Reformer Pilates continues its explosive rise across the U.S., and now one of the nation’s largest Crunch Fitness franchisees is making a major play in the space.
CR Fitness Holdings — operator of 88 Crunch locations across five states — has announced plans for Crunch McKinney, a new $12 million, 40,000-square-foot facility opening in 2026. The club will feature the first dedicated Reformer Pilates studio ever offered inside a High-Value Low-Price (HVLP) gym, marking a significant milestone for the fast-growing franchisee.
The 1,300-square-foot studio will house 10 to 14 reformers and deliver boutique-style classes at a price point virtually unheard of in the Pilates category. It’s a strategic move that taps directly into one of the fastest-growing modalities in fitness today.
According to the Sports & Fitness Industry Association’s latest report, Pilates has experienced the biggest participation jump of any fitness modality over the past five years. Since 2019, participation has grown from 9.2 million to 12.9 million Americans — a staggering 40% increase.
Tony Scrimale, CEO of CR Fitness, said the company couldn’t ignore the momentum. “You’re seeing a huge trend in the boutique space with Pilates,” he explained. “It’s not just fitness — it connects strength, stretching, resistance and mental wellness. The way we’re approaching it is more restorative, more focused on the mental and physical balance our members are asking for.”
Scrimale added that Reformer Pilates also aligns with broader wellness trends, including mindfulness and recovery — areas Crunch has been intentionally expanding within its 3.0 club model.
The dedicated Reformer studio will join an already packed amenity lineup including hot yoga, group fitness, cycling, functional turf, HIITZone, HydroMassage, infrared saunas and advanced recovery offerings.
Dallas has become a centerpiece of CR Fitness’s growth strategy. The company currently operates seven Crunch locations across the metro area, with four more opening December 31. Scrimale said the group expects to reach 17 Dallas-area clubs by the end of 2026. “Crunch McKinney is another powerful step in our Texas growth story,” he said.
For McKinney residents — and for the broader HVLP segment — this move represents a meaningful shift. Pilates may have once been an expensive, boutique-only modality, but as participation accelerates nationwide, CR Fitness is betting big that members want more accessible ways to engage with it.
