When the trend of leisure sport and fitness is getting popular in Taiwan, most of the fitness centers are targeting for male customers. When female 30-minutes workout Curves introduced to Taiwan, the revenue had been grown 6 times within 3 years and the stores had been quickly expanded to 117 stores in 2017. Curves has become the leader of the fitness franchise and successfully created the new blue ocean of fitness industry in Taiwan. The purposes of this paper are to explore the Taiwan Curves' development, blue ocean strategy, and challenges in the future. The research method is qualitative oriented, including literature review, on-site observation, and interview with the store manager. The results indicate that the Curves' strategies include female only, the most efficient sport in 30 minutes, friendly-use liquid pressure fitness equipment, flexible time and accessible sites, and planning sport encourage and rewards. Thus, Curves' members perceive high satisfaction of service and contribute successful word-of-moth marketing that make Taiwan Curves creating a new blue ocean of female fitness. The challenges of the future are the contradictory relationship among stores, coaches' high turnover rate, risks for sharing the same brand, repetitive exercise and lack of individual plans, and facing competition with other fitness centers. The researcher suggests that Curves may keep promoting Taiwan female's regular exercise as the goal, opening more stores in middle and southern Taiwan, decreasing coaches' turnover rate, evaluating the competence of new store managers and sites' suitableness, providing advance services and keep promoting sport incentives and rewards.