Crunch’s newest creative initiative uses the iconic track “This Is How We Do It,” a legendary music video director, and nostalgic vibes to highlight the life-changing physical and emotional benefits of working out at a Crunch gym.
NEW YORK, Dec. 26, 2025 — a leading high-value, affordable gym, today unveiled its “Crunch: Feel More” campaign, helmed by acclaimed director Hype Williams and set to the classic song “This Is How We Do It.” Williams, the creative force behind some of the most influential music videos for artists like Beyoncé, Busta Rhymes, LL Cool J, and Missy Elliott, brings his distinctive cinematic style to “Feel More,” the latest evolution of the brand’s 2023-debuted “Feel Good, Not Bad” campaign.
Aware of the daily struggles and stress of everyday life, Crunch has crafted a gym experience that boosts members’ physical health and emotional well-being. Building on Crunch’s ongoing efforts to connect with its Young, Strong, & Social target audience, “Feel More” taps into what the brand’s customers crave most right now: relief from stress, a sense of community, and moments of joy. The campaign emphasizes the transformative impact of working out at Crunch — it’s not just an exercise session, but an immersive experience that leaves members feeling positive and rejuvenated. Crunch wants every member to leave the gym feeling enhanced: more uplifted, more empowered, and more connected to its supportive “No Judgments” community.
“In an increasingly stressful world, our younger members are turning to positive experiences, including the comfort and nostalgia of the ’90s and early 2000s. We asked ourselves, ‘Who better to authentically tap into nostalgia than Crunch?’ As the OG ’90s gym, we’re known for being fun, irreverent, quirky, offbeat, and motivating for more than 35 years. 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,” said Chad Waetzig, Chief Marketing Officer at Crunch Fitness. “By leaning into this cultural moment, ‘Feel More’ reinforces how Crunch brings people together in ways that are uplifting, enjoyable, and feel good. Everyone deserves to feel good, and there’s no better way to achieve that than by working out at Crunch.”
The campaign follows the recent launch of Crunch 3.0, the brand’s innovative new gym design that redefines fitness spaces with upgraded, energizing amenities for members. The music video-style spots showcase the wide range of premium offerings at Crunch gyms — from group fitness studios to Olympic lifting platforms, Relax & Recover® services, and more — bringing Crunch’s mission of making serious fitness fun to life.
“Gyms have become modern social hubs,” said Chequan Lewis, President of Crunch Fitness. “They’re today’s ‘Friday night house party’ – where movement, music, and community collide. In this cultural moment, gyms must deliver an experience. And Crunch does this like no one else in our industry can. We create spaces where people can feel good, have fun, and still get a seriously effective workout. That’s feeling more.”
The new campaign will roll out across multiple channels: broadcast TV, social media, radio, billboards, branded merchandise, and in-gym materials. Crunch developed the campaign in partnership with Familiar Creatures, its creative agency of record for the past four years.
“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, Co-Founder of Familiar Creatures. “This concept emerged around two gym-goers who feel like they’re 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.”
The new commercial will start airing nationally on December 26, 2025. For more information or to find a Crunch location near you, visit .
About Crunch Fitness
Crunch is a gym that believes in making rigorous exercise enjoyable by blending fitness and entertainment, and it pioneers the philosophy of “No Judgments.” Crunch serves a diverse fitness community: people of all backgrounds with all types of goals, exercising in various ways, coming together in the same space. Headquartered in New York City, Crunch has over three million members across more than 500 gyms worldwide, including in 41 U.S. states, the District of Columbia, Australia, Canada, Costa Rica, Portugal, Puerto Rico, and Spain. Crunch is rapidly expanding across the U.S. and around the globe.
SOURCE Crunch Fitness