The CPG Guys Fitness Marketing with Crunch Fitness’ Chad Waetzig
The CPG Guys are joined in this episode by Chad Waetzig, CMO at Crunch Fitness and Justin Bajan, co-founder of Familiar Creatures, a creative agency,
Follow Chad on LinkedIn at: https://www.linkedin.com/in/cwaetzig/
Follow Crunch Fitness online at: https://www.crunch.com/
Follow Justin on LinkedIn at: https://www.linkedin.com/in/justinbajan/
Follow Familiar Creatures online at: https://www.familiarcreatures.com/
Chad & Justin answer these questions:
- Justin - You went from career copywriting to launching Familiar Creatures in 2018. What was the pivotal moment or calling that prompted that leap?
- Chad - Your career spans from P&G to hotel hospitality to Disney before Crunch. How have those diverse experiences informed your leadership and innovation as CMO?
- Both - When you first started working together, what was the big idea or insight that connected Crunch’s marketing goals with Familiar Creatures’ creative vision?
- Both - Crunch’s “No Judgments” ethos is core to the brand. How do you both bring that to life strategically and creatively in campaigns?
- Chad - How do you strike that balance between being bold and staying inclusive?
- Chad - Walk us through how a Crunch campaign comes to life—from the marketing brief to the creative execution. Justin - What’s that back-and-forth like between you?
- Both - Looking at your work together, what’s one campaign or idea you’re most proud of—and what made it resonate?
- Both - What’s the toughest creative or strategic challenge you’ve tackled together, and how did you work through it?
- Justin - Fitness marketing can be tricky—people’s emotions around health are personal. How do you ensure the tone feels fun, motivating, and never off-key?
- Chad - Crunch operates in gyms but also digitally with streaming classes. How do you think about building campaigns that bridge the in-person and digital worlds?
- Justin - What have you each learned about building strong brand–agency relationships that others could take away
- Chad - Where do you see Crunch’s marketing and creative going in the next 5 years—and how do you see brand + agency collaborations evolving in that future?
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