Southwest Fitness Holdings LLC, opens Crunch Arcadia in Phoenix, the location marks 100th club operated by parent group CR Fitness Holdings.
Southwest Fitness Holdings LLC, a subsidiary of Crunch Fitness franchise group CR Fitness Holdings, announced the upcoming grand opening of Crunch Arcadia – marking its first of 20 planned Crunch clubs coming to Phoenix by the end of 2027. This brand-new, $5 million, 36,500-square-foot state-of-the-art fitness center. In addition to standard hours, once open, the club will be offering 24 hours of access, five days a week. The opening is expected to create more than 70 local jobs across personal training, group fitness, sales, operations, member services and club leadership.
As a brand-new 3.0 location with a sleek, modern design, Crunch Arcadia will deliver a complete, high-end fitness experience. The club will feature top-of-the-line cardio and strength equipment, Olympic squat racks, an Abs & Glutes area, Ride Cycle studio, and a dedicated performance turf area. Members can take advantage of a full group fitness studio, a hot studio for yoga and Pilates, and high-energy boxing classes, along with the innovative HIITZone for heart-pumping interval training. Premium recovery and relaxation amenities include dry saunas, HydroMassage, and tanning, creating a well-rounded fitness destination that supports performance, recovery and total wellness.
The doors will officially open for workouts Saturday October 31st at 7:00 a.m. with a soft opening, giving early members the first chance to explore the state-of-the-art facility. The grand opening celebration will take place on Saturday November 7th from 10 a.m. to 1 p.m. featuring group fitness demos, personal training specials, food, over $25,000 in prize giveaways, promotions, local vendors, a ceremonial ribbon cutting at 12:15 p.m. and a lively party atmosphere to showcase everything Crunch has to offer. The event will also feature a special guest appearance by actor and bodybuilder legend Lou Ferrigno – The Incredible Hulk – with limited-edition signed photographs from 11 a.m. to noon.
Crunch Arcadia will mark the 100th club opening by parent group CR Fitness Holdings, which is led by industry veterans Vince Julien, Tony Scrimale, Jeff Dotson and Geoff Dyer – who combined have over 150 years of industry leadership experience. Starting with their first Crunch location, Sarasota Bee Ridge nearly 15 years ago in 2012, CR Fitness has grown into a leading Crunch franchise group comprised of three subsidiaries CR Fitness Holdings LLC, Southwest Fitness Holdings LLC and Blue Ridge Fitness Holdings LLC — operating 100 clubs across Florida, Georgia, Texas, North Carolina, Tennessee and now Arizona. The franchise group is on track to open 110 locations by the end of 2026.
“We are proud to be launching our Crunch Arcadia location for the Phoenix community and providing them with a premium fitness option at an affordable price,” said Tony Scrimale, the CEO of CR Fitness Holdings. “This club being our 100th location represents a significant milestone for our group, that brings us both a tremendous sense of pride and responsibility as we continue to provide our over one million members across 6 states the absolute best fitness experience in the industry.”
