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This text presents an investigation about the characteristics and trends in flexible accumulation that push de development of the fitness market. This study examines the case of Curves Brasil. To do so, we tried to confront and examine the implementation of organizational techniques with tested efficacy in a global scale through the verification of a particular and real case of development. Our conclusions point to new innovation techniques being currently used to solve the difficult equation faced by this sector with regards to attracting and retaining customers.  KEYWORDS: leisure – culture – education – Physical Education – gyms.

ACUMULAÇÃO FLEXÍVEL, TÉCNICAS DE INOVAÇÃO E GRANDE INDÚSTRIA DO FITNESS: O CASO CURVES BRASIL