CR Fitness Holdings, the largest Crunch franchise, is expanding west with three Arizona locations through its subsidiary, Southwest Fitness Holdings LLC.
CR Fitness Holdings, the largest and fastest-growing franchise group within Crunch Fitness, is expanding into Arizona through its subsidiary, Southwest Fitness Holdings LLC. Now serving more than 1 million members, the group’s expansion into Arizona is part of a bold, long-term growth strategy.
The market entry begins with three premier locations in the Phoenix metropolitan area.
- Crunch Arcadia, a 36,500-square-foot fitness destination opening at 4533 E. Thomas Road, will transform the former Conn’s HomePlus space into a state-of-the-art training facility.
- Crunch Ahwatukee, a 45,000-square-foot club located at 5021 E. Ray Road, further solidifies CR Fitness Holdings’ commitment to delivering high-value, premium fitness experiences across the Phoenix market.
- And Crunch Mesa Grand, a 32,930-square-foot club located at 1655 S Stapley Drive in Mesa, is taking over a former Conn’s HomePlus space and expanding the brand’s footprint in the East Valley.
The Franchisee is looking to open at least five locations in the Arizona market this year with plans to expand rapidly in the market.These three new club openings via Southwest Fitness Holdings LLC mark CR Fitness’ long-term commitment to establishing market leadership in Arizona. By delivering high-value fitness experiences at scale, along with a proven growth model and operational excellence across multiple states, CR Fitness and its Southwest entity are positioned to rapidly expand and compete at the highest level in one of the country’s most competitive fitness markets.
“Arizona is a key growth market for us, and we’re entering with clear intent,” said Tony Scrimale, the CEO of CR Fitness and Southwest Fitness Holdings LLC. “We’re not just opening clubs, we’re building a dominant regional footprint by bringing the full Crunch experience to Phoenix-area communities that are ready for something big.”
Arizona locations will feature best-in-class strength and cardio equipment, dedicated group fitness studios like Cycle and Hot Studios, the HIITZone, HydroMassage beds, dry saunas, spacious locker rooms with showers, infrared saunas, glutes and ab studios, and more. Members will also have access to nationally certified personal trainers delivering unmatched variety, value and results.
With Arizona as its newest frontier, CR Fitness Holdings is poised to redefine the state’s fitness landscape, one multi-million-dollar club at a time.
This expansion will also bring significant job creation to the Arizona market. Each location is expected to generate dozens of employment opportunities across management, fitness, personal training, group fitness instruction and member services. CR Fitness Holdings is committed to hiring locally and investing in team development, creating career pathways within one of the fastest-growing franchise groups in the fitness industry. Those interested in joining the team can view current openings at crnch.co/jobs.
CR Fitness Holdings, along with its subsidiary, Southwest Fitness Holdings LLC, operates 95 Crunch Fitness locations across five states. CR Fitness manages locations in Florida, Georgia, North Carolina and Tennessee, while Southwest Fitness now oversees Texas and their expansion into Arizona. Backed by more than 150 years of combined industry experience, the leadership team — Vince Julien, Geoff Dyer, Scrimale and Jeff Dotson — has built CR Fitness into a growth-driven organization known for disciplined expansion, strong unit performance and community impact.
About CR Fitness Holdings and Southwest Fitness Holdings LLC.
CR Fitness Holdings, is the leading franchisee of Crunch Fitness and includes subsidiary Southwest Fitness Holdings LLC. CR Fitness currently serves over 1 million members, and is led by a management team with over 150 years of combined experience in the fitness industry. Backed by major investment firms North Castle Partners and Sixth Street, CR Fitness is on track to operate 110 locations nationwide by 2026 including five in Arizona by their subsidiary Southwest Fitness Holdings. The company’s expansion across the U.S. reflects its commitment to providing accessible fitness experiences that combine high-quality equipment, a fun atmosphere and exceptional value.
