CR Fitness Holdings has emerged as the largest and fastest-growing franchise group in the thriving Crunch Fitness system, recently topping 70 gyms as it eyes 100 clubs by 2026. 

Crunch’s top franchisee is also a leader when it comes to personal training, outpacing gym industry standards when it comes to personal training revenue at its clubs. 

The leader of CR Fitness’ personal training business, vice president of personal training Darrick Druce, joined the company back in 2016 after spending time as a staffer for the Chicago Bulls, YMCA and LA Fitness. Over the last eight years, Druce has built CR Fitness’ personal training arm into one of the industry’s best.

Druce sat down with Athletech News to share how CR Fitness drives personal training revenue by taking a member-first approach, recruiting top talent and adapting to industry trends. 

Put ‘People Over Profit’

When Druce got to CR Fitness, his first focus wasn’t on driving personal training revenue (that would come later). Instead, he sought to create a culture that could thrive from gym to gym. 

“Industry experience taught me that people run our business,” he tells ATN. “So when we got here, the goal was, let’s prioritize people over profit.”

Druce says gyms must resist the temptation to turn personal training into a sales-first process, calling this an “old-school” way of thinking. Instead of aggressively pushing a personal training package at point-of-sale as soon as a member signs on the dotted line for a membership, gym staff should seek to build a relationship with the member, understanding their fitness goals and aspirations. 

“The reality is all members have goals,” Druce says. “(But) very few members have a plan that aligns with the goal.” 

If gym staff can build a rapport with the member, shelling out extra money on a personal training package becomes much more palatable – and more effective over the long run.  

“We’re trying to get them interested in the idea of taking a coach with them on their journey, and having guidance and mentorship along the way,” Druce adds.

For CR Fitness, the strategy seems to be paying off. Druce reports that around 60% of the franchisee’s new members decide to purchase an introductory personal training session, called “CruchONE Kickoff.”  Of those who attend the kickoff session, around 42% opt to buy a longer-term personal training package. 

Be ‘Relentless’ in the Pursuit of Top Talent  

Personal training might be on the rise post-pandemic, but many big-box gyms are finding it more difficult to hire and retain quality staff due to competition from social media and lingering effects from COVID-era gym shutdowns. 

“We have to be relentless in our pursuit of the right talent,” Druce says.

CR Fitness is certainly relentless in its pursuit of quality personal trainers, scouring LinkedIn and sometimes doing tens of interviews just to hire the right candidate. Druce highlights the importance of hiring staff who embody CR Fitness’ member-first culture.

“We want talented people, but we want people who prioritize the member over themself,” he says. “It’s a selfless sacrifice. If we’re hiring managers who only care about how much they sell and their own personal paycheck, we probably hired the wrong person.”

While CR Fitness is relentless in its recruitment of outside talent, it also hires from within. Druce notes that around 70% of personal trainers at CR Fitness-owned Crunch gyms started out as members.

This is an important recruiting tool for big-box gyms to leverage, he believes. 

“All of our members chose us over our competitors, which means they chose to spend their money here. They believe in who we are at CR fitness,” Druce says. “So if I’m meeting someone in the club who chose us, who looks the part, who seems confident on the floor, I strike up a conversation with them.”

After the right talent is identified, the CR Fitness team is confident its onboarding program is second to none in the industry. As part of the onboarding program, new trainer hires get coached by district managers at CR Fitness’ corporate office, learning the ins and outs of the business of personal training before they ever start training clients.

CR Fitness’ recruitment strategy seems to be paying off, with trainer retention metrics far above industry averages. 

“We only have a 4% (monthly) turnover rate right now, which is unheard of in the industry,” Druce notes. “I’ve been part of organizations before where they have over 100% turnover across 12-month timeframes.”

Adapt or Die: Embrace New Trends

CR Fitness’ personal training success speaks for itself, but the company isn’t resting on its laurels. Druce and his team are constantly evolving the program to account for new trends in fitness and technology. 

For example, the company has made its personal training program fully digital, allowing members to track their workouts and communicate with trainers from their phones when they’re outside of the club. 

“The reality is there are two main reasons that a client quits: lack of communication between them and their trainer, and lack of usage of their sessions,” Druce says. “If we can ensure that their session usage stays on track with what they purchase and that their trainer communicates well, we know that client’s going to stay long term, so we’ve doubled down on those two things.” 

Evolving includes embracing new ways of working out, including the global rise of strength training. CR Fitness has added more strength equipment to its Crunch gyms while scaling down on its cardio machine offerings. Personal trainers actively encourage members to include strength training in their routines.

“Whether it’s Phil Heath the bodybuilder walking through the door or Mrs. Jones, who’s working out for the first time in her 60s, we want to introduce them to free weights and strength training early,” Druce says. 

CR Fitness is also embracing AI, using artificial intelligence to analyze data and help personal trainers decide when it’s the right time to reach out to clients to keep them engaged in their training journey. Personal trainers can also use AI to help design workout programs, if they choose. This can be especially beneficial for trainers with large client rosters, Druce notes. 

Overall, Druce believes CR Fitness’ early embrace of AI reflects the company’s entrepreneurial approach since day one.

“We’re willing to take risks,” he says. “I think in business, or anytime you’re an entrepreneur, you have to be willing to take risks. We’re not afraid to adapt because adaptability is what allows you to survive in any business.” 

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Private equity firm TPG is mulling a potential sale of high-value, low-price (HVLP) fitness leader Crunch Fitness that could value the gym operator at more than $1.5 billion, according to Reuters.

The budget-friendly gym operator counts soccer star and Bioniq investor Cristiano Ronaldo, Dallas Cowboys quarterback Dak Prescott, and, most recently, LA Clippers shooting guard James Harden among its franchise owners.

TPG is reportedly working with investment firm Jefferies on the sales process, which could occur in the first half of 2025, anonymous sources close to the matter told the publication. Those familiar with the potential deal say Crunch’s acquirers may include other private equity firms.

Crunch was acquired by TPG in 2019 in a transaction that included the HVLP operator’s “Signature” facilities and its global franchising business for an undisclosed amount.

Crunch Looks to Crush 2025

In an exclusive interview with Athletech News in August, Crunch Fitness CEO Jim Rowley shared that the “No Judgments” gym operator is ready to dominate the HVLP space in 2025.

“We’re at this place in the Crunch history, where we’re 35 years old as a company, 15 years old as a franchise company, and we’re meeting great milestones, but it’s also time for us to level up and create a distinction between ourselves and the competition,” Rowley said.

It’s been an impressive year for the brand, which has opened more than one new club per week on average—a pace Rowley expects Crunch to top in the coming year.

Crunch also bolstered its executive team in recent months, appointing former Pizza Hut executive Chequan Lewis as president and former Xponential Fitness international development chief John Kersh as its managing director of international development.

The gym leader is also set to gain ground in Canada, with Crunch Canada, an Ontario-based Crunch Fitness franchisee, securing an investment from Trive Capital and 808 Capital Partners this month.

The Strength of Fitness

While private equity remains bullish on big-box gyms like Crunch and Planet Fitness, smaller-footprint operators like Anytime Fitness are increasingly seen as attractive targets, according to some experts. Boutique fitness also appears strong, as L Catterton acquired a majority stake in Pilates-inspired fitness brand Solidcore this fall — a standout in the booming Pilates sector for its decision not to adopt a franchise model. The strength-focused workout brand has just become the first retail tenant in an upcoming luxury residential building in Durham, North Carolina.

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Crunch Canada, an Ontario-based Crunch Fitness franchisee, has secured an investment from Trive Capital and 808 Capital Partners. 

It’s Trive Capital’s second investment in Crunch Fitness, following its June backing of JF Fitness of North America, a Virginia-headquartered Crunch Fitness franchisee.

“We are excited to team up with Trive and 808, who share our vision for delivering an exceptional fitness offering for our members,” Crunch Canada CEO Wesley Hodgson said. “Our new partnership and collaboration present a unique opportunity to enhance our capabilities, expand our leadership team, and execute on several near-term growth opportunities, including new club development and select acquisitions.”

Trive Capital managing director Jared Reyes noted that Trive is impressed with Crunch Canada’s track record of opening and operating clubs. As it stands, Crunch Canada is the country’s designated master franchise, with 19 corporate-owned gyms and 13 franchised gyms.

“We see significant opportunity in the Canadian market to expand the company’s footprint and membership base,” he added.

Chequan Lewis, who was appointed Crunch Fitness president earlier this year, says the company is thrilled to see Trive and 808’s continued investment in Crunch.

“We value their support of Crunch Canada as Wes and the team continue their club development plan and strategically deliver Crunch’s unique fitness experience to a much broader base of consumers in Canada,” Lewis said. 

In an interview with Athletech News this summer, Crunch Fitness CEO Jim Rowley shared that the high-value, low-priced fitness franchise has had significant attraction from the Middle East, Asia-Pacific, Western Europe and South America markets, but emphasized that the Crunch brand is “electric” in Canada.

“The North American fitness sector continues to demonstrate strong fundamentals as consumers increasingly prioritize health and wellness, and new age groups enter the gym industry,” Trive Capital partner Shravan Thadani said. “Crunch remains well positioned to capture additional share within the broader industry given its attractive, high amenity offering at a compelling membership price.”

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Two new Crunch Fitness locations are set to open this holiday season in Greenfield and Waukesha, Wisconsin, with additional sites planned for Brookfield and Hales Corner early next year.

JEM Wellness Brands, a health and wellness franchise concept operator, is leading the expansion in the Milwaukee area.

To celebrate the openings, Crunch Fitness is hosting several holiday events, including the CRUNCHmas Tree Scavenger Hunt, where participants can search for hidden orange CRUNCHmas trees around town for a chance to win a free year of a VIP Crunch membership. Other promotions include $1 membership sign-ups, first-month-free specials, fitness challenges and themed classes.

“We are extremely excited to introduce the Crunch experience to Milwaukee residents for the first time,” Crunch Fitness district manager Monica Pinter said. “Our approach is about more than just fitness – it’s about creating a community where people feel empowered, motivated, and, most importantly, have fun. Our team is here to help everyone, whether they are a seasoned athlete or just beginning their fitness journey, to make this holiday season the happiest and healthiest ever.”

The new Greenfield and Waukesha Crunch locations will feature Olympic lifting platforms, a Functional Training Ground, HIIT, yoga and dance fitness classes, personal training, a relax and recovery room featuring HydroMassage beds, human touch massage, cryotherapy beds, infrared sauna and tanning.

Crunch’s Hales Corners gym will offer The Ride, an instructor-led cycling class, while Crunch’s Brookfield location will feature a lap pool. Both Brookfield and Greenfield will offer Kid’s Crunch programs.

The popular gym chain averaged more than one new club opening per week this year and plans to exceed those numbers in 2025.

“We’re at this place in the Crunch history, where we’re 35 years old as a company, 15 years old as a franchise company, and we’re meeting great milestones, but it’s also time for us to level up and create a distinction between ourselves and the competition,” Crunch CEO Jim Rowley told Athletech News in an exclusive interview this summer.

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Crunch Fitness is opening three new facilities in Texas next winter under Crunch franchisee Harman Fitness and in partnership with James Harden, shooting guard for the LA Clippers. Harden joins soccer star and Bioniq investor Cristiano Ronaldo and Dallas Cowboys quarterback Dak Prescott, who are also Crunch franchise owners. 

The three new Crunch gyms will open in Humble, Copperwood, and Kirkwood and feature “HIIT Like Harden” classes in honor of the NBA star. Beyond the Lone Star State, Harman Fitness owns and operates Crunch locations nationwide, totaling over 40 with the addition of the upcoming Crunch Humble, Crunch Copperwood, and Crunch Kirkwood.

“We are thrilled to work with James Harden to expand the Crunch Fitness brand in the greater Houston area with the opening of three brand new, state-of-the-art gyms,” Harman Fitness CEO Curtis Harman said.  “James shares our mission to make fitness accessible to everyone, and these new locations will offer affordable membership options, high-quality equipment, and a welcoming ‘No Judgments’ environment where all members can achieve their fitness goals. Whether you’re a seasoned athlete or just starting your fitness journey, you’ll find something you love at Crunch.”

Crunch is running a special promotion for prospective members of Crunch Humble, Copperwood and Kirkwood, where the first 500 members of each gym can join for $1 and get their first month free.

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One big box fitness franchisee is making a big impact on those impacted by Hurricane Milton.

CR Fitness Holdings, the largest franchisee of Crunch Fitness in Florida and the U.S., has opened the doors to select Crunch Fitness locations to offer relief to residents experiencing power outages.

Starting today, Crunch Fitness gyms across Florida will be available during standard business hours for both members and non-members, offering access to showers, charging stations for devices such as phones and laptops, or just a place to blow off steam.

Crunch staffers are also serving hamburgers, hot dogs and bottled water while supplies last.

“We understand the immense impact Hurricane Milton has had on our communities, and as part of our ongoing dedication to health and wellness, we want to ensure that everyone has a safe space to refresh and regroup,” CR Fitness CEO Tony Scrimale said. “Our facilities are not just about fitness—they’re about helping people live better lives, especially when they need it most.”

Here is a list of Crunch locations offering services to those in need:

Crunch Land O’ Lakes
Crunch Countryside
Crunch Lakewood Ranch
Crunch Stuart
Crunch Palm Beach Gardens
Crunch West Melbourne
Crunch Wickham
Crunch Altamonte Springs
Crunch Kissimmee
Crunch East Colonial
Crunch Poinciana
Crunch Boy Scout

Additional locations are opening by the hour as circumstances allow, according to the high-value, low-price (HVLP) fitness franchisor.

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Rainier Partners and its subsidiary Omega Fitness have acquired 21 Anytime Fitness gyms in Wisconsin from MDS Fitness, increasing Omega’s foothold in the Midwest as it expands nationwide. 

With the new acquisition Omega Fitness now counts over 120 Anytime Fitness gyms across California, Florida, Illinois, Minnesota, and Wisconsin, making it the second-largest Anytime franchisee in the United States. 

Seattle-based private equity firm Rainier Partners acquired Omega Fitness – a group created by franchise operators Andy Gundlach and Russ Allen – in November 2023, announcing its intentions to expand Omega’s portfolio through acquisitions while optimizing the group’s existing clubs. 

Since that deal, the PE firm says Omega has doubled the number of gyms in its portfolio. 

“The growth we have seen since Rainier’s initial investment in November 2023 is remarkable, and the addition of MDS Fitness’ gyms furthers our goal of strengthening our presence in target geographies,” said Gundlach, who serves as Omega Fitness CEO. “Rainier’s partnership and strategic guidance have undoubtedly accelerated our growth trajectory. We are excited to continue this momentum through the remainder of 2024 and beyond.”   

Anytime Fitness is one of the largest big-box gym chains in the world with over 5,000 locations in 50 countries. The 24/7 gym chain continues to pursue franchise expansion in the U.S. and internationally, recently striking deals to expand in Dubai and across the Middle East, as well as in Indonesia. 

PE Firms Love the Gym Business

Investors continue to pump money into large franchise groups that own multiple gym locations under brands like Anytime, encouraged by the resurgence of in-person fitness following the pandemic and Gen Z’s interest in attending the gym. 

Last month, Los Angeles-based private equity firm Meaningful Partners acquired Fitness Ventures LLC, the second-largest Crunch Fitness franchise group, in an expansion play. Several other Crunch franchisees have received major investments over the past year. 

Flynn Restaurant Group, the largest franchise operator in the world, made waves in 2023 when it acquired a large Planet Fitness franchise group. The deal marked Flynn’s entrance into the fitness space, underscoring the confidence established investment firms have in the financial health of gyms. 

Meanwhile, BlackRock’s Impact Opportunities Fund has signed on to open at least 80 Retro Fitness gyms in Black and Brown communities over the next 5 years as part of an initiative called Project Lift. 

As for Anytime Fitness, it’s unlikely this will be the last time we hear about Omega Fitness expanding its portfolio of gyms. 

With Rainier’s backing, the franchise group is actively pursuing further expansion, saying it’s focused on “establishing geographic density in select markets.” 

“Since day one, we knew we had a big runway ahead of us. We have been laser-focused on deploying our Summit value creation playbook in partnership with Omega Fitness to seamlessly integrate the acquired businesses both operationally and financially into Omega’s strong platform,” said Dave Shephard, Rainier’s director of portfolio operations. “We are thrilled with how the company is performing and will continue to support its leadership team.”  

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As people age, they’re more likely to be active but less likely to belong to a gym, health club or fitness studio, a new report suggests.

ABC Fitness released its Fall 2024 Wellness Watch report, which offers data on the fitness preferences of different age groups based on third-party consumer research. 

According to the report, Baby Boomers are the most active generation but younger people are much more likely to attend in-person fitness facilities.

The report shows an inverse relationship between a generation’s stated activity level and the likelihood of its members attending the gym: Gen Z considers itself to be the least active of any generation surveyed but has the highest percentage of gym, studio or health club users. Baby Boomers consider themselves to be highly active but are less likely to frequent gyms, clubs or studios. 

Of those surveyed, 80% of Baby Boomers consider themselves to be active, compared to 73% of Gen X, 76% of Millennials and 66% of Gen Z. 

However, 73% of Gen Z said they’re currently a member of or are using a health club, gym or studio, compared to 72% of Millennials, 54% of Gen X and 42% of Baby Boomers. 

It’s notable that, at least among those surveyed, Gen Z has more people who go to the gym than those who consider themselves active. That means there are at least some Gen Z-ers who belong to a gym, club or studio but don’t call themselves “active.”

Personal Training, Group Fitness & Wearable Preferences

Working out alone is the activity of choice for all generations, although Gen Z and Millennials are more likely to hire a personal trainer, with 38% of those surveyed in each group saying they use in-club personal training services.

Gen Z is the least likely of all age groups to take group fitness classes inside the club. Among those surveyed, only 27% of Gen Z members take group fitness classes, compared to 36% of Millennials, 40% of Gen X and 36% of Baby Boomers. 

All generations show a receptiveness to wearable technology – 56% of Gen Z said they use a fitness wearable, compared to 48% of Millennials, 56% of Gen X and 43% of Baby Boomers. 

Overall, ABC Fitness says the findings point to one universal – and reassuring – truth. People in all age groups are putting more emphasis on their health and wellness. 

“Although the general public has long recognized the importance of physical health, more recently we have seen a growing emphasis on staying active at every stage of life,” said ABC Fitness CEO Bill Davis. “The fitness industry must evolve to support people of all ages, creating a unique opportunity for gyms, studios and personal trainers to personally tailor and help more individuals through their services.”

Key Findings by Generation

The team at ABC Fitness compiled some key findings for each generation surveyed.

Gen Z (ages 18-24) tends to prioritize stress relief and mental health alongside physical fitness. Unsurprisingly, Gen Z tends to be more fickle than other age groups: 55% have been members of their gym, club or studio for less than 12 months.

Millennials (25-39) also prioritize mental health, and they tend to emphasize flexible fitness options that fit into their busy lives. Many Millennials balance traditional in-person gym activities with at-home fitness. 

Gen X (40-55) focuses on maintaining general activity and stress relief. They also seek efficiency and good value for time in their workouts. Gen X members who belong to a gym, club or studio tend to be highly engaged, with 30% visiting clubs more than 12 times per month. 

Baby Boomers (56-65) are the most active generation, and they tend to emphasize staying generally active and looking after their mental health. Boomers who belong to a gym are highly dedicated: 36% visit fitness clubs more than 12 times per month. 

Fitness Brands Race To Attract Gen Z

Fitness brands are racing to win over the hearts and wallets of Gen Z, which has shown a willingness to spend on health and wellness even if it means cutting back on other areas like entertainment.  

Gen Z is flocking to high-value, low-price (HVLP) gyms like Planet Fitness, Crunch Fitness and more, which are winning young people over with affordable membership fees, new strength training equipment and even workout spaces dedicated to filming content for social media. 

On the virtual fitness side, brands like Les Mills have tailored their programming and marketing to capture Gen Z consumers. Les Mills has even embarked on a project to help fitness brands recruit more young fitness instructors. 

Baby Boomers Go Virtual

On the other end of the spectrum, at-home fitness brands have sought to appeal to older generations like Baby Boomers, who continue to prioritize physical activity but often prefer to avoid the gym scene. 

Smart home fitness brand Tonal has made it a point to market the benefits of strength training to older populations. Last year, Tonal launched a series of “Ageless Strength” workouts designed for people aged 55 and older. 

Studies have also shown that regular strength training can offer powerful anti-aging benefits for older people, including improving balance, mobility and resistance to injuries. 

“I’m not going to say strength training is the fountain of youth — but it’s pointing in the right direction,” Tonal executive Matt Bean has told Athletech News. “Whether it’s the reduction in all-cause mortality, the extension of healthspan or even the age-related decline in muscle mass, strength, and bone density, it has become crystal clear just how important it is to resistance train.”

Download the full version of ABC Fitness’ Fall 2024 Wellness Watch here.

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Crunch Fitness and Zumba are hosting a Global Dance Day and celebrating the high-value, low-price (HVLP) fitness franchise’s 35th anniversary this month with 35-minute Zumba classes at all Crunch locations worldwide.

The event will be held on Sept. 21, considered National Dance Day in the U.S. Those who don’t reside near one of Crunch’s 460+ locations can still join in on the fun via Zumba’s app. The dance fitness brand had rolled out a new app experience earlier this year, making it easier to find and book Zumba classes or participate in on-demand sessions.

“There’s no better way to celebrate Crunch’s 35th anniversary than with a global dance party,” Crunch Fitness VP of group Fitness Marc Santa Maria said. “As the first gym chain to offer Zumba classes, we couldn’t have picked a better partner to launch a worldwide dance celebration. We’re looking forward to offering all of our members around the world a chance to celebrate this important milestone together.”

Beto Perez, the high-energy creator and co-founder of the dance fitness brand, credited the fitness franchise as the first gym chain to offer Zumba classes.

“Zumba’s journey to becoming a global phenomenon started with Crunch Fitness 23 years ago, and we couldn’t be prouder of our incredible partnership,” Perez said. “We’re thrilled to join forces once again to celebrate this milestone and dance our way into the future together.”

In preparation for the Crunch x Zumba Global Dance event, Crunch+ will offer weekly teasers every Wednesday leading up to Sept. 21. 

Zumba has been unveiling several partnerships this year in a direct-to-consumer push, including a deal with Samsung Health and health platform Noom.   

Dance has shown to be the most popular form of fitness classes in 2023, according to data from Set by Set, which ranked exercise classes based on their average monthly search volume.

The popular dance fitness brand aligns nicely with Crunch’s ‘Feel Good, Not Bad’ vision — which was reflected in the HVLP’s ad campaign earlier this year. 

“In a world where there’s a lot of anxiety, stress, depression — just concerns about overall well-being — we’ve had this message going out about ‘Feel the Good’ at Crunch,” Crunch Fitness CEO Jim Rowley told Athletech News in a recent interview regarding the fitness franchise’s plans for 2025.  

In addition to Zumba, Crunch offers its members other group fitness classes, such as Ride, access to HIIT zones, Olympic weightlifting platforms, personal training and recovery amenities — all of which resonate with Gen Z.

“Our members are young, strong and social,” Rowley said.

Most recently, Crunch piloted ‘Pickleballers’ in partnership with Break the Love. The high-intensity, eight-week class found a home over the summer at designated Crunch locations in New York, New Jersey and Los Angeles.

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The look and feel of the 24-hour gym is quickly changing as brands embrace high-end amenities once reserved for luxury facilities. 

One of the 24-hour brands leading that charge, Workout Anytime, is investing big in wellness and recovery, adding amenities including sauna (traditional and infrared), red light therapy, massage chairs and percussion guns. Cold plunge tubs could be coming soon, too, if a trial run at one of the brand’s Arizona locations goes well.

The Atlanta-based Workout Anytime currently counts around 200 gyms, all of which are open 24/7, and is continuing to grow. So far in 2024, the gym brand has signed 12 new franchise agreements and completed six transfers.

For Workout Anytime, embracing wellness makes business sense for a couple of reasons: it helps the brand attract new customers who wouldn’t ordinarily step foot in a gym, and it drives more revenue per existing member through premium membership sales.

The Key To Motivating the 80%?

Greg Maurer, vice president of education at Workout Anytime, points out that around 80% of Americans still don’t own a gym membership. The fitness industry has been trying to appeal to this famous “80%” segment for years now, with little success. 

Wellness modalities might hold the key to getting this stubborn cohort into the gym, even if it’s not to work out. 

“People on the couch, which is most people, still feel like they don’t belong in a gym,” Maurer tells Athletech News. “These amenities can provide real, tangible mental and physical benefits for everyone, even if you’re not working out yet.” 

Getting just a small slice of the 80% into gyms would mark a serious financial win for brands like Workout Anytime. 

“Just expanding another five or 10% of that group is unbelievable,” Maurer says. “It doesn’t have to move a large percentage of people before it has a very significant impact on our bottom line.”

Wellness-Based Memberships Drive Incremental Revenue

But gyms don’t necessarily have to add new members to see economic gains from offering wellness amenities.

At its new locations, Workout Anytime is making the majority of its wellness and recovery amenities available under a premium membership plan, which carries a slightly higher monthly price tag than a traditional membership. 

Higher-priced memberships mean more revenue per member, which is especially beneficial for gym owners in today’s tough economic climate, as soaring labor and real estate costs drag down profits.

“If you can get more dollars per head, the problem goes away,” Maurer notes. “What we’ve learned with these modalities is that absolutely is the case. In the clubs that really commit to this, particularly our new clubs that have a full-on premium wellness suite, they’re absolutely commanding a higher dollar amount and getting it, and that makes a world of difference in their bottom lines.”

Implementing Premium Wellness in a 24/7 Model

Adding wellness amenities across an established network of 200-plus 24/7 gym locations is a challenge, so Workout Anytime is taking a measured approach. 

All newly built Workout Anytime clubs will feature a premium wellness suite, with franchise owners typically opting to include a wide array of amenities in their gyms, including infrared or traditional sauna, massage chairs and red light therapy.

At its legacy clubs, Workout Anytime is working with franchise owners to retrofit existing spaces to add some wellness amenities. While legacy clubs might not be able to offer their members access to each and every wellness option on the market today due to space constraints, it’s important that they get in the game, Maurer believes. 

“When you have a retail brick-and-mortar model that’s as old as we are, 25 years old, guess what’s going to happen? It’s not going to look the same,” he says. “So we knew we had to make that adjustment, and we’ve made them to allow legacy clubs, which are typically a bit smaller than our current clubs being built, to add these features.”

Many of the wellness modalities on offer at Workout Anytime require little to no staff oversight, so they can stay open 24 hours a day, in line with the gym’s normal operating hours. 

Some modalities, like saunas and cold plunge, can’t be administered 24/7 since they require special oversight to ensure member safety; those amenities have restricted operating hours. 

Carving a Niche in the Crowded Gym Market

The rise of wellness isn’t to say fitness isn’t important; on the contrary, it’s still the bread and butter of gyms across the world. Workout Anytime is no different. 

On the fitness side, the brand has embraced the rise of strength training by adding more free weights and cutting back on cardio equipment. In particular, Workout Anytime announced that it will be adding an Ab & Glute Zone to all new locations as demand for training those body parts surges, especially among women. 

“They’re absolute musts, particularly the glute zone,” Maurer says. 

Down the line, Workout Anytime gyms could even feature equipment as innovative as virtual reality (VR) treadmills, Maurer shares.

While the gym landscape is highly competitive, Maurer believes Workout Anytime sits in a strategic position. Its gyms typically occupy a space of around 8,000 square feet (actual size can vary from location to location), making its average footprint bigger than brands like 24/7 gym rival Anytime Fitness but smaller and more intimate than big-box chains like Planet Fitness and Crunch Fitness.

The Atlanta-based brand has spread itself across the country with locations from Pennsylvania to Arizona, but the majority of its gyms are concentrated in the Southeast. True to its roots, Workout Anytime prides itself on a southern-hospitality approach to customer service, which it argues further differentiates its gyms from big-box chains. 

“It’s the difference between walking into a Lowe’s or Home Depot and your local hardware store where they know your name and help you,” Maurer says. 

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Many fitness facilities are scheduling community-building events that bring people together in a shared exercise experience that builds camaradarie and meaningful memories. These events can also be a good way to invite non-members to experience what the gym has to offer, while also highlighting important dates of remembrance. 

One example is the fast-growing Crunch Fitness franchisee, Fitness Ventures, which has announced its annual 9/11 Remembrance Stair Climb Challenge, set to take place on Wednesday, September 11, at all its facilities across 25 states. The event honors the first responders who served during the September 11, 2001, attacks.

The challenge invites members, non-members, employees, first responders and local communities to climb 110 flights of stairs — a symbolic gesture representing the 110 floors of the World Trade Center. Participants will use Stairmasters in the gym to complete 2,071 steps, the equivalent of the climb faced by first responders on 9/11. Local firefighters, dressed in full gear, will also take part in the challenge, further highlighting the ongoing sacrifices made by fire departments nationwide.

“We believe it’s essential to remember and pay tribute to the heroes who responded on September 11, 2001,” said Brian Hibbard, CEO of Fitness Ventures. “By organizing the 9/11 Remembrance Stair Climb Challenge at all of our clubs, we want to provide an opportunity for our members and communities to come together in unity and show our gratitude to these courageous individuals.”

Fitness Ventures encourages participants of all fitness levels to get involved, whether by completing the full challenge or climbing a single flight. The event aims to foster community unity and honor the sacrifices of both the FDNY and local fire departments.

Participants are encouraged to share their experience on social media using the hashtag #CrunchStairChallenge to create a nationwide sense of remembrance and solidarity.

In related news, on Sunday, September 8, in Lake Forest, California, more than 100 firefighters gathered to take part in the 4th Annual StairMaster 9/11 Memorial Climb to honor the 343 responders who gave their lives on September 11, 2001.

Taking place at Core Health & Fitness HQ, firefighters from departments across Orange and LA Counties, many carrying a full complement of emergency response equipment, climbed the equivalent of 110 floors, replicating the journey faced by first responders on 9/11.

Each firefighter taking part wore a Myzone MZ-Switch, with heart rates and Myzone Effort Points (MEPS) displayed publicly to highlight the effort required to make the journey to the top of the World Trade Center.

“This is an annual event that resets our priorities and prompts us to remember those who sacrificed their lives on that awful day,” said Terry Woods, VP Sales – Americas, Myzone.

The event also raised vital funds for several charities, including  The Fire Up Program, Next Rung, and the National Fallen Firefighters Foundation (NFFF)

The post Fitness Ventures to Host 9/11 Remembrance Stair Climb Challenge appeared first on Athletech News.

From experiential events to membership perks, brands are discovering that a little bit goes a long way in generating buzz and creating loyal customers — especially with Gen Z, who love wellness, a good deal, and an exclusive invite to a social-media-worthy event.

And athleisure giant Lululemon is paying attention, bolstering its complimentary membership program with special members–only perks in “move,” “fuel” and “restore” categories, which were announced last month on social media.

It’s the latest move from the brand designed to generate enthusiasm, having recently cut its full-year guidance due partly to slumping sales in the women’s category and a disastrous Breezethrough leggings launch that resulted in Lulu pulling the new leggings from the market to retool its design.

As part of its go-forward strategy, Lululemon CEO Calvin McDonald recently told investors that increasing brand awareness remains a priority, highlighting a successful and exclusive members-only weekend held at Peloton Studios in New York City earlier this summer, featuring live classes and a 5K run.

McDonald pointed to some of Lulu’s newest partnerships, noting that early feedback has been “very positive” for its member partner perks program, which sees Lululemon teaming with 12 brands to offer special discounts and offers.

“These strategies illustrate just a few of the ways we engage with our guests beyond a simple purchase transaction by offering exclusive experiences and benefits and helping them feel their best, all of which drives and deepens loyalty,” McDonald said.

A statement on the athleisure brand’s website explains that partners were carefully selected based on their ability to enhance members’ daily lives and offer products or services that support well-being.

Lululemon’s partner perks range from fitness to wellness and include a bevy of trendy, well-known brands:

• AG1 – 10 free travel packs, a welcome kit and a special All Day Essentials Belt Bag
• Barry’s – 10% off any single-class pack
• ClassPass – a free, one-month trial with 53 credits
• Erewhon – 15% off one order
• Hyperice – 20% off the Hypervolt Go 2, and 15% off all other products
• La La Land – 50% off the Lulu Latte
• Life Time – no specific deal is mentioned yet; for now, there is just an option to learn more about the premium fitness country club operator
• Methodology – 25% off your first order, and then 15% off orders
• Oura – six months of an Oura membership
• Peloton – 60 day free trial to Peloton App or App+
• Supergoop – 10% off on the first three orders
• Sweetgreen – $5 off the first purchase

Will Perks Pay Off?

Earlier this year, boutique fitness brand Solidcore announced Core Collective, a program that includes exclusive perks for members from brand partners such as Liquid I.V., Milk Makeup, Daily Harvest, Celsius, Care/of and Heyday.

24 Hour Fitness recently launched FitPerks, where members of the fitness chain can earn points from activities such as classes, coaching or check-ins on the 24 Hour Fitness app. The points can be redeemed for partner discounts on gym merchandise, local restaurants, concerts and sports tickets, hotels and resorts.

“We want to build as much motivation into using the gym as we possibly can and having an incentive structure is a great way to give that nudge we all need,” 24 Hour Fitness chief technology and digital officer Debbie Fiorella said. “Our members are at the heart of everything we do, and this program is designed to reward them for their hard work and commitment towards their fitness goals.”

High-value, low-priced (HVLP) fitness chain Crunch Fitness has also developed an extensive perks program for its members across a variety of categories. Meanwhile, Planet Fitness continues to add to its members-only deals with its PF Perks Program. The fitness franchisor returned its PerksFest earlier this summer with deals for Headspace, Crocs, Garmin, GNC and more.

New Planet Fitness CEO Colleen Keating referenced the perks program and its ongoing success during the fitness franchisor’s Q2 earnings call last month.

“One of the other things, I think, that’s relevant in the hospitality background versus what we’re endeavoring to do at Planet Fitness is the opportunity to extend the experience outside the four walls of the club through our app, through loyalty programs and partnerships and even our perks program,” Keating said. “We just had a great month in June with perks utilization. So, there’s an opportunity for us to really leverage our very broad membership base and our high app utilization through partnerships and bringing additional offerings to our members that they value even outside the four walls of the gym.”

Member discounts aren’t reserved just for cost-sensitive consumers – last year, Equinox unveiled a new-level membership program, Equinox Circle, offering deals on helicopter commutes, a dedicated concierge for purchasing luxury watches and more.

The post Lululemon Leans into Member Perks appeared first on Athletech News.

The world’s biggest companies often do two important things: create a strong brand ethos and execute on a rock-solid business plan. 

Retro Fitness is confident it’s ticking both those boxes. Under CEO Andrew Alfano, the high-value, low-price (HVLP) gym brand has poured resources into a massive rebranding effort and bolstered its franchise operations with best-in-class leadership.

A former Starbucks executive who helped build the once-fledgling coffee brand into a worldwide behemoth, Alfano now believes Retro Fitness is the next big thing.

“This is hands down, minimally, a 1,000-club system domestically, and we have international aspirations,” Alfano tells Athletech News. “We’re actively looking for capital partners to take this journey with us.”

Retro Fitness currently has around 200 locations open or in development, and it’s seen encouraging signs that it can deliver on Alfano’s lofty vision, including getting buy-in from one of the world’s largest investment firms.

The Rebirth of a Brand

Founded by fitness and wellness entrepreneur Eric Casaburi in 2004, Retro Fitness quickly built up a large following in its home state of New Jersey, surrounding states in the Northeast and Florida. 

The big-box gym brand became known for its punchy red-and-yellow color scheme, tanning services and a wide array of fitness equipment, all at a low price. 

Alfano, who took over as CEO in 2019, felt it was time for a change. 

“Even McDonald’s doesn’t use red and yellow anymore,” Alfano noted, alluding to the need for brands to sometimes pivot away from once-successful marketing tactics. “When was the last time you saw Ronald?”

Under Alfano’s watch, Retro Fitness has embarked on a full-scale rebrand, moving away from red and yellow as dominant colors in favor of a more minimalist, modern aesthetic.

Beyond the toned-down color palette, newly opened Retro Fitness clubs are modern in every sense, featuring communal-gathering spaces, nice furniture and large, turf-filled functional training areas. 

“When old gyms were built, the first thing you did was walk up to the check-in counter, which is very uninviting,” Alfano explains. “When you walk into our clubs, the very first thing you’re going to see is an open-air, inviting community area where you can sit and get some email done or drink a smoothie with friends.”

Retro Fitness’ newly built clubs all feature the rebranded vibe while older clubs are gradually incorporating parts of the rebrand into their existing facilities. 

There are early signs that the new branding is attracting new customers, namely women. Before the rebrand, membership at a typical Retro Fitness gym skewed around 66% male. At the redesigned clubs, female members make up around 50% of gym-goers, according to the brand.

“If you want to be competitive, you need to be appealing to as many people in your community as possible,” Alfano says of the rebrand. 

Brand Building: Taking a Page From Starbucks 

Retro Fitness’ rebranding efforts extend beyond the physical look and feel of its clubs. 

“Coming from a company like Starbucks, I really came at this from a perspective of consumer engagement with a brand, not just joining a gym,” Alfano says.

To drive consumer engagement, the brand has sought to tie Retro Fitness into all aspects of living a healthy lifestyle, from lifting weights and doing cardio to much, much more. 

Inside the gym, members can recover from their workouts with cutting-edge wellness modalities like red light therapy along with traditional favorites like massage chairs and tanning beds.   

Equally important, according to Alfano, is what happens when members leave the club. To stay top of mind, Retro Fitness offers an array of content through its app including healthy cooking classes as well as nutrition, mental wellness and music content. 

“It can’t simply be our weights against your weights or our cardio against your cardio,” Alfano explains, noting how hard it is for gyms to differentiate themselves that way. “So we really build a community inside the four walls of our club, and more importantly, we become a fabric of the community outside the four walls.”

Creating Community: Inside Project Lift

Central to Retro Fitness’ community-building strategy is Project Lift, an initiative that could change the face of America’s gym landscape if all goes according to plan. 

Announced in 2022, Project Lift will see Retro Fitness and its investor partners potentially open hundreds of gyms in predominantly Black and Brown communities across America.

Alfano says Retro’s leadership team got the idea for Project Lift after understanding the disproportionate impact the COVID-19 pandemic was having on Black and Brown communities, who suffered from pre-existing conditions like obesity at higher rates than other groups of Americans, and were thus more susceptible to harm and death from the virus. 

From the outside looking in, a Project Lift club looks like any other Retro Fitness location, but the economics are a bit different. At Project Lift clubs, Retro Fitness waives the franchise fee and also donates a portion of its royalties as franchisor to a local community organization for the life of the gym business. 

Notably, Project Lift gyms are open for free to the entire community on Friday nights, giving non-members a chance to improve their fitness and wellness. 

Last year, the BlackRock Impact Opportunities Fund signed on to open at least 80 and as many as 100 Project Lift gyms across Dallas-Fort Worth, Houston, Southeast Florida and Queens/Long Island, New York. 

“Our goal is 500 Project Lift locations in 50 cities over the next five years,” Alfano declares. “That may sound significant, but when you think about what BlackRock has committed to, 80 with aspirations of doing 100, we really (only) need four more (investors).”

Franchising Fundamentals: Best-In-Class Support

On the business side, Retro recently brought on franchising and licensing vet Larry Strain to serve as its chief development officer. 

Like Alfano, Strain is a former Starbucks executive who played a key role in the coffee brand’s early growth. He also has experience scaling brands including McDonald’s, Dunkin’, and Potbelly Sandwich Shop, among others.

“I don’t know any franchisor in the world today that’s providing the level of support services that Retro Fitness is providing,” Strain says of Retro’s hands-on approach to franchising, calling it a “turnkey” solution for franchisees.

“It’s not only disruptive to the fitness industry; it’s disruptive to the entire franchise industry,” he adds.

According to Strain, Retro Fitness offers a robust suite of development services for multi-unit franchise partners including managing broker relationships in-house, handling market analytics and site selection, offering in-house design services and overseeing construction for new clubs.

Once a lease is signed, the support continues: Retro’s corporate office assigns franchise business coaches who work with franchise owners in the early stages of getting their clubs up and running, including extensive pre-sale support along with support in hiring and training staff. 

Boutiques Beware? The Case for HVLP Gym Domination

It’s worth noting that Retro Fitness isn’t the only HVLP gym brand to be plotting aggressive expansion, so it’s got some competition.

Crunch Fitness is nearing 500 locations, opening new clubs at a rapid clip, while brands like EoS Fitness and Vasa Fitness are also putting up impressive numbers as of late. And that’s to say nothing of HVLP giant Planet Fitness, which continues to win with Gen Z as it closes in on 20 million members. 

Still, despite the seemingly saturated nature of the low-price gym market, Strain believes there’s a ton of white space for certain HVLP brands to open even more locations, provided they go after the right types of consumers.

“The Planet Fitnesses of the world have done extremely well and have really maxed out on their audience that they have marketed themselves to and defined their brand toward,” he explains. “But there’s a large middle- and upper-middle-class group of people out there whose only access to fitness today is through a boutique offering such as an Orangetheory or CycleBar.”

HVLP gym brands in the vein of Retro Fitness can step in and take over, Strain says, since they’re able to provide the benefits of a boutique fitness offering – small group classes and a premium feel – while also offering a larger selection of equipment, access to diverse wellness modalities and a host of other amenities. 

“We have an ability to go into those markets that are inundated by boutiques and take that market share away relatively easily,” Strain believes.

For Alfano, there’s no better horse to back in the great HVLP race than a renewed, re-energized Retro Fitness. 

“If you’re going to be in fitness you want to be in high-value, low-price fitness, for a lot of reasons,” the Retro Fitness CEO says. “And if you are going to be in high-value, low-price, we’re the darling of the street right now.”

The post Inside Retro Fitness’ Plan To Take Over the HVLP Gym Market appeared first on Athletech News.

If you’ve ever found your gym bustling with activity in the early hours, there’s a good reason: more than half of Americans (65%) choose to start their day with a gym session, as revealed by a recent survey conducted by Flex Fitness. 

The rising interest in fitness and health has led gym membership and engagement numbers to soar across low-priced, high-value franchises such as Planet Fitness and Crunch Fitness to premium country club style operators like Life Time, where waitlists are routine. 

There’s never been a better time to be in the fitness and wellness business, which has united Gen Z, Millennials, Gen X and Boomers in a health mission. It’s not a passing trend, either — the Bureau of Labor Statistics projects that the employment prospects of fitness trainers and instructors is rosy and will create nearly 70,000 job openings annually.

With a healthy job market, new data from Flex Fitness, the creators of a free workout app, and Insurance Canopy, which counts 43% of fitness instructors as its policyholders, provides fresh insights into the current preferences of gym goers and ideas on how to keep fitness consumers committed to their health goals.

Rise and Grind 

Fitness consumers are more apt to prefer the two-hour window between 6 a.m. and 8 a.m., according to 33% of men and 21% of women polled by Flex Fitness. The timing is more than just convenience; it is linked to performance and quality, as 71% of gym goers reported. Over a third (35%) of respondents say cardio is the modality most impacted by workout timing.

This data can be helpful to personal trainers looking to attract new clients, considering 47% of Insurance Canopy’s fitness experts/policyholders teach multiple types of classes and 66% lead small group personal training. While personal training is the leading niche for fitness instructors based on sales data, other offerings also show promise: yoga (27%), group fitness (21%), dance (17%) and Pilates (16%).

Following cardio, gym goers say that timing affects strength training (23%) and yoga (18%), which could be helpful for gyms and personal trainers to determine the most optimal class times and scheduling formats to offer. For example, it may be prudent to schedule cardio-based classes earlier in the morning.

Younger fitness enthusiasts (those 18 – 29) tend to be divided by the 6 a.m. – 8 a.m. slot and the evening between 8 p.m. and 10 p.m. Since Gen Z tends to be most interested in strength training, having an evening class could attract a high number of attendees.

Staying on top of the latest trends in sports and fitness can also generate great ideas for new fitness classes. This summer, Crunch piloted a pickleball-focused circuit-based class at six of its gyms in New York, New Jersey and Los Angeles. The effort has paid off, with Crunch CEO Jim Rowley telling ATN recently that the program has been “wildly successful.” 

Staying Engaged

Notably, the top reason fitness consumers lose motivation is not having a consistent schedule or structured routine, according to 43% of respondents. It’s a substantial finding, but there are simple remedies that gyms and personal trainers can take to keep clients encouraged. 

Fitness consumers want flexibility, and 16% say there’s a correlation between being able to fit in a workout in their busy schedule and sticking to a regimen. Another 14% report that tangible results from their efforts keep them engaged, while 13% say it’s having a reliable workout buddy by their side. 

The leading personal training styles are functional fitness (78%), strength (56%) and wellness training (44%), which have all seen demand in 2023 and 2023, according to Insurance Canopy’s findings. Low-impact fitness modalities, such as Pilates, also continue to see a boom in participation.

Personal trainers can leverage such findings from Flex Fitness and Insurance Canopy by widening their offerings, introducing a small group Pilates class and encouraging participants to bring a friend. 

Having a workout buddy does more than keep fitness consumers committed; it’s an effective way for fitness trainers to attract new clients. According to Insurance Canopy, clients still prefer good old-fashioned word-of-mouth recommendations when looking for a trainer. In fact, the insurance carrier revealed that its personal trainers get most of their clients (84%) from referrals and networking (19%), outpacing print and social media marketing efforts.

Supporting Personal Trainers

Personal trainer responsibilities have evolved beyond weight loss. Technology has also changed the landscape, leaving some fitness experts wondering how best to serve a growing clientbase who use continuous glucose monitors.

According to recent findings by Canopy Insurance, some of the most requested duties of personal trainers are personal wellness coaching and strength training (tied at 31%), muscle gain and weight loss support (also tied at 13%) and motivation (6%). An additional 3% are looking for mobility/flexibility training. Gen Z and Millennials are particularly interested in retaining the services of personal fitness and wellness experts. 

While there are several certification options, the National Academy of Sports Medicine (NASM) (28%) is the most popular certified personal training certification, according to Insurance Canopy’s survey. Following NASM is ACE (25%), ISSA (19%) and ACSM (16%).

NASM recently launched two new course offerings to better prepare personal trainers, one of which allows them to participate in a wellness coaching simulation that provides real-time feedback from a mentor. 

Educational courses give personal trainers an edge against the competition and keeps them up-to-date on the latest initiatives and trends, but gyms can also find ways to support and attract top trainers. 

Crunch Signature, the gym operator’s premium facilities, is investing in Ride, its indoor cycling class, integrating Struct Club, a programming platform and app for fitness studios and instructors. The partnership introduces a certification program for Ride instructors to learn music programming techniques based on behavioral research — the kind that will maximize attendance.

“Today’s consumer expectations are higher than ever,” Struct Club founder and CEO Amira Polack said. “Impeccable quality, unique experiences and freshness have become table stakes – every class, every coach, every time. Adjacent hospitality sectors to fitness have tapped into tech that enables client-facing employees to ‘wow’ customers, but fitness is behind. Together, Struct Club and Crunch Signature are making it easier than ever for group exercise instructors to lead the pack.”

Zumba is also giving its dance fitness instructors a new opportunity following a partnership with digital health platform Noom. The news was announced at Zincon, Zumba’s 15th annual instructor convention, and it gives Zumba instructors a pathway to become a Noom Mindset Coach.

“At Zumba, we are committed to empowering people to live healthier, happier lives through the joy of dance and fitness,” Zumba CEO Alberto Perlman said. “Beyond this, we are always looking for ways to support our instructors and give them access to growth opportunities.”

Both Rowley and Perlman are two of ATN’s Power Players. See the full list here. 

The post New Data Reveals Key Insights to Help Personal Trainers, Gyms appeared first on Athletech News.

With only four months remaining in 2024, Crunch Fitness is already reflecting on a momentous year that saw the average opening of more than one new club per week – a feat that Crunch Fitness CEO Jim Rowley expects the high-value, low-priced (HVLP) gym network to top in 2025.

The “No Judgements” gym brand bolstered its team this year as it gained ground, appointing former Pizza Hut executive Chequan Lewis as president, former Xponential Fitness international development chief John Kersh as its managing director of international development and Molly Long as its new chief operating officer.

Fresh from Crunch’s annual franchise convention this month in Arizona, Rowley spoke with Athletech News about Crunch’s vision for 2025 and how the fast growing gym brand is on track to becoming the premiere leader in the HVLP space.

Leveling Up 

The NY-based fitness franchise had unveiled an aggressive expansion plan for this year, invigorated by the post-pandemic demand for in-person fitness but also rolling out Crunch+ to offer members on-demand and live-stream workouts for added flexibility. Now with 2025 quickly approaching, Crunch is looking to become a household name worldwide. 

“We’re at this place in the Crunch history, where we’re 35 years old as a company, 15 years old as a franchise company, and we’re meeting great milestones, but it’s also time for us to level up and create a distinction between ourselves and the competition,” Rowley said.

Part of that distinction is tuning into the positivity that Gen Z longs for — the kind that’s reflected in Crunch’s ‘Feel Good, Not Bad’ ad campaign, which presents Crunch gyms as a haven from a stressful world and where a workout results in a mood boost. A similar message carried over into the franchise convention, Rowley said, where an Olympic-style charity event benefiting Future for Kids took place.

“In a world where there’s a lot of anxiety, stress, depression — just concerns about overall well-being — we’ve had this message going out about ‘Feel the Good’ at Crunch,” he said, adding that Crunch donated nearly 100 sports bags filled with athletic gear to support the youth in Phoenix.  

“For me as a CEO, it was incredibly rewarding to sense the momentum, the strong belief in Crunch, and to continue to pursue all that Crunch can be,” Rowley said of the convention.

Pickleball Pilot 

While Crunch offers its members group fitness classes, HIIT zones, Olympic weightlifting platforms, personal training, recovery amenities and more, the gym brand is mindful that maintaining a youthful, Gen Z-appealing ethos is just as important.

“Our members are young, strong and social, and the appeal of Crunch — not just for what we offer inside the box — but I think that our members are looking to associate with a brand that they trust and have values that are aligned with their values,” Rowley said.

Aligning with the expectations of younger consumers has also meant keeping a pulse on the latest trends in fitness and sports — like pickleball. Known as America’s fastest-growing sport, pickleball has become front and center of Crunch’s new pilot program following a collaboration with Break the Love. 

The initiative sees ‘Pickleballers’ – a high-intensity, eight-week class offered at six Crunch locations this summer in New York, New Jersey and Los Angeles for pickleball players that want to level up their game. It’s an experiment that’s been “wildly successful,” according to Rowley.

“It’s incredible how many people are participating because they’re new to pickleball, they’re interested in pickleball, or maybe they’re active in pickleball, and they want to do a fun exercise class that’s related to it,” he said. 

Ongoing Growth

In addition to its pickleball initiative, Crunch is looking ahead to continue growth and a steadfast commitment to its franchisees – which has landed the HVLP brand in the top spot on Entrepreneur’s Franchise 500 list in the fitness category. 

The Crunch concept has also attracted a notable name in football: Dallas Cowboys quarterback Dak Prescott, who partnered with CR Fitness Holdings, the largest operator of Crunch Fitness franchise locations, earlier this spring. Prescott will help expand the brand in Dallas and beyond while appearing in Crunch Fitness commercials and social media posts. CR Fitness also recently announced it had acquired two New York Sports Club locations in Florida, which will be rebranded to Crunch. 

And even with unfavorable conditions in terms of construction costs and competition for real estate space, Rowley is undaunted, revealing that Crunch will likely open two gyms per week next year.

Part of Crunch’s vision to become a household name includes building on its international presence, expanding beyond North America, Spain, Portugal and Australia. 

Rowley shared that the gym brand has had “significant attraction” from the Middle East, Asia-Pacific, Western Europe and South America. However, there’s still much excitement even closer to home, with Rowley noting that the Crunch brand is “electric” in Canada, where three new clubs are set to open soon.

Rowley is one of ATN’s 50 Power Players for 2024. See the full list. 

The post Crunch Fitness Looks to Crush 2025  appeared first on Athletech News.

Crunch Fitness has announced the appointment of Molly Long as its new Chief Operating Officer (COO), effective immediately. Long, who has served as Crunch’s Chief Experience Officer since 2023, will now take on expanded responsibilities supporting the company’s strategic growth initiatives.

Long brings a wealth of experience to her new role, having spent 14 years in leadership positions at both Crunch and 7-Eleven. Her tenure at Crunch has been marked by significant contributions to enhancing the member experience, including driving club innovation and redefining the entire member journey. Under her leadership, Crunch has seen improvements in member satisfaction and engagement, solidifying her reputation as a transformational leader within the organization.

“We are thrilled to appoint Molly as our new Chief Operating Officer,” said Jim Rowley, CEO of Crunch Fitness. “Her profound expertise, enthusiasm, and drive have been instrumental in elevating the Crunch brand. Molly is uniquely qualified to step into this role and further enhance our daily operations, support our franchise network, and contribute to Crunch’s long-term strategic goals.”

As COO, Long will be responsible for overseeing Crunch’s operational functions, ensuring the delivery of high-quality experiences to members, and leading initiatives that align with the company’s growth and vision. Her role will also involve close collaboration with franchise partners to strengthen Crunch’s market presence and expand its footprint.

Long expressed her enthusiasm for her new role, stating, “I am honored to step into the role of Chief Operating Officer and continue supporting the team as we forge ahead in the fitness space. I look forward to driving our day-to-day business objectives, partnering with our franchisees, and supporting our long-term growth strategies.”

This appointment comes at a pivotal time for Crunch Fitness, which recently celebrated its 35th anniversary and secured the top fitness spot in Entrepreneur’s Franchise 500® list. Long was also recently named a 2024 ATN Power Player. 

The post Crunch Fitness Appoints Molly Long as Chief Operating Officer appeared first on Athletech News.

CR Fitness, a leading Crunch Fitness franchise group, is expanding its empire, acquiring two New York Sports Club – Around the Clock locations in Fort Myers, Florida. 

CR Fitness will rebrand the two NYSC clubs into Crunch Fitness locations – Crunch Six Mile and Crunch Boy Scout. The rebrand will include significant investment, outfitting the facilities with state-of-the-art equipment, group fitness offerings and Crunch’s famous HIIT Zone area. 

“We are thrilled at the opportunity to invest millions of dollars into these gyms and transform them into the Crunch Fitness brand and model,” said CR Fitness CEO Tony Scrimale. “Members will have access to high-quality equipment, a variety of unique fitness classes, and exceptional trainers. We are ecstatic to continue our vision of growth and success for CR Fitness”

Led by Scrimale and a team of fitness industry vets, CR Fitness has become Crunch’s biggest franchisee by unit count, operating 65 locations across Florida, Georgia, North Carolina and Texas, with new locations planned for Tennessee and Arizona. 

Backed by private equity firm North Castle Partners, CR Fitness is eyeing 100 Crunch gyms nationwide by 2026.

Crunch Fitness itself has become one of the world’s fastest-growing high-value, low-price (HVLP) gym chains, driven by a spate of well-capitalized franchise groups like CR Fitness. Recently, other Crunch franchise groups have received PE investment to expand their gym portfolios in regions including the Southeast, Midwest and Southwest.

As of early 2024, Crunch had around 2.5 million members across 460-plus gyms in the U.S. as well as Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain. Under CEO Jim Rowley, the brand is plotting further expansion both domestically and internationally.

The acquisition marks a downsizing for New York Sports Club, which last year announced plans to rebrand its gyms across the country under the singular “New York Sports Club” name, jettisoning regional monikers like Philadelphia Sports Clubs, Washington Sports Clubs and Around the Clock in Florida. 

Current New York Sports Club – Around The Clock gym memberships will be automatically rolled over to Crunch Fitness when the Six Mile and Boy Scout locations open, CR Fitness said. 

The post Crunch Franchisee CR Fitness Acquires New York Sports Club Gyms in Florida appeared first on Athletech News.

Fitness Ventures LLC, Crunch Fitness’ second-largest franchisee, is getting more fuel and added direction as it pursues cross-country expansion.

Meaningful Partners, an investment firm focused on middle-market and growth consumer companies, has acquired the franchise group. 

Meaningful Partners will assist Fitness Ventures as it builds on its 47 Crunch locations across 25 different states, touching on its lengthy experience in scaling multi-unit businesses. New developments, mergers and acquisitions are expected following the agreement. 

“Crunch Fitness provides one of the most relevant offerings at deep value, meeting a long-term consumer theme of ‘quality at value,'” said Amin Maredia, co-founder and managing partner of Meaningful Partners. “We are thrilled to support Fitness Ventures in their mission to expand their reach and impact in the fitness industry.”

Meaningful Partners has a history of working with health and wellness brands. The group invested in Allies of Skin, a science-back skincare brand earlier this year as well as M2 Ingredients, a vertically integrated nutraceuticals platform that provides whole-body health benefits via organic functional mushrooms. 

“We are extremely excited about our partnership with Meaningful Partners as we continue to execute on our de novo and M&A growth strategy,” said Brian Hibbard, CEO of Fitness Ventures. “The Meaningful team’s background and experience in rapid scaling of multi-unit locations nationally makes them an ideal partner for our next growth phase. Our team is energized and excited to get to work.”

Jim Rowley, the global CEO of Crunch Fitness, even commented on the deal. 

“I have immense respect for Amin and his remarkable accomplishments,” Rowley said. “His leadership and vision have made a profound impact, and we are excited about the potential this partnership brings.”

Crunch currently has 2.5 million members across 460 gyms worldwide. Its “No Judgments” gyms operate in 41 states and the District of Columbia, as well as Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain. Under Rowley, Crunch has its sights set on aggressive expansion. 

Fitness Ventures isn’t the only Crunch franchise group looking to broaden its horizons. 

Earlier this summer, JF Fitness of North America added eight new gyms in Alabama, Georgia and South Carolina after acquiring fellow Crunch franchisee Team Roldan. JF Fitness also aims to expand further after receiving an investment from Dallas-based private equity firm Trive Capital. 

CR Fitness, Crunch’s largest franchising group, earlier announced plans to launch a mega-Crunch club in Altamonte Springs, Florida, with 16 more locations set to open by the end of the year as well.

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Five years ago, recovery equipment in fitness facilities translated to a foam roller in the corner that most members didn’t know how to use. The space that clubs and gyms dedicated to recovery – if there was any – consisted of some rubber matting. A place for people to stretch.

Fast forward to today’s environment, and the market is jam-packed with recovery tools and methodologies from percussion massagers to compression boots to cryotherapy chambers to vibration plates … the list goes on. Members are looking for more than just a “gym” – more than just fitness – and operators who don’t act on this will fall behind.

So, as an operator or owner, the question becomes, what equipment do you choose to create a space that will not only meet the demands of members but will remain “sticky,” draw in new members and generate ROI?

Robotic massage tech pioneer Human Touch has a solution in the brand’s recently launched Novo XT Pro Stretch Edition (SE) massage chair.

As the leading full-recovery chair in the health club market today, it offers massage, stretch, zero gravity, compression, heat and sound, all of which are in demand.

“Members are exposed to a plethora of wellness treatments available today, and they want to participate in a more rounded experience,” Dave Corley, vice president of business development for Human Touch, told Athletech News. “When you can take all of these features and put them into one recovery chair, with a small footprint, it’s a very attractive solution for members who are looking for more than just a “gym” today, and for operators looking to gain a high return.”  

EoS Fitness, one of the United States’ top high-value, low-price (HVLP) gyms, is one of Human Touch’s biggest clients.

“EoS Fitness locations equipped with the XT Pro SE are consistently bustling with members relaxing and recovering,” said Richard Idgar, chief operating officer of EoS Fitness. “According to a recent member survey, our innovative recovery options, including the Human Touch Massage Chairs, are among the most highly praised amenities.”

New Evolution Ventures (NEV), an investment firm with ties to fitness brands including UFC Gym and Crunch Fitness, uses Human Touch chairs at many of its locations. 

“Our members love them,” said Mike Feeney, executive vice president and co-founder of NEV. “They go back to the chairs over and over.”

Built for the Industry

Beyond being chock-full of features, Corley says what sets the Novo XT Pro SE apart from other chairs on the market is its comprehensive commercial focus.

“For the Price of the XT Pro Stretch Edition, club owners get a very affordable product that members love, three years of warranty on parts and service, and excellent customer service to boot,” noted Corley. “For over four decades, Human Touch has been manufacturing chairs and consulting on recovery spaces. We plan on being here another four decades and helping our fitness facility clients scale and succeed.”

Stretching the Boundaries

What differentiates the chair from a user perspective is its unique stretch and recovery functions. Members know they need to do both, but doing so is not the most fun part of the workout. Offer them a phenomenal and relaxing massage experience that incorporates stretch and recovery and you have a slam dunk.

How does it work?

During the stretch massage program, the compression pillows inflate to provide a stretching sensation as the chair reclines into a zero-gravity angle while the calf portion bends down to provide a stretching function of the lower back. This expansive “bend and stretch” functionality provides unprecedented leg and spine relief, increasing blood flow to the vertebrae and discs and rejuvenating the lower back, allowing for recovery with greater efficiency.

“The XT Pro SE truly stands out for its quality and range of features,” said Idgar. “It meets our high standards, demonstrating impressive longevity, easy care and user-friendliness. It is notably comfortable and offers a range of wellness customizations that leave our members feeling refreshed before or after a workout.”

Additionally, the XT Pro SE’s anti-microbial upholstery can withstand frequent use with just a quick wipe-down before and after each use, ensuring hygiene and durability.

Chair Versus Handheld

A common pitfall for operators is assuming handheld percussion massagers can deliver the same member experience at a lower cost.

(Handheld massage guns)  are great isolated recovery tools designed for muscle activation and recovery, targeting one part of the body at a time,” said Corley. “In contrast, a massage chair offers full-body recovery in a single session. While providing a full body massage, it simultaneously compresses and stretches your arms and legs, offering a comprehensive recovery experience.”

How To Monetize Massage Chairs In Your Club 

The beauty of the massage chair is that it can be a standalone recovery solution or work as part of a larger recovery zone.

“We added Human Touch Massage Chairs in specialized recovery zones within our gym, like the Recovery Room or The Tank, an innovative recovery space,” said Idgar. “We recognize rest as an integral part of a balanced fitness regimen and designed these dedicated areas to feature diverse offerings, including percussion massagers, compression boots, (WellnessSpace Brands) CryoLounge+ loungers, stretch tables and more.” 

When it comes to monetizing recovery, Corley explains this varies between facilities as well.

“Most health clubs can integrate the Novo XT Pro SE massage chairs in various membership structures,” he explains. “They can create a new membership tier with the chairs as a main attraction, include them in their top-tier membership categories, or offer them as an add-on option (a la carte) similar to towel service or child care.” 

“Additionally, some lifestyle clubs, such as East Bank Club and California Athletic Clubs, provide the XT Pro SE chairs as part of their overall luxury amenities,” noted Corley.

“For us, it depends on the club,” said Feeney. “For our high-value, low price-point clubs, it’s a value add to higher-tiered memberships. For others, it’s simply a straight value add to the existing membership.”

In closing, Corley points to one more element that he believes is critical – service. His customers agree.

“The exceptional customer support we receive from the Human Touch team sets it apart,” said Idgar. “As our growing membership continues to explore recovery and utilize the product, the chairs may require maintenance. Human Touch’s customer support team has delivered quick resolutions, which is critical for ensuring our members continue to have a positive experience.”

“I have tried and tested several chairs and worked with several companies,” he added. “Human Touch has done all the little extra things that support and help our clubs.”

The post For Gyms & Clubs, Massage Chairs Offer High Value in the Wellness Era appeared first on Athletech News.

If it seems like your gym is more crowded, it’s not your imagination.

Gym visits in the U.S. remained elevated year-over-year in Q2, with high-value, low-price (HVLP) brands EoS Fitness and Crunch Fitness leading the way, with foot traffic increasing 23.4% and 21.4% compared to the second quarter of 2023, respectively.  

The findings come from Placer.ai, a location intelligence company that uses machine learning and data science to generate foot traffic analytics. As Placer.ai notes, fitness has shown to be inflation-proof, theorizing that rising costs across the board may have boosted gym attendance, with consumers choosing to make use of their gym memberships rather than spend money on outings.

EoS Fitness, the ‘Better Gym. Better Price’ HVLP fitness chain, opened five new gyms in four states in the first quarter of 2024 and aims to open over 250 by 2030. EoS is reportedly seeking $100 million to support its growth strategy.

Crunch Fitness is also flourishing in the HVLP space, with around 2.5 million members systemwide as of early 2024 and expansion planned both domestically and abroad. Helping to grow Crunch Fitness is Dallas Cowboys quarterback Dak Prescott, who partnered with CR Fitness Holdings, the largest operator of Crunch Fitness franchise locations, to expand the brand in Texas.

Following EoS and Crunch is 24 Hour Fitness, which saw a 9% increase in visits compared to Q2 2023. Earlier this spring, the gym chain announced a multimillion-dollar investment at four of its locations in the San Francisco Bay area, which includes adding new cardio and strength training equipment and turf areas for group exercise zones..

Luxury fitness and lifestyle operator Life Time, with an average membership due of nearly $190 per month, also experienced an 8.9% increase in visit growth. Life Time founder and CEO Bahram Akradi has pointed to the brand’s sky-high retention numbers amid investment in areas such as pickleball and small group training. 

Planet Fitness, which has a new CEO and rolled out its first membership price hike in 26 years this summer, saw a 6.2% increase, while group fitness giant Orangetheory Fitness saw a 2.4% gain.

LA Fitness, operating under parent company Fitness International, saw a 1.3% increase. Fitness International acquired XSport Fitness this month in a deal that will Xsport’s 35 gym locations in New York, Chicagoland and Virginia be rebranded under one of Fitness International’s four brands, including LA Fitness.

Placer.ai’s Q2 2024 white paper can be viewed here. 

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