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Crunch Fitness announced the upcoming opening of Crunch Paradise Valley in Phoenix, Arizona. The $5 million, 48,000-square-foot facility — operated by franchisee Southwest Fitness Holdings LLC, a subsidiary of CR Fitness Holdings — will open this winter at 10665 N Tatum Blvd, marking Arizona’s fifth Crunch club for the franchisee by year-end 2026. The opening pushes CR Fitness toward its target of 110 nationwide locations in 2026 and continues one of the fastest U.S. fitness build-outs of the year.
Phoenix is one of the fastest-growing metros in the United States, and Paradise Valley sits at the high end of household income for the region. Crunch’s franchisee strategy in 2026 has tilted toward high-growth Sun Belt corridors — Texas, Florida, Tennessee and now Arizona — where new residential builds and disposable income trends favor mid-market HVLP gyms with premium amenities.
“I cannot be any more excited about expanding our Crunch footprint into Arizona,” said Tony Scrimale, CEO of CR Fitness Holdings.
The Phoenix gym will use Crunch’s newest design template — a format that bundles boutique-style modalities (Reformer Pilates, Hot Studio, TRX, HIIT) into a mass-market club at a sub-$10 monthly entry price. Founding memberships at Paradise Valley start at $9.99/month with $0 enrollment fees. The Crunch 3.0 amenity set includes:
This bundle directly mirrors the studio amenities driving boutique franchisor growth — but inside an HVLP price envelope. It is a key reason CR Fitness has been able to compress build-outs and accelerate openings while still adding amenity depth.
CR Fitness Holdings is the largest Crunch franchisee in the system. It currently serves over one million members and is on track to operate 110 locations nationwide in 2026 — a network scale that places it among the most aggressive multi-unit fitness operators in the United States. Backed by private equity firms North Castle Partners and Sixth Street, the group has executed a build-and-acquire playbook that other regional Crunch operators are now openly imitating.
Crunch was ranked #2 in the fitness category and #20 overall in the annual Entrepreneur Franchise 500, climbing from #32 the previous year. The brand was inducted into the 2026 Hall of Fame and Consecutive Ranking Club, marking 13 consecutive years on the list, and was named on the Inc. 5000 list of America’s fastest-growing companies.
Crunch’s parent system already operates in Australia, Canada, Costa Rica, Puerto Rico and India through master franchise structures — a sign that the brand sees boutique-priced HVLP as a global play, not just a U.S. one. Asia-Pacific operators eyeing similar boutique-in-an-HVLP-shell formats can study the Paradise Valley build closely: $5M for a 48,000-sq-ft club includes the studio modalities (Reformer, Hot, HIIT) that drive secondary revenue per member in mature U.S. markets. The economic math — capex per square foot, expected member count, and recovery-amenity attach rate — is the right template to benchmark against when evaluating multi-unit fitness mandates in the Gulf and Southeast Asia.
The next signal will be how quickly Phoenix Paradise Valley fills its founding-member roster (capped at 500 with founder pricing) and whether CR Fitness names additional Arizona sites before year-end. With Texas, Florida, Tennessee, Georgia, North Carolina and now Arizona in active build, the franchisee’s footprint already covers six of the top ten U.S. population-growth states.
Source: PR Newswire — Crunch Franchise Brings State-of-the-Art Crunch 3.0 Gym to Phoenix, Arizona
