Crunch Fitness has announced the launch of Crunch Reform Pilates – its own reformer concept designed to bring this fast growing, but rather expensive, modality into the mainstream. 

This development marks the latest evolution of Crunch's broader strategy to redefine what members should expect from a high-value, low-cost gym and create a more holistic member experience. It is part of Crunch 3.0 which reflects the move towards strength training and recovery.

The class incorporates immersive digital instruction supported by instructors. Studios will be equipped with integrated lighting and sound packages, reformer machine units and digital programming screens.

Crunch Reform Pilates will be launched across 20 locations in California, Florida, Texas, Arizona, Nevada, Illinois, Colorado, and Michigan from July, with additional locations planned based on market demand and member response.

"We're bringing one of the industry's most sought-after modalities into a more accessible environment while maintaining the elevated experience consumers expect," says Jim Rowley, CEO of Crunch Fitness.

"Consumers shouldn't have to choose between premium experiences and affordability. Reformer Pilates has traditionally been offered solely at a boutique price point, and Crunch Reform Pilates changes that.” 

Jake McLendon, vice president of group fitness at Crunch, says the brand is seeing increasing interest from a much broader audience, including 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,” he says. “Built-in digital guidance allows instructors to spend more time coaching and creating connection, resulting in an experience that feels both elevated and approachable."

Crunch is among the first HVLP brands to add reformer Pilates to the offering. PureGym is also piloting a reformer Pilates concept.