Crunch’s CR Fitness Plans to Open 20 Clubs in Phoenix

CR Fitness will bring Crunch 3.0 clubs, and the premium Crunch Select concept, to Arizona as it accelerates its nationwide growth push

One of Crunch Fitness’ top franchisee groups is planning an aggressive expansion into Phoenix, with five clubs already in presale and a goal of opening 20 locations across the region by the end of 2027.

Southwest Fitness Holdings, a subsidiary of CR Fitness Holdings, expects to open its first four Phoenix-area gyms in Ahwatukee, Arcadia, Mesa and Paradise Valley by the end of this year. A fifth location in Peoria’s Arrowhead area is slated to follow in mid-2027.

Phoenix expansion plans

The franchise group said it’s continuing to identify sites for the remaining planned clubs, which would establish Phoenix as one of its largest development markets.

Each location will require an investment of approximately $5 million, putting the total planned commitment at roughly $100 million if all 20 clubs are completed. The expansion is also expected to create more than 1,500 jobs across personal training, group fitness, sales, operations and club leadership, CR Fitness said.

“We’re incredibly excited about what we’re bringing to Phoenix and the opportunity to introduce this community to the next generation of Crunch clubs,” CR Fitness CEO Tony Scrimale said.

Club features and design

The Phoenix clubs will follow Crunch’s 3.0 design, the brand’s new gym prototype combining its traditional high-value, low-price (HVLP) positioning with expanded strength, boutique fitness and recovery offerings.

The planned Phoenix locations will range from approximately 33,000 to 48,000 square feet and include strength and cardio equipment, group fitness studios, personal training, HIITZone programming, cycling studios, heated workout rooms and Relax & Recover amenities.

Select clubs will also feature reformer Pilates, cold exposure, dedicated abs and glutes studios, steam rooms and 24/5 access. CR Fitness will also introduce Crunch Select, the brand’s premium club concept, to Phoenix at certain locations.

“These locations represent some of the most innovative clubs we’ve built, combining expanded fitness and recovery offerings with the value and accessibility that have always defined Crunch,” Scrimale said.

Company growth strategy

The expansion marks the latest step in CR Fitness’ plan to add more than 100 Crunch clubs over five years. The franchise group secured a $350 million strategic investment from Sixth Street in 2025 to support new development and investments in its member experience.

CR Fitness surpassed one million members earlier this year and now operates 98 Crunch locations.