• by Fern Siegel , December 26, 2023

Crunch Fitness, a gym franchise, wants to make workouts fun.

The TV commercial will begin airing nationally on Dec. 26. The campaign also includes merchandise, in-gym materials, social media, radio and OOH billboards.

Both 15- and 30-second spots, directed by Ben Hurst and Dave Thomas of Ben/Dave, juxtapose humor with workouts. The ads compare and contrast difficult moments, such as spilling a burrito on a shirt or finding a snake in a sleeping bag, with the upside of exercise.

The 'Feel Good, Not Bad' campaign underscores the positive aspects of taking care of your health and well-being. 

While the spot targets a general audience, "we do see our creative target as a group we call Young, Strong and Social — adults 18-34, where social media and connection with others is part of their cultural fabric," said Chad Waetzig, chief marketing officer at Crunch Fitness told Agency Daily.

"The spot strikes the ideal balance between grounded humor and freshness/unexpectedness. The “Feel Good, Not Bad” mantra encapsulates what we create every day at Crunch — the energy and joy of crushing your workout. In a world where things can sometimes feel out of your control, Crunch is a haven where you can turn that around, helping you to feel your best from the moment you step through our doors," he added.

Crunch, which claims a 20% uptick in membership and personal training, reports 2 million members utilizing more than 445 gyms worldwide in 37 states. Overall U.S. revenues for the gym, health and fitness clubs industry topped $31.3 billion in 2022, according to IBIS World.

Justin Bajan, co-founder of Familiar Creatures, added the spots "made Crunch's purpose shine even brighter."

Familiar Creatures client roster includes Duke's, Mercy University and Hometap.