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Redefining the Market continued...

"Several larger gyms have circuit approaches similar to Curves," says Cedric X. Bryant, PhD, chief exercise physiologist for the American Council on Exercise in San Diego. And yes, he says, beginners can get health benefits from the 30-minute workout -- especially if they add half-hour walks and/or bike rides around the neighborhood as they become more fit.

But the lure of Curves goes beyond the workout. "A large part of the appeal," Bryant says, "is working out with people who don't look like the spandex-clad women you might see in other facilities. You can feel you're amongst a peer group you can relate to."

That's the feeling the 24 Hour Fitness chain is aiming for, says Kevin Steele, PhD, vice president of sales. "We go out of our way to create an inclusive environment," he says. "It begins with our ads, which show people of all ages doing different kinds of activities. When you enter one of our facilities, you'll see a spacious, wide-open area with high ceilings, and relaxing, neutral colors -- not an intimidating cave-like area where buff guys are lifting weights." Further more, he says, "[their] newer facilities have pools, which are very good for people who are severely overweight because water neutralizes their weight as they do aquatic exercises." Even Gold's Gym, the bodybuilders' haven made famous by the movie Pumping Iron with Arnold Schwarzenegger, is working to accommodate nonathletes. Some locations provide child care, and programs such as Pilates and yoga.

Still not convinced? Experts say the benefits of going to a gym can far outweigh the initial discomfort.

At a good gym, you will get guidance about the proper way to exercise to prevent injury. You'll also get a comprehensive program -- combining strength training, aerobics, and stretching -- for maximum health and fitness benefits. And you may see quicker progress toward your goals.

"One thing they teach people is the importance of resistance training," says Bryant. "We know it helps preserve and increase lean muscle mass, so you become a better calorie burner. People who are overweight will see quick success."

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