Crunch Fitness CEO's Daily Routine for Peak Performance

Jim Rowley, the CEO of Crunch Fitness, operates with a philosophy that rejects monotony. With over three decades in the industry, he has crafted a daily cadence that adapts to his location—whether he is at his main office in Manhattan or his home base in Lake Tahoe.

Despite a demanding schedule that includes overseeing more than 500 gyms and exploring AI integration, Rowley maintains strict non-negotiables. His approach to wellness is holistic, blending early morning family connections with strategic work blocks and a midday focus on physical fitness that prioritizes long-term mobility over ego.

Rowley’s day begins early, typically waking between 5:45 a.m. and 6:30 a.m. He describes his morning routine as resembling that of an "old grandpa," starting with a single cup of coffee and a review of business news to track market trends. This quiet time is increasingly dedicated to family; since the birth of his granddaughter in June, he spends early mornings texting or FaceTiming his daughter and the baby.

Once the family check-in is complete, he shifts to work emails. However, Rowley emphasizes the importance of environment. When traveling, he requires a dedicated desk or sitting area, rejecting the idea of working from bed. He noted, "I can't just be checking emails from bed." A crucial part of this morning routine, especially on the road, is a protein shake. He avoids stopping for hotel breakfasts, preferring to fuel up efficiently to maintain his momentum.

For Rowley, fitness is not a hobby but a necessity for longevity. At 58 years old, his goal is to remain happy, healthy, and mobile into his eighties and nineties. His workout schedule has evolved over the years. While he trained in the mornings during his time in the United States Marine Corps and later at the end of the workday prior to 2020, he has found that a midday routine works best for his current role.

He breaks for exercise around 1 p.m., winding down meetings to head to the gym or a Pilates class. If he is at his main office, he enjoys a 20-minute walk to the gym and back, effectively adding 40 minutes of cardio to his day. His weightlifting philosophy has also shifted with age. Rowley stated, "I don't lift for ego anymore," explaining that he no longer bench presses due to shoulder strain, opting instead for dumbbell workouts and machine lifting.

Having lifted weights since he was 14, Rowley sought a new challenge to address tightness and improve range of motion. He turned to Pilates, initially noting he was often the only man in the class. The impact was immediate and profound. He described the practice as an opportunity to "lengthen, strengthen, and activate some of the smaller muscles."

Rowley credits Pilates with changing his life, making him significantly more limber and less tight. He has tried both yoga and Pilates but prefers the latter for its unique blend of strength, mobility, and balance. His enthusiasm for the practice has grown to the point where he is actively recruiting friends and neighbors, joking that he is building a "little army of Pilates guys."

After his workout and lunch, Rowley returns to the office for problem-solving, calls, and leadership meetings. He aims to wrap up his day by 5:30 p.m. to take an evening walk, finding the fresh air particularly refreshing during colder months. Dinner typically follows around 6:30 or 7 p.m.

Rowley and his wife bond over television series rather than sitcoms. Their viewing habits reflect a compromise: his wife favors British productions from the BBC, while Rowley leans toward military history, US history, or westerns. They find common ground in dramatic crime "whodunnit" series. Interestingly, Rowley admits a passion for reality competition shows, specifically "Survivor" and "The Amazing Race," citing his love for competition. After reading a bit, he aims to be in bed by 11 p.m. to restart the cycle.

Jim Rowley’s routine demonstrates that high-level leadership requires both mental flexibility and physical discipline. By avoiding a rigid schedule, he stays creative and engaged with his teams across the country. His focus on AI integration and member experience shows a forward-thinking mindset, yet he grounds his days in simple, effective habits.

The core of his success lies in prioritizing long-term health over short-term gains. Whether it's swapping bench presses for Pilates or choosing a protein shake over a leisurely breakfast, every choice is intentional. For professionals navigating busy schedules, Rowley’s approach offers a blueprint: adapt to your environment, prioritize movement, and never let routine become a rut.