Crunch Fitness Launches Reformer Pilates Concept at Gyms Nationwide

The low-price gym giant is bringing reformer Pilates to 20 locations starting this summer, with additional sites planned

Crunch Fitness is going all in on the world’s most popular boutique fitness modality.

The gym franchise has launched Crunch Reform Pilates, a new reformer Pilates studio concept that brings a boutique feel to a big-box space. The studios are slated to open at 20 Crunch clubs in California, Florida, Texas, Arizona, Nevada, Illinois, Colorado, and Michigan in early to late July.

Additional sites are planned based on market demand and member response, Crunch said, though it’s hard to imagine demand won’t be there. Pilates continues to dominate the fitness scene, leading reservations in every region, according to ClassPass.

Crunch Reform Pilates will feature a hands-on, instructor-led class with virtual guidance and, true to the boutique experience found in smaller studios, integrated lighting and sound systems, reformer machines and digital programming screens.

“The demand for Pilates has evolved far beyond the boutiques,” Crunch vice president of group fitness Jake McLendon said. “We’re seeing increasing interest from a much broader audience, from ‘Young, Strong and Social’ consumers to older members who want to improve their mobility and longevity.”

“Reform Pilates was designed to meet that demand in a way that feels approachable and engaging for all users, regardless of their previous experience or level of fitness,” McLendon added.

The news builds on a move Athletech News first covered in December, when CR Fitness, a top Crunch franchisee, announced a dedicated reformer Pilates studio at its soon-to-open $12 million McKinney, Texas club.

High-value, low-price (HVLP) gym competitor Vasa Fitness made a similar move last month, adding reformer classes to its Studio boutique lineup and outfitting its gyms with NordicTrack Ultra 1 Reform RX reformers, while Amped Fitness, 24 Hour Fitness and World Gym have made similar investments in Pilates offerings.

As gyms signal their intent, the equipment and content side is ready. Your Reformer, a Pilates equipment and content company co-founded by husband-and-wife team Ben and Emma Stallworthy, has seen a surge of interest from operators.

“They’re all going through that transition,” Ben said of the HVLP gym operators considering adding Pilates. “It’s a really exciting time to make reformer Pilates more accessible for more people.”