Crunch Fitness launches Reform Pilates studio concept
Crunch Fitness is debuting a new studio concept to cater to one of the fastest-growing forms of exercise.
The fitness chain is launching Crunch Reform Pilates, a new reformer Pilates studio concept designed to bring the “boutique” activity into the accessible mainstream gym environment. Launching across 20 locations in California, Florida, Texas, Arizona, Nevada, Illinois, Colorado and Michigan, Crunch's Reform Pilates group fitness class will combine a hands-on, instructor-led class experience with “integrated virtual guidance.”
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As part of the Crunch Reform Pilates experience, Crunch says the class incorporates immersive digital instruction to help guide pacing, flow between movements, and proper technique while allowing instructors to provide more individualized support throughout class. Crunch Reform Pilates studios will be equipped with integrated lighting and sound packages, reformer machine units and digital programming screens.
"Consumers shouldn't have to choose between premium experiences and affordability,” said Jim Rowley, CEO of Crunch Fitness. “Reformer Pilates has traditionally been offered solely at a boutique price point, and Crunch Reform Pilates changes that. We're bringing one of the industry's most sought-after modalities into a more accessible environment while maintaining the elevated experience consumers expect."
Crunch Reform Pilates studios are expected to begin opening at select Crunch clubs early to late July, with additional locations planned based on market demand and member response. The launch of the concept follows the introduction of Crunch 3.0, Crunch’s reimagined gym design built around modern preferences for strength training and recovery.
"The demand for Pilates has evolved far beyond the boutiques," said Jake McLendon, VP of group fitness at Crunch. "We're seeing increasing interest from a much broader audience, from 'Young, Strong and Social' consumers to older members who want to improve their mobility and longevity. Reform Pilates was designed to meet that demand in a way that feels approachable and engaging for all users, regardless of their previous experience or level of fitness.”
Crunch Fitness operates over 550 gyms worldwide in 41 states, Australia, Canada, Costa Rica, Puerto Rico and India.
