In this Q&A, you’ll hear from Molly Long, chief operating officer at Crunch Fitness, a leading HVLP gym brand. Eclipsing 500+ gyms and 3M members, Molly details a major club redesign called “Crunch 3.0” that elevates the traditional gym experience for holistic-minded wellness-seekers.
Tell us about the brand’s recent evolution.
Molly Long: Crunch Fitness recently unveiled Crunch 3.0, an innovative model that elevates the gym-goer’s experience, placing a larger emphasis on amenities, strength training, recovery, and longevity.
Our improved layout includes more room for strength training, an improved HIITZone, new Relax & Recover services, and more. From lighting to music, equipment to group fitness studios, and everything in between, we’re collecting the most in-demand offerings under one roof.
What led to the redesign?
ML: At Crunch, we’ve long understood and adjusted to where the wellness industry is heading, and we prioritize member feedback to better inform our decisions.
We want Crunch to be a place for everyone to feel good while making serious fitness fun, all at an affordable price. By combining best-in-class fitness offerings and our “No Judgments” philosophy, members can find reprieve from life’s daily challenges.
With new IRL wellness formats emerging, why will consumers still pick Crunch?
ML: Crunch is constantly seeking out ways to set ourselves apart from the competition and deliver on what our members want and need.
Breaking the traditional big-box mold, we’re combining all the offerings of other boutiques in one space, including our hot studio offering heated group fitness classes, Olympic lifting platforms, Hyperice percussive and compression equipment, red light therapy, and infrared saunas. Plus, with memberships starting at just $9.99, it’s a value proposition that can’t be beat.
There’s a reason we were ranked #1 in the fitness category for the second year in a row and #32 overall in the annual Entrepreneur Franchise 500 — we’re continuing to find ways to adapt our gyms to better accommodate our members.
What behavioral changes are you seeing in gym-goers?
ML: We meet members where they are on their fitness journey, and our certified personal trainers have a comprehensive skill set that allows them to build training programs for everyone’s goals.
As motivations and needs shift, our trainers customize our members’ fitness programs based on medical history and health targets, whether that be regaining muscle after using GLP-1s, improving strength and endurance, or focusing on recovery for longevity.
Another big trend we’re seeing is a shift towards holistic wellness. It’s no longer just about getting a great workout — it’s now coupled with recovery and other amenities that cater to a wide range of goals focused on the whole person.
What’s next for the brand?
ML: Crunch just announced the international expansion of our brick-and-mortar gyms into India, marking a pivotal moment in our growth strategy. India is a fast-growing market, and we’re excited to grow with the country’s thriving fitness community.
Building off our recent international expansion, we’ve set a goal of opening two gyms a week in 2025, and with a new strategic partner, we’re excited to bring Crunch to more prospective members worldwide.
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