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.

The campaign drove a 41% increase in total leads and a 37% increase in sales. It also fueled Crunch’s highest-ever awareness and recall levels in Q1 2025.