credit: Crunch Fitness

The low-price gym giant is making a big push to get people to skip speciality fitness studios and attend its classes instead

Crunch Fitness has unveiled the next phase of Crunch 3.0, expanding its studio group-fitness concepts and recovery services.

The offerings include Crunch Reform Pilates, a Pump Strength Training Studio, an Abs & Glutes Studio, a Spar Boxing Studio and a bigger Relax & Recover suite with infrared sauna, red light therapy and hot-cold contrast therapy. 

All of it lives inside a low-price membership and kicks off in the Lone Star State with Pilates at Crunch McKinney (CR Fitness-owned) and Mesquite, Texas (Undefeated Tribe-owned), among other 3.0 offerings at each club.

The new 3.0 offerings are meant to be incorporated into newly built Crunch clubs as well as existing locations if franchisees choose to reinvest.

Not all Crunch clubs will feature every concept. Crunch franchisees can choose the experiences that fit member demand and available space, the high-value, low-price (HVLP) fitness operator said. 

“We see this being a hub-and-spoke model where we have our traditional Crunch (group fitness) as the core and the spokes are the specialized studios that speak to a different member experience,” Crunch vice president of group fitness Jake McLendon told Athletech News.

Crunch Reform Pilates, Pump Strength Training Studio and Spar Boxing Studio will combine instructor-led classes with integrated virtual guidance and digital programming. 

“Abs & Glutes Studio is a dedicated training space with specialized equipment,” McLendon explained. “There is no associated programming at the moment, but it is something that is in the fitness lab.”

Crunch will also offer off-peak, virtual-only versions of select classes for members that can’t make it to a live class time.

New Crunch CEO Chequan Lewis gave a special shout-out to Spar Boxing Studio in a recent interview with ATN. 

“You’ll see us break into the boxing space with more intention,” he said. “For us, it is making sure that we’re being responsive to people’s needs.”

Strength training may be pulling massive numbers, but McLendon points to steady demand for boxing among members chasing functional, high-energy training beyond traditional cardio.

“Boxing has consistently remained one of the most engaging and effective full-body workouts because it combines strength, conditioning, agility, and skill development,” he said. “Our approach is to really focus on the technical movements in boxing to allow members to not only get the full benefit of the exercises but also feel badass in the process.”

Crunch is not alone in the race to bring more premium touches into an HVLP gym. Vasa Fitness put $30 million into an overhaul across its 64 clubs, with $10 million earmarked for boutique-style Studio LFT strength spaces and infrared yoga rooms. 

The Edge Fitness Clubs, a 43-club HVLP chain, has started its own multi-state build-out, adding infrared yoga, semi-private strength classes and a dedicated recovery space. Meanwhile, EoS Fitness has poured $16 million into upgrades and is adding Reformer Pilates at some of its locations.

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