For Tony Scrimale, the CEO of CR Fitness Holdings, competition isn’t a threat — it’s a motivator.
This mindset has helped position CR Fitness Holdings as the largest and fastest-growing franchisee within the Crunch Fitness system. With 93 open clubs and a goal of reaching 100 in 2026, the company has hit several milestones over the past year.
From surpassing 1 million members nationwide to securing a $350 million investment from Sixth Street Partners, CR Fitness Holdings is poised to scale at an even faster pace and unlock new opportunities for innovation and expansion. And Scrimale doesn’t expect to slow down anytime soon.
“We’re expanding existing markets and entering new ones,” said Scrimale. “I would’ve never thought we were going to be in Dallas if you were to tell me four years ago. Now with Arizona in our crosshairs for 2026, there’s truly no limit between state lines. The opportunity that lies ahead of us is significant, and we’re ready for it.”
Despite the rapid growth, Scrimale said the company’s success isn’t rooted in real estate or capital alone. At its core, CR Fitness Holdings is built on people.
Led by a veteran executive team composed of Vince Julien, Geoff Dyer, Jeff Dotson and Scrimale, the company’s mission has remained consistent since its inception in 2011: create a welcoming environment that motivates people to work out as soon as they walk through the doors.
While their mission hasn’t changed, how it comes to life inside clubs has evolved alongside member expectations. Scrimale and his team have made deliberate investments in facilities, equipment and programming to continuously improve the quality of the experience.
This evolution is most visible in the recently announced Crunch 3.0 club layout — a new design template that allows franchise owners flexibility in how their clubs are built and programmed.
The updated model includes revamped personal training areas and group fitness studios featuring dedicated hot studios for heated classes, along with expanded strength training equipment, in-house recovery spaces and improved aesthetics throughout the facility.
As the high-value, low-price (HVLP) segment continues to evolve, Scrimale believes differentiation is more important than ever. The industry is seeing a growing divide between premium, boutique and HVLP models, while mid-priced concepts struggle to remain relevant. Rather than viewing this shift as a threat, Scrimale sees opportunity.
“The HVLP space is evolving quickly, and we’re leading the charge,” said Scrimale. “People like options, and at the end of the day, the best field on the team always wins. I do see the HVLP model starting to have to elevate even more. We’re one of the few industries where the product has gotten better, but our price has gone backwards.”
This belief has helped shape the company’s approach to innovation.
Technology plays a growing role in the organization’s operations, particularly through the use of AI in sales automation, real estate analytics, market research and media strategy. At the same time, Scrimale is intentional about how technology and AI are used within CR Fitness Holdings.
“Technology should enhance the human touch, not replace it,” emphasized Scrimale. “We’re using it to help teams be more efficient while delivering a better member experience.”
The company is also adopting new software platforms designed to help members identify customer solutions aligned with their individual fitness, health and wellness goals. Personalization, Scrimale believes, will define the next era of fitness. Brands who understand and listen to their members will have the most success.
While growth and innovation are key pillars of CR Fitness Holdings’ strategy, Scrimale is quick to point out how impact is measured far beyond revenue.
The company evaluates success holistically through member-experience scores, reviews and social listening to understand how they’re showing up for the community. Metrics like visitation rates and average membership length serve as indicators of loyalty and perceived value. Internally, CR Fitness Holdings relies on 360-degree feedback, consistent coaching and mystery shopping to maintain high standards across its expanding footprint. For Scrimale, a strong member experience starts with the team culture and putting people above revenue.
His people-first philosophy extends to how the company navigates uncertainty. During early shutdowns due to the COVID-19 pandemic, CR Fitness Holdings continued compensating team members, reinforcing Scrimale’s belief that people are the organization’s most important resource.
“People come first always,” said Scrimale. “We take care of our team. When challenges arise, we stay disciplined and focused on what matters most: delivering an unmatched member experience and protecting the culture that got us here.”
In Scrimale’s view, humility, respect and trust build culture. He prioritizes staying connected to every team and believes there’s no substitute for being on the club floor with members. His goal, he said, is to make their large company feel like a small team.
CR Fitness Holdings emphasizes internal growth, promoting from within whenever possible and investing heavily in training and development. Scrimale believes growth is part of the job and leadership comes with accountability.
“All executives are expected to be present and participate in as many training meetings,” said Scrimale. “People need to know not just what type of company they’re working for, but who they’re working for and with.”
Hiring following this same philosophy. The company looks for positive, energetic, career-minded leaders who value relationships, stay humble and push themselves and others to get one percent better every day — a standard Scrimale refers to as “raising the bar.”
This mentality is reflected in Scrimale’s own leadership approach. Guided by John Wooden’s “Pyramid of Success,” he values preparation, resilience and the willingness to rise to a challenge when it matters most.
Personally, Scrimale draws inspiration from his team and his mentors. He strives to join as many roundtables, meet as many competitors and visit as many clubs as possible.
“I live by the philosophy you never want to fear your competitor, but you better know them better than they know you,” emphasized Scrimale. “I personally visit every club and every brand in all my markets or towns I visit. I’m not a Pilates guy, but I’ll go take a class to test out the experience.”
As Scrimale looks ahead, he sees a future defined by personalization, elevated HVLP experiences and prioritizing relationships. Backed by strategic partners, driven by disciplined execution and fueled by a team with high standards, CR Fitness Holdings is positioned to continue reshaping what value-driven fitness can look like.
“Our team’s passion to be the best in the industry is what fuels our company,” said Scrimale. “We live day-to-day by our pace and execution, and the fact that we won’t be outworked.”
