Crunch Fitness

Name

Crunch Fitness

Legal name

Crunch, LLC

Website

https://crunch.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Health Club Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Pilates Instruction (Mat & Reformer) (HSADACAB), Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Fitness center memberships
• Group fitness classes
• Personal training services
• Gym franchise operations
• Digital fitness streaming

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Gym Membership Subscriptions: Monthly recurring memberships starting at $9.99, with tiered options for single club, multi-club access, and premium locations. Memberships include access to equipment, group fitness classes, and various amenities depending on tier.
2. Personal Training Services: Additional revenue from personal training sessions and small group training, with prices varying by location and trainer
3. Crunch+ Digital Subscription: Online streaming platform offering live and on-demand workouts at $7.99/month for non-members, with Crunch members receiving discounted rates starting at $2.99/month
4. Day Passes and Guest Fees: Day passes available at varying prices by location; guest passes for non-members starting at $10/day for standard locations
5. Retail and Merchandise: In-club retail sales including merchandise, supplements, and personal care items through Crunch Shop
6. Premium Amenities: Additional revenue from premium services including HydroMassage, tanning, red light therapy, cryotherapy, and saunas at select locations
7. Annual Fees: Annual maintenance and facility upgrade fees ranging up to $89 depending on location and membership type
8. Enrollment and Processing Fees: One-time enrollment fees and processing charges collected at membership initiation, varying by location and membership type

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Crunch Fitness is a high-value low-price (HVLP) gym franchise that sells monthly gym memberships starting at $9.99/month granting members access to cardio and strength equipment, group fitness classes, HIITZone functional training, recovery amenities, and personal training at 550+ locations. Its standalone digital product, Crunch+, is a subscription streaming service ($7.99/month non-members, $2.99/month members) offering live and on-demand workouts across mobile, web, and smart TV apps, and Crunch Reform Pilates is a separate $29.99/month reformer Pilates offering launched in 2026 across 20 U.S. locations.

Product overview

Crunch Fitness is a high-value low-price (HVLP) gym franchise operating across three tiers: standard Crunch Fitness ($9.99+/month), Crunch Select (mid-tier with expanded offerings), and Crunch Signature (premium with full-service amenities at 27-28 locations). The company offers proprietary group fitness programming including HIITZone functional training and hundreds of signature classes. New initiatives include Crunch Reform Pilates bringing boutique reformer classes to mainstream gyms, and Crunch 3.0 next-generation gym design ($4-12M per location). Digital offerings include Crunch+ streaming platform ($7.99 non-member, $2.99 for members). Recovery amenities (HydroMassage, red light therapy, cryotherapy, saunas) and personal training are available as add-on services. The brand's 'No Judgments' philosophy and inclusive community approach differentiate its 500+ locations serving 3+ million members worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Crunch+: Digital streaming platform offering live and on-demand workouts accessible anytime, anywhere on any device. Subscription plans start at $2.99/month for members and $7.99/month for non-members.
• Crunch Signature
• Crunch Select
• HIITZone

Products and services

• Crunch Fitness Gym Membership High-value low-price (HVLP) gym membership starting at $9.99/month, granting individual consumers access to state-of-the-art cardio and strength equipment, group fitness studios, a complimentary CrunchONE Kickoff personal training session, and standard amenities at 550+ Crunch Fitness locations across 41 U.S. states and 6 countries.
• Crunch+ Digital Streaming Subscription Standalone digital streaming subscription offering live and on-demand workouts, cycling and treadmill plans, and weekly new classes accessible on iOS, Android, Apple TV, Amazon Fire TV, Android TV, and Roku; priced at $7.99/month for non-members and $2.99/month for Crunch gym members.
• Personal Training Services Certified-trainer-delivered individualized fitness programs and nutrition guidance, including small group training; includes a complimentary CrunchONE Kickoff orientation session with membership, with additional paid sessions and packages available.
• Recovery and Wellness Amenities Recovery and wellness add-on services offered at select locations, including HydroMassage water-powered massage therapy, red light therapy for muscle recovery, cryotherapy, infrared saunas, and spray tanning.
• Crunch Reform Pilates Reformer Pilates studio concept bringing boutique-style Pilates into mainstream HVLP gyms; instructor-led classes combine hands-on coaching with integrated digital guidance in immersive studio environments, priced at $29.99/month compared to typical $200 boutique pricing.
• Crunch 3.0 Gym Design Format Next-generation Crunch gym design format featuring expanded fitness areas, group fitness studios, functional training zones, modern cardio and strength equipment, and enhanced recovery amenities, representing a $4–12M investment per 30,000–50,000 sq ft location.

Quantifiable outcome

• 91 clubs opened in 2025, representing 49% year-over-year increase from 61 clubs in 2024
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• India Master FranchiseecoreChannel Partner/ Reseller/ Distributor · 25 June 2026Master franchise agreement for expansion into India with 75 planned gym locations, marking Crunch's entry into the South Asian market with significant growth potential.
• Mexico Master FranchiseecoreChannel Partner/ Reseller/ Distributor · 25 June 2026Master franchise agreement for expansion into Mexico with 50+ planned gym locations, expanding Crunch's Latin American presence.
• New Zealand Master FranchiseeminorChannel Partner/ Reseller/ Distributor · 25 June 2026Master franchise agreement for expansion into New Zealand with 10+ planned gym locations, continuing international growth strategy.
• BetterHelpminorStrategic or Co-development Partner · 18 June 2026Mental health access partnership providing online therapy services to Crunch Fitness members. Available at select locations including Pittsburgh and Indianapolis, expanding wellness offerings beyond physical fitness.
• Kimco RealtycoreOthers · 14 May 2026Real estate investment trust providing retail space for Crunch Fitness locations, including adaptive reuse of former Bed Bath & Beyond spaces. Kimco Realty partners with fitness operators as anchor tenants for shopping centers.
• Athletech News (ATN)minorGTM or Marketing Partner · 1 May 2026Industry media partnership for ATN Innovation Summit 2026 where Crunch Fitness executives participate as speakers, building brand awareness and thought leadership in the fitness industry.
• Freemotion Fitness (iFIT)coreTechnology or Integration · 16 March 2026Freemotion Fitness added as approved global vendor for Crunch Fitness, providing iFIT-powered connected fitness and strength equipment including treadmills, cable-based strength machines, and cardio equipment to Crunch's 3.5 million members.
• RominorStrategic or Co-development Partner · 13 March 2026Telehealth partnership for GLP-1 weight loss medication referrals, available at Planet Fitness and Crunch Fitness as high-value low-price operators expanding wellness services.
• ThrivecoreStrategic or Co-development Partner · 4 March 2026GLP-1 weight loss medication partnership providing specialized training programs and support for Crunch members using weight loss medications. Part of Crunch's strategy to serve members throughout their wellness journey.

Scale indicators12 records

Recent moves10 records

Expansion highlights7 records

Direct peers

• Planet Fitness: Planet Fitness is the largest HVLP gym operator in the US with ~2,700 locations and the closest direct competitor to Crunch's high-value low-price positioning, competing on price point, franchise model, and judgment-free philosophy.
• LA Fitness (Fitness International): LA Fitness is a large multi-state fitness club chain offering cardio, strength, group fitness, and amenities at mid-market price points, competing directly with Crunch Signature and Select tiers in overlapping geographies.
• 24 Hour Fitness: 24 Hour Fitness operates mid-to-premium fitness clubs across the US with 24/7 access, group classes, and personal training, competing with Crunch in the broader mass-market fitness segment.
• Gold's Gym: Gold's Gym is a globally franchised fitness brand with comparable group fitness, personal training, and HVLP-to-premium positioning, directly comparable to Crunch's franchised model and brand-driven member acquisition.
• Anytime Fitness: Anytime Fitness is the largest 24/7 franchised fitness chain with 5,000+ locations globally, sharing Crunch's franchise-led growth model and competing for the same value-conscious consumer in suburban and secondary markets.
• Blink Fitness: Blink Fitness is a directly comparable HVLP gym operator with a similar 'mood over muscle' inclusive brand philosophy, competing with Crunch in urban markets at sub-$30 price points.
• EOS Fitness: EOS Fitness is a regional HVLP-to-mid-market gym chain in the Western US with similar pricing, amenities, and group fitness offerings, directly competing with Crunch in overlapping geographic markets.

Broad incumbents

• Life Time Fitness: Life Time operates premium, large-format fitness resorts with extensive amenities, competing with Crunch Signature at the higher price point and overlapping with Crunch's growing premium and wellness positioning.
• Equinox: Equinox operates luxury fitness clubs and related wellness brands (SoulCycle, Blink) at premium price points, competing with Crunch Signature in major metros and representing the upscale ceiling of the fitness market.

Emerging players

• Xponential Fitness: Xponential Fitness is a publicly traded franchisor of boutique fitness brands (Club Pilates, CycleBar, StretchLab, etc.), competing with Crunch's boutique offerings like Reform Pilates and Crunch Signature through a multi-brand franchise model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crunchgym
• YouTubeyoutube.com/crunchfitness
• Facebookfacebook.com/crunch
• Instagraminstagram.com/crunchfitness
• TikToktiktok.com/@crunchfitness
• LinkedInlinkedin.com/company/crfitnessholdingsllc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds7 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crunch Fitness