UFC Gym is set to launch operations in Spain after rebranding six existing clubs previously operated under CR7 Fitness by Crunch, effectively ending the joint venture between Cristiano Ronaldo and Crunch Fitness.
The transition marks a strategic shift led by New Evolution Ventures, which oversees both brands, as it pivots from a low-cost hybrid model toward a more specialised mixed martial arts and performance-focused fitness concept.
UFC Gym plans to complement the rebranding with an expansion strategy, including the opening of a seventh club in Spain. The company currently operates more than 170 locations globally and has over 500 additional sites in development.
Two franchise models will underpin its growth in the Spanish market. The “Signature†format will offer full-service fitness facilities, including strength, cardio and MMA training zones, while a boutique “Jiu Jitsu†concept will focus on combat sports disciplines such as boxing, kickboxing and grappling.
The move follows a period of stagnation for CR7 Fitness by Crunch, which struggled to scale consistently after its launch in 2017. Its expansion model—largely based on integrating existing gyms—created operational inconsistencies, while its positioning between low-cost and premium experiences diluted its market clarity.
Additional challenges included reduced brand momentum following Ronaldo’s departure from Spain in 2018, as well as the broader impact of the pandemic on gym profitability. The network ultimately contracted to six locations in Spain, all of which will now transition to the UFC Gym brand.
The rebrand reflects a broader industry trend toward more clearly defined fitness propositions, with operators increasingly specialising in either high-efficiency low-cost models or experience-driven boutique offerings.