Crunch Fitness franchisee names new CEO

CR Fitness, Crunch Fitness’ largest franchisee, has named Tony Scrimale as its chief executive officer.

Scrimale has more than 25 years of experience in the health and fitness industry. His experience includes club development, regional management, sales and operations.

Tony Scrimale

He started in the fitness industry by selling club memberships and cleaning gyms. In 1997, Scrimale climbed his way up the ladder and played an integral part in the development of Southside Athletics with Shapes founder Vince Julien before selling to Lifestyle Family Fitness. Shortly after merging with Lifestyle, he became the regional general manager of the clubs before joining CR Fitness.

“Being a CEO for many years I can tell you that it’s essential that this position is awarded to the individual that can check the box in two areas; he, or she, has to have tremendous wisdom regarding all aspects of the industry and they must have the full backing of the entire organization,” said Julien, senior chairman and founder of CR Fitness, in a statement. “Tony checks both of these boxes and has the capacity to take CR Fitness to its 100-location goal and beyond.”

In 2011, Scrimale partnered with Julien to start CR Fitness. Scrimale became its operating partner for its Naples and Sarasota Crunch Fitness locations before taking on additional roles such as vice president of sales, chief operating officer and now CEO.

Since taking on the CEO role, Scrimale has experienced a 40 percent growth rate with plans to own, and operate, 100 clubs by 2026.

Crunch currently has 38 facilities in the Tampa, Orlando, South Florida and Atlanta markets, making it the largest Crunch franchisee in the nation. Scrimale currently owns the Crunch locations with Geoff Dyer, Jeff Dotson and Vince Julien.


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