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Item Acumulação flexível, técnicas de inovação e grande indústria do fitness: o caso Curves Brasil(Ari Lazzarotti Filho, 2007-12) Mascarenhas, Fernando; Vieira, Carlos Alexandre; Marques, Taianne Marya Alves; Borges, Paulo José Albino; Silva, Bruno de Oliveira e; Santos, Willian Batista dosThis text presents an investigation about the characteristics and trends in fl exible accumulation that push de development of the fi tness 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 effi cacy in a global scale through the verifi cation of a particular and real case of development. Our conclusions point to new innovation techniques being currently used to solve the diffi cult equation faced by this sector with regards to attracting and retaining customers.