How Crunch Fitness is using an inclusive approach to boost appeal

Crunch Fitness says everyone is welcome as the franchise taps into a diverse, billion-pound global industry

The importance of physical wellbeing and an increased desire for a healthier lifestyle are driving global growth across the fitness industry, with its current value sat at $96.7 billion (£77.6 billion) worldwide, according to Deloitte.

Within this is Crunch Fitness, an established fitness franchise based in the US, which aims to operate at the forefront of industry innovations by prioritising inclusivity and making serious fitness fun.

An inclusive philosophy

Crunch’s mission is to enhance people’s lives by providing an affordable, high-quality fitness experience in a welcoming and non-intimidating environment. The brand’s “No Judgments” philosophy sits at the heart of efforts to create a space where people of all fitness levels feel comfortable exercising.

This inclusivity has enabled Crunch to capitalise on the people attracted to fitness in recent years, beyond traditional gym enthusiasts. Now the franchise has more than 2.5 million members globally, with its membership encompassing a range of people.

The brand has particularly appealed to millennials and Gen-Z consumers who not only represent Crunch’s fastest growing age bracket, but also tend to highly prize the brand’s DE&I initiative.

Providing choice

Strength and high intensity interval training are the most popular health club activities among 18–34-year-old Crunch members. As such, the franchise has invested in curating a variety of experiences geared towards consumer needs. This includes offering numerous weights over 68kg, best-in-class equipment, a functional turf area, HIIT work-out classes and personal training.

Going forward, Crunch Fitness hopes to elevate its variety further by expanding its hybrid fitness experience – something that was first prompted by members who couldn’t work out at the gym during the pandemic.

So far, Crunch has launched Crunch+, a digital platform that provides on-demand and live-stream workouts for days when members aren’t able to get to a physical gym location. Here, subscribers pay £5.57 per month to access a plethora of virtual classes such as HIIT, sculpt, yoga, cardio, Tai Box, Pilates, and meditation.

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