December 2025. Crunch Fitness officially announced today, December 26, 2025, the launch of its “Crunch: Feel More” campaign, directed by the award-winning filmmaker Hype Williams. Set to the legendary track “This Is How We Do It,” the campaign brings Williams’ signature cinematic style—seen in influential music videos for Beyoncé and Busta Rhymes—to the fitness world. This creative move marks the latest evolution of the brand’s mission to make serious fitness fun and immersive for its global community.
Recognizing the increasing stress of everyday life, Crunch has designed this campaign to highlight how its gym experience enhances physical and mental well-being. Tapping into a target audience that is Young, Strong, and Social, the “Feel More” concept focuses on the human craving for relief, community, and joy. The campaign emphasizes that working out at Crunch leaves members feeling uplifted, empowered, and more connected to a supportive “No Judgments” environment.
Chad Waetzig, Chief Marketing Officer at Crunch Fitness, stated that younger members are turning to the comfort and nostalgia of the 90s and early 2000s to escape modern stressors. Waetzig noted that as the “OG 90s gym,” Crunch is uniquely positioned to tap into this cultural moment. The choice of the iconic song perfectly encapsulates the energy and support of the Crunch community, reinforcing the idea that everyone deserves to feel good while achieving their fitness goals.
The campaign also showcases the recent debut of Crunch 3.0, the brand’s innovative new gym design featuring elevated amenities. The music-video-style spots highlight premium offerings such as group fitness studios, Olympic lifting platforms, and Relax & Recover® services. This aesthetic choice serves to bring to life Crunch’s long-standing philosophy that movement and music are essential components of a truly effective workout experience.
Chequan Lewis, President of Crunch Fitness, noted that gyms have evolved into modern social hubs, describing them as today’s “Friday night house party” where movement and community collide. Lewis emphasized that Crunch delivers a unique experience in the industry, providing spaces where people can have fun and be social without compromising on a seriously effective workout, ultimately helping them “feel more” every time they visit.
Developed in partnership with creative agency Familiar Creatures, the campaign will roll out across broadcast, social media, radio, billboards, and in-gym materials. By blending high-value fitness with high-impact entertainment, Crunch reinforces its leadership in the market and its commitment to fostering a vibrant and inclusive fitness culture across the nation.
