Crunch Fitness Founded in 1989 in New York City’s Greenwich Village, Crunch Fitness began as a modest basement studio created by Doug Levine. The goal was simple: make fitness accessible and fun by fusing serious workouts with entertainment—embodied in its well-known #NoJudgments philosophy crunch.com+15crunch.com+15byrdie.com+15.
1. Culture & Philosophy
From day one, Crunch positioned itself as the inclusive alternative to conventional gyms:
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No Judgments: Emphasizing a welcoming environment where people of all shapes, identities, and fitness levels are embraced .
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Fun × Fitness: Group classes often inject entertainment—past offerings have included karaoke cycling, drag-queen “Abs, Thighs and Gossip,” pole dancing, and anti‑gravity yoga en.wikipedia.org.
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Variety and Accessibility: From HIITZone and Zumba to tanning beds and Hydromassage, Crunch aims to deliver something for everyone bbb.org+15crunch.com+15crunch.com+15.
This quirky, inclusive brand personality has made Crunch appealing to a wide demographic seeking fun alongside fitness.
2. Gym Network & Membership Tiers
Crunch operates roughly 500 locations worldwide—about 92% franchised across the U.S., Canada, Spain, Portugal, Costa Rica, Australia, and Puerto Rico en.wikipedia.org+3en.wikipedia.org+3reddit.com+3.
Membership Tiers
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Crunch Fitness – Budget-friendly ($9.99–$29.99/month), includes cardio, weights, HIITZone, and group classes crunch.com.
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Crunch Select – Mid‑tier clubs with additional classes and amenities.
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Crunch Signature – Premium gyms ($85–130/month) offering luxury extras: saunas/steam rooms, towel service, child care, live DJs, and expanded studios bbb.org+15crunch.com+15crunch.com+15.
Per Byrdie, Crunch remains a stand‑out budget option with inclusive appeal and extensive classes byrdie.com.
3. Services & Features
Crunch packs impressive offerings across all its tiers:
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Cardio & Strength Equipment: Miles of treadmills, bikes, free weights, and selectorized machines crunch.com.
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Group Classes: Over 200 classes, including signature Ride, Mind Body Burn, Chisel It, Zumba, TRX, yoga, dance, and action sports nypost.com+6crunch.com+6byrdie.com+6.
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Personal & Small-Group Training: Tailored programs and coaching options for members .
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Crunch+ (Online Workouts): Live and on-demand classes on web and mobile apps—launched broadly in Feb 2023 (after initial release in 2013) crunchplus.com.
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Signature Amenities: Premium extras like HydroMassage, tanning booths, red-light therapy, sauna/steam, day care, and full locker rooms expressnews.com+1crunch.com+1.
A $5 million, 40,000‑ft² Signature facility is set to open this fall in Windcrest, San Antonio, with full-suite offerings and promotional free trials expressnews.com.
4. Leadership & Corporate Strategy
Crunch’s ongoing resurgence is closely tied to its leadership and ownership evolution:
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Doug Levine founded the original “no‑judgment” studio; the brand later filed for bankruptcy in 2009 after ownership by Bally Total Fitness crunch.com+11en.wikipedia.org+11en.wikipedia.org+11.
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Jim Rowley, a Marine Corps veteran and co‑founder of New Evolution Fitness, became CEO in 2019. Under him, Crunch adopted a value‑oriented, under‑$30‑per‑month base model 👇
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Grew to ~3 million members and ~500 clubs by 2025 en.wikipedia.org+1en.wikipedia.org+1.
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Launched Crunch+ in the midst of COVID, seeing online workout usage jump 150% crunchplus.com+1crunch.com+1.
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Company valued at $1.5 billion by late 2024; in April 2025, Leonard Green & Partners acquired a majority stake en.wikipedia.org.
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Crunch’s strategy focuses on value with variety, using digital and premium add-ons to enhance a low‑cost base.
5. Strengths & Member Feedback
Why Many Choose Crunch
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Inclusive, encouraging environment with flexible memberships and no long-term commitment byrdie.com+2crunch.com+2crunch.com+2.
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Wide class selection, including unique options and energetic instructors linkedin.com+8crunch.com+8byrdie.com+8.
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Affordable price points, fitting various budgets and needs .
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Digital flexibility, with Crunch+ offering at-home workouts linkedin.com+7crunchplus.com+7en.wikipedia.org+7.
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Rapid expansion, including recent acquisitions of nine Florida 24 Hour Fitness locations en.wikipedia.org+1en.wikipedia.org+1.
Common Complaints & Criticisms
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Sales practices: Trustpilot and BBB reviewers cite misleading auto-renewal clauses, hidden annual fees ($60–89), difficulty canceling memberships, and aggressive trainer contracts .
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Customer service issues: Allegations include staff dismissiveness, gaslighting, and delayed refunds/closures indeed.com+3trustpilot.com+3bbb.org+3.
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Work environment: Indeed reviewers describe chaotic management, commission-based trainer pay, and unauthorized withdrawals youtube.com+7indeed.com+7bbb.org+7.
While Crunch often wins on culture and fun, some members feel the company prioritizes revenue tactics over consumer clarity.
6. Market Position & Competition
Crunch thrives in the value-plus segment—offering more amenities than budget chains (e.g., Planet Fitness, Anytime Fitness) but at lower prices than premium chains like Equinox or Life Time indeed.com+15byrdie.com+15linkedin.com+15. Its digital Crunch+ platform also competes with in-home fitness trends highlighted by Glamour and self‑report streaming options .
Acquisitions of 24 Hour Fitness locations suggest strategic expansion—absorbing facilities from competitors en.wikipedia.org+1en.wikipedia.org+1.
7. Future Outlook
Key areas to watch as Crunch continues growing:
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Crunch+ Expansion – Enhancing in-gym and at-home workout synergy to deepen member retention.
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Signature Club Rollouts – Adding premium facilities and amenities in urban markets (e.g., San Antonio, metros).
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Operational Transparency – Addressing cancellation and fee issues to rebuild trust and customer goodwill.
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Franchise Growth – Extending global footprint and entering new international markets via franchise partnerships.
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Layered Membership Options – Potential to bundle digital + physical access, nutrition coaching, and personalized training.
8. Final Thoughts
Crunch Fitness stands out as a culture-first, value-driven gym chain—blending affordability, inclusivity, and fun. Under CEO Jim Rowley, the brand has grown substantially, adding digital offerings and vast class portfolios while branching into premium-market play.