The expansion effort, spearheaded by CR Fitness Holdings subsidiary Southwest Fitness Holdings, kicks off with four locations in Ahwatukee, Arcadia, Mesa Grand, and Paradise Valley scheduled to open by late 2026. A fifth site, Crunch Arrowhead, is slated for a mid-2027 debut. These facilities will range between 33,000 and 48,000 square feet, showcasing the company’s updated 3.0 design.

Each new club requires an approximate $5 million investment and is expected to generate upwards of 70 jobs, potentially creating 1,500 roles across the region as the full 20-location plan reaches completion. CEO Tony Scrimale noted the centers will provide a mix of traditional strength equipment and specialized offerings like the HIITZone, Hot Studio, and recovery amenities. Some sites will also host the brand’s premium tier, Crunch Select, which aims to blend elevated features with the company’s standard low-cost, no-contract membership model starting at $9.99 per month.