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Cowboys’ Dak Prescott Backs Top Crunch Fitness Group

Cowboys’ Dak Prescott Backs Top Crunch Fitness Group

The 3-time NFL Pro Bowler will help CR Fitness grow its portfolio of Crunch gyms throughout the southwest and southeast with financial backing and by featuring in ad campaigns

Dallas Cowboys quarterback Dak Prescott is joining a new team — one off the gridiron. 

CR Fitness Holdings, the world’s largest operator of Crunch Fitness franchise locations, announced a partnership with the three-time NFL Pro Bowler. Both sides aim to expand the Crunch Fitness brand by delivering affordable fitness and wellness services to communities in Dallas and throughout the United States.

“I believe mental and physical health are so important. Health and fitness are incorporated into everything we do, and more people should have access to affordable, high-quality ways to improve their overall well-being,” said Prescott. “I’m excited to help the CR Fitness team continue to introduce the inclusive Crunch gym experience to the surrounding communities nationwide.”

CR Fitness’ proven track record of running successful Crunch gyms and its presence in Prescott’s backyard with locations in Texas, Florida, North Carolina, Georgia, and soon Tennessee and Arizona, made the partnership a no-brainer. The veteran signal-caller made a substantial financial investment in accordance with his partnership, although specific terms couldn’t be disclosed.

Prescott is also set to appear in commercials and social media posts for the brand.   

credit: CR Fitness

“We are thrilled to work with Dak, a tremendously successful and admirable athlete on and off the field,” said CR Fitness CEO Tony Scrimale. “Dak truly understands the importance and value of accessible fitness and health options. We’re looking forward to working with him to bring the highest quality equipment, amazing group fitness classes, and experienced personal trainers to so many people at an unbeatable value.”

With over 60 locations already, CR Fitness intends to reach the triple-digit mark by 2026. Members of CR Fitness-owned Crunch locations are well-treated with an extensive selection of premier cardio equipment, top-quality strength training equipment, group fitness studios, hot yoga, boxing classes, performance turfs and a variety of wellness amenities — all of which add up to $1.5 million worth of equipment per location.

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credit: CR Fitness

Crunch Fitness collectively serves 2.5 million members across 460-plus low-price, high-value (HVLP) gyms across the U.S. and in Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain. The brand is plotting further expansion both domestically and abroad.

Prescott isn’t the first big-name quarterback to invest in fitness this year. New Atlanta Falcon Kirk Cousins recently struck a deal with ETS Performance, a youth sports performance training center, to launch two new facilities in Michigan. Retired NFL players Mohamed Sanu, Sean Weatherspoon, Christian Blake and Elijah Wilkinson also became partial owners of Legacy Sports Complex in Atlanta last year. 

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