Back when it opened its first location, Crunch gym had no air conditioning or locker rooms, so staffers had to invent novel tactics to attract members, such as enlisting a live rapper to accompany hip-hop aerobics sessions. Bereft of fancy trimmings, the staff relied on imaginative classes that combined exercise with fun to build a base of loyal fandom and positive buzz. Their judgment-free attitudes and creativity eventually paid off, giving them enough steam to accrue new equipment, several franchise locations, and a reputation for turning boring workouts on their heads.
Today, Crunch locations have all the expected amenities. They boast brand-name machinery and certified trainers, as well as involvement with dotFIT, an online fitness and nutrition resource for members. They also host a range of group fitness classes, covering disciplines such as Zumba, yoga, Pilates, and TRX.