---
title: "CR Fitness Holdings opening 3.0 location"
url: https://burnaze.com/article/3c043418-72d7-4678-a611-53c6762e748d
source: "Franchise Magazine USA"
original_url: https://franchisemagazineusa.com/cr-fitness-holdings-opening-3-0-location/
author: "Andrew Carlo"
category: "Gym & HVLP"
industry: "Fitness"
segment: "Gym & HVLP"
topics: ["Development & multi-unit"]
published: 2024-12-09T13:44:10.000Z
modified: 2026-11-01T01:01:39.686Z
image: https://franchisemagazineusa.com/wp-content/uploads/2024/12/CR-Plano.jpg
---

# CR Fitness Holdings opening 3.0 location

**TL;DR:** CR Fitness Holdings, the largest franchisee of Crunch Fitness, is opening a new location in Plano, Texas, featuring the brand's 3.0 design with modern aesthetics and enhanced functionality. The new gym, Crunch East Plano, is part of CR Fitness Holdings' rapid expansion, with plans to reach over 100 locations by 2026.

*By Andrew Carlo, originally published in Franchise Magazine USA on 2024-12-09. [Read the original](https://franchisemagazineusa.com/cr-fitness-holdings-opening-3-0-location/).*

## Story

Crunch Fitness is unveiling what it has dubbed as its 3.0 design.

CR Fitness Holdings, the gym franchises’ largest franchisee, is debuting the design at its latest location opening in Plano, Texas. According to Crunch Fitness, its latest location—Crunch East Plano—features “modern aesthetics with enhanced functionality to elevate the fitness experience.”

This includes expanded Olympic weightlifting racks, a reimagined relax-and-recover zone, and the “Hot Stuff” studio. Gym members can utilize cardio and strength equipment, a group fitness studio, cycling, hot yoga, dry saunas, HydroMassage treatments, tanning, and upgraded, spacious locker rooms.

Other new features include updated lighting, premium flooring, and vibrant new graphics, Crunch Fitness said.

Based in Brandon, Florida, CR Fitness Holdings has rapidly expanded in Florida, Georgia, North Carolina, Tennessee, and Texas. The franchisee operates 72 locations and is on pace to reach more than 100 locations by 2026. This includes entering Arizona for the first time.

“We’re thrilled to bring Crunch East Plano to life as part of our continued commitment to expanding in Texas,” said CR Fitness CEO Tony Scrimale. “This new 3.0 design represents the future of fitness spaces, combining innovation, functionality, and community to deliver a premium experience for our members.”

Situated in what was once a Bed, Bad and Beyond store, the new Plano gym measures in at 44,000 square feet and will officially open its doors at 5 a.m. CT on Dec. 12.

A grand opening party is slated for the same take and takes place from 10 am to 1 pm. Guests can tour the 3.0 facility, participate in free fitness class demonstrations, and will be provided with special membership offers.

New members who sign up by Dec. can join for just $1, with their first month free.

CR Fitness also said that a sneak peek event is scheduled for Dec. 10 from 5 p.m. to 9 p.m. CT.

With headquarters in New York, Crunch Fitness says it has more than 450 gyms in the United States, Australia, Canada, Costa Rica, Portugal, Puerto Rico, and Spain.

## Entities

- Fitness (sector)
- Franchise Magazine USA (publication)
- fitness industry (topic)
- Andrew Carlo (person)
- Crunch Fitness (company)
- franchisee growth (topic)
- gym expansion (topic)
- CR Fitness Holdings (company)
- Tony Scrimale (person)
- Plano, Texas (location)
- Crunch East Plano (location)
- new location design (topic)

---
Originally reported by Andrew Carlo, Franchise Magazine USA (https://franchisemagazineusa.com/cr-fitness-holdings-opening-3-0-location/). Summarized by Burnaze (https://burnaze.com/article/3c043418-72d7-4678-a611-53c6762e748d).