John Freeland is introducing a new fitness brand to Richmond with Carrie Grow as a regional manager. Photos by Michael Thompson.
A Florida businessman has decided to muscle his way into Henrico with a venture he hopes will crunch the competition.
John Freeland plans to open a 26,000-square-foot Crunch gym franchise in the former Kmart space at 5420 Glenside Drive.
When it opens in March, the Glenside Drive Crunch will be Richmond’s first – and likely not its last.
Freeland said he plans to open a total of five Crunch gyms in the next three years. He has one in the works to open in April at 5750 Brook Road near Lakeside. That location is currently operating as Fitness Evolution, but Freeland said he’ll take it over and convert it into a Crunch-branded gym.
“People want the same fitness opportunities that you find not just in huge cities like New York, but mid-sized cities,” said Freeland, who is a member of a Crunch in Florida. “We think (the Glenside gym) will be our flagship location.”
Crunch is headquartered in New York and has dozens of locations across the country. In Virginia, there are Crunch gyms in Newport News, Reston and Vienna.
The Crunch franchises won’t be the only venture Freeland is backing in Richmond. He and his nephew, Hunter Webb, started Surface Architectural Supply at 1504 Belleville St. in Scott’s Addition in May. The company makes and sells flooring, paneling and furniture from reclaimed wood.
Crunch will fill the last hole in the space that used to house a Kmart.
It was during his trips to Richmond launching Surface Architectural Supply that Freeland got the idea to bring Crunch to the market.
“I noticed this big gap in the fitness market,” Freeland said. “I thought the north side of the river was crying for a new gym option.”
Freeland, 60, said it costs about $1.5 million to open a Crunch location, which includes construction and gym equipment costs. According to Crunch’s website, a franchisee has to have at least $1 million in net worth and at least $200,000 in liquid capital.
Freeland, the former president of Salesforce.com, is using cash to finance his efforts.
“I have a lot of experience in terms of building businesses that have a great concept but need to scale over time,” Freeland said.
In Richmond, Crunch will compete with big gym brands like ACAC and Gold’s Gym, along with a high number of niche gyms that focus on stationary cycling, CrossFit, ballet barre and martial arts. Freeland said the brand’s non-judgmental and fun atmosphere will set it apart from other area gyms.
“We wanted to create the Four Seasons experience for a Motel 6 budget,” Freeland said. “It’s fitness for the 99 percent.”
There will be three membership rates at Crunch. A rate of about $10 a month gets full access to the gym and doesn’t require a contract; $10 more per month gets a member access to group exercise classes. And at the $30 rate, members have access to a sauna and hydro massage therapy.
Each Crunch location will have 30 to 40 full-time workers, Freeland said. He hired Carrie Grow, a former medical salesperson, as a regional manager.
“The workforce is phenomenal here,” Freeland said.
Crunch will fill one of the last pieces of open space in the former Kmart property. The retail giant vacated the 114,000-square-foot building in late 2012. It was then divided for multiple tenants, with Floor & Décor taking 85,000 square feet in early 2013 and Mission BBQ in 4,000 square feet on the Broad Street side.
Freeland sees the proximity to the barbecue joint as a boost for his gym, which sits at the north end of the building.
“People can have their BBQ and work it off at our gym,” he said.
John Freeland is introducing a new fitness brand to Richmond with Carrie Grow as a regional manager. Photos by Michael Thompson.
A Florida businessman has decided to muscle his way into Henrico with a venture he hopes will crunch the competition.
John Freeland plans to open a 26,000-square-foot Crunch gym franchise in the former Kmart space at 5420 Glenside Drive.
When it opens in March, the Glenside Drive Crunch will be Richmond’s first – and likely not its last.
Freeland said he plans to open a total of five Crunch gyms in the next three years. He has one in the works to open in April at 5750 Brook Road near Lakeside. That location is currently operating as Fitness Evolution, but Freeland said he’ll take it over and convert it into a Crunch-branded gym.
“People want the same fitness opportunities that you find not just in huge cities like New York, but mid-sized cities,” said Freeland, who is a member of a Crunch in Florida. “We think (the Glenside gym) will be our flagship location.”
Crunch is headquartered in New York and has dozens of locations across the country. In Virginia, there are Crunch gyms in Newport News, Reston and Vienna.
The Crunch franchises won’t be the only venture Freeland is backing in Richmond. He and his nephew, Hunter Webb, started Surface Architectural Supply at 1504 Belleville St. in Scott’s Addition in May. The company makes and sells flooring, paneling and furniture from reclaimed wood.
Crunch will fill the last hole in the space that used to house a Kmart.
It was during his trips to Richmond launching Surface Architectural Supply that Freeland got the idea to bring Crunch to the market.
“I noticed this big gap in the fitness market,” Freeland said. “I thought the north side of the river was crying for a new gym option.”
Freeland, 60, said it costs about $1.5 million to open a Crunch location, which includes construction and gym equipment costs. According to Crunch’s website, a franchisee has to have at least $1 million in net worth and at least $200,000 in liquid capital.
Freeland, the former president of Salesforce.com, is using cash to finance his efforts.
“I have a lot of experience in terms of building businesses that have a great concept but need to scale over time,” Freeland said.
In Richmond, Crunch will compete with big gym brands like ACAC and Gold’s Gym, along with a high number of niche gyms that focus on stationary cycling, CrossFit, ballet barre and martial arts. Freeland said the brand’s non-judgmental and fun atmosphere will set it apart from other area gyms.
“We wanted to create the Four Seasons experience for a Motel 6 budget,” Freeland said. “It’s fitness for the 99 percent.”
There will be three membership rates at Crunch. A rate of about $10 a month gets full access to the gym and doesn’t require a contract; $10 more per month gets a member access to group exercise classes. And at the $30 rate, members have access to a sauna and hydro massage therapy.
Each Crunch location will have 30 to 40 full-time workers, Freeland said. He hired Carrie Grow, a former medical salesperson, as a regional manager.
“The workforce is phenomenal here,” Freeland said.
Crunch will fill one of the last pieces of open space in the former Kmart property. The retail giant vacated the 114,000-square-foot building in late 2012. It was then divided for multiple tenants, with Floor & Décor taking 85,000 square feet in early 2013 and Mission BBQ in 4,000 square feet on the Broad Street side.
Freeland sees the proximity to the barbecue joint as a boost for his gym, which sits at the north end of the building.
“People can have their BBQ and work it off at our gym,” he said.
Great to see new franchise systems entering the RVA market. Fitness has been a hot segment in franchising over the past several years, but very competitive and risky, especially considering the significant capital investment required to open a large facility. Best of luck to RVA Crunch!
Very excited to learn of this new gym coming to Glenside Dr.! I work a few minutes away.
Congratulations on filling a need and providing gym opportunities at such reasonable prices. I am sure that you are helping to fulfill the fitness goals for many.
So excited to have this option! With close proximity to I64, downtown shirts can now get in a workout either before or after the daily grind. Now, if we could only get a good coffee house in the same nook….any takers?