CR Fitness Holdings Sets New Structure as Crunch Franchise Group Pushes Toward 110 Clubs

The Crunch Fitness franchise group, which landed a $350 million investment from Sixth Street in October, is splitting its 95-club portfolio into regional divisions led by industry veterans

CR Fitness Holdings, a major franchisee in the Crunch Fitness system, is reorganizing into a parent company with three regional subsidiaries to manage what has become one of the most aggressive high-value low-price (HVLP) expansion stories in the U.S.

The Tampa-based group — which is on track to operate 110 locations by year’s end — announced that it will split its 95-club portfolio across three newly formed entities, each led by a longtime industry executive. 

The new structure covers 6,000 team members and more than one million members served across Florida, Georgia, North Carolina, Tennessee, Texas and Arizona.

CEO Tony Scrimale, who co-founded CR Fitness with Vince Julien and Jeff Dotson and opened the group’s first Crunch in 2012, will continue to lead the parent company alongside the existing executive team.

Pete Cosentino, who joined the company in 2016 and most recently served as chief operating officer, will serve as president of CR Fitness Holdings LLC. His division covers 62 open clubs in Florida. Cosentino has nearly 30 years of experience in the category and previously ran the company’s personal training program before moving into the COO role.

Chris Adams, who returns to CR Fitness after a stint doing nonprofit mission work, will be president of Blue Ridge Fitness Holdings LLC. His division covers 21 clubs across Georgia, North Carolina and Tennessee. Adams has 25 years in the industry across personal training, operations, sales management and ownership.

Josh Rider, the former president and CEO of YouFit Gyms, will serve as president of Southwest Fitness Holdings LLC. His division covers 12 clubs in Texas with planned expansion into Arizona. Rider previously held executive roles at Solidcore, ISSA and Gold’s Gym.

“The rebirth of CR Fitness into a parent company with three subsidiaries is a reflection of our exponential growth and overall success, which wouldn’t be possible without our people first mentality and commitment to providing our members with the absolute best fitness experience in the industry,” Scrimale said. “We have come a long way since opening our first Crunch club back in 2012, and I could not be any more confident in Pete, Josh and Chris to lead these divisions into 2026-2027 and beyond.”

The reorganization comes roughly nine months after Sixth Street made a $350 million strategic investment in CR Fitness, with North Castle Partners remaining the largest shareholder.

CR Fitness is behind the first Crunch gym featuring a dedicated reformer Pilates studio. Located in McKinney, Texas, the club will house more than 10 reformer machines and bring a boutique-style Pilates experience with small instructor-led group classes.

The group also recently launched the Conquer Challenge, a three-month competition running across all CR Fitness-owned clubs with $17,000 in cash prizes.