NEW YORK -- Crunch has hired Michael R. Jacobs as president and chief financial officer. Jacobs has more than 25 years experience in operational management, retail development and corporate expansion. He will 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.

“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, makes him the perfect person for this role,” said Tim Miller, chief executive officer of Crunch. “I am extremely pleased to be working with Michael to lead Crunch’s plans of expansion and continued success.”

Before joining Crunch, Jacobs was chief operating officer and member of the board of directors of B.R. Guest Restaurants where he was responsible for the operational management of the group’s 18 restaurants and supply commissary, as well as management of business development and all corporate support functions.

Previously, Jacobs served as the company’s chief financial officer where he helped accelerate the organization’s growth, including a sale transaction to Starwood Capitol Group in 2007. Prior to his tenure at B.R. Guest, Jacobs’ roles included chief operating officer at ACS TradeOne Marketing, an Affiliated Computer Services subsidiary, and Haynes Security, as well as chief financial officer of a major food and beverage manufacturer and distribution company.