Today we’d like to introduce you to Jessica DeCastro.
Hi Jessica, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Hi, I’m Jessica, owner of Curves Santa Cruz, and I’m excited to share a little about my journey.
My Curves story began in 2018 when I joined Curves as an employee in Paradise, California. At the time, I was simply looking for a job to help support my family. A friend who worked there encouraged me to apply, and I had no idea that what started as “just a job” would soon become my passion and purpose.
As I got to know the members, I quickly realized that Curves was about so much more than fitness. I watched women encourage one another, celebrate milestones together, and build confidence as they became stronger. Seeing the positive impact Curves had on their lives inspired me and made me realize I wanted to be part of something bigger.
Later that year, my family moved back to my hometown of Santa Cruz. I was thrilled to discover there was a Curves here, and I was fortunate to continue my journey as a team member. From the moment I arrived, I felt welcomed by an incredible community of women. I built meaningful relationships with members of all ages—from women in their 20s to women in their 90s. Many had been members for nearly two decades, and hearing their stories about how Curves helped them stay healthy, independent, and active reinforced my belief in the program.
In 2021, I had the opportunity to purchase Curves Santa Cruz. Becoming the owner was a dream come true because it allowed me to combine my passion for helping women with my desire to make a positive impact in the community I grew up in.
Today, my favorite part of what I do is watching women discover how strong they truly are. Whether someone is just beginning their fitness journey, recovering their confidence, or simply looking for a supportive community, I love seeing them achieve goals they never thought were possible. Curves is so much more than a gym—it’s a place where women encourage each other, build lasting friendships, and improve their health together.
Personally, Curves has also made a huge difference in my own life. Working out regularly helps me manage pain, maintain a healthy weight, and build muscle that supports and protects my joints. As a busy mom of three, staying strong helps me keep up with my family and live a healthier, more active life.
Looking ahead, my goal is to continue growing Curves Santa Cruz so we can help even more women experience the benefits of our research-backed, 30-minute workout. It’s fast, fun, effective, and, most importantly, it’s a place where every woman is welcomed, encouraged, and supported.
I look forward to welcoming you to the club and hearing more about your fitness goals! See you on the circuit.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Like many small business owners, my journey has come with its share of obstacles. Looking back, each challenge has strengthened both me and the business.
One of the biggest turning points came in 2018 when the Camp Fire devastated Paradise, California. My family lost our sense of home, and we made the difficult decision to move back to Santa Cruz. Starting over wasn’t easy, but it reminded me how important community is and gave me the opportunity to continue my journey with Curves in my hometown.
Just a few years later, I purchased Curves Santa Cruz during the uncertainty of the pandemic. Owning a small business at a time when so much was unknown required faith, flexibility, and perseverance. We had to adapt quickly while continuing to support our members and help them prioritize their health.
As we began rebuilding after the pandemic, we faced another unexpected challenge when our building caught fire. We were forced to close for nearly a year while we searched for and built out a new location. There were moments when it would have been easy to give up, but our members never stopped believing in us. Their encouragement, loyalty, and constant reminders that Curves was needed in our community gave me the strength to keep moving forward.
Today, we’re proud to be in a new, brighter location, and every day I’m reminded why I never quit. Seeing longtime members return, welcoming new women through our doors, and watching lives change through fitness makes every obstacle worthwhile.
These experiences have taught me that success isn’t about avoiding challenges—it’s about continuing to move forward even when the path is difficult. They’ve also reinforced the importance of community. None of this would have been possible without the incredible women who have supported Curves Santa Cruz through every season.
Those obstacles didn’t define my journey—they strengthened it. They deepened my appreciation for the women we serve and reinforced my commitment to creating a place where every woman feels welcomed, supported, and empowered.
Appreciate you sharing that. What else should we know about what you do?
At Curves Santa Cruz, we specialize in helping women improve their health, strength, and confidence in a welcoming, supportive environment. Our program is designed specifically for women and combines strength training, cardio, and stretching into a research-backed 30-minute workout that is fast, fun, and effective. Whether someone is just beginning their fitness journey or has been active for years, our workouts can be adapted to meet them where they are.
What we’re most known for isn’t just our workout—it’s our community. From the moment a woman walks through our doors, she’s greeted by coaches who know her by name and members who genuinely care about one another. We celebrate every victory, whether it’s losing weight, gaining strength, lowering blood pressure, recovering after an injury, or simply having more energy to enjoy life. Curves is a place where women encourage one another instead of compete with one another, and I believe that’s something truly special.
One of the things that sets us apart is our coaching. Every workout is coach-led, so our members are never left wondering what to do next. We provide accountability, encouragement, and monthly coaching to help women track their progress, celebrate milestones, and continue reaching their goals. We focus on so much more than the number on a scale. We talk about nutrition, protein, hydration, sleep, muscle health, balance, mobility, and creating healthy habits that last a lifetime.
What I’m most proud of is the community we’ve built. Watching women come in feeling nervous or unsure of themselves and then seeing them grow stronger, healthier, and more confident is the most rewarding part of what I do. I’ve watched friendships form, women inspire one another, and members accomplish things they never thought possible. Knowing that Curves has become a place where women feel accepted, supported, and empowered means more to me than anything else.
At the end of the day, we aren’t just helping women exercise—we’re helping them build healthier, stronger lives. Being part of that journey is an incredible privilege, and it’s why I love what I do every single day
How do you think about happiness?
What makes me happiest, both personally and professionally, is helping people and seeing them grow.
In my personal life, my greatest joy is my family. Being a wife and a mom is the most important role I’ll ever have. I love spending quality time with my husband and kids, making memories together, whether it’s something as simple as sharing a meal, going on an adventure, or just enjoying a quiet day together. Family is my foundation, and they’re the reason I work so hard.
In my business, what brings me the most happiness is watching women discover their strength—sometimes before they even realize they have it. There is nothing more rewarding than seeing someone walk through our doors feeling nervous, discouraged, or unsure of themselves, and then watching them gain confidence, improve their health, and smile because they accomplished something they never thought they could.
I also love the relationships that are built at Curves. Our members become more than members—they become friends who encourage one another through every season of life. Watching those friendships grow and knowing that Curves is a place where women feel supported, accepted, and genuinely cared for is incredibly fulfilling.
At the end of the day, success isn’t measured only by running a business. For me, success is knowing I’ve made a positive difference in someone’s life. Whether it’s helping a woman become stronger, regain her confidence, improve her health, or simply giving her a place where she feels like she belongs, that’s what makes everything I do worthwhile. I truly believe that when you love what you do and focus on serving others, happiness naturally follows
Contact Info:
- Instagram: https://www.instagram.com/curves_santa_cruz
- Facebook: https://www.facebook.com/curvessantacruzca
