The franchisee has acquired and is developing four gyms in Michigan and Ohio.
By Andrew Carlo
A major franchisee of Crunch Fitness is expanding its presence in the Midwest.
Primetime Fitness said it has acquired and is developing four gyms in Michigan and Ohio. The franchisee operates 23 Crunch Fitness gyms across Michigan, Ohio, Kentucky, and Tennessee. Primetime Fitness’s initial platform was founded in 2016.
The acquisition and development increased Crunch Fitness’ presence in Ohio and Michigan by 101,806 square feet. The new locations will undergo significant renovations and upgrades to enhance member experiences by August 2025.
The locations are situated in Middleburg Heights, Ohio along with Ann Arbor, Monroe, and Ypsilanti, Michigan.
“We’re incredibly excited about our momentum right now,” said Kevin Laferriere, CEO and president of Primetime Fitness. “Our team’s passion and disciplined execution is paving the way for our expansion. We’re honored to be working with the newly added team members and look forward to supporting the growth at these gyms.”
Each new location will operate under the Crunch Fitness brand. Renovations and upgrades include expanding the “Relax & Recover” area, improving the existing floor plans, improving the lighting packages, and repainting the stores.
Additional upgrades include adding $1.2 million in new equipment, adding new check-in desks, and updating the graphics and signage packages.
“This expansion reflects the talented leadership at Primetime Fitness,” said John D’Anna, chief development officer at Crunch Fitness. “Primetime has consistently shown their commitment to increasing Crunch market share, brand integrity, and community engagement. Their ability to scale while maintaining operational excellence and a high standard of member experience is exactly what we look for in our franchise partners. We’re proud to support their continued growth and excited to see these new locations flourish.”
The expansion is also supported by CapitalSpring, a private equity firm which invested in Primetime Fitness in December 2023.
“The expansion of Primetime Fitness’s footprint is a testament to our joint commitment to growing a dynamic and high-quality fitness platform,” said Wade Daniel, partner at CapitalSpring. “We have immense confidence in the leadership team and their ability to execute on this strategic vision, and with this continued growth, we remain excited about the future of Primetime Fitness.”
Headquartered in New York City, Crunch serves three million members with over 500 gyms worldwide in 41 U.S. states and Washington, D.C., Australia, Canada, Costa Rica, Portugal, Puerto Rico, Spain, and India.
Visit crunch.com/franchise for more information about franchise opportunities.
