Crunch Fitness Uses ‘Offbeat Humor,’ Catchy Ads To Win Over Gen Z

ATN spoke with Crunch’s chief marketing officer to learn about the well-thought-out strategy behind the fitness franchise’s unconventional advertising campaign

A new marketing strategy from Crunch Fitness is to get fitness enthusiasts bursting into laughter that actually burns calories – an effective way to kickstart a health and fitness regimen at a “judgment-free gym.”

Chad Waetzig, head of marketing for the New York-based gym franchise, remains committed to promoting health and fitness while also taking into account the dilemmas of the modern era.

“With election season approaching, interest rate uncertainty and armed conflicts continuing around the world, there is widespread concern right now among many consumers and many are feeling the weight of the world on their shoulders,” said Chief Marketing Officer Wetzig. .” “But we believe everyone want to feel good. austerity From the moment you walk through our doors, we’re here to help you feel your best through fitness. “

Finding humorous ways to market fitness is no easy task, especially in an industry that can be intimidating to newcomers or returners. NBC’s “Saturday Night Live” recently teased this — in a skit that highlighted the intimidating, mysterious atmosphere of Pilates studios and the fear it can inspire in new clients.

Waetzig and the Crunch marketing team aim to strike a balance between showcasing Crunch’s inclusive ethos and the benefits of working out at one of its more than 450 gyms or on Crunch+, the fitness brand’s on-demand platform, while earning laughs.

“‘No judgment’ is core to our culture and values,” Waetzig said. “This means we have room for everyone, regardless of shape, size, age, race, gender or fitness level. These engaging ads use humor to highlight how members can ‘feel good’ and escape from life’s inevitable bad moments be relieved.”

Chad Weitzger (Photo: Crunch Fitness)

Crunch debuted its “Feel Good, Not Bad” campaign in December to remind fitness consumers that working out at Crunch is much better than getting bitten by a snake or getting stuck in a turnstile.The latest advertisements of fitness brands can be viewed here, Humorously describes “feeling stuck” and offers an antidote: crunch training.

While Crunch aims for its campaigns to resonate with and entertain fitness enthusiasts of all generations, the brand’s marketing creative targets a specific audience that Waetzig calls “young, strong and social.”

“Members of this group tend to be adults aged 18-34, for whom social media and connecting with others are part of the fabric of their culture,” he explains. “They see fitness as a source of mental and physical strength.”

Crunch’s latest ad is witty, social media-friendly, and crafted to go viral.Perhaps the best example is that of a fitness franchise funny ads For “Toga”. In conjunction with April Fools’ Day, the prank promotion promotes yoga classes on Crunch+ to help overworked thumbs from constant scrolling and texting.

Credit: Crunch Fitness

The ad highlights Crunch+, which is a revamp of Crunch Live launched in 2013 and relaunched in 2023, reminding fitness consumers of Crunch’s other convenience products.

“and Crunch+we’ve cracked the code behind the hybrid workout trend—extending the Crunch experience beyond the four walls of the gym while enabling Crunch-led workouts at home, on the go, or as a tool for use in the gym itself,” said Waetzig.

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New World Fitness Vice President of Marketing Brea Ballard smiles

Crunch’s comedy and “feel-good” approach to fitness can be seen by consumers year-round, especially considering 94% of Gen Z and Millennials prefer A brand with a fun vibe.

“We will continue to connect with current and potential members through irreverent, offbeat humor,” Waetzig assures. “These features are consistent with our brand identity and we believe they can help us cut through the clutter and drive consumer understanding of our brand and brand experience.”

Now in its 35th year, the high-value, low-price (HVLP) fitness operator has much to celebrate as it continues to scale and keep consumers engaged, motivated and in high spirits. Crunch expects to soon have 500 gyms with 3 million members, Waetzig said. The brand recently welcomed former Pizza Hut executive Chequan Lewis as president to drive growth in the franchise business.

“Crunch is uniquely positioned to achieve unprecedented growth,” Waetzig said. “We’ve been crushing it in terms of expansion.”

He also pointed to Crunch’s embrace of technology, as seen in its partnership with Amazon One, and its growing focus on recovery as key reasons why the gym franchise continues to grow.

“For many fitness enthusiasts, recovery will become It’s a fundamental part of their fitness regimen,” predicts Waetzig. “We’re investing time and resources in developing stronger ‘Relax and Recover’ programs in our clubs to meet this emerging need, as consumers become more focused on recovery. As awareness and demand increases, recovery will play a more important role in our marketing plans. “

Courtney Layfield

Courtney Rehfeldt has been working in the broadcast media industry since 2007 and as a freelancer since 2012. Her work has been published in Age of Awareness, Times Beacon Record, The New York Times, and more, and she has a forthcoming article in Slate. She studied yoga and meditation with Beryl Bender Birch at Hard and Soft Yoga Institute. She enjoys hiking, the outdoors, and is an avid reader. Courtney holds a BA in Media and Communication Studies.

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