Crunch Fitness to Transform Former Gold’s Gym Into New Braunfels’ First Crunch 3.0 Facility
As New Braunfels continues to experience rapid residential and commercial growth, another national brand is making a significant investment in the city’s evolving lifestyle and wellness landscape.
Crunch Fitness announced this week that it will open Crunch New Braunfels later this year, bringing the company’s upgraded “Crunch 3.0” gym concept to the former Gold’s Gym location at 651 N. Business I-35. The 45,000-square-foot facility will undergo a full renovation led by franchise operator The Undefeated Tribe, with the project representing a $6 million investment into the New Braunfels community.
The opening marks the first Crunch Fitness location in New Braunfels and reflects the increasing demand for modern, full-service fitness and recovery amenities in one of the fastest-growing cities in Texas.
New Fitness Option Arriving as New Braunfels Continues to Grow
For residents navigating the city’s rapid expansion, the redevelopment of the former Gold’s Gym property introduces not only a new workout destination, but also a broader wellness-focused amenity designed to serve families, commuters, and young professionals moving into the area.
Crunch New Braunfels is expected to open in fall 2026, with presales beginning this summer.
Memberships are expected to start at $9.99 per month, a pricing structure the company says is intended to make fitness more accessible while still offering high-end amenities typically associated with more premium gyms.
The new facility will feature expanded strength and functional training zones, Olympic lifting platforms, group fitness studios, hot yoga, Reformer Pilates, TRX training, indoor turf areas, and the brand’s HIITZone™ training concept.
In addition to traditional gym offerings, Crunch New Braunfels will include a growing category of recovery-focused amenities that have become increasingly popular among fitness consumers. Planned services include HydroMassage® beds, red light therapy, infrared sauna access, contrast therapy, and frost locker recovery treatments through the company’s Relax & Recover® program.
The gym will also include Kids Crunch babysitting services, full-service locker rooms with showers and saunas, tanning services, personal training, and 24-hour access.
Former Gold’s Gym Site to Receive Complete Renovation
Rather than constructing a new facility from the ground up, The Undefeated Tribe is redeveloping the existing Gold’s Gym space into Crunch’s newest-generation design model.
The company says the Crunch 3.0 concept focuses on upgraded member experiences, modernized layouts, enhanced recovery services, and high-energy training environments intended to appeal to a broad range of fitness levels and age groups.
The project also preserves an established fitness location within the community while modernizing the space for changing health and wellness trends.
“We are so excited to bring the Crunch Fitness brand to New Braunfels and offer outstanding and affordable fitness,” said Tony Hartl, Founder and CEO of The Undefeated Tribe. “With world-class equipment and amenities, round-the-clock hours and memberships that start at $9.99 per month, we can't wait to open our doors to New Braunfels residents.”
More Than 100 Jobs Expected in New Braunfels
Beyond the facility itself, the project is also expected to create more than 100 local jobs.
Crunch New Braunfels is currently planning to hire managers, personal trainers, customer service representatives, fitness instructors, facility technicians, and childcare staff as construction progresses toward opening.
The hiring push comes as many New Braunfels-area businesses continue competing for workforce talent amid sustained population growth throughout Comal County and the Interstate 35 corridor.
Crunch Fitness Continues National Expansion
Founded on its “No Judgments” philosophy, Crunch Fitness has grown into one of the world’s largest fitness brands by positioning itself as an inclusive, entertainment-driven alternative within the gym industry.
Headquartered in New York City, Crunch now serves more than 3.5 million members across over 550 gyms worldwide, including locations throughout the United States, Canada, Australia, Costa Rica, Puerto Rico, and India.
The company has become known for combining traditional gym equipment with boutique-style fitness programming, recovery services, and community-centered wellness experiences.
Crunch Fitness has also continued gaining national recognition within the franchise industry. The company recently ranked No. 2 in the fitness category and No. 20 overall on Entrepreneur’s annual Franchise 500® list.
The New Braunfels location is being operated by The Undefeated Tribe, one of the brand’s fastest-growing franchise groups. The organization currently has 60 locations open or in development across Texas, Oklahoma, New Mexico, Missouri, and Minnesota, with plans to exceed 100 locations by 2028.
The franchise group was previously recognized as Crunch Fitness Franchise of the Year in both 2021 and 2023.
What Happens Next
Construction and renovations are expected to continue through the coming months ahead of the anticipated fall opening.
Residents interested in memberships can begin monitoring presale opportunities this summer, including special founding member rates and promotional offers.
As New Braunfels continues balancing rapid growth with quality-of-life amenities, projects like Crunch New Braunfels highlight how national brands are increasingly targeting the community with investments centered on health, recreation, and lifestyle services.
For many residents, the arrival of the city’s first Crunch Fitness location may represent more than another gym opening — it reflects the continuing evolution of New Braunfels into a destination community attracting expanded retail, wellness, and entertainment options for families across the region.
Stay tuned to My Neighborhood News for continuing updates on business openings, development, and community growth across New Braunfels and Central Texas.
Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.