Crunch Fitness, which has more than 450 locations, aims to offer fun and unique classes that make customers feel comfortable working out.
After working at Pizza Hut for eight years, Chequan Lewis saw the opportunity for change. The former chief operating officer at one of the world’s largest pizza chains accepted a top position at Crunch Fitness, and he’s ready for the chance to elevate a brand he’s passionate about.
“For me, I’m here because I’m fired up about Crunch,” said Lewis. “Anytime you get the chance to extend the legacy of a legend like” former Crunch CEO Ben Midgley, “you take it.”
Despite the name, Crunch Fitness isn’t just about getting a six pack. The brand celebrates diversity and a “No judgements” philosophy. It’s also been known for unusual classes, including pole dancing, cardio dance workouts and “Abs, Thighs and Gossip,” a class led by a drag queen. The brand has more than 450 locations across 41 states and six countries.
A graduate of Harvard Law School, Lewis started with Pizza Hut’s legal team. He was eventually became the brand’s first chief equity officer, overseeing the brand’s diversity and inclusivity efforts in hiring and executive decisions. Most recently, he was Pizza Hut’s COO.
Chequan Lewis, left, is the new president of Crunch Fitness. Ben Midgley, right, who’d led the brand since 2010, is transitioning to the company’s board of directors.
He loved his work, but as a fitness enthusiast, he took a chance on Crunch.
“I have nothing but love for Yum Brands,” he said of Pizza Hut’s parent company. “I’m always going to be a fan of that organization. I’m so proud of what we did there.”
As Crunch president, Lewis will continue efforts to expand and guide operations through working with the other executives. A top priority is keeping experiences consistent for customers and franchisees.
Related: Crunch Fitness Wins Franchise Times Zor Award as Top Brand to Buy
Midgley is transitioning onto Crunch’s board of directors. As someone who’s been with the brand before it started franchising, he’s overseen Crunch’s growth over the last decade.
“I’ve had a great run,” said Midgley. “It’s been meaningful, I’ve made some wonderful relationships along the way, but it’s time for me in my career to move on to other things.”
Those other things include a senatorial run in Maine and supporting Lewis while settling into the new board role. In particular, Crunch is known for its innovative classes, so maintaining that is exceptionally important, Midgley said.
“He’s truly a genuine person and fits into our culture perfectly,” said Midgley of Lewis. “For the last 15 years, my biggest apprehension has been bringing someone in that doesn’t understand that, but this young man gets it and he’s going to continue to grow what we’ve built here.”
In 2023, Crunch grew aggressively, adding about 60 gyms within the year. Lewis sees the opportunity to continue that trend. Opening a Crunch Fitness costs from $668,000 to upwards of $3 million, excluding the real estate costs, according to its website. Lewis and Midgley start their new roles March 15.
“I think we need a world with more Crunch,” said Lewis. “I’m excited about that.”
Crunch Fitness plans to continue its aggressive growth through 2024.