Crunch Franchise Powerhouse CR Fitness Hits 1 Million Member Mark

TAMPA, Fla. – January 16, 2026 – In a resounding statement of growth and market dominance, CR Fitness Holdings, the largest and fastest-growing franchisee of Crunch Fitness, has officially surpassed one million members across its national network of gyms. This landmark achievement not only solidifies the company’s position as a titan in the fitness industry but also represents a significant contribution to the more than three million members served by the Crunch Fitness brand worldwide.

The milestone is more than just a number; it’s a clear indicator of the success of a meticulously executed strategy that has propelled CR Fitness to the forefront of the highly competitive health and wellness sector. By blending affordability with a premium experience, the company has tapped into a vast market of consumers seeking quality, community, and results without intimidation.

The Anatomy of a Franchise Juggernaut

Behind the explosive growth of CR Fitness Holdings is a seasoned leadership team—comprising Vince Julien, Geoff Dyer, CEO Tony Scrimale, and Jeff Dotson—that boasts over 150 years of combined industry experience. This deep well of knowledge has been instrumental in crafting a strategy of disciplined, aggressive expansion. The company currently operates 93 locations across Florida, Georgia, North Carolina, Tennessee, and Texas, with a clear trajectory to reach 110 clubs nationwide by the end of 2026.

This rapid expansion is fueled by significant financial backing and investor confidence. A recent $350 million strategic investment from Sixth Street has provided the capital to accelerate growth, with plans to add over 100 new clubs in the next five years. This move highlights strong belief in both CR Fitness’s operational model and the durability of the "high-value, low-price" (HVLP) gym segment it champions.

"Reaching one million members is a powerful reminder of why we do what we do," said Tony Scrimale, CEO of CR Fitness. "It represents millions of workouts, goals achieved, and communities strengthened. We're proud to grow alongside our members and continue expanding the Crunch experience across the country."

This member-centric focus, combined with sharp business acumen, has established CR Fitness as the leader within the Crunch system in both club count and overall sales volume. Their success provides a compelling case study in scaling a franchise operation without sacrificing quality or brand ethos.

Redefining Value in a Competitive Market

CR Fitness thrives in the HVLP category, a segment that has demonstrated remarkable resilience and growth, particularly in the post-pandemic era. This model directly challenges the notion that affordability must come at the expense of quality. Each Crunch location operated by CR Fitness is designed to deliver a premium fitness experience, offering top-tier strength and cardio equipment, dedicated group fitness and cycling studios, and proprietary training zones like the HIITZone™.

Beyond the workout floor, amenities typically associated with higher-priced clubs—such as HydroMassage® beds, dry saunas, and spacious, modern locker rooms—are standard. This comprehensive offering has proven highly effective at attracting and retaining a broad demographic, especially younger consumers who demand value and a robust suite of services.

The company’s strategy involves targeting high-growth markets with surgical precision. For example, a major push into the Dallas-Fort Worth area, backed by a team including Dallas Cowboys quarterback Dak Prescott, will see nine new locations open by the end of 2026. This move not only expands their footprint but also places them in direct competition with other major players like Planet Fitness, which has a similar low-cost, welcoming philosophy. However, Crunch differentiates itself with an extensive array of live group classes and a focus on high-intensity training options, appealing to a slightly different segment of the value-conscious market.

More Than a Membership: The 'No Judgments' Culture

The cornerstone of the Crunch brand, and a key driver of CR Fitness's success, is the 'No Judgments' philosophy. This ethos is more than a marketing tagline; it is the cultural foundation that fosters an inclusive and welcoming environment for people of all shapes, sizes, and fitness levels. In an industry that can often feel intimidating, this approach has resonated deeply with consumers who may have felt excluded from traditional gym settings.

This philosophy is brought to life through a vibrant community atmosphere. Expert-led group fitness classes like Zumba®, Cardio Tai Box, and Yoga Body Sculpt create shared experiences and social connection points. By making fitness fun and accessible, CR Fitness transforms its gyms from mere workout facilities into community hubs where members feel supported and motivated.

The impact extends beyond the gym walls. The company's expansion is a significant economic driver, creating hundreds of jobs in local communities. The planned Dallas-Fort Worth expansion alone is projected to generate over 600 new employment opportunities. This commitment to community strengthening, as highlighted by CEO Tony Scrimale, is woven into the company's identity, reinforcing the idea that business success and social impact can go hand-in-hand.

Navigating the Future of Fitness

CR Fitness's one-million-member milestone arrives as the fitness industry continues to evolve. Post-pandemic consumer preferences have shifted towards a more holistic view of wellness, emphasizing mental health, longevity, and recovery as integral components of a healthy lifestyle. There is also a resurgent desire for the social connection that brick-and-mortar gyms provide, positioning them as vital "third spaces" between home and work.

CR Fitness is well-positioned to capitalize on these trends. Its model inherently supports a holistic approach by integrating recovery-focused amenities like HydroMassage and saunas. The strong emphasis on group fitness and a welcoming culture directly addresses the need for community and social interaction. Furthermore, the continued demand for effective strength training is met with extensive equipment and specialized programs like the proprietary HIITZone™.

As the company pushes toward its goal of 110 locations and beyond, its strategy serves as a blueprint for success in the modern fitness landscape. By combining a disciplined business model, a deep understanding of consumer needs, and an unwavering commitment to a positive and inclusive culture, CR Fitness is not just growing its membership base—it is actively shaping the future of accessible fitness for millions of Americans.