Crunch Fitness to spend $100M on Phoenix expansion, hire 1,400

Article originally posted on Phoenix Business Journal on July 22, 2026

Crunch Fitness, a national gym brand, is looking to add 20 new stores in the Phoenix area in the next two years.

Southwest Fitness Holdings LLC is the Crunch Fitness franchisee bringing the brand to the Valley. Southwest Fitness is a subsidiary of CR Fitness Holdings, which is the largest Crunch franchisee in the system with nearly 100 locations.

Southwest Fitness is opening Crunch gyms in Phoenix and in Dallas. Before the end of 2026, the company plans on opening four locations in the Phoenix area and wants to have 20 stores across the region by the end of 2027.

“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,” Tony Scrimale, the CEO of CR Fitness Holdings, said. “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.”

Crunch has been around since the late 1980s, when it was founded in New York by a former stockbroker. The company has grown to more than 500 locations across the U.S., as well as in Canada, Spain, Portugal, Costa Rica and Australia. Crunch has locations in Flagstaff and Yuma.

Crunch Fitness on lookout for former big-box stores

Three of the first four Valley Crunch locations to open this year will be in Phoenix in the neighborhoods of Ahwatukee, Arcadia and Paradise Valley at 5021 E. Ray Road, 4533 E. Thomas Road and 10665 N. Tatum Boulevard, respectively.

The company will also open a location in Mesa at 1655 S. Stapley Drive in the second half of 2026.

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