Crunch Fitness’s Chad Waetzig on getting strong first-party data

Crunch Fitness' CMO, Chad Waetzig joins The Current Podcast to explore how Crunch is developing their on-demand workout streaming app, how they're leaning into performance marketing versus brand-building and why digital media is the best way to reach its gymgoers.

Episode Transcript

Please note, this transcript may contain minor inconsistencies compared to the episode audio.

[00:00:00] Damian: I'm Damian Fowler

[00:00:01] Ilyse: And I'm Ilyse Liffering.

[00:00:03] Damian: And welcome to this edition of the current

[00:00:05] Ilyse: This week, we're delighted to talk with Chad Waitzig, the CMO of Crunch Fitness, who leads the brand's marketing and communication efforts for its gym locations all over the world.

[00:00:17] Damian: Headquartered in New York City, Crunch serves 2. 5 million members with over 460 gyms worldwide and continues to expand in the U. S. and around the globe.

[00:00:28] While Crunch has built a community of fitness enthusiasts at its physical locations, it has also been on a mission of expanding its reach on digital.

[00:00:37] We start by asking Chad about how he'd characterize the gym's marketing goals.

[00:00:43] Ilyse: so Chad, how would you characterize the marketing mission for Crunch?

[00:00:48] Chad: It's really important for us, to both build comprehension around what the crunch brand experience is.

[00:01:05] And we think we've got a pretty unique offering in the high value, low price space and in fitness, but it's also to drive leads and it's to fill that, consumer funnel, with folks who are interested in exploring a fitness workout, And building that lead base so that our franchisees, our partners in our marketing journey, can invite them into the gym, give them a free trial, and encourage them to join and continue their fitness journey with us.

[00:01:32] so as we think about what we do day in and day out, I'd say that, 80 percent of what we do is focused on how can we introduce the brand to more people and drive leads into the system.

[00:01:41] Damian: Now, can you talk about your latest campaign and how that works? I know you're talking about, a kind of big campaign, but you're also then trying to target local gyms and gym spaces and demographics. Can you talk about how that relationship works?

[00:01:54] what about the new campaign? Feel good, not bad?

[00:01:57] Chad: Yeah. Yeah. So we're, really excited about feel good. [00:02:00] Not bad. we launched the campaign on December the 26th, which is, basically the start of our year, immediately after Christmas. and the, conceit or the gestalt of the campaign is to. recognize that as a country, we've gone through a lot of bad stuff, and, there's a lot of bad in the world, and we don't want to focus on the bad in the world, but we know that it's out there and how do we, recognize that a way to combat that is to feel good, and to feel good.

[00:02:31] You can do that through working out. So the whole campaign is focused on this idea of telling a story about the bad things that happen through silly, humorous, metaphors, banging your head on a drawer, getting stuck in a revolving door, waking up in the desert on a camping trip with a snake.

[00:02:52] Attached to your face, really absurd, silly things as a metaphor for the bad in the world, and that through working out and through [00:03:00] working out at crunch, you can get those endorphin rushes. you can escape from the world. You can forget all the bad that's out there and really focus on yourself.

[00:03:07] You can really lose yourself at crunch. so that's, the gestalt behind the campaign or the, idea behind the campaign. Now, the way we execute that campaign, and we do it in partnership with our franchisees, is through a mix of brand marketing, performance marketing, and retail marketing. And so we've designed, creative assets that kind of take you through that entire journey, whether it's television, radio, direct mail, or digital marketing assets, that really tell that story in a layered way as a consumer moves through the journey.

[00:03:41] Damian: Yeah, that's interesting. now you mentioned the campaign, the Feel Good, Not Bad campaign is one that really dives into humor to convey how fitness can be fun. We recently had on this podcast, the CEO of BBDO, Andrew Robertson, who talked about the importance of funny ads and why they're so important.

[00:03:59] [00:04:00] To building a brand's identity. I just wanted to get your thoughts on that. and why is Funny the right fit for you?

[00:04:07] Chad: Yeah, first of all, I would agree with his assessment. And, at our heart, we're storytellers, right? All marketers are storytellers, and we're telling the story of our brand and our business. And humor, leveraging humor, is one way to tell that story in a way that we think breaks through the clutter.