Crunch Fitness Extends Equipment Deal With Life Fitness
Since opening in 1989, Crunch has had Life Fitness by its side, filling its gyms with trustworthy equipment
Crunch Fitness and Life Fitness are running it back — and will continue to do so for the foreseeable future.
Crunch announced its plans to continue partnering with the global leader in commercial fitness equipment, naming Life Fitness as its preferred supplier for its U.S. locations. The marriage, which has now lasted for over 30 years, resembles something of a dynamic duo with Crunch being an equally popular franchise boasting over two million members and 440 gyms worldwide.
“The decision to select Life Fitness as a preferred supplier was based on the company’s industry-leading biomechanical approach and its exceptional equipment, which is well known for its durability,” said Michael J Blouin, senior vice president of corporate development at Crunch. “Life Fitness believes in inspiring everyone to lead a healthy life, and their equipment is truly accessible to exercisers at every level of fitness.”
“This new agreement will help our franchisees to further build community and create exciting in-house fitness experiences for their members,” Blouin added.
Life Fitness matched that enthusiasm. The agreement caps off what’s already been an exciting year for the company, as they also explored newer pastures alongside this commitment to consistency with Crunch. The Life Fitness team partnered with Formula 1 World Championship team Williams Racing to create a world class training facility earlier this year and appointed Jim Pisani as its new CEO just to name a couple.
Life Fitness also provides cardiovascular and weight training equipment to over 160 countries worldwide. The company and its products are well-known for performance, technical accuracy and innovative spirit.
“We are thrilled to extend our relationship with Crunch, and we are proud to serve as a preferred supplier with a consultative approach,” said Frank van de Ven, chief commercial officer at Life Fitness. “We look forward to supporting Crunch in achieving its business objectives, as well as helping Crunch exercisers on their fitness journeys.”
Crunch fosters a no-judgment, low-expense environment for its members. The gym also maintains a commitment to make exercising “fun” by blending entertainment with fitness while incorporating the aforementioned anti-judgement policy. Although a New York-based company, Crunch’s domestic locations include 37 other states as well as Washington, D.C.
Given Crunch’s reputation, size and openness to all types of gym goers, Life Fitness makes sense as a partner with its ability to supply a wide array of equipment for one of the fitness space’s largest crowds.