Crunch Fitness is accelerating its growth in Canada with a significant boost from new investment partners, Trive Capital and 808 Capital Partners. The Cambridge, Ontario-based master franchisee has its sights set on an ambitious expansion strategy, aiming to become a dominant force in Canada’s fitness industry. With over 90,000 members already served across 19 corporate-owned clubs and another 45,000 members in 13 franchised locations, the company is poised for exponential growth.
A Strategic Partnership to Drive Growth
The partnership with Trive Capital and 808 Capital Partners brings financial resources and strategic expertise to Crunch Canada, enabling the company to scale its operations and pursue new opportunities. Wes Hodgson, CEO of Crunch Canada, expressed his excitement about the collaboration.
“We are thrilled to partner with Trive and 808, who share our vision for delivering an exceptional fitness experience to our members,” Hodgson said. “This partnership allows us to enhance our capabilities, expand our leadership team, and capitalize on several near-term growth opportunities, including new club openings and select acquisitions.”
Trive Capital, a Dallas-based private equity firm, has a proven track record in the fitness sector, having previously invested in JF Fitness of North America, a Crunch franchisee in the United States. Jared Reyes, Managing Director at Trive Capital, emphasized the potential of the Canadian market.
“We are impressed with the Crunch Canada team’s ability to open and operate clubs while supporting its network of franchisees,” Reyes said. “The Canadian fitness market offers significant opportunities for expansion, and Crunch is well-positioned to capture additional market share with its high-amenity, affordable offering.”
Expanding Across Canada
Crunch Canada’s expansion strategy focuses on both corporate-owned and franchised clubs, targeting urban hubs and smaller communities alike. The company aims to open 12 to 15 locations annually, with plans to reach underserved markets across Ontario, Alberta, Quebec, and British Columbia.
“Our goal is to bring Crunch Fitness to every community in Canada,” Hodgson said. “We see untapped potential in both high-density areas like Toronto and smaller towns where access to affordable, high-quality fitness facilities is limited.”
In addition to organic growth, Crunch Canada is exploring acquisition opportunities to accelerate its footprint. The recent investment will also support innovations in member experience, such as upgraded amenities and new programming.
Crunch Canada’s brokerage partner, Titan York, led by Aaron Graben, has been instrumental in negotiating leases
A Unique Value Proposition
Crunch Fitness operates in the “high-value, low-price” segment, offering premium amenities at a fraction of the cost of traditional gyms. Memberships range from $10 to $34 per month, depending on location and services.
“Our model is about democratizing fitness,” Hodgson said. “We provide boutique-level amenities like hydro-massage, red light therapy, and group fitness classes, but at an accessible price point. This resonates strongly with Canadians who are seeking value without compromising on quality.”
Crunch’s proprietary HITZone, a high-intensity interval training space, exemplifies the brand’s innovative approach. Members enjoy boutique-style programming integrated into larger gym formats, offering flexibility and value.
Technology and Real Estate Strategy
Advanced technology plays a pivotal role in Crunch Canada’s site selection and operational efficiency. Tools such as Place AI and Buxton help identify ideal locations based on demographic and market data, ensuring each new club is strategically positioned for success.
“Technology has been a game-changer for us,” Hodgson explained. “It allows us to replicate the success of our top-performing locations by targeting similar demographics in new markets.”
Securing prime real estate is another key focus. Crunch Canada’s brokerage partner, Titan York, led by Aaron Graben, has been instrumental in negotiating leases in competitive markets like Toronto and Vancouver.
A Legacy of Growth
Crunch Canada’s roots trace back to 1976, when the Hodgson family opened its first fitness club in Kitchener, Ontario. Wesley Hodgson, who became CEO in 2010, expanded the family business and acquired the Crunch master franchise rights for Canada in 2017. Since then, the company has grown steadily, earning a reputation for innovation and member satisfaction.
“The North American fitness industry is thriving as more consumers prioritize health and wellness,” said Shravan Thadani, Partner at Trive Capital. “Crunch’s model of high amenities at affordable prices positions it as a leader in this growing sector.”
Looking Ahead
As Crunch Canada embarks on its next phase of growth, the company remains committed to its core values of inclusivity and community. Hodgson envisions Crunch locations as vibrant hubs where people of all backgrounds come together to prioritize their health.
“Our gyms are more than just places to work out—they’re places to connect, recharge, and thrive,” Hodgson said. “With the support of our new partners, we’re excited to bring the Crunch experience to even more Canadians.”
Chequan Lewis, President of Crunch Fitness, echoed this sentiment. “We are proud to see Trive and 808’s continued investment in Crunch. Their support will enable Wes and the team to strategically grow our footprint in Canada and deliver our unique fitness experience to a broader audience.”
This franchise took over the gym at Aura on Yonge and Gerrard, and the quality went down the drain, they even took clocks off the walls and all the little extras that used to be there. People were paying $9.98 a month instead of the $45, classes were removed, the entire atmosphere was different and it was full of people who weren’t regular gym users, vulgar rap music was constantly played, we had to keep complaining about it. Now the gym has been taken over by another group, but I left a long time ago.