Jim Rowley

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.{{cite web |last1=Berger |first1=Chloe |title=Crunch Fitness CEO gets real about the tough transition from Marine to veteran—and how his business helped him overcome it |url=https://fortune.com/2024/05/22/crunch-fitness-ceo-jim-rowley-transition-from-marines-to-veteran-business/?utm_ |website=Fortune}}

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.{{cite web |title=Crunch Fitness CEO gets real about the tough transition from Marine to veteran—and how his business helped him overcome it |url=https://fortune.com/2024/05/22/crunch-fitness-ceo-jim-rowley-transition-from-marines-to-veteran-business/?utm_ |website=Fortune}} In 2005, 24 Hour Fitness was sold for $1.68 billion.{{cite web |title=Mark Mastrov, a Fitness Industry Legend, Honored for Storied Career |url=https://athletechnews.com/mark-mastrov-fitness-industry-legend/ |website=Athletech|date=October 17, 2024 }} In 2008, Rowley co-founded UFC gym.{{cite web |last1=Montgomery |first1=Tyler |title=Ready To Lead |url=https://clubsolutionsmagazine.com/2009/12/ready-to-lead/ |website=Clubsolutions|date=December 2009 }}

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.{{cite web |last1=Young |first1=Eric |title=24 Hour Fitness mogul back in the gym |url=https://www.bizjournals.com/sanfrancisco/stories/2009/06/08/story2.html |website=BizJournals}} In 2010, they chose to franchise Crunch, accelerating its location growth and branding.{{cite web |title=Crunch Gym app lets you avoid check-in lines |url=https://www.cnet.com/tech/computing/crunch-gym-app-lets-you-avoid-check-in-lines/ |website=CNET}} 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.{{cite web |last1=Burns |first1=Mark |title=Gyms adjust to serve members both in-person and remotely |url=https://www.bizjournals.com/baltimore/bizwomen/news/latest-news/2021/08/gyms-adjust-to-serve-members.html?page=2 |website=Biz Journals}}

Since 2019, Rowley has served as CEO of Crunch, revamping the marketing, sales, and operational processes.{{cite web |last1=Goldman |first1=Stuart |title=Crunch Elevates COO Worts to President |url=https://www.americanspa.com/commercial-clubs/crunch-elevates-coo-worts-to-president |website=american Spa|date=August 25, 2010 }}{{cite web |title=Interview: Jim Rowley |url=https://www.healthclubmanagement.co.uk/health-club-management-people/Interview-Jim-Rowley/37568 |website=Health Club Management|date=May 14, 2025 }} 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.{{cite web |last1=Weil |first1=Dan |title=How Crunch Fitness Stayed in Shape During Covid |url=https://www.wsj.com/articles/crunch-fitness-exercise-during-covid-19-11627479266 |website=Wall St Journal}} 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%.{{cite web |last1=Weil |first1=Dan |title=How Crunch Fitness Stayed in Shape During Covid |url=https://www.wsj.com/business/entrepreneurship/crunch-fitness-exercise-during-covid-19-11627479266 |website=Wall St Journal}}

In 2023, the company launched Crunch+, a streaming platform offering on-demand and live workouts.{{cite web |title=Crunch CEO Jim Rowley Sees Big Gains for Entrepreneurs Who Can Take Advantage of the Changes Coming to the Fitness Industry |url=https://www.inc.com/magazine/202210/steven-i-weiss/jim-rowley-crunch-fitness-future-of-2022.html |website=Inc}} By August 2024, the company reported double-digit sales growth. In December of the same year, Crunch was valued at $1.5 billion.{{cite web |last1=Summerville |first1=Abagail |title=TPG explores $1.5 billion-plus sale of gym chain Crunch Fitness, sources say |url=https://www.reuters.com/markets/deals/tpg-explores-15-billion-plus-sale-gym-chain-crunch-fitness-sources-say-2024-12-03/?utm_ |website=Reuters|date=December 4, 2024 }} In April 2025, Leonard Green & Partners acquired a majority interest in Crunch from TPG Growth.{{cite web |last1=Michaels |first1=Laura |title=TPG Sells Crunch Fitness to Leonard Green & Partners |url=https://www.franchisetimes.com/franchise_mergers_and_acquisitions/tpg-sells-crunch-fitness-to-leonard-green-partners/article_d0d8eb97-b858-4922-bf1c-4fca77b9b192.html |website=Franchise Times|date=April 15, 2025 }}

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.{{cite web |title=The CEO of Crunch Fitness doesn't think there's such a thing as work-life balance: 'That's for somebody who's not fully committed' |url=https://finance.yahoo.com/news/ceo-crunch-fitness-doesn-t-175804457.html |website=Yahoo |access-date=21 April 2025}}

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