Jim Rowley | |
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| Occupation | Chief Executive Officer of Crunch Fitness |
| Military career | |
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Jim Rowley is an American businessman. He is currently the CEO of Crunch Fitness, a position he has held since 2019. Rowley is a veteran of the United States Marine Corps. [1]
In 1986, Rowley enlisted in the United States Marine Corps. Rowley served until 1994, including OCONUS assignments with the State Department and Marine Corps Embassy Security Group, and a combat tour during the Persian Gulf War as a platoon sergeant. [2]
After finishing his service in the Marine Corps, Jim landed an entry-level position in the fitness industry. Rowley then spent years working his way up to Division President at 24 Hour Fitness. In this capacity, he oversaw 225 clubs, managed $750 million in revenue, and led nearly 8,000 employees. [3] In 2005, 24 Hour Fitness was sold for $1.68 billion. [4] In 2008, Rowley co-founded UFC gym. [5]
In 2008, Mark Mastrov (Founder of 24 Hr Fitness) and Rowley co-founded New Evolution Fitness Co. ("NEFC"/New Evolution Ventures). That same year, investor Angelo Gordon brought them in to evaluate Crunch’s failing business model. Mastrov and Rowley then purchased Crunch Fitness after its 2009 bankruptcy. [6] In 2010, they chose to franchise Crunch, accelerating its location growth and branding. [7] In 2019, TPG Growth acquired Crunch. Crunch experienced a 5.6% growth in memberships from March 2020 to January 2021 across the company’s franchise network. [8]
Since 2019, Rowley has served as CEO of Crunch, revamping the marketing, sales, and operational processes. [9] [10] Focus was placed on carving out a niche in the premium segment of high-value, low-price health clubs. This model offered facilities with a variety of amenities at reasonable prices.
During his time as CEO, Crunch’s member base grew to 3 million and nearly 500 locations. [11] During the COVID-19 pandemic, Crunch took the time to re-examine the business and improve existing facilities. When they were able to re-open, the business grew by 5%. [12]
In 2023, the company launched Crunch+, a streaming platform offering on-demand and live workouts. [13] By August 2024, the company reported double-digit sales growth. In December of the same year, Crunch was valued at $1.5 billion. [14] In April 2025, Leonard Green & Partners acquired a majority interest in Crunch from TPG Growth. Crunch plans to add over 90 gyms in 2025 and remodel 25 to 50 gyms in this deal. [15]
Rowley was born into a military family as a sixth-generation Californian, which influenced his decision to serve in the Marine Corps. He played sports as a youth. Rowley has an identical twin. [16]
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