POWERED BY PEOPLE. FUELED BY FUN.

Primetime Fitness is a fast-growing Crunch Fitness franchise group rooted in entrepreneurship, accountability, and a genuine belief that fitness can change lives including the lives of the people who deliver it.

We take our work seriously but we don't take ourselves too seriously.

OUR HERITAGE

Primetime Fitness was born from the entrepreneurial spirit of Great Lakes International, LLC. Led by CEO Kevin Laferriere, our journey began in Metro Detroit with nine Crunch Fitness locations and a clear vision: build something meaningful by unlocking greatness in both members and team members alike.

That grit shaped who we are. It taught us how to work hard, stay humble, and earn trust through action. As we grew beyond the region, that same mindset helped position Primetime as one of the leading franchise groups in the Crunch network.

From the start, we’ve believed that strong culture isn’t a “nice to have.” It’s a competitive advantage.

TODAY

Primetime Fitness is led by a seasoned leadership team focused on performance, people, and long-term growth. We operate with discipline, move with urgency, and care deeply about building teams that are empowered to lead.

Through our partnership with CapitalSpring, we’re accelerating growth across existing and new markets, including recent expansion into New Jersey and New York. But growth for us isn’t just about the number of clubs on a map. It’s about doing it the right way, with consistency, integrity, and a lot of collaboration.

We’re proud of how far we’ve come, and even more excited about what we’re building next.

OUR FUTURE

Primetime Fitness is more than a development group. We are a community of builders, leaders, and innovators.

Guided by our mission to deliver the highest-quality fitness experiences and our vision to strengthen communities through fitness and ownership at every level, we are positioned to become the premier Crunch Fitness provider nationwide.

These principals guide how we show up every day:

Ownership: We lead with accountability and take pride in what we build.

Learning: Growth is fueled by curiosity and the drive to improve.

Community: Together, we create an environment where everyone belongs.

Growth: Personal, professional, and organizational growth are always at the center.

Fun: Energy and joy fuel our success.