Jim Rowley – Crunch Fitness | Global Fitness 100™ 2025
Recognized as one of the top 100 leaders shaping the fitness industry.
Forging a Global Franchise in High-Value Fitness
Jim Rowley, CEO of Crunch Fitness since 2019, brings over 30 years of industry leadership. Following eight years of service in the U.S. Marines, including a combat tour during the Persian Gulf War, Rowley advanced to Division President at 24 Hour Fitness, overseeing 225 clubs and 8,000 employees. He also co-founded UFC Gym, pioneering a hybrid model that combined mixed martial arts with traditional fitness programming, showing early vision for innovation at scale.
Since assuming leadership at Crunch, Rowley has transformed marketing, sales, and operations, carving out a niche in high-value, low-price clubs. Under his stewardship, memberships grew to three million across 500+ locations, with double-digit sales growth in 2024–2025 and the launch of Crunch+, a streaming platform delivering live and on-demand workouts. Rowley’s strategic acumen and operational rigor secure his place among the Global Fitness 100™ 2025, defining accessible, premium fitness for a global audience.
