Crunch Fitness Appoints Keith Worts as New President

Aug 24, 2010, 12:49 ET from Crunch

NEW YORK, Aug. 24 /PRNewswire/ -- Crunch Fitness, the health club chain renowned for fusing fitness and entertainment, today announced the appointment of Keith Worts as its new president. Former chief operating officer of the company, Worts has been an industry leader with over 20 years experience in all aspects of operations including brand development and strategy. Worts will oversee the management of Crunch's unique fitness brand with 21 locations in the U.S.

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"I couldn't be happier to continue working alongside the knowledgeable and innovative team here at Crunch," said Worts of his new position. "I intend to take Crunch to the next level by 2012.

Tapping his experience in fitness management including sales, operations, and branding strategies, Worts will manage all aspects of Crunch with a focus on developing new locations, both corporate and franchise clubs, and continuing to grow the profitability of its existing businesses.

"Keith's extensive background with the brand makes him the perfect fit, as he brings an understanding of what sets Crunch apart from other health club chains," said Jim Rowley, chief executive officer, Crunch.  "Keith is a dynamic leader and I am confident he is the perfect person to lead Crunch in this exciting new period of growth and success."  

Before joining Crunch, Worts started his career at The Fitness Company as a general manager and quickly moved up the ladder as northeast regional vice president overseeing 14 fitness centers in 5 states with revenues of over $19 million. Worts then moved to Spa Capital in 2002 serving as vice president of operations, managing retail, service and training departments for 21 day spas in 13 states. Worts then joined Crunch in 2006 directing all aspects of operations including sales, personal training and brand development.  

Crunch is a health club chain that leads the industry in fusing fitness and entertainment. Since opening our doors in 1989, our mission has been to make working out a good time. Today, we are renowned for creating one-of-a-kind group fitness classes and unique programming for our wildly diverse members. With this much going on, Crunch is more than a gym.  It's a fitness community for all types of people, with all types of goals, exercising all different ways; working it out at the same place together. Go to or for more information.

Based in Northern California, New Evolution Ventures (NEV) has a two decade plus record of success delivering superior returns on investment in the acquisition, development, management and operation within the fitness industry, both domestically and internationally.  Founded in 2008 by Mark Mastrov and Jim Rowley, the current team of NEV professionals represent over a century of experience working in a broad sector of health, wellness, sports, entertainment and fitness and have operations and investments in over 20 countries around the world.