Crunch Fitness wanted to grow market share and brand relevance among young, bilingual Latinos—specifically the “young, strong, and social” 18–34 demographic. While competitors leaned into performance or intimidation, Crunch needed to stand out with a message rooted in inclusion, empowerment, and culture. The brief was clear: be bold, bilingual, and breakthrough.
Latino culture embraces bienestar (well-being) as a joyful, collective, and expressive experience—not a solitary grind. Instead of focusing on physical transformation, we centered the campaign around feeling good: emotionally, physically, and culturally. The phrase “Siéntete Bien” (“Feel Good”) became our anthem and invitation.
As ACD, I led the development of Siéntete Bien, a vibrant, social-first brand platform that redefined fitness as fun, relatable, and culturally affirming. We built a campaign that didn’t sell six-packs—it celebrated confidence, community, and authenticity.
Cultural Humor: The campaign featured familiar moments—like showing off at the gym mirror or dealing with gym fails—captured with warmth and wit.
Bilingual Voice: We used a blend of Spanglish headlines and culturally fluent scenarios to reflect how our audience naturally speaks and lives.
Multi-Platform Strategy: Spots ran across social (IG, TikTok, YouTube), CTV, OOH, in-gym screens, and merch—building a unified, immersive brand world.
Visual Identity: Bold color palettes, playful typography, and diverse casting conveyed energy and inclusion, helping the brand feel both modern and culturally grounded.
+5% increase in new leads during the campaign window
+12% growth in gym memberships YOY
84% unaided brand recall after just one exposure
Organic social sharing exploded via memes, anecdotes, and remixable content formats
Elevated Crunch from #7 to #2 in unaided brand awareness, trailing only Planet Fitness
