A modern Crunch Fitness gym in Florida, showcasing the latest amenities and design as part of CR Fitness Holdings’ recent acquisition and expansion efforts.
CR Fitness Holdings, the top-performing franchisee of Crunch Fitness, has made another major move in the fitness franchise industry by acquiring nine 24 Hour Fitness locations in Miami and Orlando, Florida. This acquisition is part of the company’s ongoing expansion strategy that now spans 84 Crunch Fitness locations across five U.S. states: Florida, Georgia, Texas, Tennessee, and North Carolina.
The newly purchased gyms are currently undergoing renovations and will be transformed into full-service Crunch Fitness franchise facilities. According to the company, these updates include Crunch’s signature 3.0 gym design, complete with premium features such as expanded Olympic weightlifting areas, group fitness studios, hot yoga and Pilates, cycling rooms, and upgraded locker and relaxation zones. Members can also expect recovery-focused amenities like HydroMassage chairs and tanning beds—making Crunch one of the most well-rounded fitness franchise options in the U.S.
“This was a rare opportunity for us to significantly expand our footprint in two of Florida’s strongest markets,” said Tony Scrimale, CEO and co-founder of CR Fitness Holdings. “We’re investing millions to bring these facilities up to the Crunch standard and make them centers of fitness, fun, and value for our members.”
With this deal, CR Fitness strengthens its position as the largest Crunch Fitness franchisee and a key player in the American fitness franchise space. The company now operates 27 locations in Florida alone, with many more on the horizon. CR Fitness has also pledged to open 12 to 15 new gyms annually—a growth rate that is uncommon in today’s competitive fitness landscape.
This expansion is not just about numbers. CR Fitness is also deeply committed to operational excellence and leadership development. Earlier this year, the company hired Rich Merrill as its new Senior Vice President of Marketing, reflecting a growing focus on brand strategy and member engagement. Merrill, a marketing veteran, is expected to help elevate Crunch’s visibility across all platforms while supporting franchise growth.
This move is timely, as more Americans return to gyms post-pandemic. Demand for affordable, high-value fitness options has surged. CR Fitness and Crunch have positioned themselves perfectly in this market, offering budget-friendly memberships with access to full-scale facilities that rival premium gyms.
The decision to convert existing gyms instead of building new ones from scratch is also a smart business move. It allows for quicker market penetration, lower startup costs, and faster returns on investment. These are all attractive traits for potential fitness franchise investors looking at the Crunch model.
CR Fitness’s rapid rise from just a handful of locations to over 80 today shows how strategic leadership, brand consistency, and bold investments can create success in the highly competitive fitness franchise industry. Their long-term goal is not just national growth but potentially international expansion through their successful franchise system.
Tony Scrimale, CEO of CR Fitness Holdings, leads the expansion of the fitness franchise by operating 75 Crunch Fitness gyms and actively converting nine more locations to the modern Crunch 3.0 design.
As the U.S. fitness industry rebounds, franchise brands like Crunch are leading the charge. According to a 2024 report from IHRSA, gym memberships are expected to surpass 70 million this year, with franchise models contributing over 40% of total club openings nationwide. This bodes well for Crunch and its top-tier franchisees like CR Fitness Holdings, which continue to invest in high-potential markets.
For franchise investors, the message is clear: fitness franchises remain a resilient and profitable sector, especially when tied to brands that balance affordability with premium services. With CR Fitness Holdings demonstrating operational excellence and consistent expansion, Crunch Fitness remains one of the most compelling franchise opportunities in today’s health and wellness economy.
CR Fitness Holdings acquired nine 24 Hour Fitness clubs in Florida.
All locations will be remodeled into modern Crunch Fitness facilities.
The move brings CR Fitness’s total franchise count to 84 across five states.
The fitness franchise aims to open 12–15 new clubs per year.
Crunch offers high-value memberships with premium amenities at affordable prices.
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