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Crunch Franchise CEO Wants to Be 'Starbucks of Fitness'

The Crunch Franchise CEO is aiming to build brand loyalty.

Get your groove on.

Ben Midgley, CEO of Crunch Franchise, sat down for an interview with TheStreet to talk about the future of fitness and how technology is changing the space.

He was very bullish on the idea of building brand loyalty.

Midgley wants Crunch gyms to become the Starbucks of fitness. "I think it has that much member appeal," he said.

The company, which was founded in 1989. focused on "boutique fitness classes" and built out the brand. Now, the company has the brick-and-mortar businesses to back up the brand.

The company grew to 30 clubs and then decided to franchise--which is where Midgley comes in. The franchise brand has grown to have around 300 gyms around the world. 

"Overall, it's a fantastic opportunity if you do it right," Midgley says about franchise owners.