ATN caught up with CEO Jim Rowley following Crunch’s annual franchise convention

With only four months remaining in 2024, Crunch Fitness is already reflecting on a momentous year that saw the average opening of more than one new club per week – a feat that Crunch Fitness CEO Jim Rowley expects the high-value, low-priced (HVLP) gym network to top in 2025.

The “No Judgements” gym brand bolstered its team this year as it gained ground, appointing former Pizza Hut executive Chequan Lewis as president, former Xponential Fitness international development chief John Kersh as its managing director of international development and Molly Long as its new chief operating officer.

Fresh from Crunch’s annual franchise convention this month in Arizona, Rowley spoke with Athletech News about Crunch’s vision for 2025 and how the fast growing gym brand is on track to becoming the premiere leader in the HVLP space.

Leveling Up 

The NY-based fitness franchise had unveiled an aggressive expansion plan for this year, invigorated by the post-pandemic demand for in-person fitness but also rolling out Crunch+ to offer members on-demand and live-stream workouts for added flexibility. Now with 2025 quickly approaching, Crunch is looking to become a household name worldwide. 

“We’re at this place in the Crunch history, where we’re 35 years old as a company, 15 years old as a franchise company, and we’re meeting great milestones, but it’s also time for us to level up and create a distinction between ourselves and the competition,” Rowley said.

Part of that distinction is tuning into the positivity that Gen Z longs for — the kind that’s reflected in Crunch’s ‘Feel Good, Not Bad’ ad campaign, which presents Crunch gyms as a haven from a stressful world and where a workout results in a mood boost. A similar message carried over into the franchise convention, Rowley said, where an Olympic-style charity event benefiting Future for Kids took place.

“In a world where there’s a lot of anxiety, stress, depression — just concerns about overall well-being — we’ve had this message going out about ‘Feel the Good’ at Crunch,” he said, adding that Crunch donated nearly 100 sports bags filled with athletic gear to support the youth in Phoenix.  

“For me as a CEO, it was incredibly rewarding to sense the momentum, the strong belief in Crunch, and to continue to pursue all that Crunch can be,” Rowley said of the convention.

credit: Crunch Fitness

Pickleball Pilot 

While Crunch offers its members group fitness classes, HIIT zones, Olympic weightlifting platforms, personal training, recovery amenities and more, the gym brand is mindful that maintaining a youthful, Gen Z-appealing ethos is just as important.

“Our members are young, strong and social, and the appeal of Crunch — not just for what we offer inside the box — but I think that our members are looking to associate with a brand that they trust and have values that are aligned with their values,” Rowley said.

Aligning with the expectations of younger consumers has also meant keeping a pulse on the latest trends in fitness and sports — like pickleball. Known as America’s fastest-growing sport, pickleball has become front and center of Crunch’s new pilot program following a collaboration with Break the Love. 

The initiative sees ‘Pickleballers’ – a high-intensity, eight-week class offered at six Crunch locations this summer in New York, New Jersey and Los Angeles for pickleball players that want to level up their game. It’s an experiment that’s been “wildly successful,” according to Rowley.

“It’s incredible how many people are participating because they’re new to pickleball, they’re interested in pickleball, or maybe they’re active in pickleball, and they want to do a fun exercise class that’s related to it,” he said. 

Ongoing Growth

In addition to its pickleball initiative, Crunch is looking ahead to continue growth and a steadfast commitment to its franchisees – which has landed the HVLP brand in the top spot on Entrepreneur’s Franchise 500 list in the fitness category. 

The Crunch concept has also attracted a notable name in football: Dallas Cowboys quarterback Dak Prescott, who partnered with CR Fitness Holdings, the largest operator of Crunch Fitness franchise locations, earlier this spring. Prescott will help expand the brand in Dallas and beyond while appearing in Crunch Fitness commercials and social media posts. CR Fitness also recently announced it had acquired two New York Sports Club locations in Florida, which will be rebranded to Crunch. 

And even with unfavorable conditions in terms of construction costs and competition for real estate space, Rowley is undaunted, revealing that Crunch will likely open two gyms per week next year.

Part of Crunch’s vision to become a household name includes building on its international presence, expanding beyond North America, Spain, Portugal and Australia. 

Rowley shared that the gym brand has had “significant attraction” from the Middle East, Asia-Pacific, Western Europe and South America. However, there’s still much excitement even closer to home, with Rowley noting that the Crunch brand is “electric” in Canada, where three new clubs are set to open soon.

Rowley is one of ATN’s 50 Power Players for 2024. See the full list. 

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Explore how Josh York’s mobile training franchise is expanding globally, adapting to market demands, and offering career advancement for trainers

The future of personal training looks bright.

The Bureau of Labor Statistics (BLS) projects that the employment of fitness trainers and instructors will increase by 14% from 2022 to 2032, which is faster than the average for all occupations. This is expected to create about 69,000 job openings each year.

Gen Z and Millennnials are largely driving the demand. According to reports, those in the 20 – 40 age range are eager to develop healthy lifestyles and are more wellness-focused than the generations before them.

Considering this growth, Athletech News tapped into Josh York about his business – GymGuyz – the fast growing, in-home mobile personal training and fitness franchise company – to look at the industry, what types of trainers they seek and how they are scaling to answer market demands.

The Genesis of GymGuyz

Sixteen years ago, York was working as a trainer, experiencing the trials and tribulations of late clients, cancellations and more.

“One day I had a client nonchalantly mention that if I were to just come to her house and bring the equipment with me it would be so much easier, and that was my ah-ha moment,” he said. “It was such a simple idea, and nobody was doing it, so I did it.”

Now GymGuyz services thousands of clients in three countries,

“Taking the workout to the client eliminates the excuses,” he says. “Our professional, results-oriented trainers take the customized training plan and equipment to the client’s workout place of choice, whether that’s a home, office, park or anywhere in between.”

With 200 franchises, GymGuyz recently experienced its largest year of growth. York says the company was already on this trajectory and the pandemic catapulted it.

“More people are training than ever before because they are realizing their health is their wealth and it’s becoming a lifestyle of choice,” he explained. “This has translated to tremendous growth for us.”

Meeting the Demand

GymGuyz’s growth has also been driven by strategic shifts to better meet consumer demands and act on changes in the industry.

Already offering services in 13 different health and fitness categories such as cardio fitness, nutrition counseling, senior fitness, strength training, youth and teen fitness and more, the company launched Assisted Stretching Sessions in the Fall of 2023.

“At GymGuyz, we are persistent in our pursuit of empowering our clients with the tools they need to achieve their fitness goals,” GymGuyz President Phil Brojan recently told ATN. “The launch of assisted stretch is a testament to our commitment to excellence and is sure to elevate our client’s fitness journey.”

On the heels of this, the brand introduced a new 1,700 square-foot personal training studio at their headquarters in Melville, New York hosting virtual training sessions to further meet the demand for at-home fitness programs.

 “Be it an at-home assisted stretch session, a fitness class at your place of work, or now, an online personal training session, GymGuyz offers a range of services to connect people with personal trainers wherever they are,” said York.

And at the end of last year, the company launched several major B2B partnerships, ushering in a new chapter for the fitness franchise.

“The global corporate wellness market is expected to grow from being a $53 billion market in 2022 to an industry with $74.9 billion in projected revenue in 2030,” said York. “Adding B2B was key and we’ll continue to grow here.”

The brand now provides training services for a major hospital system in the Greater Morris County area, has inked a six-year contract with San Jose’s parks and recreation department, has crafted fitness curriculums for several schools, and more.

GymGuyz CEO & Founder Josh York

GymGuyz Key to Success: Top Talent

To sustain this growth and continue delivering exceptional services to expanding markets, GymGuyz needs to hire more trainers, ensuring they are the best of the best.

“When I first launched GymGuyz I remember crossing my fingers for good resumes, and now we get thousands every week,” York says.

To handle this, they’ve created an in-house program that thoroughly vets and screens all prospects.

Regarding the criteria, York says all GymGuyz trainers must be reputable and have proper certification, great communication skills, a full working knowledge of the latest techniques and science-backed practices, and the ability to fully tailor workouts and nutritional advice to individual needs, goals and limitations.

“We are huge on these core values, but it also goes beyond this,” he says. “A seemingly simple yet often overlooked trait we prioritize in our trainers is a genuine sense of happiness. It’s essential that all the trainers we hire bring a positive and upbeat attitude to their work.”

Beyond a Job: The Career Journey

York highlights a key distinction between GymGuyz trainers and those working in gyms or independently: the potential for growth and scalability.

“When we bring on trainers they sometimes need to be rewired to realize that this opportunity is not simply a job, it’s a career with the potential for a lot of growth,” he says.

 “No one will tell you when you enter this field that being a trainer is not scalable,” he says. “I used to work in the typical training environment that requires a grueling pace day in and day out for the same compensation. But GymGuyz is not at all like that.”

He points to opportunities to grow into roles such as territory manager, area manager, general manager and even becoming a franchise owner.  

“There are numerous options for growth and long-term careers within the brand,” he concludes.

Future-Proofing GymGuyz: Key Strategies for Success

With this remarkable growth and thousands of trainers worldwide, how does York ensure the brand stays true to its vision?

“Our core values, effective systems and advanced technology,” says York. “I believe GymGuyz stands up to any brand in these three areas.”

The post Personal Training Franchise Expands to Meet Rising Demand appeared first on Athletech News.

The fitness facility offers round-the-clock access, functional training equipment, and eco-friendly design to support demanding schedules

Sailors stationed at Huntington Hall in Newport News now have access to the U.S. Navy’s first 24/7 outdoor fitness pavilion, a state-of-the-art facility designed to enhance their physical fitness and overall well-being. The pavilion, a $325,000 investment, was officially opened on August 15th with a ribbon-cutting ceremony.

Located adjacent to an outdoor track and soccer field, the 800-square-foot pavilion features an open design that allows for all-weather use, with solar panels and LED lighting providing energy efficiency and sustainability. The structure is also hurricane-resistant, ensuring that it remains a safe and reliable fitness option even in severe weather conditions. 

The pavilion’s floor is covered with interlocking rubber tiles, which support a variety of high-intensity interval training (HIIT) and cross-training exercises. Modular stations throughout the pavilion include equipment for pull-ups, climbing ropes, bench presses and squat racks, offering sailors a wide range of exercise options. Additional workout equipment, such as kettlebells, jump ropes, and weighted balls, is stored in outdoor cabinets, providing further versatility for users.

“The warfighters that work on the ships in the shipyard have tough jobs, so being able to bring this outdoor facility that they can use any time after they get home from work provides a much-needed outlet for them at any time of day,” said Captain Dan Patrick, Commanding Officer of Naval Weapons Station Yorktown.

For fitness professionals, the Navy’s new outdoor fitness pavilion offers several key takeaways and mirrored trends. The facility’s 24/7 accessibility is a prime feature, catering to the unpredictable schedules and ensuring that fitness remains a convenient option regardless of the time of day. This emphasis on accessibility highlights the importance of flexible workout environments in encouraging consistent fitness routines, a lesson that can be applied to other populations, such as corporate employees or residents of apartment complexes.

credit: Max Lonzanida

Additionally, the pavilion’s focus on functional training equipment aligns with current fitness trends that prioritize versatile, whole-body workouts. Fitness professionals can draw inspiration from the variety of equipment and the modular design, which allows for a wide range of exercises within a compact space. The sustainable design elements, such as solar panels and hurricane-resistant construction, also offer valuable insights into creating durable, eco-friendly fitness spaces.

Another takeaway: the pavilion’s integration into the broader community underscores the role that fitness facilities can play in building community and enhancing quality of life. By providing a space where sailors can gather, exercise and support each other, the pavilion fosters a sense of camaraderie and belonging. Fitness facility owners may consider how to incorporate social and recreational elements into their own spaces to create a more holistic, community-oriented experience for users.

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Plunge will provide its cold plunge tubs to SWTHZ facilities nationwide, a massive distribution deal for the cold therapy brand

Contrast therapy franchise SWTHZ has partnered with Plunge, a leading cold plunge company, to make Plunge’s tubs available at its studios nationwide.

Through the agreement, Plunge becomes the exclusive cold plunge partner of SWTHZ, while SWTHZ becomes the official contrast therapy studio of Plunge.

SWTHZ will make Plunge All-In tubs available to members at its locations nationwide; the fast-growing contrast therapy franchise, which offers cold plunge, sauna an vitamin-C showers, is planning to have 75 studios open by the end of 2024 and 200-plus by the end of 2025.

The brands expect to facilitate as many as 12 million cold plunge sessions across SWTHZ locations in 2026. 

“Over the past two years we’ve rigorously tested almost every plunge variation on the market, and without a doubt Plunge’s All-In has stood out as the best,” says Jamie Weeks, founder and CEO of SWTHZ. “Integrating the Plunge All-In into our contrast therapy suites represents a significant upgrade to our offerings and unlocks new possibilities within the member experience.”

“This partnership aligns perfectly with our mission of being the global category leader in deliberate exposure to heat and cold therapy,” Weeks added.

The Plunge All-In is Plunge’s marquee cold plunge tub. It features an easy-access design and connects to an app that notifies users when it’s time to change the filter — which only takes a few seconds. The tub can be controlled from anywhere via the app, ensuring it’s ready on demand. It maintains a temperature of 37 degrees Fahrenheit no matter how many plunges a user takes and cools 20% faster than previous Plunge versions.

credit: SWTHZ/Plunge

SWTHZ will also support Plunge Club, the brand’s initiative to bring people together and establish a community via wellness and cold water immersion. Plunge Club plans to stop in Atlanta, Boston, Chicago and Los Angeles, where SWTHZ already maintains a presence. 

“We are so excited to be partnering with SWTHZ” said Ryan Duey, Plunge co-founder and co-CEO. “This is a natural next step evolution into the industry of cold plunging and contrast therapy.” 

Plunge believes the only thing holding back the wider adoption of cold plunging is the limited opportunities people have to find accessible options. This partnership offers a significant opportunity to change that.

“Our goal has always been to simplify and reduce the friction for people to get into cold water, and the biggest hurdle we’ve seen is actually getting people into a cold plunge for the first time,” Duey added. “Now having a best-in-class facility for our potential clients and communities we support is a win-win.”

The increased interest in wellness nationwide stands to benefit both brands as they move forward with this partnership.

New data is also out supporting the effectiveness of certain wellness modalities, while consumers show an increased willingness to spend on it. 

The post SWTHZ, Plunge Ink Exclusive Distribution Partnership appeared first on Athletech News.

The CapnoTrainer Go, a portable device that measures carbon dioxide expenditure, is bringing high-quality breathing science to the masses

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While many think of breathing as a reflexive behavior, identifying and modifying breathing habits can improve health and performance.

Dr. Peter Litchfield, the CEO of Better Physiology, has dedicated his career to understanding the science of breathing. Dr. Litchfield earned his Ph.D. in experimental psychology from the University of Portland in 1972 and is now the President of the Professional School of Behavioral Health Sciences. 

Dr. Litchfield created the CapnoTrainer Go, a device that measures carbon dioxide expenditure to help users understand their breathing patterns. While measuring and understanding breathing on a deep level has long been left to elite performers, Better Physiology has created a more accessible, portable tool for consumers to gain insight into their breathing habits.

Users attach breathing tubes to the device and their noses to measure carbon dioxide. The Go Personal, which is marketed to individuals, displays raw PCo2, end-tidal PCO2, breaths per minute, various HRV signals, and history graphs, among others. Features include threshold setting, diary keeping (including audio notes), and breathing challenge testing. The Go Personal ranges in price from $2,500 to $2,900 depending on configuration.

“Good breathing optimizes acid-base physiology through precise management of carbon dioxide, from breath to breath,” Dr. Litchfield told Athletech News. “Misunderstood by most people, carbon dioxide is a physiologically precious molecule, essential to life. We generate it during metabolism, we excrete some of it, and we keep some of it for regulating basic physiology, from moment to moment.”

CapnoTrainer Go (credit: Better Physiology)

Reflex-controlled breathing habits aren’t always ideal for health and performance, Dr. Litchfield points out.

“The CapnoTrainer Go helps one learn to align breathing mechanics with respiratory chemistry wherein users learn to optimize respiration for improving health and performance,” he said.

The Importance of Proper Breathing

When it comes to fitness, Dr. Litchfield cited “over-breathing” as one of the most common dysfunctional habits. Over-breathing is losing too much carbon dioxide by breathing too deeply or rapidly.

“Losing carbon dioxide means reduced blood flow to the brain, up to 50% within a very short time,” Dr. Litchfield noted. “This translates into brain hypoxia and hypoglycemia and their immediate associated symptoms, like an inability to focus, emotional discharge, performance anxiety, disorientation, memory deficit, distraction, hand-eye coordination deficit, compromised sensory acuity (e.g., vision), poor judgment, and an inability to rehearse.”

“These symptoms and deficits are rarely understood to be consequences of breathing habits triggered during performing a sport or a physical activity,” he added. “The CapnoTrainer Go addresses these issues head-on, with precision and clarity.” 

Why All Breathwork Isn’t Created Equal

While understanding breathing habits through a technological tool might be largely unprecedented in the wellness world, breathwork has been rapidly gaining popularity.

Sage Rader is well-known for creating bespoke breath programs for A-list celebrities, professional race car drivers and CEOs. He created NeuroAcrobatics, a new system of breath and brain training designed to create shifts in the brain.

Rader partnered with Dr. Litchfield after teaching his NeuroAcrobatics course at the Professional School of Behavioral Health Sciences. 

Rader saw value in the CapnoTrainer Go’s technology.

“I have found no more effective tool to convey the core premise at the center of my NeuroAcrobatics breath/brain/body system: that what you think about while you breathe is the most important thing,” Rader told ATN. “‘The same breath with a different thought is a different breath,’ is how we say it.”

credit: Better Physiology

One of the downsides of the term “breathwork,” according to Rader, is that it is a loaded term that can mean anything from hot and cold contrast to more “spiritual” breath schools. 

“The tricky part is when people forget that everyone’s psychology is unique and begin to prescribe breathwork without any real knowledge of respiration and the difference between breathing and respiration, or factoring in the unique meaning each of us assigns to life events and how that plays out in breathing behavior,” Rader added. “This makes it quite difficult with any real integrity to qualify or quantify ‘unique’ benefits of all breathwork on all people everywhere, and is also the main reason I am working with Dr. Litchfield to simplify a significant path to better breathing behavior.” 

Change How We Talk About Breathing

Rader calls on the fitness and wellness community to bring more understanding to the different facets of the term “breathwork.” 

“We need, as a culture of ‘fitness and wellness,’ to begin to operationalize the definition of ‘breathwork’ and to appropriately define the lanes more clearly,” Rader said. “Then we can actually measure and replicate the benefits of better breathing behavior based on unique psychophysiology in an effective real-world application.”

“World-class art is always well informed by bleeding-edge science and CapnoTrainer Go is the fastest route from hard science to the art of application in the real world,” Rader added.

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