Crunch Fitness Expands Footprint in Milwaukee

The high-value, low-price fitness franchise has ambitious plans for 2025 and is closing out a successful year with several new gyms set to open soon in the Milwaukee area

Two new Crunch Fitness locations are set to open this holiday season in Greenfield and Waukesha, Wisconsin, with additional sites planned for Brookfield and Hales Corner early next year.

JEM Wellness Brands, a health and wellness franchise concept operator, is leading the expansion in the Milwaukee area.

To celebrate the openings, Crunch Fitness is hosting several holiday events, including the CRUNCHmas Tree Scavenger Hunt, where participants can search for hidden orange CRUNCHmas trees around town for a chance to win a free year of a VIP Crunch membership. Other promotions include $1 membership sign-ups, first-month-free specials, fitness challenges and themed classes.

“We are extremely excited to introduce the Crunch experience to Milwaukee residents for the first time,” Crunch Fitness district manager Monica Pinter said. “Our approach is about more than just fitness – it’s about creating a community where people feel empowered, motivated, and, most importantly, have fun. Our team is here to help everyone, whether they are a seasoned athlete or just beginning their fitness journey, to make this holiday season the happiest and healthiest ever.”

The new Greenfield and Waukesha Crunch locations will feature Olympic lifting platforms, a Functional Training Ground, HIIT, yoga and dance fitness classes, personal training, a relax and recovery room featuring HydroMassage beds, human touch massage, cryotherapy beds, infrared sauna and tanning.

Crunch’s Hales Corners gym will offer The Ride, an instructor-led cycling class, while Crunch’s Brookfield location will feature a lap pool. Both Brookfield and Greenfield will offer Kid’s Crunch programs.

The popular gym chain averaged more than one new club opening per week this year and plans to exceed those numbers in 2025.

“We’re at this place in the Crunch history, where we’re 35 years old as a company, 15 years old as a franchise company, and we’re meeting great milestones, but it’s also time for us to level up and create a distinction between ourselves and the competition,” Crunch CEO Jim Rowley told Athletech News in an exclusive interview this summer.