In the crowded world of group exercise brands, Crunch Fitness — the chain that takes a fun approach to fitness — stood out for Steve and Tricia Clinefelter. Steve had nearly 30 years of health club experience at 24 Hour Fitness in California before the couple bought their first franchise in 2010, so he knew what to look for. What he liked about the Crunch model was its marketing and branding expertise. The chain features low monthly membership fees (most range from $9.95 to $24.95, depending on which options a member chooses) with group exercise classes that include workouts like cardio tai box, bosu bootcamp and one called absolution, which focuses on core strengthening.
"I believe the Crunch brand has achieved differentiation in meaningful ways that connect with consumers," he said. "It is perceived as cool, hip and trendy."