NEW YORK — The board of directors at Crunch Fitness looked beyond the fitness industry when it hired Tim Miller as the new CEO last month. Miller has nearly 20 years experience as a hotel executive. He replaces Jeff Feinberg, who had been the interim CEO.

Miller was the executive vice president and chief branding officer for Morgans Hotel Group, where he oversaw all innovation management. He had previously served as a hotel manager, a general manager and a vice president of brand management and new property openings for Morgans, which he joined in 1989. In 2004, Miller left Morgans to become the founder and president of the Alden Hotels in Houston. He returned to Morgans in 2006.

“I'm thrilled to be working alongside the innovative and talented leaders of the fitness industry here at Crunch,” Miller says. “My career has been built on melding visionary entertainment and lifestyle concepts with solid business acumen. I intend to utilize those skills to take Crunch to the next level, taking full advantage of the strategic factors that set the company apart — its unique culture and position in the fitness marketplace.”

Miller will manage all aspects of Crunch Fitness, with a focus on enhancing the membership experience and strengthening corporate strategy, according to a release from the company.

“Tim's background building and managing a distinctive brand in the hospitality industry makes him the perfect fit, as he brings an understanding of the unique sensibility that sets Crunch apart from other health club chains,” says Brent Leffel, managing director of Angelo, Gordon & Co., which owns Crunch.