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PHILOSOPHY

There are no judgments here – no too much or not enough, no glares of disapproval. Here we keep
open minds. We are nurturers. We seek only to encourage, empower and entertain. There is no
one type. There is no one reason. There is no one way. What we are is a diverse community, what
we have is a culture of fun, what there is, is room for everyone: all kinds of people with all kinds of
goals who’ve chosen to reach them with us.

Crunch. No Judgments.

HISTORY

Of all the great histories of all the great health clubs, Crunch’s begins rather inauspiciously: in a
basement level aerobics studio in New York City’s East Village circa 1989. This, our first location,
had no locker rooms, the air conditioning didn’t work and after hours break-ins were perennial
events.

However, while we lacked the resources to equip the gym with some basic amenities and strong
locks, we were on an important mission – to make exercise fun. And, accomplishing this mission
meant doing away with traditional notions of what a ‘serious’ workout should be. What we did was
invite a highly creative group of fitness instructors with a wide range of expertise to collaborate
with us. The result was the development of challenging programming with a completely fresh slant.
Offerings like Hip-Hop Aerobics, Co-Ed Action Wrestling and Cyked Yoga Cycling were introduced
and, along with others, became the embodiment of this new approach.

The response was overwhelmingly positive, even by jaded New York standards. Members
embraced these new kinds of classes and began to tell their friends about them who, in turn, told
their friends who, in turn, told their friends (and so on and so on). Soon, lots of people were coming
to experience Crunch’s unconventional new take on traditional fitness.

Fast-forward more than two decades later, Crunch is still a gym that believes in making serious
exercise fun by fusing fitness and entertainment and holding true to a philosophy of No Judgments.

Crunch is headquartered in New York City and co-owned by New Evolution Ventures (NeV) and
private equity firm Angelo, Gordon & Company.

WELCOME

1989 Crunch is founded as an innovative fitness center with edgy
and urban appeal.

1992 Crunch closes the East Village class studio and opens two
new locations.

1994 Crunch acquires a third location on Lafayette Street in NYC.

1995 Crunch develops a series of workout videos and introduces
a tagline: No Judgments.

1996 Crunch acquires a fourth location, this one in Los Angeles,
CA, making it a bi-coastal company.

1997 Crunch licenses publishing, footwear and music to a
Japanese brand to open an outpost in Tokyo and launches
its Bunny advertising campaign.

1998 Crunch expands to a total of eight locations by opening
clubs in Miami Beach and San Francisco.

1999 Crunch creates Cardio Striptease and Broadway Dance
Series (classes taught by real Broadway cast members).

2001 Crunch opens clubs in Atlanta, Chicago, Orange County and
2002 New York and is featured in hit shows like Sex and the City
and Will & Grace.

Crunch’s 19 locations are acquired by Bally Total Fitness for
$97 million. The new owners immediately open two more
locations in NYC.

IMPORTANT DATES 2004 Crunch introduces Pole Dancing and Stiletto Strength
classes. Another four locations are added in Chicago.

2006 Crunch is purchased by the Angelo, Gordon investor group.

2007 Crunch introduces AntiGravity® Yoga ‘Wings’ and TRX®
classes as well as an updated brand color palette.

2009 New Evolution Fitness Company joins Angelo, Gordon as an
investment and operating partner.

2010- The Crunch Franchise business launches and the search for
NOW dynamic, hard-charging franchisees is underway. In just a
few years, more than 400 locations have been sold globally,
with 90 locations currently open serving over 450,000
members.

No Judgments Philosophy

At the core of creating the right atmosphere in our franchises is our No Judgments philosophy, a point of view that
promotes diversity and acceptance, that creates a warm, welcoming environment for members that puts them at ease.

Pressure-Free Enrollment

Our franchises rely on a method of pressure-free enrollment, an approach designed to make the entire process – from
purchase to workout – both comfortable and empowering.

Personal Training/Personal Training Bar

Not only are all franchises staffed with personal trainers who have certifications in a wide variety of specialties, they
feature opportunities for members to interact with those trainers, which paves the way for more personal training
revenue and improved retention.

Online Fitness and Nutrition

Regardless of what members are looking to accomplish – lose weight, gain muscle or simply live better, dotFIT’s online
programs and extensive line of nutritional products are available at Crunch to help members create personalized
nutrition and fitness plans.

Class-ic Training

The Class-ic Training program takes the best of Crunch’s world renowned group fitness program and combines it with
the skill set of Personal Trainers to provide workouts that work well.

Tanning

Our unlimited tanning gives members who want to put a finishing touch on their newly refined physique the ability to do
so.

The Value

One of the greatest features of our franchises is the incredible value they offer to members – the sheer amount of bang
for the modest amount of buck delivered.

AT-A-GLANCE

THE TEAM Ben Midgley

CEO & Co-Founder, Crunch Franchise

Ben Midgley is the Chief Executive Officer and Co-Founder of Crunch Franchise. Since 2010 he
has lead the creation and development of Crunch Franchise into the fastest launch of any full size
franchise in the history of the Fitness Industry. Ben previously held the position of Executive Vice
President of Planet Fitness where he modified all aspects of franchise sales and development:
improving sales of franchise units by 150% of total network volume and accelerated openings by
70%. Previous to this he was the Senior Director of Corporate Sales for 24 Hour Fitness where
he oversaw a Dept. with $120 million in annual revenue, 40 Corporate Sales Managers and 5,000
corporate accounts. Ben is the co-author of the Golden Circle Secrets, which was the #1 Sales
Management and #1 Customer Service book on Amazon.com. He has been an international
presenter in the fitness industry, a member of the IHRSA Institute Faculty, a regular contributor to
industry publications and was the 1995 IHRSA Salesperson of the Year Award recipient.

Michael J. Blouin

Executive Vice President, Corporate Development, Crunch Franchise

Since starting his career in 1987, Mike has held a number of senior level financial and development
positions for domestic and international organizations ranging in size from $1M to $3B+ in annual
revenue. After almost 20 years at Verizon which culminated in his role as Chief Financial Officer
of an international services joint venture, Mike’s career in fitness began in 2007, when he was
recruited as Vice President, Finance for Planet Fitness Holdings, one of the nation’s largest low-cost
health club providers. Tasked with positioning the Company for sale, he implemented an industry
first finance vehicle that was responsible for accelerating the Company’s growth and created a joint
venture strategy that increased operating income by over 25%. Prior to joining Crunch Franchise
in 2011, Mike held a Senior Vice President role at CYBEX International. As a member of the senior
management team at Crunch Franchise, Mike’s responsibilities range from early participation in the
sales process through club opening and on-going support of franchisees’ financial performance. He
holds the position of Executive Vice President of Corporate Development.

Craig Pepin-Donat

Executive Vice President & Co-Founder, Crunch Franchise

Craig is an established expert in the fitness industry. Starting his career in 1981 and rising to the
top of his profession, Craig was the president of the prestigious New York Health and Racquet
Club chain and the largest club chain in Northern California, 24 Hour Nautilus. After the company’s
brand transition to 24 Hour Fitness, Craig held the position of divisional president where he grew the
division from 31 locations in California to 96 locations in six states. When the company expanded
into international markets, Craig was elevated to Executive Vice President of Sales and Marketing
where he operated more than 450 clubs in 11 countries. Craig has owned and operated his own
fitness company, which was voted “Best Club” in Jacksonville, Florida for two years before he sold
it to a regional competitor. Craig is an author of two books and has been a contributing author for
a variety of fitness publications. He has been featured on the cover of Club Business International
on two separate occasions and in numerous media publications. For over three decades, Craig has
trained thousands of fitness professionals, which has had a positive impact on the health and lives
of millions of people. Craig is a co-founder of Crunch Franchise and holds the position of Executive
Vice President.

THE TEAM Christina DeGuardi

Senior Vice President, Marketing, Branding & Communications

Christina brings a unique approach to all brand communication, one that’s informed by her 17 years
of experience dealing with premier brands at agencies across the globe. In that time, she’s worked
in all mediums and managed the production of multi-tiered campaigns for large-scale accounts,
like Burger King and Volvo, fostering her understanding of strategy and positioning, business
development and B2B sales strategies for brands with a franchise component. She’s spent the last
seven years at Crunch where she manages a full marketing team and creative department with
expertise in media, public relations, promotions, copywriting, websites and production.

John Merrion

Director of Club Development, Crunch Franchise

John joined Crunch Franchise as Director of Club Development in October 2009. John has nearly
20 years of experience in sales development and operations. Throughout his professional tenure,
he has worked with such companies as Nextel Communications, T-Mobile USA, and most recently
with Cartridge World USA, as a Director of National Accounts and Franchise Operations. John
was responsible for operations and sales development for 700+ Cartridge World national retail
locations. He worked strategically with 25 area developers and operations teams in the U.S. to
open new store locations.

Jennifer Renfroe

Director of Group Fitness, Crunch Franchise

Jennifer has over 20 years of experience in the fitness industry. She has developed a wide variety
of fitness programming that includes work in multiple types of group training. With a strong passion
for group fitness, she has held a number of positions in management, program development, and
training in the fitness industry. As a continuing education provider for both ACE and AFAA, she has
traveled throughout the United States and internationally presenting workshops and training fitness
professionals. Jennifer has worked for Crunch for over 12 years and was most recently a Regional
Director of Group Fitness before joining the team as the Franchise Director of Group Fitness.

Janelle Gross

Franchise Marketing Director

Janelle’s career began in pubic relations and advertising and eventually led her to a global
franchise, Kumon, where she led franchise marketing strategies and programs and worked with
nearly 1500 franchisees to provide marketing training and consultation to help them meet their
business goals. Janelle oversaw development of several ad campaigns, national and regional
promotions and negotiated and managed strategic sponsorships with the New York Yankees, New
York Rangers and Boston Red Sox. She also worked as a publicist in the magazine industry and
represented several high-end luxury goods clients at a full service ad agency. Janelle joined the
team in January 2015.

Windy Sanchez

Franchise Operations Manager

Windy brings 19 years of unique experience to the Crunch Franchise Team. She’s held numerous
roles across multiple locations including General Manager, Operations Manager, NASM Personal
Trainer, and Group Fitness Instructor. The totality of these experiences has shaped Windy into an
amazing leader with a wealth of knowledge. Windy has worked for Crunch since 2009, and most
recently was the Operations Manager of Crunch’s west coast flagship location, Crunch Blackhawk.

Lauren Marx

Franchise Marketing Coordinator

Lauren’s background consists of a variety of different marketing outlets that stemmed from
internships at AOL, Nickelodeon and Hearst. Originating in the licensing industry on the brand
side, she was responsible for developing assets for social media platforms and online programs as
well as conducting competitive research and securing sample products to support new business
development. Prior to joining Crunch, she worked on the agency side supporting all aspects of new
business and marketing initiatives by responding to media inquiries on behalf of the firm, handling
social media postings, and compiling decks to pitch the company to new prospective clients.
Lauren joined the Crunch Franchise Marketing team in March of 2014.

Harmonie Rosenberg

Franchise Marketing Coordinator

Harmonie’s background in creative writing brought her to the marketing industry. At global publisher
Scholastic Inc., she oversaw and managed the creation of marketing collateral for over fifty series,
including numerous New York Times and USA Today bestsellers, formulated and activated social
media campaigns across all major platforms, and executed yearly marketing plans across lead
properties and licensed brands. Harmonie joined the team in January 2015, and brings with her a
vast range of experience from strategizing brand outreach to generating experiential marketing,
fostering corporate partnerships, and coordinating community engagement.

THE TEAM

Page Langley

Franchise Operations and Development Analyst

Prior to joining Crunch Franchise, Page worked as a Treasury Analyst at Centrix Bank and Trust,
a mid-size commercial bank in southern New Hampshire. With a focus on liquidity management,
Page developed and oversaw financial models that managed interest rate risk approaching $1B,
while also holding responsibility for liquidity oversight, management and planning. Since joining
Crunch Franchise in October 2013, she has been responsible for managing franchisee equipment
purchases, leading Franchise and joint venture budgeting and reconciliation initiatives and
serving as the liaison with Corporate Accounting for monthly reporting and franchise operational
performance. She graduated from the University of New Hampshire’s Whittemore School of
Business in 2012 with a dual degree in accounting and finance. She holds the title of Franchise
Operations and Development Analyst.

Adrian Larson

Franchise Communications Manager

Adrian began her career as the Customer Service Manager for a Franchise-owned operation
that heavily emphasized customer satisfaction. She later transitioned into the role of Executive
Assistant to the President of a non-profit organization as well as the Executive Assistant to the
President of a major hospital. Throughout these different career paths, she was responsible
for attending to the needs of the customers, setting up processes and systems for growing
organizations, managing and maintaining effective communication processes, and providing
logistics support for various meetings, events and conferences. Adrian joined the Crunch Franchise
team as the Communications Manager in December 2014.

Alison Krause

Franchise Development Coordinator

Prior to joining Crunch Franchise, Alison worked as an account executive in business-to-business
sales with Comcast, a Fortune 500 communications company. With a market area covering the
greater Boston metropolitan market, she developed relationships with some of the country’s most
respected businesses and managed over 500 new accounts in less than a 12 month period.
Since joining Crunch Franchise in October 2013, Ali has been the point of contact for all new
development activity and plays an advisory role in LOI negotiations and club/floor plan design.
With a focus on sales and onboarding new accounts, she has played an integral role in overseeing
presale and new opening promotions. She graduated from the University of Tampa with a
bachelor’s degree in marketing and holds the title of Franchise Development Coordinator.

THE TEAM

PRESS Entrepreneur Magazine named Crunch “Hottest Franchise to Own” in 2011 and 2012.
In 2014, Crunch was included on their Franchise 500 list and on a list of franchise
businesses anticipated to make a splash in 2015.

TM

Franchise Business Review awarded Crunch Franchise the FBR 50 Award.

Club Solutions has featured Crunch Franchise in articles entitled, “Crunch Franchise
Surpasses 100 Clubs in First Year” and “Crunch Enters New Territories, Opens First
Puerto Rico Location.”

The Examiner.com mentioned Crunch Franchise locations in an article titled, “Crunch
Fitness Expands Presence in SoCal.”

WGRZ, NBC’s Buffalo, NY affiliate featured Crunch Amherst as a great place to work out.

Club Business International highlighted the third Portland club to open.

Health Club Management featured Ben Midgley, CEO of Crunch Franchise and the
Crunch Franchise business in an interview on supporting your franchises.

TheStreet.com ran a story on the northeast expansion of Crunch Franchise.

FOX Business News featured Crunch Franchise CEO Ben Midgley as a guest on Fox
Business to talk about the Crunch Franchise business.

Crain’s Chicago Business ran a piece stating Chicago Bull’s player, Joakim Noah’s plans
to open five Crunch gym locations in the Chicago area.

Club Industry featured Crunch’s partnership with BDA Sports Management and plans
to develop and operate Franchise ownership opportunities of health clubs with NBA
athletes.