• by Fern Siegel , Yesterday

Crunch gym is promoting more than fitness. It’s pushing community and joy in the  “Crunch: Feel More” campaign.

Creative AOR Familiar Creatures is responsible for the work. Director Hype Williams scored the Crunch Fitness spot to the “This Is How We Do It” track. The ad is the latest evolution of the brand’s “Feel Good, Not Bad” campaign, which began in 2023.

The new campaign spans broadcast, social media, radio, billboards and merchandise. It follows the recent debut of Crunch 3.0, the brand’s new gym design that adds more amenities to new spaces, such as group fitness studios and Olympic lifting platforms.

“We wanted to leverage the many fitness and wellness offerings Crunch has, how that makes you feel as a gym-goer and the overall vibe of the brand,” said Justin Bajan, Familiar Creatures co-founder. “This concept emerged around two gym-goers who feel like they are in a music video. We were fortunate to collaborate with Hype to lean into the nostalgia of the ultimate ’90s anthem, while portraying the future of gym offerings.”

Crunch serves more than 3 million members with over 500 gyms worldwide in 41 states, the District of Columbia, Australia, Canada, Costa Rica, Portugal, Puerto Rico and Spain.

"Gyms have become modern social hubs,” added Chequan Lewis, president of Crunch Fitness. “They are today’s Friday night house party — where movement, music and community collide. In this cultural moment, gyms must deliver an experience. We create spaces where people can feel good, have fun and still get a seriously effective workout. That’s feeling more."