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Crunch Fitness is deepening its footprint in the Upper Midwest, announcing a $6 million club, Crunch St. Paul Highland Park, that will become the franchisor’s fourth Crunch 3.0 gym in the Minneapolis–St. Paul metropolitan area. Located at 2128 Ford Parkway in St. Paul, Minnesota, the facility is operated by fast-growing franchisee The Undefeated Tribe and is scheduled to open this fall, with presale beginning over the summer.
The new club showcases the brand’s Crunch 3.0 design, which pairs a modern aesthetic with an upgraded, entertainment-forward floor plan. Memberships will start at $9.99 per month with round-the-clock access — the value-led positioning that has helped Crunch scale rapidly across North America while keeping its “No Judgments” brand promise front and center.
The St. Paul project is the latest move by The Undefeated Tribe, one of the more active operators in the Crunch system. The franchisee growth story mirrors a broader land-grab among Crunch’s largest partners, from multi-club development commitments to amenity expansions designed to lift per-member revenue.
“We are so excited to bring the Crunch Fitness brand to St. Paul,” said Tony Hartl of The Undefeated Tribe.
The Highland Park club reflects an industry-wide convergence: high-value gyms are absorbing boutique-style formats to compete with specialist studios. Crunch’s recent push into reformer Pilates — including its affordable Crunch Reform concept — signals a strategy of bundling premium experiences into an accessible monthly price, rather than ceding that demand to standalone boutiques.
Crunch ranked top in the fitness category and was a top overall brand in the Entrepreneur Franchise 500®, appearing on the list for 13 consecutive years and entering the 2026 Hall of Fame. It has also been recognized on the Inc. 5000 list of America’s fastest-growing companies.
For franchise investors in Asia Pacific and the Gulf, the St. Paul build is a case study in how the affordable, high-volume gym model continues to expand even as boutique fitness matures. The combination of low monthly pricing, 24/7 access and bundled boutique amenities — reformer Pilates, hot yoga, recovery — is increasingly the blueprint for fitness real estate in dense urban markets worldwide. As recovery, Pilates and wellness services migrate from premium studios into value clubs, operators evaluating fitness concepts for Southeast Asia and the Middle East will be watching whether the hybrid big-box format can be localized profitably at scale.
