Crunch Fitness Fuels CT Expansion with Two New 'Next-Gen' Gyms

SOUTHINGTON, Conn. – January 09, 2026 – Fitness Holdings North America, one of the largest Crunch Fitness franchise groups in the nation, has announced a significant acceleration of its expansion into Connecticut. The company confirmed a new 25,000-square-foot club will open in Southington in the summer of 2026, complementing a previously announced 30,000-square-foot location in Torrington slated for the same period.

These two facilities will triple the franchisee's presence in the state, joining an existing club in Norwalk. This move, however, represents just the beginning of a much larger strategic push. The company has revealed that nine additional Crunch Fitness locations are already in development across Connecticut, signaling a major investment in the state's nearly $700 million fitness market.

"Our Connecticut growth is accelerating because communities here are asking for more accessible, high-quality fitness—and we're answering," said Mark Federico, CEO of Fitness Holdings North America, in a recent press release. "With Southington and Torrington slated for Summer 2026, and nine more locations in the pipeline, we're building real momentum in the state."

A Statewide Fitness Blitz

The aggressive expansion by Fitness Holdings North America represents a bold wager on the Connecticut market. While the state consistently ranks among the healthiest in the nation, with a high density of 19 gyms per 100,000 people, some industry projections suggest a potential for localized market contraction in the coming years, contrasting with national growth trends. Fitness Holdings appears undeterred, betting that its modern, amenity-rich model can capture significant market share by meeting an unmet demand.

This strategy targets a health-conscious populace that includes a growing demographic of active older adults and post-pandemic fitness enthusiasts seeking more than a room full of treadmills. The expansion is not just about adding locations; it's about introducing a new standard of gym experience designed to outmaneuver both low-cost competitors and high-priced boutique studios.

The plan to build a network of over a dozen clubs across the state suggests a long-term vision to establish Crunch Fitness as a dominant brand in Connecticut's wellness landscape, challenging established players and reshaping consumer expectations.

The 'Crunch 3.0' Competitive Edge

Central to this expansion is the rollout of Crunch's "next-generation 3.0" club design. This modernized concept is engineered to deliver a comprehensive, high-value fitness experience that caters to a wide spectrum of members, from beginners to serious athletes. The new Southington and Torrington locations will be built from the ground up with this new template.

The design moves beyond the traditional gym layout, creating dedicated zones for different types of training. A key feature is the inclusion of Olympic lifting platforms, a direct appeal to the growing strength training community that often finds equipment at budget-friendly gyms to be lacking. This is complemented by expansive free weight sections, best-in-class cardio machines, and large functional turf training areas for dynamic, performance-based workouts.

Furthermore, the Crunch 3.0 model heavily incorporates two of the fitness industry's biggest trends: specialized group training and recovery. Each club will feature the HIITZone™, a proprietary small-group training experience offering intense, team-based interval workouts. To compete with boutique studios, the clubs will also offer a robust schedule of group fitness classes, including yoga, Pilates, and dance, in modernized studios.

Perhaps the most significant innovation is the dedicated recovery lounge. These areas, branded as Relax & Recover® studios, are designed as an oasis within the gym, offering amenities like HydroMassage® beds, red light therapy, infrared saunas, and dedicated stretching areas. By bundling these premium services into an affordable membership, Crunch aims to provide the diversity of a "mall of fitness" under one roof, creating a value proposition that is difficult for competitors to match.

Reshaping Local Fitness Landscapes

The arrival of these large-scale fitness centers is set to make a significant impact on the local communities of Southington and Torrington. In Southington, a town with a median household income over $120,000, the new Crunch will be located in the bustling ShopRite Plaza, which has recently attracted other new businesses. The gym is expected to create dozens of local jobs and drive additional foot traffic to the commercial center, benefiting neighboring retailers.

Torrington, with a more moderate median income, will also gain a state-of-the-art facility that provides new employment opportunities and contributes to the city's economic development goals. In both towns, Crunch will enter a competitive but varied market that includes national chains like Planet Fitness, community-focused YMCAs, and a host of smaller, specialized local gyms and studios.

The introduction of Crunch's high-value, low-price model will intensify this competition, likely forcing existing clubs to re-evaluate their own pricing and amenities. For residents, this means more choice and access to a premium fitness experience that blends affordability with a comprehensive suite of modern features. The expansion is poised not only to provide a new place to work out but also to elevate the standard for fitness amenities available to the entire community.

Construction milestones and details on founding membership opportunities for the Southington and Torrington clubs are expected to be announced in the coming months, as Fitness Holdings North America continues its ambitious plan to reshape fitness in Connecticut.