Crunch Franchisee Primetime Fitness Accelerates Growth in Midwest
Primetime Fitness is focusing on growth across the Midwest, adding four Crunch gyms in Michigan and Ohio with $1.2 million in upgrades planned
Crunch Fitness franchisee Primetime Fitness is ramping up expansion across Ohio and Michigan, adding four new gyms through a combination of acquisitions and new unit development, bringing its total footprint to 23 locations nationwide. The growth is backed by CapitalSpring, which invested in Primetime Fitness in December 2023.
All four gyms are slated for significant renovations and upgrades by August. The new locations include:
- Crunch Ypsilanti – 3020 Washtenaw Rd, Ypsilanti, Michigan
- Crunch Middleburg Heights – 6849B Pearl Rd, Middleburg Heights, Ohio
- Crunch Monroe – 1525 Mall Road, Monroe, Michigan
- Crunch Ann Arbor – 2723 Oak Valley Dr, Ann Arbor, Michigan
“We’re incredibly excited about our momentum right now,” Primetime Fitness CEO Kevin Laferriere said. “Our team’s passion and disciplined execution is paving the way for our expansion. We’re honored to be working with the newly added team members and look forward to supporting the growth at these gyms.”
The upcoming renovations and upgrades include adding $1.2 million in new equipment, expanding Crunch’s signature Relax & Recover area, improving existing floor plans and lighting packages, installing new check-in desks and updating graphics and signage packages.
“This expansion reflects the talented leadership at Primetime Fitness,” Crunch Fitness chief development officer John D’Anna said. “Primetime has consistently shown their commitment to increasing Crunch market share, brand integrity and community engagement. Their ability to scale while maintaining operational excellence and a high standard of member experience is exactly what we look for in our franchise partners. We’re proud to support their continued growth and excited to see these new locations flourish.”
Wade Daniel, partner at CapitalSpring, said the expansion reflects their shared commitment to building a high-quality fitness platform.
“We have immense confidence in the leadership team and their ability to execute on this strategic vision, and with this continued growth, we remain excited about the future of Primetime Fitness,” Daniel said.