Exercising and eating healthier are two of the top New Year's resolutions Americans are attempting to stick to in 2024, according to data from Statista Consumer Insights. With the end of the COVID-19 pandemic, more people are finding returning to the gym more accessible.

Crunch Fitness CEO Jim Rowley joins Yahoo Finance Anchor Rachelle Akuffo to detail the programs offered by the fitness chain and how it is pricing its gym memberships.

"We've got our brick-and-mortar option, which is north of 360 gyms in the US right now," Rowley states. "But we also have Crunch Plus, which is a digital option, which has over 200 choreographed classes. We choreographed them ourselves — they're not bought from another agency and so forth. And again, it's having mass appeal."

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Editor's note: This article was written by Luke Carberry Mogan.

Video Transcript

RACHELLE AKUFFO: If exercising more is back on your new year resolution list, well, you're in good company. Data compiled by Statista consumer insights found 50% of Americans have that same goal for 2024 yet over half of Americans give up their resolutions by March. So how does the fitness industry keep pace as consumers have more options than ever?

Let's bring in Jim Rowley, Crunch Fitness CEO, to discuss more. Thank you so much for joining me this morning, and of course, in your 35th anniversary year of being in business here, talk about what we tend to see in terms of people signing up and the sort of subscriptions they go for when it comes to the start of the year.

JIM ROWLEY: Well, it's really goal bit-- well, first of all, thank you for having me and a happy new year. As far as what they're signing up for, their subscriptions, it's really goal based. So some people want to obviously lose weight, some people want to gain strength. Strong is the new skinny, especially with women.

So people want to get stronger. Some people are looking for general health and other people are looking to de-stress their life. So we offer breathwork classes. We offer meditation classes. We offer high cardio intensity classes as well. So we like to say we've got everything under one roof at Crunch.

RACHELLE AKUFFO: And certainly, when you think of where we were pre-pandemic versus a lot more online options, some remote options as well, how has that affected how you're pricing some of your offerings?

JIM ROWLEY: Our prices stayed relatively similar. So we've got gyms that offer memberships as low as $9.99 a month, and then in our deep urban centers like in Manhattan, we can be as much as $150 a month. It's really dependent on the region. It's dependent on the cost of doing business and so forth and we try to be affordable for everybody.

Back to being the original no judgments gym, we know that not everyone can afford the most expensive memberships, so we've got membership prices that allow everybody to enjoy Crunch.

RACHELLE AKUFFO: And I mean, we obviously did see, during the pandemic, a lot of people pulled back as they weren't able to access gyms, obviously the more loyal people who tend to be consistent did end up coming back, but how do you expand and really welcome your new audience into what Crunch is evolving into now?

JIM ROWLEY: Well we've got our brick and mortar option, which is north of 360 gyms in the US right now but we also have Crunch Plus which is a digital option, which has over 200 choreographed classes. We choreograph them ourselves. They're not bought from another agency and so forth. And again, it's having mass appeal.

So there's a class on there that I actually helped create called Old Man Stretch Club, right? For men like myself that need to stretch more. We've got meditation, breathwork, high intensity cardio. We've got short-term workouts, maybe there are only 10 minutes long just to get you started because we believe that just starting, many people, is the hardest part.

So we've reduced the amount of time necessary just to get that exercise going, get the heart rate flowing and so forth.