Crunch Fitness Taps ’90s Nostalgia to Make the Gym Feel Like a Party

Crunch Fitness’s new campaign wants to make workouts feel like the best part of your day.

The high-energy "Feel More" effort borrows from the iconic 1990s anthem "This Is How We Do It" and music video legend Hype Williams to portray gym life as a fun, social experience rather than just reps and treadmills. The concept grew from the brand’s desire to reach its "Young, Strong, and Social" audience with something that feels exciting instead of just clinical or purely performance-driven. 

“We asked ourselves, ‘Who better to authentically tap into nostalgia than Crunch?’” said Chad Waetzig, CMO at Crunch Fitness.

“The iconic song 'This Is How We Do It' perfectly encapsulates the essence of Crunch: the energy of our members, the encouraging support from our teams, and the joy of our community.” 

Waetzig’s emphasis on how the campaign's emotional approach comes at a time when many young adults seek experiences that feel both social and restorative. Here, they're not pitching fitness in terms of transformation or achievement alone.

Crunch wants fitness enthusiasts to see its gym environment as a place where people can feel uplifted, empowered, and connected to a supportive “No Judgments” community.
The campaign was developed with creative agency Familiar Creatures, the brand’s partner for the past four years. According to Justin Bajan, the agency’s co-founder, the work focuses on capturing how gym goers feel while they’re there, rather than simply showing equipment or routines.

“This concept emerged around two gym-goers who feel like they’re in a music video,” Bajan said.

“We were fortunate to collaborate with Hype to lean into the nostalgia of the ultimate ’90s anthem while portraying the future of gym offerings.”

How Crunch Fitness 'Does It'

Debuting nationally on December 26, the commercial unfolds like a retro music video, showcasing members bopping their heads and moving through charismatic gym moments set to "This Is How We Do It."

The premise is simple: gym-goers working out to the beat of the song, sharing smiles and laughter in group classes, and high-fives in dance-style workouts. All to make the gym environment feel like a community hub more than a chore. As Chequan Lewis, president of Crunch Fitness, described the spot: "They’re today’s Friday night house party — where movement, music, and community collide."