Gym Brands Honor 9/11 Through Fundraisers, Community Tributes

Brands including Retro Fitness, Crunch Fitness and 24 Hour Fitness are marking the 24th anniversary of September 11th by honoring first responders and their families

As the United States marks the 24th anniversary of September 11th, some fitness brands are rallying communities in remembrance, paying tribute to first responders and service members through fundraising, stair climb challenges and open-door access.

Among them, Retro Fitness is leading a nationwide initiative in partnership with the Tunnel to Towers Foundation, inviting members and guests to contribute at point-of-sale stations between September 1–15.

Donations will go toward mortgage-free homes for Gold Star families and the surviving spouses and children of fallen first responders. In addition, select Retro Fitness clubs are hosting 9/11 Memorial Stair Climb Challenges, where participants take on 110 flights, or 2,071 steps, the height of the World Trade Center towers. The climbs are supplemented by commemorative merchandise, app rewards, tribute classes, and moments of silence.

“Through our partnership with Tunnel to Towers, we’re uniting our members and neighbors nationwide to honor the heroes of 9/11,” said Retro Fitness CEO Andrew Alfano.

Crunch Fitness is also embracing the climb. CR Fitness Holdings, the largest Crunch franchisee, will host its annual 9/11 Stair Climb at its 86 gyms across Florida, Texas, Georgia, North Carolina and Tennessee. Open to members, non-members, and first responders, the event encourages participants to complete the symbolic 110 flights and sign their names afterward in a collective gesture of remembrance. Leading up to the anniversary, Crunch teams are visiting local fire stations, personally thanking first responders and delivering refreshments.

“Through our annual 9/11 Stair Climb, we come together as a Crunch community to pay tribute to the bravery and enduring commitment of all first responders,” said CR Fitness CEO Tony Scrimale.

Planet Fitness franchisees have hosted similar stair climb events over the years.

24 Hour Fitness is also honoring the day with a similar focus on service. The gym chain is offering free entry to all service members on September 11 and extending free guest passes so they can bring family or friends along to work out. Many clubs will also host stair challenges in honor of those who climbed the towers.

“Fitness is about more than physical strength,” Alfano noted. “It’s also about resilience and unity.”