Crunch Fitness cuts map costs and powers frictionless member enrollment with Radar

The company

Crunch Fitness operates more than 500 locations across the United States, serving over 3 million members. Competing with budget gyms while offering premium amenities, Crunch has carved out a unique position in the fitness market. With plans to open around 75 new locations each year, the brand has built a scalable enrollment experience that meets members where they are, whether in club or online.

The challenge

As Crunch expanded to more than 500 locations, their web platform evolved to support rapid member growth. Their basic location finder, however, needed an upgrade. Members needed a simple way to visualize nearby gyms, especially in dense markets with multiple Crunch locations close together.

The team implemented a legacy maps provider to add map functionality and address autocomplete to their enrollment flow. They signed an annual contract based on estimated API usage. But Crunch took a thoughtful approach to design, only loading the map when members actively requested it. In many markets, the closest Crunch location was clear without needing a visual map.

Crunch's thoughtful design approach meant actual usage looked different than initial estimates. As the team looked ahead, they needed a pricing model that could flex with their business and reward efficiency.

The experience reinforced what Crunch was looking for: a geolocation partner who could adapt alongside them, with responsive support and a pricing structure designed for long-term growth.
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The solution

Crunch migrated to Radar Maps Platform, implementing both the store locator and address autocomplete features across their enrollment flow. The transition was fast and frictionless, preserving the user experience members were used to while significantly reducing costs.

"The transition was seamless," said Chris Calarco, VP of Digital Experiences at Crunch Fitness. "We already had a look and feel that we had crafted with our original location finder and we didn’t want to start from scratch. Radar made it easy to keep the same user experience when moving from one provider to another."

Radar's transparent, usage-based pricing eliminated the unpredictability of their previous vendor relationship. No more estimates. No more annual contracts based on inflated projections. Crunch pays for what they actually use.

The partnership goes beyond technology. Radar's customer success team took a collaborative approach, working closely with Crunch to ensure a smooth migration and continued optimization.

"The relationship started off really strong, and it's continued to be strong," said Chris Calarco.

The results

Crunch now saves 60% annually by switching to Radar Maps Platform. The savings came from moving to a flexible, usage-based pricing model that scales with their actual business needs.

Beyond cost savings, Radar contributes to Crunch's growing online enrollment numbers. Historically, gym memberships were sold in-person at clubs. Year over year, more members are choosing to enroll online. The frictionless experience matters.

"The moment someone clicks with the intent to join a Crunch, we want their experience to be as frictionless as possible," Chris said. "Radar helps with that by quickly locating the nearest gym and autofilling address form fields in milliseconds."

Members can explore nearby gyms, compare amenities, and complete enrollment from home. Instead of returning to the club to sign paperwork, they can sign up online and show up ready to work out the next day.

Looking ahead

Crunch is exploring Radar's Geofencing Platform to power personalized member experiences. The team sees potential in location-based features similar to T-Mobile Tuesdays, Ibotta's contextual messaging, and other loyalty programs that deliver relevant offers when members are near or at partner locations. 

"The way we got from point A to point B has been strong," Chris said. "Getting to point C with the relationship is going to be a fun journey."