CR Fitness Holdings

What CR Fitness Holdings does

CR Fitness Holdings is the largest Crunch Fitness franchisee in the United States, operating 96+ Crunch-branded gym locations across Florida, Georgia, North Carolina, Tennessee, and Texas, with active expansion into Arizona. Founded in 2012 with its first Crunch club, the company has scaled to serve over 1 million members—approximately one-third of Crunch Fitness's 3 million+ global member base—and is targeting 110 locations nationwide by the end of 2026. The company targets budget-conscious fitness consumers and Gen Z enthusiasts with a high-value, low-price positioning, offering memberships starting at $9.99 per month at large-format (30,000-48,000+ sq ft) Crunch 3.0 facilities featuring premium amenities including infrared saunas, performance turf, group fitness studios, reformer Pilates, and recovery services.

The core product is a standardized Crunch 3.0 facility design incorporating state-of-the-art cardio equipment, group fitness studios, Hot Studios, Ride Cycle Studios, and functional training areas. Beyond physical access, the company runs a member engagement ecosystem anchored by proprietary competitions—Conquer Challenge ($17,000 prize pool across 93+ locations, sponsored by Red Bull, Matrix Fitness, and Precor), Battle HIIT Out team competitions, and TRAINing Day (giving away over 2 million personal training sessions)—designed to drive retention and convert members into higher-margin personal training services.

Revenue is generated primarily through recurring monthly gym memberships and personal training sessions, with secondary transaction revenue from competition entry fees ($50 per Conquer Challenge participant). The company is privately held and backed by private equity firms North Castle Partners (which exited in 2025) and Sixth Street. In March 2026, CR Fitness Holdings restructured into a parent holding company with three regional subsidiaries—Southwest Fitness Holdings LLC (Texas/Arizona), Blue Ridge Fitness Holdings LLC (Georgia), and CR Fitness Holdings LLC (Florida/North Carolina/Tennessee)—led by CEO Tony Scrimale and presidents Pete Cosentino, Chris Adams, and Joshua Rider, in a move designed to align corporate structure with current and future growth markets.

Name

CR Fitness Holdings

Legal name

CR Fitness Holdings LLC

Website

https://crfitness.co

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

CR Fitness Holdings is the largest Crunch Fitness franchisee in the United States, operating 96+ large-format Crunch 3.0 gyms across five states and serving over 1 million members with affordable memberships starting at $9.99 per month.

Ownership category

akta.pro rank

Product category

Fitness Center Operations

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYCRAMABAD

Fitness Equipment & Performance Accessories Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYCRAMADAG

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fitness Equipment & Accessories Retail

Keywords

• Fitness center operations
• Gym memberships
• Personal training services
• Franchise fitness clubs
• Group fitness classes

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Gym Membership Subscriptions: Monthly membership fees starting at $9.99 per month, serving over 1 million members across 95+ locations in Florida, Georgia, North Carolina, Texas, and Tennessee
2. Personal Training Services: Personal training sessions offered to members, with promotional events giving away millions of personal training sessions
3. Competition Entry Fees: $50 entry fee for Conquer Challenge fitness competition with $17,000 in cash prizes

Pricing tiers

Distribution channels1 record

Marketing channels4 records

Core offering

CR Fitness Holdings operates Crunch Fitness franchise gyms across multiple U.S. states, selling gym memberships and personal training services to individual consumers. Facilities feature the Crunch 3.0 design format with large-format layouts (30,000-48,000+ square feet) offering premium amenities including cardio equipment, group fitness studios, infrared saunas, performance turf, and reformer Pilates studios at accessible price points starting at $9.99 per month.

Product overview

CR Fitness Holdings operates as a franchisee of Crunch Fitness gyms, offering a network of fitness facilities across the United States. The company's core product is Crunch Fitness gym memberships providing access to fitness equipment, group fitness classes, and personal training services. The portfolio includes the Crunch 3.0 design format featuring large-format facilities (30,000-48,000+ square feet) with premium amenities. CR Fitness Holdings runs member engagement programs including the Conquer Challenge fitness competition and Battle HIIT Out team competitions, supported by sponsors such as Red Bull, Matrix Fitness, and Precor. The company operates under three subsidiaries (Southwest Fitness Holdings, Blue Ridge Fitness Holdings, and CR Fitness Holdings) and serves over one million members across Florida, Georgia, North Carolina, Texas, and Tennessee.

Differentiator

Problem solved

Functional benefit

Brands

• Crunch 3.0: State-of-the-art gym design featuring enhanced fitness amenities including cardio equipment, group fitness studios, infrared saunas, and performance turf
• Conquer Challenge
• Battle HIIT Out

Products and services

• Crunch Fitness Gym Memberships Monthly gym memberships providing individual consumers with access to Crunch Fitness facilities featuring fitness equipment, group fitness classes, personal training availability, and recovery amenities. Memberships start at promotional rates of $9.99 per month with $0 enrollment fees.
• Personal Training Services Professional one-on-one personal training sessions offered at Crunch Fitness locations, including promotional giveaway events such as TRAINing Day offering 2 million+ free personal training sessions across the network.
• Conquer Challenge Fitness Competition Three-month member fitness competition with $17,000 in cash prizes, originally hosted pre-pandemic in 2019 and revived in 2026 with regional finals in multiple U.S. states and $50 entry fee.
• Battle HIIT Out Team Competition Team-based group fitness competition where teams of four compete through workout stations and cardio intervals, with winning teams earning automatic entry into the broader Conquer Challenge competition.

Quantifiable outcome

• Over 1 million members served
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered major and core.

• Red BullmajorGTM or Marketing Partner · 31 March 2026Sponsor of CR Fitness Holdings' Conquer Challenge fitness competition, contributing to the $17,000 in cash prizes across 93+ locations. Represents Red Bull's involvement in competitive fitness events.
• Matrix FitnessmajorStrategic or Co-development Partner · 31 March 2026Sponsor of Conquer Challenge competition, providing equipment or financial support for the fitness competition across CR Fitness Holdings locations.
• PrecormajorStrategic or Co-development Partner · 31 March 2026Sponsor of Conquer Challenge competition, providing equipment or financial support for the fitness competition across CR Fitness Holdings locations.
• Crunch FitnesscoreStrategic or Co-development Partner · 31 March 2026Parent franchisor relationship where CR Fitness Holdings operates as the largest franchisee of Crunch Fitness, with rights to open and operate Crunch Fitness locations. CR Fitness serves over 1 million of Crunch Fitness's 3 million+ worldwide members.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Planet Fitness: The largest low-cost fitness chain in the US operating thousands of franchised and corporate locations at ~$10/month pricing. Direct competitor to CR Fitness's HVLP positioning with a similar target demographic of budget-conscious fitness consumers.
• Gold's Gym: Globally recognized fitness franchise with a strong US presence, operating franchise locations with similar amenity-driven models. Comparable in terms of franchise structure, member pricing tiers, and group fitness offerings.
• LA Fitness: Large-format, multi-state fitness club operator offering memberships in the mid-price tier. Competes directly with Crunch 3.0 for suburban family and individual memberships across many of CR Fitness's geographies.
• World Gym: Established global fitness franchise with US franchise locations offering full-service gym memberships with group fitness. Comparable franchise model and member demographic to Crunch Fitness.
• YouFit Health Clubs: Low-cost fitness franchise operator in the US competing directly at the $9.99-$19.99 monthly price tier with similar amenity sets (group fitness, personal training). Operates in several states overlapping with CR Fitness.
• Anytime Fitness: Franchised 24/7 fitness chain operating thousands of small-to-mid-format locations, primarily in suburban markets. Competes with CR Fitness for convenience-driven members at similar monthly price points.
• Town Sports International (dba TS Fitness): Regional fitness club operator on the US East Coast operating multiple brands. Comparable as a multi-location, multi-state fitness club chain serving suburban and urban markets.

Broad incumbents

• Equinox: Premium fitness club operator with high-end amenities and group fitness programming. Indirect competitor for the upper tier of CR Fitness's Gen Z and affluent suburban members.
• Life Time Fitness: Premium, large-format fitness operator with resort-style amenities across the US. Competes with Crunch 3.0 for affluent suburban families, though at significantly higher price points ($100+/month).
• Xponential Fitness: Public franchisor of boutique fitness brands (Club Pilates, CycleBar, StretchLab, etc.). Competes with CR Fitness's premium group fitness and reformer Pilates studios, and operates the same franchise-driven rollup model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 CR Fitness Holdings