Crunch Franchise Brings State-of-the-Art Crunch 3.0 Gym to Phoenix, Arizona
Posted: May 27, 2026 in Chains
Crunch
PHOENIX, AZ – Crunch Fitness announces the upcoming opening of Crunch Paradise Valley in Phoenix, Arizona. The $5 million, 48,000-square-foot state-of-the-art fitness facility will open its doors this winter. Operated by Crunch Fitness franchisee Southwest Fitness Holdings LLC, a subsidiary of CR Fitness, Crunch Paradise Valley will be located at 10665 N Tatum Blvd, creating a new fitness offering for residents of the Phoenix metropolitan area.
Crunch Paradise Valley will feature the new Crunch 3.0 design, combining modern aesthetics with enhanced functionality to deliver an upgraded fitness experience. Fusing fitness with entertainment to make serious exercise fun, Crunch Paradise Valley will offer:
- Expanded strength and functional training areas;
- Top-quality cardio and strength training equipment;
- Power half-hour circuit training;
- Personal training;
- Olympic lifting platforms;
- Group Fitness studio with Crunch’s world-famous group fitness classes;
- Hot Studio;
- Reformer Pilates Studio;
- Abs & Glutes Room;
- Ride cycling classes;
- TRX;
- Functional HIITZone™ training area with indoor turf;
- Advanced HIIT classes;
- Relax & Recover® services including HydroMassage® beds, Infrared Sauna, Frost Locker, Steam Room, CryoLounge, and Human Touch Massage Chairs;
- Tanning;
- Stretching Zone/Training Area with indoor Turf;
- Full-service locker rooms with showers and a sauna;
Southwest Fitness Holdings, LLC, is on track to operate 5 Crunch gyms in Arizona by the end of 2026. Its parent company, CR Fitness Holdings, is a leading Crunch Fitness franchisee that currently serves over one million members. Backed by major investment firms North Castle Partners and Sixth Street, CR Fitness is on track to operate 110 locations nationwide this year. Its expansion across the U.S. reflects Crunch’s commitment to providing accessible fitness experiences that combine high-quality equipment, a fun atmosphere, and exceptional value.
“I cannot be any more excited about expanding our Crunch footprint into Arizona,” said Tony Scrimale, CEO of CR Fitness Holdings. “Phoenix deserves the best in fitness, and we’re here to deliver it.”
This new club opening will bring over 70 career opportunities to Paradise Valley – across Personal Training, Group Fitness, Sales, Operations, and more! For more information, click here.
