Tony Scrimale. CEO of CR FITNESS HOLDINGS

Tony Scrimale

Leading a firm is often very different from any other aspect of business and, like anything in life, practice makes perfect. For CEO of CR Fitness Holdings Tony Scrimale, the drive to succeed and pursue perfection is nothing new and, in fact, is a guiding philosophy he has had ever since he first darkened the doors of a Florida gym at the age of 18. Discussing the purpose, discipline, and drive that the gym instilled in him, Tony might sound like a natural leader for a fitness company. But, like many of us, it wasn’t until a mentor highlighted his unique strengths and capabilities in this area that he realized how much of an impact he could make in the industry.  

Managing explosive growth in a competitive market, Tony approaches his company’s expanding footprint with the pragmatism and discipline of a trainer: He identifies what makes certain markets unique from others, what those markets need, and then tailors programmatic solutions for those gyms that drive growth and expand the company’s footprint. In other words, understanding that business is both an art and a science, Tony Scrimale applies the essence of his brand company with the finesse and technique of an artist, strategically targeting and offering services that speak to the needs of the communities that they serve rather than implementing a cookie-cutter corporate vision for the modern gym.

Yet, companies often demand some kind of conformity, so how do you balance the needs of the community with a consistent experience that speaks to the brand? Tony Scrimale outlines a strategy that focuses on adaptability as well as agility, emphasizing the key elements of leadership, teamwork, and a culture of success. There’s also a huge element of staying on the cutting edge of innovation in the world of fitness without delving into fads and trends. Tony outlines how he and his team design experiences from the ground up to provide clients with quality services and facilities that augment, support, and drive their individual unique goals while maintaining a cohesive identity that speaks to these needs with an eye towards the future. 

Can you share a bit about your journey to becoming the CEO of CR Fitness Holdings? What were some of the key milestones along the way?

My path to becoming CEO wasn’t a straight line, that’s for sure. I moved to Florida at 18 with no real plan. Joining a gym gave me a sense of purpose, and it quickly became a second home. I started out as a cleaner, but I worked hard, and by 19, I was managing my first club. A key turning point came in 2010 when I had lunch with my mentor, Vince Julien. We both shared a passion for fitness, but we didn’t want to reinvent ourselves or settle for something ordinary. That’s when Crunch stood out to us—it was innovative, edgy, sexy, and gave us the flexibility to provide our input. Over the years, I helped expand our footprint, growing from a few clubs to dozens across multiple states, which eventually led to my role as CEO. Every challenge along the way has shaped me into the leader I am today.

CR Fitness Holdings has seen rapid growth, with the upcoming 66th location in Coral Springs. What strategies have been key to this expansion, particularly in the competitive fitness industry?

Our focus has always been on understanding the communities we serve. We’ve worked hard to create fitness spaces where people feel welcomed, where the equipment is state-of-the-art, and the culture is fun, edgy, and supportive. Our team members are our biggest asset, and we make sure they’re just as passionate about fitness as our members are. The Crunch brand has this unique, innovative energy and inclusiveness that stands out in the industry, and it’s something we’ve leaned into. By staying connected with trends, taking calculated risks, and always keeping our members’ needs front and center, we’ve been able to continue to grow.

What challenges have you faced in scaling CR Fitness Holdings, and how did you overcome them?

Growth is never easy, and one of our biggest challenges has been maintaining a consistent experience for members as we expand. Early on, we faced a lot of competition, and that pushed us to innovate constantly. Then there was COVID-19, which hit everyone hard. While many gyms were furloughing employees, we decided to continue paying our team, ensuring they were taken care of and ready for when we could reopen. We even opened three new clubs during the pandemic, and when we came back, we were fully staffed and ready to go. It hasn’t always been smooth sailing, but with strong leadership, adaptability, and a great culture, we’ve come out stronger each time.

How do you stay ahead of trends in the fitness industry, and how do those trends influence your business strategy?

It’s all about staying curious and keeping your ear to the ground. I’ve learned to trust my gut when it comes to trends, but I also rely on years of experience. Whether it’s new workout styles, technology in fitness, or changes in what people are looking for, we’re always paying attention. Our strategy is shaped by what’s happening in the industry, but we never jump into anything unless we’re sure it’ll benefit our members. One example is when we embraced the high-value, low-price model early on—it let us stay competitive while giving our members more value.

With the 66th location in Coral Springs now open, what can members expect that sets it apart?

Our new Coral Springs location is everything we love about Crunch, but taken to the next level. Members will find all the latest fitness equipment, a wide variety of group classes, and premium Relax & Recover amenities, all within that welcoming and energetic Crunch environment. What’s different here is how much we’ve focused on building a sense of community. We’ve listened to feedback from our other clubs and worked hard to make this space feel like it’s built for the people who use it. It’s a place where we hope everyone feels like they belong.

How do you choose new locations, and what do you look for when selecting a new market?

Deciding where to open a new club is all about research. We look at what the local community needs, whether there’s room for us to add something special, and how we can contribute. We also look at how fast the area is growing and what the competition looks like. On top of that, we make sure we have the right people to staff the new location—it’s all about finding the right fit for both the community and our team. Every club has to be set up for success from day one. 

How do you ensure consistency in the member experience across all locations as you expand?

Consistency starts with our company culture. We invest heavily in training and developing our staff to ensure they understand our values and the high standards we set. Our Crunch Connected platform, which includes online training, webinars, and onsite instructor training, plays a vital role in this process. It keeps communication open between our clubs and headquarters, enabling us to quickly address any issues that arise. Regular audits and member feedback help us ensure we’re delivering the best experience possible, no matter which location you visit.

How has the fitness industry changed since you first started, and how has CR Fitness Holdings adapted to those changes?

The industry looks completely different from when I first started. There’s a lot more focus on personalization and using technology to make workouts more engaging. We’ve also seen more people prioritize their overall well-being in the health and wellness space. CR Fitness has evolved by expanding our class offerings, integrating new tech into our clubs, and creating environments where members feel supported, both physically and mentally. Part of that includes revamping our Relax & Recover areas, ensuring that members have a space to recharge, reduce stress, and focus on their mental recovery. We believe it’s just as important as the physical workout itself.

What sets CR Fitness apart from other major fitness chains?

It really comes down to the community we’ve built. We don’t just offer a place to work out; we’ve created a space where people can connect, feel supported, and be part of something bigger. Our staff is a huge part of that—we invest in them, and they bring that energy and care to every interaction with our members. On top of that, we’re always looking for ways to innovate and make sure we’re meeting the needs of today’s fitness consumers. That combination of community, culture, and innovation is what makes us different.

What motivates you as a leader, and how do you inspire your team?

I’m motivated by seeing the positive impact we can make—not just in our members’ lives but in the communities we serve. My own journey has taught me the value of resilience, hard work, and humility, and I try to lead by example in those areas. I inspire my team by showing that anything is possible if we’re all working together toward a common goal. I focus on mutual respect and encourage innovation, while also celebrating both individual and team successes. We’re building something special together. 

What advice would you give to entrepreneurs looking to succeed in the fitness industry?

My advice is to always stay true to your values and focus on building real connections. It’s not just about having the best equipment or the coolest space—it’s about creating a community where people feel welcome and supported. Don’t be afraid to take risks, and learn from your failures. Keep your eyes on the long-term goal, and most importantly, invest in your people. At the end of the day, the best teams win.

Tony, how is a day in your life?

My days are pretty full but in the best way possible. I start early, usually with a workout—that’s my way of staying grounded and energized for the day ahead. From there, I’m juggling a mix of strategic planning, meetings with our leadership team, and making decisions about where we’re headed next. I also believe it’s crucial to be seen in the clubs, leading from the front lines. Staying connected with our club teams and hearing feedback from members is where I get the real pulse of the business. That direct connection helps me make informed decisions that truly reflect what’s happening on the ground. I also make sure to carve out time to reflect and recharge, staying balanced so I can give my best every day.

What is something most people don’t know about you?

A lot of people don’t know that I was really into baseball back in high school. As a freshman, I could pitch at 85 MPH and had a shot to go further with it. Looking back, I realize I didn’t fully take advantage of that opportunity. It taught me a valuable lesson: always be ready to make the most of whatever comes your way. That’s something I’ve carried with me throughout my career. You never know when the next big chance is coming, so you have to be prepared to step up.

Choose two of your favorite quotes and write them here.

The first one is from Steve Jobs: “It doesn’t make sense to hire smart people and then tell them what to do. We hire smart people so they can tell us what to do.” I love that because it highlights the importance of trusting your team and letting them lead in their areas of expertise.

The second is from Winston Churchill: “Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen.” This one always grounds me. Leadership is just as much about listening and understanding as it is about speaking up.

If you had the power to change just one thing in the world, what would it be?

If I could change one thing, it would be to instill a deeper sense of empathy in people. I think empathy has the power to transform how we relate to one another, both in business and in life. When you take the time to understand where someone else is coming from, it leads to stronger connections, better decisions, and ultimately, a more compassionate world. That’s something I try to carry into my leadership—making sure we’re always considering the human side of things.

To learn more about Tony Scrimale and CR Fitness Holdings, please visit https://crfitness.co

 

 

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