Undefeated Tribe Targets 100 Crunch Fitness Gyms

The Undefeated Tribe, Crunch Fitness's largest franchisee, has grown from a single Austin location in 2018 to more than 50 gyms across five states. The group now holds nearly 200 territory licenses and plans to reach 100 open locations by 2028, with six new Austin-area gyms opening this year alone.

A Saturation-First Playbook

Chief Brand Officer Brooke Chavez says the group fills out markets it already operates in before chasing new territory, a strategy that reduces marketing costs and speeds up staffing. Site selection criteria include gyms larger than 40,000 square feet, strong household density within a five-mile radius, and even strong competitor performance nearby, which the group treats as proof of demand rather than a threat.

What It Means for Multi-Unit Operators

Each new Austin club creates 80 to 120 jobs during opening before settling into a standing team of about 100, giving franchisees a concrete staffing benchmark for underwriting new sites. The group's growth also shows how boutique add-ons, like reformer Pilates and infrared sauna bundled into a $9.99 membership, can help low-price operators compete against premium studios without raising prices.

The Next Wave

Undefeated is scouting southeast, north and west Austin submarkets next, with North Austin, Georgetown and Leander gyms scheduled to open by the end of the year. For franchisors watching unit economics, the group's approach argues that disciplined geographic density, not aggressive new-market entry, is what turns a single-market franchisee into one of a brand's fastest-growing groups nationally.