Fitness is moving toward more specialized, experience-driven models.
Crosscourt Raises $2M
Crosscourt raised $2M to expand its premium basketball fitness club, bringing total funding to $4M.
The company combines pickup games, leagues, skills training, strength programming, hospitality, and proprietary technology into a membership built specifically around basketball.
New funding will support Crosscourt’s Miami flagship opening in 2027, continued investment in LA, and expansion of its technology platform.
The bet is that basketball can support the same kind of premium membership ecosystem built around other fitness categories.
Crunch Fitness is launching a new version of Crunch Select, bringing boutique-style studios, expanded recovery, and premium amenities into its franchise model.
The first location opens in Long Beach, New York later this year, with more than 60 hours of weekly group fitness spanning HIIT, heated yoga, Pilates, strength, cardio, and mindfulness.
The move gives Crunch another way to capture higher-value members while using its existing franchise infrastructure to take a more premium experience into new markets.
With 4M members and 585+ gyms worldwide, even a small shift in the mix of experiences available across that network could have a meaningful impact on how the mass-market gym competes with boutique fitness.
EōS Bets on HYROX
EōS Fitness is partnering with HYROX to bring official race training into 25 gyms across the country.
The rollout combines dedicated HYROX training areas and equipment with instructor-led classes, digital training plans, race simulations, and HYROX content inside the EōS app.
For HYROX, the deal puts its training system inside a gym network with 225+ locations and memberships starting at $9.99 a month.
For EōS, it gives members a clear training goal and a built-in pathway from everyday workouts to competition.
The partnership extends the gym-member relationship beyond the workout itself, giving participants a reason to train, a community to train with, and an event to work toward.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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