CR Fitness Holdings, already the largest Crunch Fitness franchisee, will convert several 24 Hour Fitness locations in Orlando and Miami. The group’s CEO, Tony Scrimale, says CR Fitness is “just getting started,” and expects to open at least a dozen more clubs this year.
In Tony Scrimale’s view, it’s better to take a competitor out of a territory whenever possible rather than fight for market share.
That was the case with his company’s most recent acquisition, as CR Fitness Holdings bought nine 24 Hour Fitness locations in Florida. Already the largest Crunch Fitness franchisee at 75 locations, CR Fitness will convert the 24 Hour gyms to Crunch’s 3.0 design in what will likely be a four-stage process, said Scrimale…