On announcing the milestone of reaching three million members, US high-value, low-cost operator, Crunch Fitness, has unveiled a new gym design, Crunch 3.0.

Consumer insights have informed the new concept, which fuses fitness and entertainment to amplify the member experience and taps into the recovery trend with a branded relaxation area.

Crunch 3.0 will be officially unveiled at the grand opening party of Crunch East Plano gym in Texas, before being rolled out to various locations across the US in 2025.

"With Crunch 3.0, we're continuing to make serious fitness fun and making sure gym-goers feel good, physically, mentally, and emotionally," Molly Long, chief operating officer of Crunch Fitness.

"The new design will make it even more enjoyable for members to create community and embark on their fitness journey at Crunch. This legendary new layout combines innovation, curation, and motivation that will transform a member's day from the moment they step through our doors."

New elements include a redesigned entrance area with front desk, reception and lobby to create a vibrant and welcoming arrival experience.

The group fitness studios will create an elevated mood with updated colour palettes, enhanced overhead lighting, backlit mirrors, a lit instructor platform and digital timers.

Crunch 3.0 franchisees have the option to add a dedicated hot studio – Hot Stuff – offering heated group fitness classes, including yoga, Pilates, Barre, HIIT, mobility, and core, which can positively impact joint pain, circulation, anxiety and heart health.

An enhanced HIITZone will be featured, with more space for functional training, personal training and a second turf area.

Responding to the uptick in strength training, more free weights, resistance equipment, machines and Olympic lifting platforms will be added.

With recovery and longevity being a soaring trend, a new range of Relax & Recover services have been added, including Hyperice percussive and compression equipment, red light therapy and infrared saunas. There is also a dedicated stretching area, with dimmed lighting and soothing music used to create a zen space inside the gym.

The work experience for Crunch team members will also be enhanced, with a seamless flow from the front desk to personal training areas and more privacy for member/trainer consultations.

Jim Rowley, CEO of Crunch Fitness, is interviewed in this month’s HCM where he speaks about opening one club a week and his ambition to make Crunch a household name worldwide. Reaching three million members – two million of which have joined in the last 6.5 years – is a big step towards that goal.

"After 35 years of success, we're excited to reach three million members. This momentous achievement further cements Crunch's leadership position in the high-value, low-price gym category," he says.

"As we reflect on the past year, we are confident that we offer the most innovative fitness experience under one roof and the best gym membership value on the market."

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