JF Fitness, a leading operator within the Crunch Fitness franchise system, has made significant strides in its expansion efforts with the acquisition of six Crunch Fitness gyms in Mississippi and Florida. This move brings the company’s total to 33 locations, with an ambitious goal of reaching 60 gyms by 2028.
The newly acquired clubs include four locations in Southern Mississippi—Petal, Hattiesburg, D’Iberville, and Long Beach—as well as two gyms in Jacksonville, Florida (Regency Park and Harbour Village). This marks a key milestone for JF Fitness, which continues to expand along the Gulf Coast.
“This acquisition is a perfect fit for us,” said John Freeland, founder and CEO of JF Fitness. “Expanding into Mississippi supports our broader strategy of growth along the Gulf Coast. We’re thrilled to welcome both the members and employees in Mississippi to our family.”
The acquisition in Mississippi follows a recent move into Jacksonville, Florida, marking the company’s growing presence in the Southeast.
JF Fitness is backed by investment from Dallas-based private equity firm Trive Capital and 808 Partners. The company has rapidly accelerated its growth plans in recent months and is on track to expand its footprint across the United States.
Strategic Growth Plans
Founded in 2014 in Richmond, Virginia, JF Fitness is already one of the five largest Crunch Fitness franchise operators, with ambitions to open 10 new gyms annually over the next several years. Freeland’s goal is to operate 60 Crunch locations by 2028, with the majority of new openings coming organically (70%), and the remainder (30%) through strategic acquisitions.
The company currently operates gyms across eight states: Maryland, Virginia, North Carolina, South Carolina, Georgia, Alabama, Florida, and Mississippi, with expansion rights in Louisiana. Freeland has indicated that markets in the Carolinas and Northern Florida, particularly Jacksonville, are key areas for growth. The group is also eyeing potential expansion in Ocala, Florida.
A Growing Trend in the Fitness Industry
The acquisition spree by JF Fitness is part of a broader trend of consolidation within the fitness industry, where larger franchise groups are absorbing smaller operators. This trend is expected to continue, as investors and analysts predict increased market share for established fitness brands.
Freeland explained that many smaller gym operators struggled during the COVID-19 pandemic, which led to market share growth for larger players like Crunch Fitness. The industry has seen an influx of high-value, low-price (HVLP) gym brands acquiring smaller operators and rebranding gyms under established franchise names, such as Crunch.
Crunch Fitness now operates over 500 locations worldwide and serves more than 3 million members. The brand’s success in this consolidation race is largely attributed to its ability to offer premium amenities—such as heated group fitness studios and infrared saunas—at affordable price points.
“Crunch aims to provide all the amenities and quality service of a high-end gym, but at a price point that’s accessible to the majority of people,” Freeland said. “We’re the value proposition for the 99% who can’t afford luxury fitness options.”
With JF Fitness continuing to expand and the fitness industry moving toward greater consolidation, Crunch Fitness is positioned to maintain its lead in the highly competitive HVLP gym market.
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