In Crunch’s 35-year history, there has been no gooder year than 2024.

Because that's when we introduced the "Feel Good. Not Bad." campaign, and Crunch jumped from #7 to #2 in awareness behind category leader Planet Fitness. As well as enjoyed its highest ever leads per club per day.

Our Challenge

We needed to keep the momentum going and continue to educate that while the outside world can make you feel bad, Crunch helps you feel good. We decided to get a little more specific about WHERE people feel bad. And—cavemanly—remind them the best place to feel good.

Feel Good Here

There are a lot of places you might be tempted to find good feelings.

Getting chowder on your lunchbreak? There’s no guarantees.

A hotel for a good night's sleep? Not if there’s noisy clowns.

The great outdoors? Guess what? There’s caves full of raccoons.

Even at other gyms, you run the risk of feeling bad.

But not at Crunch. Because one thing is for sure: No matter what kind of bad is out there, you can always feel good at Crunch. 

All our plans came together in a new 30-second spot featuring  some truly awful “bads” juxtaposed with all the good feelings you can expect to feel at Crunch. We chose to work with the director duo MAMA with SPANG to bring a much more storied approach to the bad scenes and dynamic and fun-filled gymosphere to the good scenes.  Then, working with the legendary Chuck Willis, we put together two 30-second spots and a bunch of social videos.