New York — A former restaurant company executive is getting a crash course in fitness as the new president and chief financial officer of Crunch. The New York-based company hired Michael R. Jacobs to oversee the management of Crunch's 30 locations in the United States.

“I'm thrilled to be joining Crunch and working alongside its talented leaders to accelerate the growth of the most innovative brand in the fitness industry,” Jacobs said in a statement from the company. “It's incredibly exciting to partner with CEO Tim Miller to leverage the powerful combination of our hospitality industry backgrounds to make the Crunch member experience unique, entertaining and unparalleled by any other health club.”

Drawing on his operational experience at B.R. Guest Restaurants, Jacobs will be responsible for Crunch's growth strategy, financial planning and information management, all with an eye on the overall development of the brand and member experience. He has more than 25 years experience at various companies in operational management, retail development and corporate expansion.

“Michael's background in strategic growth within the hospitality industry and his unique ability to understand how branding, operations, corporate culture and customer experience connect to impact the business make him the perfect person for this role,” said Miller, who joined the company last year after nearly 20 years of experience as an executive in the hotel industry.

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