Crunch Essay

Crunch’s brand is based on two basic principles. Creating a unique experience for their gym goers by offering unique classes and thinking “outside the box” and also up keeping a judgement-free zone at their gyms. The essence of their brand speaks to consumers timeless need of belonging and fun. They offered a gym with an excitement component while at the same time creating an environment that accepts everyone with no judgements. While most gyms appealed to more of the ideal self of consumers at the time, Crunch appealed to their actual self. Crunch differentiates itself by appeal to men and women, their fun unique classes,their “no judgement” approach, their locations, and by simply offering more of an experience than any typical gym. Crunch’s

Second, is that they are a judgement-free gym. Next would be that they appeal to a younger demographic than most gyms. Where some twenty-something year old professionals go, others will follow. Another key attribute to the Crunch brand is that they are in cities, where gyms are usually not found. Lastly, an attribute that is important is that they keep their payment plan to keep it affordable. The most critical attribute, that they offer a fun and unique gym experience, can very easily be incorporated into the SportsLife operation simply by offering the same classes as it does in its other locations and coming up with new ones. However, this could be a problem in some of the SportsLife locations that contain pools and various courts for sports. These things are usually found in typical gyms and are not particularly exciting. These spaces could potentially be used for other classes that they couldn’t do before for lack of these spaces. For example, if they wanted to do a spin-off class of water aerobics in a more exciting way. To upkeep their judgement-free environment they would have to make sure that the public view of Crunch is separate from SportsLife who may or may not have held the same standards. If Crunch takes over the location of Sports Life's gyms, it does mean that people will differentiate them from SportsLife. Crunch’s appeal to younger crowds