CR Fitness, a 98-unit Crunch Fitness franchisee, signed a development deal for 25 Yoga Joint studios after running out of white space for its core brand.
Tony Scrimale spent 15 years building CR Fitness into a 98-unit Crunch Fitness franchisee backed by North Castle Partners and Sixth Street. When Crunch ran out of open territory to develop, Scrimale didn't wait around: he signed a development agreement in August to open 25 locations of Yoga Joint, an infrared heated yoga and functional training concept.
Yoga Joint's 10 mature Florida studios averaged $1.77 million in sales in 2025, with studio-level EBITDA margins ranging from negative 5.3 percent to 45.9 percent. Scrimale said the brand's operating model, not just its class formats, sold him: the studios are built specifically to handle high foot traffic in a compact footprint.
CR Fitness will develop the new Yoga Joint locations across its home base of Tampa and Naples, plus Orlando and Dallas. It's a deliberate diversification move for an operator that built its entire multi-unit business on one franchise system, and it mirrors a broader pattern of experienced operators adding a second, uncorrelated concept once their primary brand's territory fills up.
CR Fitness isn't the only bet Yoga Joint is making this year. The brand also signed a deal with former Barry's Bootcamp executive Adam Shane to open 15 New York locations, backed by a $5.5 million raise, with its first two Manhattan and Brooklyn studios opening this fall.
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