ATHLETIC SOCIETY
Crunch Fitness is a New York–headquartered fitness franchisor operating 500+ low-price gyms across 41 U.S. states and 6 countries, serving 3M+ members with proprietary group fitness content, premium amenity upsells, and Medicare/Medicaid and corporate distribution channels.
- Company typePrivate
- Founded1995
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What ATHLETIC SOCIETY does
Crunch Fitness (Crunch Holdings, LLC) is a U.S.-headquartered fitness franchising company founded in 1995 that operates 500+ open locations across 41 U.S. states and 6 countries and serves 3 million+ members, with disclosed commitments to reach 1,300+ total franchise locations. Its core product is a low-price gym membership starting at $9.99 per month, augmented by tiered upgrades, proprietary group fitness content (HIITZone, Barre Bootcamp, BodyWeb with TRX, Tread N' Shred, Yoga Body Sculpt, Pound, Zumba), Relax & Recover premium services (HydroMassage, Red Light Therapy, wellness pods, tanning), personal and small-group training, and the registered "No Judgments" brand philosophy. The technology layer includes a mobile app, online member portal, and Amazon One palm-recognition access at select locations; sub-brands extend the model into Crunch Signature, Crunch Select, and the Crunch+ digital workouts platform.
ATHLETIC SOCIETY firmographics
Firmographics- Name
- ATHLETIC SOCIETY
- Legal name
- Crunch Holdings, LLC
- Website
- https://athleticsociety.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Crunch Fitness is a New York–headquartered fitness franchisor operating 500+ low-price gyms across 41 U.S. states and 6 countries, serving 3M+ members with proprietary group fitness content, premium amenity upsells, and Medicare/Medicaid and corporate distribution channels.
- Ownership category
- akta.pro rank
ATHLETIC SOCIETY industry classification
Industry- Product category
- Fitness Centers
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Strength & Conditioning / Athletic Performance Training (HSADAEAB)
- akta.pro secondary industries
- Sports-Specific Group Conditioning (HSADABAK), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)
Keywords
Where ATHLETIC SOCIETY is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ATHLETIC SOCIETY business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Gym Membership Fees: Monthly subscription fees from individual gym memberships. Basic membership starts at $9.99 with premium tiers offering additional features like group fitness classes and multi-club access starting at $10 more.
- Franchise Fees: Revenue from selling gym franchises to franchisees. Minimum net worth and liquid asset requirements apply for franchisees.
- Personal and Small-Group Training: Revenue from personal training sessions, small-group training programs, and training certifications.
- Retail and Merchandise: Revenue from in-club retail purchases including merchandise and retail products.
- Premium Amenities: Additional revenue from Relax & Recover services such as HydroMassage, Red Light Therapy, wellness pods, and tanning.
- Brand Partnership Co-Branding: Revenue from brand partnerships and co-branding campaigns reaching 2.5 million active gym goers with 75% in Millennial and Gen Z demographics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic Membership - $9.99 |
| Subscription | Monthly | Premium Membership - Starting at $10 more |
| Subscription | Monthly | Corporate Memberships |
| Subscription | Monthly | PEAK Silver (Healthcare) |
| Subscription | Annual | Perks Partners |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels12 records
ATHLETIC SOCIETY product offering
Product offeringCore offering
ATHLETIC SOCIETY operates as a fitness brand under Crunch Fitness, providing access to fitness centers through memberships that include group exercise classes, personal training, and strength and cardio equipment. The offering also extends to corporate wellness programs, franchise opportunities, and healthcare-partnered fitness benefits such as SilverSneakers and Renew Active for eligible members.
Product overview
Crunch Fitness is a gym chain operating on a franchise model with over 500+ open locations across 41 states and 6 countries. The core offering is a low-price gym membership model ($9.99 starting) providing access to fitness equipment, locker rooms, and orientation. The company differentiates through proprietary group fitness classes (HIITZone, Barre Bootcamp, BodyWeb with TRX, Tread N' Shred, Yoga Body Sculpt, Pound, Zumba) and premium Relax & Recover services (HydroMassage, Red Light Therapy, tanning, wellness pods). Membership tiers range from basic Standard ($9.99) to premium All Crunch with multi-club access and proprietary classes. The ecosystem includes a mobile app for iOS/Android, The Hub content platform, healthcare membership programs integrated with Medicare/Medicaid partners (Silver&Fit, Renew Active, One Pass, SilverSneakers), and corporate membership programs. The brand operates sub-brands including Crunch Signature (premium) and Crunch Select, and maintains a brand partnerships program for co-marketing with consumer brands.
Differentiator
Problem solved
Functional benefit
Brands
- Crunch+: Online workouts platform offering digital fitness content
- HIITZone
- CrunchONE Kickoff
- Relax & Recover
Products and services
- Gym Memberships
Quantifiable outcome
- 3 million+ members served
- +4 more outcomes
Companies that use ATHLETIC SOCIETY
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
ATHLETIC SOCIETY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
ATHLETIC SOCIETY partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- GymsharkcoreBrand partnership involving co-branded social media campaigns and promotions reaching Crunch's 2.5 million active gym goers.
- Hey DudecoreFootwear brand partnership with co-branded marketing campaigns targeting Crunch's member base.
- TastemademinorFood and lifestyle content brand partnership with promotional offers for Crunch members.
- Home ChefminorMeal kit delivery service partnership with exclusive offers for Crunch members.
- Daily HarvestminorFrozen food and smoothie brand partnership with promotional offers for Crunch members.
- CrocscoreFootwear brand partnership with co-branded campaigns and member discounts.
- VividseatsminorEntertainment ticketing platform partnership with exclusive offers for Crunch members.
- FarmerminorAgricultural products brand partnership with promotional offers for members.
- JLabminorAudio technology brand partnership with exclusive member offers.
- HeadspacecoreMental health and meditation app partnership promoting wellness benefits to Crunch members.
- Silver&FitcoreAmerican Specialty Health program for Medicare Advantage/SUPPLEMENT beneficiaries and group retirees. Eligible members receive no/low-cost fitness membership at participating Crunch locations.
- Renew ActivecoreUnitedHealthcare fitness program for Medicare and Medicaid. Eligible members receive no-cost fitness membership at participating Crunch Fitness or Crunch Select locations.
- One PasscoreMedicare and Medicaid fitness benefits program providing no-cost gym memberships at participating Crunch locations. Comprehensive solution for mental, social, and physical well-being.
- SilverSneakerscoreTivity health and fitness benefit for Medicare-eligible individuals. Included with many Medicare Advantage plans and select Medicare Supplement plans.
- Wellhub (formerly Gympass)coreAll-in-one corporate wellness subscription service. Employers provide employees with access to fitness network including Crunch through various plan tiers.
- Active&Fit DirectcoreFlexible fitness membership program through American Specialty Health. Available to eligible members through employer groups, health plans, and benefit hubs. Low-cost gym membership with no long-term contracts.
- Active&Fit EnterprisecoreFitness options and resources program through American Specialty Health. Available through participating health plan or employer benefits with no/low-cost gym memberships.
- AaptivminorAaptiv Advantage (Medicare) and Aaptiv Access (commercial) fitness programs. Members receive no/low-cost gym membership and access to online workout classes.
- FitOn HealthminorFitness program providing credits for gym memberships through participating Medicare plans. Credits funded by health plans as part of Medicare benefit.
- Prime FitnessminorTivity fitness benefit for individuals 18+ through select health plans and employer groups. No-cost gym membership at participating Crunch locations.
- One Pass SelectminorSubscription-based fitness membership through employers and commercial payers. Low-cost gym membership with monthly ranges from $5 to $139.
- Amazon OnecorePalm recognition technology for authorizing payments and accessing facilities at select Crunch locations. Uses palm signature on Amazon One devices for seamless member check-in and purchases.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
ATHLETIC SOCIETY competitors and assessment
Company assessmentBroad incumbents
- 24 Hour Fitness: 24 Hour Fitness is a legacy multi-state fitness club operator. It shares Crunch's mid-market membership model (though at a higher price point) and is a comparable mid-market competitor; Crunch's CEO Jim Rowley launched his career at 24 Hour Fitness, indicating direct operational familiarity.
- Life Time Fitness: Life Time operates a premium, large-format fitness club network with broader amenities (pools, spa, group fitness, family programming). It competes for higher-end share and is the natural premium-segment alternative to Crunch's low-price positioning, with Crunch Signature and Crunch Select sub-brands overlapping in tier.
- Gold's Gym: Gold's Gym is a legacy international fitness brand with global franchise presence. It overlaps with Crunch in mid-market member segments and in international franchise expansion, making it a comparable peer for brand-driven positioning and franchise health.
- Equinox: Equinox is a premium luxury fitness operator with high-end clubs and a content/brand ecosystem (SoulCycle, etc.). It is the upper-end benchmark for the fitness club category and competes with Crunch Signature for affluent urban members.
Emerging players
- Xponential Fitness: Xponential is a publicly traded franchise platform of boutique fitness brands (Club Pilates, CycleBar, StretchLab, etc.). It competes with Crunch more for franchise operator mindshare and increasingly for member share via specialty training, and Crunch's MD International (John Kersh) previously led international expansion at Xponential.
Direct peers
- Blink Fitness: Blink Fitness operates a low-price, branded fitness club network with a focus on inclusivity and mood-lifting club design. It directly competes with Crunch in the affordable membership segment and is a relevant peer for comparable urban/suburban footprint.
- Planet Fitness: Planet Fitness is the dominant low-price fitness franchise with thousands of locations and a public-market capital base. It competes directly with Crunch for the value-conscious membership segment and franchise operators, and is the primary benchmark for Crunch's unit economics and brand positioning.
- Anytime Fitness: Anytime Fitness is one of the largest 24-hour fitness franchise networks globally, with a comparable franchise-led model. It competes with Crunch for both franchisees and value-conscious members, and offers a useful benchmark for franchise-driven unit economics at smaller square-footage locations.
Regional players
- LA Fitness / Fitness International: LA Fitness operates a large network of mid-market fitness clubs concentrated in the western US and Canada. It competes with Crunch in the same suburban value-tier member segment and is a relevant regional peer for footprint and pricing overlap.
- Town Sports International (NYSC): Town Sports International operated the New York Sports Clubs (NYSC) and similar regional brands. Crunch's CFO Dan Gallagher previously served as President and CFO of Town Sports, and Crunch's VP Group Fitness previously held VP Product/Innovation roles at NYSC, indicating direct operational overlap and competitor benchmarking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ATHLETIC SOCIETY social profiles
Digital presenceATHLETIC SOCIETY compliance and trust
Trust signalCompliance2 records
ATHLETIC SOCIETY financial estimates
Financial estimateRevenue estimate
Valuation estimate
ATHLETIC SOCIETY leadership team
Management profileNumber of profiles
Profiles1 record
ATHLETIC SOCIETY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ATHLETIC SOCIETY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ATHLETIC SOCIETY
What does ATHLETIC SOCIETY do?
ATHLETIC SOCIETY operates as a fitness brand under Crunch Fitness, providing access to fitness centers through memberships that include group exercise classes, personal training, and strength and cardio equipment. The offering also extends to corporate wellness programs, franchise opportunities, and healthcare-partnered fitness benefits such as SilverSneakers and Renew Active for eligible members.
Is ATHLETIC SOCIETY a public or private company?
ATHLETIC SOCIETY is a private company. It is classified as corporate owned and is currently operating.
When was ATHLETIC SOCIETY founded?
ATHLETIC SOCIETY was founded in 1995. It employs 1 to 10 people.
Where is ATHLETIC SOCIETY based?
ATHLETIC SOCIETY is headquartered in New York, United States, in the North America region.
How does ATHLETIC SOCIETY make money?
Six revenue lines are on record. Gym Membership Fees are the primary driver. The others are franchise Fees, personal and Small-Group Training, retail and Merchandise, premium Amenities and brand Partnership Co-Branding.
Who are ATHLETIC SOCIETY's main competitors?
Broad incumbents on record are 24 Hour Fitness, Life Time Fitness, Gold's Gym and Equinox. Xponential Fitness is listed as an emerging player. Direct peers are Blink Fitness, Planet Fitness and Anytime Fitness. Regional players are LA Fitness / Fitness International and Town Sports International (NYSC).
Does ATHLETIC SOCIETY have an API?
No public API is recorded for ATHLETIC SOCIETY.
What industry is ATHLETIC SOCIETY in?
ATHLETIC SOCIETY's product category is Fitness Centers. Its primary akta.pro industry code is HSADAEAB, Strength & Conditioning / Athletic Performance Training, with a secondary code of HSADABAK, Sports-Specific Group Conditioning. Its NAICS code is 713940 and its SIC code is 7997.