The move makes Crunch the first high-value, low-price (HVLP) gym to feature a dedicated Pilates studio, marking a key moment in the fitness industry’s embrace of the modality

Pilates is coming to Crunch Fitness, thanks to its top franchisee, CR Fitness Holdings.

The soon-to-open Crunch gym in McKinney, Texas, a brand-new $12 million, 40,000 square-foot facility, will feature a dedicated Reformer Pilates studio when it opens in 2026. The 1,300 square-foot studio will house more than 10 reformer machines, bringing a boutique-style Pilates experience with small instructor-led group classes within a big-box gym.

According to CR Fitness, the move makes Crunch the first high-value, low-price (HVLP) gym brand to offer a dedicated reformer Pilates studio.

“Opening Crunch McKinney is another powerful step in our Texas growth story,” said CR Fitness CEO Tony Scrimale. “We’re thrilled to bring a first-of-its-kind reformer Pilates experience to the area, alongside our signature Crunch energy, results-driven programming, and a true sense of community.”

Crunch isn’t the first big-box operator to incorporate a reformer Pilates studio, however. Just last month, 24 Hour Fitness unveiled its Reformer24 pilot program, which introduced a hybrid in-studio and virtual Pilates option for members.

Clubs are riding the booming Pilates wave, as the combined Pilates and yoga studio market is poised to reach $521 billion by 2035 as consumers increasingly favor the low-impact modality.

Crunch’s McKinney facility will also showcase the brand’s new 3.0 layout, with upgraded cardio and strength training equipment, a dedicated group fitness studio, a functional “HIITZone” training area with indoor turf, hot yoga, cycling studio, HydroMassage beds, tanning, full-service locker rooms, infrared saunas and more.

With the McKinney club, CR Fitness adds to its 88 nationwide locations across Florida, Texas, Georgia, North Carolina and Tennessee, with future plans to expand into Arizona. In October, the franchisee received a $350 million strategic investment from global investment firm Sixth Street, fueling an expansion push that will see the group look to add more than 100 clubs over the next five years.