The family-owned Villa Sport is growing its Idaho footprint as competition heats up in the state, including plans for Mark Wahlberg’s luxury Municipal Gym
Villa Sport has acquired six Crunch Fitness clubs in Idaho, boosting its Treasure Valley (Boise metropolitan area) presence to ten locations and extending its multistate footprint.
The locations will be rebranded under the Villa Sport Fitness banner.
The family-owned health club operator owns both the Villa Sport Fitness brand in Idaho and California and the higher-end Villa Sport Athletic Clubs in Texas, Oregon, California and Colorado.
“Coming off the heels of recent remodels at our original four locations in the Treasure Valley, we’re thrilled to welcome these six new clubs into the Villa Sport family,” Villa Sport president Billy Malkovich said.
Crunch Fitness members at the affected locations received a notice this week informing them that memberships at the six Boise-area clubs will automatically transfer to Villa Sport Fitness. According to the notice, Villa Sport will continue operating the locations with no interruption to access, while honoring existing membership rates and personal training agreements.
Villa Sport confirmed it has committed “significant capital” toward improvements at the newly acquired locations.
“This is a major milestone for Villa Sport and for the Treasure Valley community—and we’re just getting started,” Malkovich said.
The group is also actively scouting new sites for further expansion.
“Our expansion is guided by a deliberate strategy to integrate into high-growth communities where we can become a long-term fitness and recovery partner,” he added.
In addition to standard gym offerings and turf zones, Villa Sport Fitness provides personal training, small-group training, group fitness classes offering Les Mills programming and a healthy cafe. Certain locations also feature a pool, spa and whirlpool.
Villa Sport Fitness locations in Idaho offer three membership tiers, according to the company’s website, which lists rates for Fairview, Meridian, Parkcenter and The Village.
The Premier One Club plan starts at $28.95 per month and provides access to a single location. The Premier All Clubs tier, starting at $36.95 per month, expands access to all Idaho locations. The top-tier VIP All Clubs membership, at $42.95 per month, includes statewide access along with perks such as daily HydroMassage and CryoLounge use, guest privileges and a monthly InBody body composition test.
The operator competes with brands including Idaho Fitness Factory, which operates more than ten locations and offers 24/7 access for members. The area has also caught the attention of actor and fitness entrepreneur Mark Wahlberg, who has announced plans to bring his luxury gym concept, Municipal Gym, to Treasure Valley, according to the Idaho Statesman.
