ATHLEISURE MAG #82 OCT ISSUE | LET'S GET CRUNCHIFIED!

There are many ways to take on our fitness journeys and it's about the best way to get there whether it's a traditional gym or boutique fitness. We sat down with Brookelyn Suddell, Group Fitness Strategy and Development at Crunch Fitness which has an array of options for its members including typical gym offerings, group fitness classes and boutique fitness as well.

We wanted to know more about the DNA and ethos of Crunch Fitness, how you go about Crunchifying fitness methods that are there and even learning about popular methods that actually got its start at their gyms.

ATHLEISURE MAG: When we began our path of adulting and actually paid for our own membership with our corporate job, Crunch Fitness was where we signed up. We knew we wanted to work out, to have that mix of the gym as well as the fun studio environment. For those that may not have had a membership or are not familiar with this brand, can you tell us about Crunch and what their ethos is?

BROOKELYN SUDDELL: Absolutely and you know, Crunch and our ethos is what I love the most about being part of this company! I have been here for 14 years and it’s actually my 14 year anniversary this month. So I started as a Crunch member and when I joined, Crunch it’s one of those places where you’re not just running in to get your workout and then running out. You can, you totally can, but being able to walk into the gym and to have the opportunity to get the workout that you want – whether it be on the gym floor with machines or free weights or with a trainer in a group fitness class or a virtual class, Crunch is not just a gym, it’s a community gathering place. It’s a place for people who are members to come that they have a home and they have someplace that they can go.

Even if they don’t want to get a workout in, they have other areas throughout the clubs whether it's the relax and recover area stations, tanning, hydra massage, the saunas, the steam rooms – there is always something that you can do when you walk through the doors at Crunch. The community part, the culture part is something really important to me personally that I work with the company and that I really believe in the culture and the fabric of what the brand really believes in. We’re a culture of No Judgements. Whenever I am talking with my team, I always start my meeting off with going through our 7 core values which are being: Responsible, Passionate, Kind, Inclusive, Innovative, Alternative and Fun – most importantly. What we are is a diverse community and we have a culture of fun and people are our priority and that’s how we drive our business forward. We listen to our people and we strive to give them everything that we possibly can.

AM: Tell us about your role as the Director of Group Fitness Strategy and Development. What is your day-to-day like, what do you do?

BS: I know! It’s a very long title and I love when people ask that and whether it fits on a business card – barely! It’s really interesting. As I said, I joined Crunch Fitness Gyms 14 years ago as an instructor. Then in 2016, I jumped onto the corporate side. Another of the things that I love about Crunch is that they’re very open to your ideas – your unique and individual outlook on things. When I started on the corporate side, it was kind of an open-ended role. I came from a marketing events background and I just jumped in on the group fitness side, because I did know group fitness inside and out and I really kind of found that I was good at leaning into partnerships and coming up with new ideas. I was good at being able to see what was trending and what was the pulse of fitness right now. You know, we are alternative, we are fun, we always want to stay front and center as far as all of our offerings go.

As fas as my day-to-day goes, we're always changing! There are so many projects that we’re working on. One of the things that I always do each and every day is to check in with my team. My team is my Group Fitness Managers that oversee the clubs and then our Group Fitness Instructors there are 100s of them and I love each and everyone of them, they are amazing! So, connecting with the Group Fitness Team on a daily basis is something that I do, but also work on really fun special events and different kind of offerings from themed classes, coming up with some new classes and even working on some digital things that are coming soon so always working on something new and something fun!

AM: Being with an organization whose agenda does have these various components to it, especially when you look at the fact that there are a lot of people that are doing boutique studio fitness – what’s the process like when you’re onboarding these new types of nuances into the gym itself?

BS: That’s a great question. The boutique world is semi-new. It’s only been around for about 10 years or so. Boutiques are great, they’re awesome. They can really lean into one thing and give you a great workout and at Crunch we always want to lean in and give you the best workout that we can, while also still be able to offer you a wide variety of things. So we want you to be able to take a meditation class or you can take a high intensity interval training class. Ride, dance cardio, strength and everything in between.

So when we’re looking at new things to offer, we want to make sure that we are presenting them in almost a boutique way where we’re the experts or the authority on what it is that we are offering. So you are getting a great workout, you’re having fun and you’re trying something new or different and really getting close to your goals. We did actually implement in some of our clubs, a boutique style studio that has the feel of a boutique – the lights are themed, the floor is themed, everything has the same colors, you have crazy technology in the studios and it’s called our Sweat Shed Studios. We have 3 of them in NY and a couple of them to come on the West Coast. So our group fitness classes are amazing, but if you are looking for a boutique kind of feel, that is available to our members as well through our Sweat Shed Studios.

AM: That’s a really cool way to bridge various types of markets for various needs that are out there. We were not aware of this component.

Last month, in the SEP ISSUE #81, we had POUND in our Athleisure List feature. We were talking about their brand as well as the partnership that we have with you in your gyms! It’s interesting that Crunch will take various fitness methods and bring them to your clubs and studios. So, how do you Crunchify something that already exists and is now coming into your world?

BS: Such a great question. A really fun story about POUND is that Kristen Potenza was one of our instructors! So POUND was born at Crunch! Several things were born at Crunch. Zumba was born at Crunch down in Miami, indoor cycling – we were the first gym to offer sitting on a bike and riding to nowhere with some music in a disco ball, Anti-Gravity Yoga was born at Crunch! So a lot of things that have taken off, because we love to push the limits and raise the bar on what is possible within the walls of a gym. We like to take chances on people and we like to take chances on ideas. Some of them do amazing and come with new iterations like POUND and POUND UNPLUGGED and then some of them don’t and that’s ok because it’s all trial and error.

As far as Crunchifying things, we love to see what other people are doing and we want them – especially when they bring something to us, that’s their baby. That’s something that they have worked on and that’s their business. When we bring it to Crunch, we never want the owner or the creator to lose their sense of identity or ownership in their workout. So when they bring it to Crunch, we test it, we try it out, we decide whether it will make sense for our communities and membership and then we work directly with the creators to say, “hey, this is awesome, we love it and we have a couple of ideas to make it more Crunchy and it’s a really collaborative process where we work hand-in-hand with creators to come up with an offering that makes sense for Crunch, that makes sense for a group studio fitness – a lot of methods come from trainers that are more 1-on-1 or PT based. So we’re known for our classes and we help to bring it full circle and to bring it to a class setting that delivers an amazing experience for participants.AM: Very interesting and we love to hear it. What are 3 group fitness classes that are offered that you are excited about that people should be thinking about to take the next time that they are coming in?

BS: Absolutely, to think of 3 classes Ohhh – I’m going to give you some different buckets. So 1st is something that I mentioned a little earlier, Anti-Gravity Yoga. It’s ah-mazing. If you’re like, “I don’t like yoga,” you’ll probably like this! This is a very fun kind of yoga. We use aerial silks, so we rig to the ceiling and they drop down. It’s great for athletes of all levels. I tell people that the hammock is like a prop so some of those more advanced moves that you might do, the hammock almost acts like a spotter. It also gives you the benefit of being able to suspend. We’ve all heard of inversion tables if you’ve ever gone to physical therapy, they have probably put you in one of those. It’s an inversion table, you get to lay down and lengthen your spine and go deeper into your flexibility so Anti-Gravity Yoga I would absolutely recommend it to anyone that has not tried it.

2nd, Push the Perimeter is another one that we suggest. It’s a high intensity interval training based workout where we use super sets, strength sequences and we partner them with fast and furious cardio drills. It’s a 30 minute quick in and out, but you’re going to get a full boy workout and a full metabolic burn and that’s going to be offered at all of our clubs, coast to coast.

The 3rd one that I am loving, kind of takes the idea of having so many classes that we offer and bringing them together. So we call it Mashup and it started because we had a group of members that loved Zumba and they also loved Hard Knocks which is another Crunch class. Hard Knocks is similar to Zumba in the sense that it is follow along choreography, but rather than having a Latin inspired feel, it’s more of a boxing and Hip-Hop inspired method. So what we do now is that we look to the gyms and we look to the communities and to the people that are down on the floor every day and we’re like, “what does this community and this area love? Is it POUND and Zumba? Is it Hard Knocks and Way Hard Cardio? Is it Aerobics with Attitude and Kangoo?” and we mash them up and put them together. So you get 2 classes and maybe even 3 class experiences in 1.

AM: That’s really cool!BS: I like that.AM: Are there 3 group fitness classes that are going to be onboarded this fall or holiday season that you are able to talk about that we should keep an eye out for?

BS: Absolutely! I’m really excited about is a nod to my childhood, it’s called Hula Hoop Pilates.

AM: That sounds so fun!BS: You MUST come take it! It’s so much fun. We call it Hard Core because it’s a really hard core workout for your abs and the rest of your body. We use Hula Hoops and it’s fun and you kind of forget that your body is working out when you are going through the class. Going back and forth between your classic Pilates rings and some Hula Hoops, we even incorporate some partner work where it makes sense and it’s fun. Plus, who doesn’t love to just grab a Hula Hoop and just swing it around? It’s just fun and it’s kitschy but it’s also a really great workout!

Another one that’s coming which is really just a nod to some of the trends that we have seen throughout COVID and coming out of COVID – people are really leaning into strength training. We’re seeing less of a surge for cardio. Cardio is still popular, but it used to be the king and queen of all of the workouts. People are really leaning into and are less afraid of strength training workouts. So we do have a class coming called Hustle for the Muscle and it’s a group class using heavy weights and that’s something that’s not typically done because to get that number of weights in a studio is a lot! But It’s also slightly less intimidating for a lot of people to just go out on the gym floor and pick up some heavy weights and then wonder what they do next?

AM: As everyone is looking at you.

BS: Yeah! So the really nice thing about this class is we’re going to be using anywhere from 15-25-30lb dumbbells and your instructor is going to be bringing you through different kinds of strength training exercises super sets, recommendations for exercises that you can take that you can learn in the studio and do them in the studio. It’s basically like doing it with a Personal Trainer, but you’re doing it in a group fitness instructor overseeing you and then it just gives you that much more confidence to bring your workouts on the floor. Then you come back to class and you learn a little bit more and it just helps your workout become more integrated with your floor workouts and your studio workouts.

Honestly, lifting with a group of people is just so much better!

AM: Yeah, when you said that, I thought, that I would be ok with that. You're seeing someone doing it in the gym or watching your favorite IG person doing it, but you may not know where to start and you don’t want to look like an idiot when you’re doing it!

BS: Yeah and there’s so many different ways to do so many things now. So being able to have somebody that’s just like, you don’t have to think, here just do this. You’re going to feel it here, you’re going to feel it here, it really just takes the anxiety almost away from weight training.

We have a bunch of other classes coming. We have HIIT classes that are coming out just because we are starting to see the popularity of the shorter workout which was popular pre-COVID because who has time? Nobody has time and we’re all time pressed. During COVID, we were seeing people that wanted the longer workouts, there was less turnover going into classes, but now that people are going back to their regular lives, we’re adjusting and coming up with more full body strength cardio all in one 30 mins quick, you’re in and out and we’re not going to take away from your day. You’re in and out as long as you give us our 30 minutes.

AM: Do you find that for methods that may be onboarded in the future that you’re constantly going out into the market or visiting the newest boutique studio to see what they are doing to figure out all these components that you want to bring back to the gym?

BS: Absolutely! We’re always looking for new and different fitness trends. Yes, we’re looking to equipment vendors that are creating new kinds of equipment and/or individuals that are inventing new pieces of equipment, we’re looking at what other gyms and boutique fitness studios are doing. But we’re also looking at, what is trending in general – what’s popular on Instagram, what’s popular on TikTok?

What’s on the Billboard Top 100 because when you come into a group fitness studio, it’s fitness, but it’s entertainment. It’s entertainment fitness so we want you to have a really good time. So if we can fuse something like a TikTok challenge with something that is also trending like booty workouts – we’re going to try to bring those together in the most fun way that we possible can.

AM: That’s really cool and do you guys do things seasonally? Like because it’s the fall and holiday season, maybe there is a particular slant to this class that would be different if it was taken again in another time of year?

BS: Absolutely! In several of our markets, we do seasonal based classes where if we have outdoor space, we leverage that. Crunch Hoboken Club, my goodness, it’s right on the pier, we do workouts and you overlook the NYC city skyline – it’s beautiful. Out in CA, we have several outdoor workouts as well and then we also do themed workouts. Coming into the holidays we have a Turkey Burn and Firm class which is all right before and after Thanksgiving. We do a lot of classes in the New Year that take on many formats and kind of put them into one as we start everyone off on a good fit to give people the opportunity to try as many as they can. We do another one right around Valentine’s Day that I love which is called Whipped and it’s lead by a dominatrix. That’s a really fun one and you can find it at some of our signature locations. This Halloween we’re doing some Boo-tacular classes where you can learn the Thriller dance or you can take a class that is set to a Halloween playlist. We’re always trying to keep up with what is going on, what people are thinking about and feeling about it and what’s going on in their lives and how we can amplify it with their workout experience too.

AM: That’s so fun to hear that and that theme of community and really getting it to where people want it is key. My home gym when I was a member was in the East 50s and I loved the vibe of that place! How do you guys look at a neighborhood that you want to be in and then canvas what is taking place there so that you can add elements of that back into the gym?

BS: Like I’ve said before, people are our priority. When we open up a new club, before we even open our doors, we’re doing outreach and connecting with local business owners. We’re trying to meet the people that are there. When we are creating the gyms themselves, we very often will commission local artists to come in and do murals within the club. We also look around and see what else is being offered in the area and in the neighborhood so that we can create our class offerings off of what we think will serve that community best.

AM: How does Crunch support the community in the sense of giving back philanthropically, doing PRIDE here in NY? We’re sure that that is important as well.

BS: It’s so so so important. There are certain things that we have done on a national scale or even an international scale like Auggie’s Quest for ALS. We have done things with the Susan G Komen Breast Cancer Research Center, we’ve worked with the Strengthen By Heroes which is a military base program where we actually brought in some military guys and they led some troop workouts. We also have a really big initiative to hire veterans. Another thing which is really close to my heart, it’s called Sweat School. In a lot of our Crunch signature locations, that are in more urban communities, we find that a lot of schools in the surrounding areas may not have the most space to host recess or outdoor things or fitness programming as a whole. This is so important to give kids a brain break and to let their bodies move. So Sweat School, is a philanthropic endeavor that we have where we either go out to schools or we invite schools to come to us and we offer different programming for kids throughout the community.

I would say that the majority that we do really comes from the community themselves. They’ll say, “hey, this is something that is really important to us for xyz reason" and we’ll really create something special and unique to support different charities that are in the local area.

AM: That’s really cool how you become part of the community. It’s interesting to hear about the programs that you offer as well as how you support the areas that you’re in. For those that are looking to workout, do you have flexible memberships such as those for people who only want to do a few days a week because they have their cycling and yoga studio, but they would still like to do other methods at your gym?

BS: We have day drop in rates. If you’re like, my cycling instructor is sick and so that class isn’t happening and it’s raining and I don’t want to go far away and there’s a Crunch right here and I just want to jump in or hop into a class or even get on the floor for a day – you can always do that. Our membership advisors are wonderful in being able to set you up with a guest pass or a temporary short term membership. You can also always drop in with a day rate and those differ from club to club so you can check with the front desk as soon as you walk in.

Like I said before, Crunch has a place for everybody. So whatever your needs are, we’re going to do whatever we can to meet them.

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PHOTOS COURTESY | Crunch Fitness