PHOENIX – October 30, 2026 -- CR Fitness Holdings, a Crunch Fitness franchise group, is opening its 100th club in Phoenix. The $5 million, 36,500-square-foot Crunch Arcadia is the first of 20 clubs that its subsidiary Southwest Fitness Holdings LLC plans to open in the city by the end of 2027.
Arcadia club adds more than 70 jobs at 4533 E Thomas Rd
The site at 4533 E Thomas Rd will offer 24-hour access five days a week alongside standard hours. The opening is expected to create more than 70 jobs in personal training, group fitness, sales, operations, member services and club leadership.
Crunch Arcadia is a "3.0" format location. Its amenities include:
- Olympic squat racks and a performance turf area
- A Ride Cycle studio and a hot studio for yoga and Pilates
- HIITZone interval training
- Dry saunas, HydroMassage and tanning
Soft opening starts October 31, with $1 entry and $9.99 memberships
Doors open for workouts on Saturday, October 31, at 7:00am. The grand opening follows on Saturday, November 7, from 10am to 1pm, with a ribbon cutting at 12:15pm and more than $25,000 in prize giveaways. Actor and bodybuilder Lou Ferrigno will appear with limited-edition signed photographs from 11am to noon.
Opening-period pricing lets new members pay $1 and get the first month free. Standard memberships start at $9.99 per month.
CR Fitness targets 110 clubs by end of 2026 across six states
CR Fitness Holdings opened its first Crunch location, Sarasota Bee Ridge, in 2012. The group now has three subsidiaries: CR Fitness Holdings LLC, Southwest Fitness Holdings LLC and Blue Ridge Fitness Holdings LLC. Together they operate 100 clubs across Florida, Georgia, Texas, North Carolina, Tennessee and now Arizona, serving more than one million members. The group is on track to reach 110 locations by the end of 2026.
CEO Tony Scrimale called the 100th club a "significant milestone" for the group. The leadership team of Scrimale, Vince Julien, Jeff Dotson and Geoff Dyer has more than 150 years of combined industry experience. The group is backed by investment firms North Castle Partners and Sixth Street.
Southwest Fitness runs 15 Dallas-Fort Worth gyms and has five Arizona sites coming
Southwest Fitness Holdings currently operates 15 Crunch gyms in the Dallas-Fort Worth area. Five Arizona clubs, including Crunch Arcadia, are listed as coming soon. The subsidiary expects to operate nearly 20 clubs in Texas by the end of 2026 and 20 in Arizona by the end of 2027.