The gym brand’s new “Feel More” campaign leans into music, nostalgia and social connection as Gen Z seeks community-driven fitness experiences
Crunch is bringing the feeling of ‘90s nostalgia into its gyms in a new ad campaign launching ahead of the New Year’s fitness rush.
The “Crunch: Feel More” campaign is spearheaded by award-winning director Hype Williams and set to the famous song, “This is How We Do It.”
It’s the high-value, low-price (HVLP) operator’s latest iteration of its “Feel Good, Not Bad” mantra that debuted in 2023 with the goal of emphasizing the uplifting and empowering experience of working out at its facilities, and making members feel a part of the “No Judgments” Crunch community.
The new campaign is targeting what Crunch is calling its “Young, Strong and Social” audience that is looking for greater social connection.
“Our research continues to show that, in an increasingly stressful world, our younger members are seeking an escape, and that’s where working out at Crunch fits in,” Crunch chief marketing officer Chad Waetzig told Athletech News.
“We found that they’re turning to the comfort and nostalgia of the ’90s,” Waetzig added. “We spent a lot of time thinking about how nostalgia actually makes people feel good, and naturally, a big part of that is music.”
Waetzig also pointed out that returning to the ‘90s is a natural move for the brand that emerged in that era, essentially tapping back into its roots.
Crunch’s “Feel More” branding will be everywhere across connected television, digital media and on cable TV commercials, and will continue into 2026 as people are prioritizing their fitness routines in the new year.
But Waetzig noted that New Year’s resolutions can be overwhelming, which is why he’s hoping the campaign will infuse lighthearted joy into working out at Crunch.
“When people enjoy being at the gym and want to be there, they’re far more likely to stick with it past the first few weeks of the year,” he explained. “‘Feel More’ is about giving people that boost of energy and motivation right when they need it, so their New Year’s resolutions don’t fizzle out when the season ends.”
The campaign capitalizes on the growing trend of people turning to gyms, fitness studios and run clubs for socialization — or even a night out — in place of bars or clubs.
“We see stronger engagement when we tap into the emotional benefits of the Crunch experience, rather than just selling products and services,” Waetzig noted. “People don’t just come to the gym to work out anymore. It’s their escape, a place where they build real connections and feel like they’re a part of a community.”
Those who attend Crunch facilities during the campaign will be met by upgraded equipment and new features, including heated fitness studios and premium recovery amenities, following the launch of Crunch 3.0, the brand’s new design template for its gyms.
