PHOENIX, March 30, 2026 /PRNewswire/ — CR Fitness Holdings, the largest and fastest growing franchise group in Crunch Fitness, has officially expanded into Arizona through its subsidiary, Southwest Fitness Holdings LLC. Currently serving more than a million members, the group’s expansion into Arizona is part of a bold long-term growth strategy.
Crunch Fitness is expanding into Arizona via Southwest Fitness Holdings LLC.
Market entry begins with three major locations in the Phoenix metropolitan area. Crunch Arcadia, a 36,500-square-foot fitness destination opening at 4533 E. Thomas Road, will transform the former HomePlus Conn. space into a state-of-the-art exercise facility. Joining the Ahwatukee Crunch, a 45,000-square-foot club located at 5021 E. Ray Road, further solidifying CR Fitness Holdings’ commitment to delivering high-value, premium fitness experiences throughout the Phoenix market. Also joining the lineup is Crunch Mesa Grand, a 32,930-square-foot club located at 1655 S Stapley Drive in Mesa, taking over the former Conn’s HomePlus space and expanding the brand’s footprint in the East Valley. The franchisee is looking to open at least 5 locations in the Arizona market this year with plans to expand rapidly in the market.
These three new club openings via Southwest Fitness Holdings LLC mark CR Fitness’ long-term commitment to establishing market leadership in Arizona. By delivering a high-value fitness experience at scale, with proven growth models and operational excellence in multiple states, CR Fitness and its Southwest entities are positioned to rapidly expand and compete at the highest level in one of the most competitive fitness markets in the country.
“Arizona is a key growth market for us, and we entered with clear intentions,” said Tony Scrimale, CEO of CR Fitness & Southwest Fitness Holdings LLC. “We’re not just opening a club, we’re building a dominant regional footprint by bringing the full Crunch experience to Phoenix—an area of the community that’s ready for big things.”
The Arizona location will feature the best strength and cardio equipment, dedicated group fitness studios like Cycle and Hot Studios, HIITZone™, HydroMassage® beds, dry saunas, spacious locker rooms with showers, infrared saunas, glutes and AB studios and more. Members will also have access to nationally certified personal trainers who provide unmatched variety, value, and results.
Prospective members can visit www.CrunchArcadia.com, www.CrunchAhwatukee.com or www.CrunchMesaGrand.com to reserve an exclusive founder’s rate of just $9.99 per month, with a $0 sign-up fee and savings of up to $60 annually on select membership options. During the upcoming One-Day-Only Cyber Sale, the first 500 founding members will receive special perks, including free t-shirts, discounts on personal and small group training, and additional exclusive offers.
With Arizona as its newest frontier, CR Fitness Holdings is poised to redefine the state’s fitness landscape, one multi-million-dollar club at a time.
This expansion will also create significant jobs for the Arizona market. Each location is expected to generate dozens of employment opportunities across management, fitness, personal training, group fitness instruction, and member services. CR Fitness Holdings is committed to hiring locally and investing in team development, creating career paths within one of the fastest growing franchise groups in the fitness industry. Those interested in joining the team can view current openings at https://crnch.co/jobs.
CR Fitness Holdings, and its subsidiary, Southwest Fitness Holdings LLC, operate 95 Crunch Fitness locations in five states. CR Fitness manages locations in Florida, Georgia, North Carolina, and Tennessee, while Southwest Fitness is currently overseeing Texas and its expansion into Arizona. Backed by more than 150 years of combined industry experience, the leadership team – Vince Julien, Geoff Dyer, Tony Scrimale, and Jeff Dotson – has built CR Fitness into a growth-driven organization known for disciplined expansion, strong unit performance, and community impact.
About CR Fitness Holdings and Southwest Fitness Holdings LLC
CR Fitness Holdings, is the master franchisee of Crunch Fitness and includes its subsidiary Southwest Fitness Holdings LLC. CR Fitness currently serves over one million members, and is led by a management team with over 150 years of combined experience in the fitness industry. Backed by major investment firms North Castle Partners and Sixth Street, CR Fitness is on track to operate 110 locations nationwide by 2026 including five in Arizona through its subsidiary Southwest Fitness Holdings. The company’s expansion into the United States demonstrates its commitment to providing an accessible fitness experience that combines high-quality equipment, a fun atmosphere, and exceptional value.
About Crunch Fitness
Crunch is a gym that believes in making serious exercise fun by fusing fitness and entertainment and pioneering the philosophy of ‘No Judgments.’ Crunch serves a fitness community for all kinds of people with all kinds of goals, doing all kinds of things, working out in the same place. Today, we are known for creating unique group fitness classes and unique programs for our diverse members. Headquartered in New York City, Crunch serves three million members and more than 550 gyms worldwide in 41 states, the District of Columbia, Australia, Canada, Costa Rica, Portugal, Puerto Rico, Spain, and India. Crunch is growing rapidly in the United States and around the world.
Media Contact:
Rich Merrill
SVP, Marketing
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SOURCE CR Fitness Holdings, LLC.
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