Jim Rowley

Jim Rowley recently transitioned to Executive Chairman of Crunch Fitness in June 2026, after serving as CEO since 2019. He was named EY Entrepreneur Of The Year® 2026 New York Award winner, recognized for leading one of the fitness industry's fastest-growing brands. Under his leadership, Crunch has expanded into a $1.5B systemwide enterprise with more than 550 locations serving 3.5 million members worldwide.

Rowley enlisted in the United States Marine Corps in 1986 and 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. He does not have a college degree; at 18, he entered the U.S. Marines, where he served for eight years. After finishing his service in the Marine Corps, Jim landed an entry-level position in the fitness industry and spent years working his way up to Division President at 24 Hour Fitness, where he oversaw 225 clubs, managed $750 million in revenue, and led nearly 8,000 employees.

Career History

• Division President at 24 Hour Fitness (oversaw 225 clubs, $750M revenue, 8,000 employees)
• Co-founder of UFC Gym (2008)
• Co-founder of New Evolution Fitness Co./NEFC (2008 with Mark Mastrov)
• Chairman of Crunch Fitness (2009-2019); Purchased Crunch after its 2009 bankruptcy
• CEO of Crunch Fitness (2019-2026)
• Executive Chairman of Crunch Fitness (2026-present)

During his tenure as CEO, Crunch's member base grew to 3 million and nearly 500 locations. In 2023, the company launched Crunch+, a streaming platform offering on-demand and live workouts. By August 2024, the company reported double-digit sales growth. In December 2024, Crunch was valued at $1.5 billion. In April 2025, Leonard Green & Partners acquired a majority interest in Crunch from TPG Growth, and Crunch secured the #1 fitness franchise spot for Entrepreneur's Franchise 500 ranking in 2025.

Beyond his role at Crunch, Rowley recently authored Perspire to Greatness, a leadership-focused book centered on discipline, accountability, and professional development, with 50% of profits designated to support veterans' organizations. Rowley was born into a military family as a sixth-generation Californian, which influenced his decision to serve in the Marine Corps.

What Jim Rowley could bring to Executive Chairman at Crunch Fitness: With over 30 years of fitness industry experience and proven expertise in operational transformation, franchise expansion, and strategic positioning, Rowley brings disciplined military-trained leadership and a deep understanding of scaling the high-value, low-price gym segment. His focus on vision, long-term strategy, and overall performance, combined with demonstrated success navigating private equity transitions and international market entry, positions him to guide Crunch's next phase of growth while overseeing the company's mission-driven brand values.

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