ensures that sex-based differences are integrated into design, analysis and reporting in research.

About Curves:

Curves is one of the largest chains of fitness clubs for women in the world, famous for its 30-minute Circuit with a Coach that works every major muscle group with strength training, cardio and stretching. Curves Specialty Classes offer workout moves for key focus areas like strength, balance and flexibility. With Curves Complete, women have a fully integrated, personalized weight loss and weight management solution that includes the Curves fitness program, customizable meal plans and one-on-one coaching and support. Curves is committed to providing women with the tools necessary to empower them to live more fulfilling lives. For more information, please visit www.curves.com.