Breaking and Entering Advertising Podcast Let's Talk Ab-vertising
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Jul 24, 2025 Chad Waetzig, CMO of Crunch Fitness, shares insights from his journey in the fitness industry, where he’s focused on making fitness fun and inclusive. He discusses the secrets behind scaling a brand across 500 locations and the significance of marketing beyond just ads. Chad dives into how social media impacts career aspirations and the importance of location and word-of-mouth, especially among young consumers. He emphasizes the need for emotional connection in post-pandemic marketing and his belief that fitness doesn't have to be serious to be effective.
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Be a Well-Rounded Marketer
- Chad advises marketing aspirants to be well-rounded, gaining experience across paid and organic social media, and traditional marketing.
- He recommends specializing in a category or company you are passionate about and soaking up all marketing functions possible.
Crunch's Market Positioning
- Crunch Fitness positions itself as a challenger brand in the high-value, low-price fitness segment.
- Their growth strategy focuses on scale through franchising, not matching luxury but expanding reach aggressively.
Prioritize Local Marketing
- Chad stresses the importance of local marketing spend because fitness is a hyperlocal business with members mostly within a 10-minute commute.
- Franchisees get flexible templated assets to customize campaigns for local preferences while maintaining brand consistency.