Primetime Fitness Expands Crunch Portfolio With CapitalSpring

Primetime Fitness, a CapitalSpring-backed Crunch Fitness operator, has rapidly grown into one of the largest players in the Crunch system. The group, based in Troy, Michigan, acquired 13 gyms in New York and New Jersey this year, building on earlier acquisitions in Ohio and Michigan. It now manages 36 locations across six states. In a recent Franchise Times article, CEO Kevin Laferriere said the company has three more gyms under development and plans to sign seven additional leases before the end of the year.

Laferriere credited CapitalSpring’s investment for enabling Primetime to expand beyond its original nine gyms in Michigan, Ohio and Tennessee. “This is the team’s third acquisition in the last 18 months or so and they’ve really done a great job building a platform that has the scale to where they’ve quadrupled the business size,” said Wade Daniel, partner at CapitalSpring. “We’re quite pleased with their pace and execution.”

The newly acquired clubs will undergo upgrades including refreshed branding, updated equipment, enhanced Relax & Recover zones and streamlined check-in systems. Laferriere emphasized that assessing staff skillsets and training is a key part of Primetime’s growth strategy, driving member experience and higher-value memberships. With Crunch Fitness reporting average unit volumes north of $3 million, Primetime’s aggressive expansion positions the group as one of the top 10 Crunch operators.