The new site features the brand’s 3.0 design, integrating specialized zones for HIIT, cycling, and Reform Pilates alongside recovery amenities like infrared saunas and HydroMassage. Beyond the equipment, the facility introduces 24-hour weekday access to the local market and is expected to generate more than 70 jobs ranging from personal training to club management.
Southwest Fitness Holdings Expands North Texas Footprint to 14 Clubs
A 40,000-square-foot facility at 8551 Eldorado Parkway marks the latest milestone for CR Fitness Holdings, which is pouring $12 million into the new Crunch McKinney location. The club, set to open July 30, represents the 14th addition to the company's aggressive Dallas-Fort Worth expansion strategy.
CEO Tony Scrimale noted that the investment aims to provide high-end, accessible fitness programming to the region. This opening serves as a precursor to a wider growth wave; the company currently has six additional North Texas sites in development, including locations in Garland, Burleson, and Benbrook. With memberships starting at $9.99 per month, the organization is pushing toward a goal of operating nearly 20 clubs across Texas by the end of 2026. A grand opening event featuring demonstrations and local vendors is scheduled for August 1.
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