Crunch West Florida and Atlanta Appoints COO

Crunch franchisees in West Florida and Atlanta announced the appointment of Kevin Laferriere as chief operating officer. Laferriere is a 26-year veteran of the industry, formerly the CEO of FITPRO and prior to that, COO of Lifestyle Family Fitness. Crunch West Florida and Atlanta is managed by franchisees Geoff Dyer, Vince Julien, Tony Scrimale and Jeff Dotson, who secured the development rights to the West Coast of Florida, Orlando and Atlanta.

According to Dyer, Laferriere has a great track record from his time at Lifestyle Family Fitness, of which Dyer is the founder. “He joined the company when we had about nine locations and he really built the entire personal training program at Lifestyle Family Fitness,” said Dyer. “He grew it to be one of the best in the country, we thought. With about 700 trainers when we had about 55 clubs, he did a phenomenal job building the culture and the team there, so it was a perfect fit for him to join us at Crunch and do it again.”

Dyer explained the Crunch team believes Laferriere will bring similar results to the group’s locations, particularly the personal and small group programs. “Kevin is a great addition to the team,” he said. “He’s a visionary when it comes to the professional side of the business and we’re confident that he’ll come with a new direction for our company and make a significant impact in the development of our personal training and small group side of the business.”

In December 2015, Dyer announced his move to Crunch after selling his two AussieFit clubs to a Crunch developer in Ohio. Currently, Crunch West Florida and Atlanta has seven locations open, with three in development. They expect to have 15 clubs operating or in development by the end of 2016.

“Things are going fantastic,” said Dyer. “We’re very excited. We love the business model and we’re confident that we’ll have a big presence in these respective markets.”