Crunch Fitness Expands Premium Strategy With Redesigned Crunch Select Concept
Krissy Vann | Host, All Things Fitness and Wellness
Crunch Fitness is expanding its premium fitness strategy with a redesigned Crunch Select concept that combines traditional gym offerings with boutique-style programming, recovery services, and upgraded amenities.
The premium franchise format is designed to give Crunch franchisees an additional option for entering markets where consumers may be willing to pay for a more elevated club experience.
The first location featuring the updated Crunch Select model is expected to open in Long Beach, New York, later this year, with founding membership sales set to begin ahead of the opening.
The redesigned concept includes dedicated boutique-inspired studios, expanded recovery offerings, upgraded equipment and finishes, and additional member services. Crunch is also introducing controlled studio programming, advanced class booking, and updated hospitality standards as part of the format.
Members will have access to more than 60 hours of group fitness programming each week. Classes will span HIIT, heated yoga, mat Pilates, strength, cardio, and mindfulness, with digital programming used to create greater consistency across the class experience.
The model reflects a broader convergence between traditional health clubs and boutique fitness, as operators increasingly incorporate specialized classes, recovery, and wellness services within full-service gym environments.
“As fitness continues to evolve, consumers are seeking experiences that conveniently combine specialized programming, recovery, and premium amenities in one place,” said Chequan Lewis, CEO of Crunch Fitness. “Crunch Select brings together the best of what the fitness world has to offer - an elevated, high-end fitness environment, while maintaining the energy, group fitness community, and 'No Limits' approach that have made Crunch unique for more than 35 years.”
Crunch Select also provides the company with another format for franchise expansion. Rather than replacing its existing club model, the premium concept gives franchise partners an option intended for markets suited to higher-end facilities and expanded services.
“Our members continue to show us how their fitness needs are evolving, and Crunch Select is a direct reflection of that,” said John Tate, Executive Vice President of Experience at Crunch Fitness. “By introducing elevated studio experiences, best-in-class equipment, premium recovery offerings, and enhanced hospitality touches, we're delivering an even more dynamic member experience that continues to redefine value in fitness. It's another example of how Crunch continues to raise the bar for what members can expect from their gym while maintaining the accessibility and inclusivity that define our brand.”
Following the Long Beach opening, Crunch said it will explore additional markets for the updated Select format.
The move comes as fitness operators continue to broaden what is included within a gym membership, particularly as strength training, boutique-style classes, recovery, and wellness services increasingly overlap within the same facilities. For Crunch, the Select concept creates a premium tier while allowing the company to retain its broader brand and franchise model.
