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Crunch Fitness begins converting Xperience gyms in Brookfield, Greenfield and Waukesha

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Crunch Fitness begins converting Xperience gyms in Brookfield, Greenfield and Waukesha

WAUKESHA – The “weight” might soon be over for a replacement involving several Xperience Fitness gyms that closed their doors suddenly in June 2023.

Crunch Fitness announced on its website that it will open fitness centers in Brookfield, Greenfield and Waukesha by year’s end, though the exact target dates were not included. But the details did include renderings and other information about how each site will be made over, assuming plans hold.

The announcement came amid rumors among former Xperience Fitness members, whose memberships were acquired by Planet Fitness at the same time the gyms closed. For instance, some had noticed activity within the Waukesha location, in the converted Kmart building at West Avenue and Sunset Drive, suggesting the space was being remodeled for a new fitness center.

Crunch offers workouts similar to Planet Fitness

Among the elements shown in renderings and photos on Crunch’s website are rows of cardio equipment, a selection of weight machines, a high-intensity interval training area, free weights and a lobby and specialty equipment area where members can relax.

One curious detail is the similarity between Crunch Fitness’ business and gym models and Planet Fitness. Both offer lowest-tier membership rates of $9.99. Both cater to base-level gym participants, with Planet Fitness marketing its trademarked “Judgement Free Zone” and Crunch’s website referencing a “no judgments” atmosphere in its gyms. Both include a heavy concentration of cardio equipment as compared to weight machines.

Unlike Xperience Fitness, Crunch has no plans to use the pools at two of the locations: in Greenfield and Waukesha. (Planet Fitness locations in the Milwaukee market, including the custom-built Waukesha location that opened in 2019 and is used as a site shot in marketing materials by franchisee Black Duck Partners, likewise have no pools.)

The similarities are coincidental, Becky Zirlen, senior director of communications for Planet Fitness, said in response to an email inquiring about the two franchised-based gyms. The chain is not involved in any of the Crunch gyms’ plans locally, she added.

Emily Gentry, director of marketing for Crunch franchisee Atlanta-based Jem Wellness Brands, said the decision to exclude the pool in Waukesha, which had gym pools until Xperience closed, was complex. “There are various reasons, but between us coming to an agreement with the landlord and construction purposes, it unfortunately has been filled,” she said.

Crunch also offers 50 classes weekly, Gentry said, and prides itself on its “relax and recover” area, including hydro-massage equipment and saunas.

Crunch takes over where other gyms have failed in suburbs

The entry into the suburban Milwaukee market represents the third major push for large-format gyms locally, with elusive long-term success.

Gold’s Gym, in addition to clubs in Madison and Milwaukee, opened in a converted Sentry store on Moreland Boulevard and Delafield Street in Waukesha in 2008. However, the Waukesha club closed in 2018, citing lost membership to Xperience Fitness locally and regionally several years earlier.

Xperience opened in the redeveloped Kmart store in Waukesha in 2015, adding to locations in Brookfield, Greenfield, Hales Corners and West Allis. The locations closed simultaneously in 2023, even catching its employees by surprise and resulting in some backlash, as part of a decision to close all the chain’s Wisconsin locations. (Several in Minnesota remain open.)

Crunch Fitness’ new gyms will operate at 120 E. Sunset Drive in Waukesha, 12575 W. Capitol Drive in Brookfield and 6251 S. 27th St. in Greenfield, all commercial spaces previously converted by Xperience Fitness. Brookfield and Greenfield are eyeing late fall openings. Waukesha should open by early winter, Gentry said.

Crunch Fitness emerged from a New York City studio in 1989

According to its website, Crunch Fitness dates back to 1989, when a basement studio was set up in the Greenwich Village neighborhood in New York City.

It now has more than 400 franchised locations nationwide, include 28 “signature” gyms with expanded amenities. Those locations include Appleton and Madison, as well as a larger number of gyms in Illinois, Indiana and Michigan.

Jem Wellness Brands also has Crunch Fitness franchise locations in northern California as well as Massage Envy franchises elsewhere.

Contact reporter Jim Riccioli at james.riccioli@jrn.com.

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