Several fitness brands opened or announced new locations this week, including a 102,000-square-foot Life Time athletic country club in Gilbert, Arizona, two Crunch Fitness clubs slated to open this fall in Pennsylvania and Louisiana, and JETSET Pilates studios debuting in Houston and Albuquerque. A Burn Boot Camp also opened in Bethesda, Maryland, on April 27, and Crunch is converting a former Gold’s Gym in New Braunfels, Texas.
Life Time Opens 102,000-Square-Foot Athletic Country Club in Gilbert, Arizona
Life Time has opened its ninth Arizona location with Life Time Ocotillo, a 102,000-square-foot athletic country club situated on 15 acres. The club is Life Time’s latest in the Phoenix metro and debuted within days of its Paradise Valley opening.
The outdoor footprint anchors the experience with a beach club featuring a resort-style lap pool, a leisure pool with waterslides, 10 pickleball courts and six tennis courts equipped with tournament-style lighting. Indoors, the club adds four more pickleball courts with a dedicated viewing area, two indoor pools, a full hydrotherapy suite — sauna, steam room, whirlpool and cold plunge — in both men’s and women’s dressing rooms, and a coed indoor sauna.
The recovery offering includes HydroMassage lounge chairs, CryoLounge chairs, Normatec compression and Hyperice vibration devices through LT Recovery, alongside LifeSpa and LifeClinic chiropractic services. The second-level workout floor houses free weights, hundreds of cardio and resistance machines, and six studio spaces offering Life Time’s signature GTX, Alpha, MB360 and Ultra Fit programs plus CTR reformer, Pilates, barre, yoga and cycle formats.
“Ocotillo is a true resort-style, athletic country club with standout offerings, luxury amenities and programming designed to serve adults, families, and the community for years to come,” said Parham Javaheri, executive vice president and chief property development officer at Life Time.
Crunch Fitness to Convert Former Gold’s Gym in Texas
Crunch Fitness franchisee The Undefeated Tribe are investing $6 million to transform the former Gold’s Gym in New Braunfels, Texas, into a 45,000-square-foot Crunch 3.0-design club.
The facility will offer expanded strength and functional training zones, Olympic lifting platforms, a group fitness studio, hot yoga, Reformer Pilates, a functional HIITZone with indoor turf, and Relax & Recover amenities including HydroMassage beds, red light therapy, infrared sauna and a frost locker for contrast therapy.
The Undefeated Tribe — named Crunch Franchise of the Year in 2021 and 2023 — currently operates 60 locations across Texas, Oklahoma, New Mexico, Missouri and Minnesota and is targeting more than 100 locations by 2028. Crunch New Braunfels will be the brand’s first location in that market.
“With world-class equipment and amenities, round-the-clock hours and memberships that start at $9.99 per month, we can’t wait to open our doors to New Braunfels residents,” said Tony Hartl, the founder and CEO of The Undefeated Tribe. The club plans to hire more than 100 team members ahead of its fall opening.
Fitness Ventures Adds Locations 92 and 93 to Its Portfolio
Fitness Ventures LLC will open a $5 million, 40,000-square-foot Crunch in Kenner, Louisiana, this fall. The Crunch 3.0 club will be the operator’s 92nd location nationally and its fourth in Louisiana.
The club’s programming mirrors other recent Fitness Ventures openings: strength and functional training, Olympic platforms, group fitness, Ride cycling, HIITZone, TRX, Relax & Recover with HydroMassage, tanning, childcare and full locker rooms.
The Crunch franchisee is also bringing a $5 million, 40,000-square-foot facility to North Versailles Township, Pennsylvania — its 93rd location nationally and fifth in the state.
“Crunch is for everyone, from the first-time gym-goer to the seasoned athlete,” said Brian Hibbard, the CEO of Fitness Ventures LLC. The franchise plans to open at least 15 more locations before year-end.
Burn Boot Camp Adds Bethesda Location, Deepening D.C. Metro Footprint
Burn Boot Camp opened a new franchise location in Bethesda, Maryland, on April 27, owned and operated by local partners Meg and Gerald Agyin. The club offers the brand’s signature 45-minute high-intensity camps for all fitness levels, complimentary child watch and a community-centered culture.
“This community has shown strong demand for our approach to fitness, and this new location allows us to support even more members with the training, accountability and sense of connection that define the Burn experience,” said Amber Burke, the COO of Burn Boot Camp.
JETSET Pilates Enters Houston and Albuquerque Market
JETSET Pilates is entering New Mexico with a 2,400-square-foot studio in Albuquerque’s Uptown district. The studio will house 14 custom reformers and is owned by Denver Nguyen, a former Amazon and Shell finance executive turned entrepreneur, and his partner Carina Palomino, who brings a dance and movement background to the operation. Both plan to be on the floor for workouts, events and community outreach.
“What kept drawing me back to JETSET was how different it felt — I loved the role music plays in the experience,” said Nguyen.
JETSET is also opening its first Houston location. The 1,800-square-foot studio will feature 13 custom reformers offering 50-minute strength-and-cardio classes set to DJ-curated music.
The studio is owned by Tiana Montgomery, a labor-and-delivery and oncology nurse who credited Pilates with supporting her postpartum recovery. Montgomery plans to program community events and wellness activations beyond regular class schedules.
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