HGTV x Crunch Fitness Launch “Totally ’90s Build”: A Pop-Up Fitness Revival Tied to New Renovation Series

Table of Contents

1. Key Highlights:
2. Introduction
3. How Totally ’90s Build is staged: pop-up, clubs, and digital content
4. Why ’90s nostalgia remains an effective marketing lever
5. Crunch and HGTV: a strategic fit between lifestyle media and fitness
6. Programming highlights and why they matter to participants
7. Summer Streets as activation real estate: reach and urban context
8. CRUNCH+ and digital-first extensions: how on-demand content sustains momentum
9. The broader trend: entertainment-meets-experience marketing
10. Practical outcomes and KPIs organizers will prioritize
11. Potential risks and mitigation strategies
12. What the campaign signals about modern fitness marketing
13. Real-world parallels: how other brands have used nostalgia and experiential pop-ups
14. For attendees: what to expect and how to make the most of it
15. Lessons for marketers and experience designers
16. What success could look like for HGTV, Crunch, and similar collaborations
17. Cultural implications: why the ’90s keep coming back
18. Final considerations for brands thinking about similar activations
19. FAQ

Key Highlights:

• HGTV and Crunch Fitness are partnering for Totally ’90s Build, a monthlong experiential campaign running Aug 15–Sep 15 that combines a free New York City pop-up at Summer Streets with throwback classes at 30 Crunch Signature clubs in four major markets.
• The activation pairs an upcoming HGTV renovation competition, Totally ’90s House (premiering Aug 26), with nostalgia-driven fitness programming—in-person and on Crunch’s CRUNCH+ digital platform—to amplify audience engagement and drive trial memberships.
• The collaboration illustrates a strategic use of nostalgia, experiential marketing, and cross-industry brand alignment to create media moments, social content, and community experiences that extend beyond a television premiere.

Introduction

When television networks want more than a broadcast moment, they turn to experiences. HGTV’s new renovation competition, Totally ’90s House, reimagines homes frozen in the decade for modern living while preserving the eras’ defining quirks. HGTV has extended that premise beyond the small screen by partnering with Crunch Fitness on Totally ’90s Build—a series of physical and digital activations that revive classic group fitness formats and ’90s cultural touchpoints to promote the show and generate audience interaction.

The partnership brings a free pop-up to New York City’s Summer Streets on August 15, followed by a run of throwback classes at Crunch Signature clubs in New York, Los Angeles, San Francisco, and Miami through September 15. Classes range from Kangoo Jumps sessions to STEP aerobics and boxing, and Crunch will publish exclusive ’90s-inspired workouts on its digital platform, CRUNCH+. The effort aims to capture cross-generational nostalgia while demonstrating how experiential activations can expand a television premiere into a multi-channel promotional campaign.

What follows is an in-depth look at the campaign’s mechanics, the cultural logic behind nostalgia marketing, the fit between HGTV and Crunch, and what other brands can learn from a cross-industry program that trades on collective memory and physical participation.

How Totally ’90s Build is staged: pop-up, clubs, and digital content

Totally ’90s Build unfolds in three linked parts: a free public activation at NYC DOT’s Summer Streets, a slate of in-club programming at selected Crunch Signature locations, and a digital content drop via CRUNCH+.

• Summer Streets pop-up (August 15). The centerpiece is a free event at Astor Place Rest Stop from 10 a.m. to 2 p.m. ET. Crunch instructors lead an itinerary modeled on classic ’90s aerobics videos and group classes. The schedule includes an opening Totally ’90s Dance Party, classes named Totally ’90s Hard Knocks TKO (kickboxing), ’90s Bounce + Burn on Kangoo Jumps, Abs, Thighs, & GOSSIP, STEP into the ’90s, Aerobics with Attitude, and a closing dance party. The activation is built to be visible and shareable—key for earned media and social amplification.
• Crunch Signature club programming (Aug 24–Sep 15). Thirty Crunch Signature clubs across New York, Los Angeles, San Francisco, and Miami will host throwback classes such as Totally ’90s: BOING on Kangoo Jumps, GROOVE dance cardio, STEP aerobics, and PUNCH boxing, in addition to more contemporary strength, cycling, and yoga offerings. Non-members can access the programming via a free trial offer promoted by Crunch.
• CRUNCH+ digital extension. Crunch will release a collection of exclusive ’90s-inspired workouts on its digital platform, making the activation accessible beyond the physical footprint. The CRUNCH+ content preserves the campaign’s thematic energy and gives members on-demand options aligned with the pop-up and club schedules.

The three-tiered approach—street-level event, in-club immersion, and digital distribution—creates multiple touchpoints for fans, members, and curious passersby to connect with both the HGTV property and Crunch’s brand proposition.

Why ’90s nostalgia remains an effective marketing lever

Marketers use nostalgia because it reliably produces emotional resonance. The decade’s aesthetic—bright colors, distinct pop music, distinctive fashion silhouettes, and a recognizable media ecosystem—operates as a cultural shorthand. When a campaign recreates sensory cues from a remembered era, it prompts a short-circuiting of skepticism: people lean on comfortable associations rather than evaluating a brand solely on present features.

Several psychological effects explain why this works in practice:

• Emotional recall: Nostalgic stimuli trigger autobiographical memories tied to personal milestones—first apartments, college dorms, late-night TV viewing or early relationships. Those memories carry positive affect, which brands can tap to transfer warmth and familiarity to a product or experience.
• Social bonding: Shared nostalgia creates quick communal ties. A public fitness event that references step aerobics or Kangoo Jumps invites people to trade stories and recognize one another’s generational touchstones. That fosters a social atmosphere that supports retention and word-of-mouth.
• Differentiation by storytelling: Nostalgia offers more than a visual palette; it gives a narrative frame. HGTV’s Totally ’90s House uses renovation to tell stories about preservation and reinvention, while Crunch’s reintroduced classes tell stories about communal workouts as enjoyable spectacles rather than solitary chores.
• Low friction for re-engagement: When an activation references familiar formats—like a 30-minute dance cardio class styled like a ’90s show—participation fears drop. People are more willing to try something framed as fun and retro than a new, intimidating fitness modality.

Brands that harness nostalgia deliberately choose cues that balance authenticity with accessibility. That balance appears central to the HGTV–Crunch collaboration: the renovation show modernizes homes while preserving nostalgic details; the fitness program revives recognizable class formats but packages them for contemporary participants.

Crunch and HGTV: a strategic fit between lifestyle media and fitness

On the surface, a home renovation series and a gym chain might seem like tangential partners. The strategic logic reveals itself when both sides ask what they bring to the table.

What HGTV gains:

• Physical, real-world engagement around a TV property. Television viewership is valuable, but a physical activation makes the show tangible. Fans can move beyond passive consumption to embodied participation tied to the show’s themes.
• Social content and amplification. Events generate user-created content, from TikToks of aerobics moves to Instagram stories of Kangoo Jumps, extending the show’s visibility beyond traditional promotion.
• Cross-demographic reach. Crunch’s membership base spans multiple age groups and locales; in-club activations bring HGTV to audiences who may not be regular network viewers.

What Crunch gains:

• Cultural relevance and PR lift. Partnering with a major network property positions Crunch as an experiential, culturally attuned brand rather than a commodity gym.
• Membership recruitment. Promoting a free trial tied to the program lowers barriers for prospective members to try out facilities and classes.
• Reinforcement of brand heritage. Crunch has roots in the group fitness scene and an identity associated with playful, unorthodox programming. The ’90s tie reinforces that history and differentiates its offerings from other fitness chains that emphasize pure performance.

The collaboration highlights a trend: content producers increasingly seek partners that convert a show’s themes into lived experiences. Fitness brands, with their physical spaces and programmatic flexibility, are natural collaborators when shows emphasize lifestyle and interior culture.

Programming highlights and why they matter to participants

The activation’s class names read like a mixtape of ‘90s fitness vernacular: step aerobics, dance cardio, kickboxing, and Kangoo Jumps. For participants, these choices matter for more than nostalgia.

• STEP into the ’90s. Step aerobics was a studio staple for decades. Its appeal today stems from accessible choreography, a clear learning curve, and visual flair—participants can record choreography that looks impressive on camera. Step offers moderate intensity and social cues that reduce intimidation for newcomers.
• Kangoo Jumps: BOING and ’90s Bounce + Burn. Kangoo Jumps are rebounding boots that reduce joint impact while adding a novelty factor. Reintroducing them taps into spectacle and the promise of a low-impact, high-energy cardio experience.
• Totally ’90s Hard Knocks TKO and PUNCH boxing. Boxing-style classes provide a cathartic outlet and strong cardio benefits. Framing them as ’90s throwbacks positions the workout as both effective and culturally referential.
• Abs, Thighs, & GOSSIP; GROOVE dance cardio; Aerobics with Attitude. These class names underline that the event will be as much social theater as training. Dance cardio and ab-focused classes represent approachable formats that welcome newcomers and deliver visually engaging moments for social sharing.

Why this programming mix matters:

• Accessibility: The chosen formats lower barriers for people who might be wary of modern boutique fitness intensity. They are approachable for a range of fitness levels.
• Shareability: Choreography and props (like Kangoo boots) create visual content optimized for social platforms, enhancing campaign reach.
• Community creation: Group classes encourage social interaction that supports trial conversions and sustained membership if the experience is positive.
• Media alignment: The classes mirror the show’s juxtaposition of dated aesthetics and modern renovation—retrofitted workouts for contemporary audiences.

Summer Streets as activation real estate: reach and urban context

NYC DOT’s Summer Streets is a recurring urban event that temporarily repurposes city streets into pedestrian-friendly zones. As activation real estate, it offers specific advantages for an experiential campaign:

• High foot traffic and diversity of audience. Summer Streets draws a broad mix of residents and tourists, increasing the chance of spontaneous participation and organic social sharing.
• Public visibility and accessibility. A free event invites participation across demographics and reduces friction for attendance.
• City-backed atmosphere. Hosting a branded activation within a city-organized festival lends legitimacy and aids logistics like permits and crowd control.

For Totally ’90s Build, Summer Streets augments the program’s visibility. A pop-up at Astor Place reaches media and culture influencers while serving as a funnel into Crunch’s subsequent in-club programming across multiple markets. The strategic placement signals that the campaign intends to be as much a cultural moment as a promotional tie-in.

CRUNCH+ and digital-first extensions: how on-demand content sustains momentum

A one-day pop-up and a three-week club program create concentrated buzz; CRUNCH+ is the mechanism for prolonging engagement. The platform’s on-demand workouts let participants revisit routines, share clips, and enjoy the same nostalgia-driven programming from home.

Digital extensions matter for three reasons:

• Scalability. Pop-ups and gym classes reach finite audiences. On-demand content scales the activation globally to Crunch’s member base and beyond.
• Conversion funneling. CRUNCH+ can act as a lower-commitment entry point, allowing curious users to try a themed workout before converting to a membership or attending an in-person class.
• Data collection. Digital interactions provide view counts, completion rates, and engagement metrics that inform follow-up marketing and program iteration.

From a measurement standpoint, CRUNCH+ enables more precise assessment of content performance than pure experiential activations. Brands can track how often a themed routine is completed, which instructors attract the most views, and which class types drive sustained engagement.

The broader trend: entertainment-meets-experience marketing

Totally ’90s Build fits into a larger pattern wherein media properties create experiences that live outside a broadcast. Two strategic benefits drive this trend:

• Ownership of cultural moments. Networks aim to turn premieres into cultural events. Partnerships that create photo-friendly activations or challenge-based formats help a show become part of social conversations beyond episodic viewing.
• Monetization and ecosystem building. Experiences help networks and partners collect data, drive subscriptions, and convert fans into ecosystem participants—such as subscribers to a streaming platform or members of a fitness club.

Past campaigns demonstrate this logic. Series tie-ins produce temporary retail drops, pop-up eateries themed to shows, and branded fitness classes or challenges that extend a show’s life cycle. The HGTV–Crunch collaboration capitalizes on the cross-section between home renovation and lifestyle fitness: both are about self-improvement and environment. The shared thematic ground makes the two brands credible together.

Practical outcomes and KPIs organizers will prioritize

Neither HGTV nor Crunch has publicly disclosed attendance targets or specific conversion goals for Totally ’90s Build. However, standard success metrics for this kind of activation include both engagement and conversion categories:

Engagement metrics:

• Foot traffic and class attendance at the pop-up and in-club events. These are raw indicators of reach and interest.
• Social impressions, hashtag use (#HGTVTotally90sBUILD), and user-generated content volume. Metrics track virality and earned media value.
• Media coverage and PR pickups. Earned media contributes to total campaign reach.

Conversion metrics:

• Free-trial sign-ups tied to the campaign landing page and subsequent conversion to paid memberships. Measurement requires tracking UTM tags and promo codes.
• CRUNCH+ subscriptions and content completion rates. Digital retention signals lasting interest.
• Referral and promo-code-driven registrations for the HGTV show’s streaming or tune-in metrics on premiere week may also be correlated.

Qualitative metrics:

• Member feedback, NPS-like sentiment, and instructor reports on class energy and repeat attendance.
• Influencer and partner feedback on the event’s creative execution and brand alignment.

For organizers, tying these outcomes back to the activation design—clear calls to action, frictionless trial sign-ups, and post-event digital follow-ups—will determine whether the campaign produces lasting value or primarily ephemeral buzz.

Potential risks and mitigation strategies

Even well-conceived experiential campaigns face execution risks. Anticipating these and planning mitigations can save resources and preserve brand reputation.

Risk: Overreliance on novelty without substance.

• Mitigation: Ensure class quality and instructor preparation match the spectacle. Nostalgia draws people in; a poor class experience drives them away.

Risk: Brand mismatch or audience misalignment.

• Mitigation: Test messaging and creative with small focus groups representing target demographics. Use clear co-branding to avoid confusion about what the activation represents.

Risk: Operational breakdowns at large public events.

• Mitigation: Secure robust logistical plans with city partners, contingency plans for weather, and clear crowd-management protocols.

Risk: Digital follow-through fails.

• Mitigation: Prepare CRUNCH+ content ahead of the pop-up, promote it during the event, and create incentives (e.g., exclusive content unlocked by scan or promo code) for attendees to engage post-event.

Risk: Legal and safety concerns with novel equipment (e.g., Kangoo Jumps).

• Mitigation: Provide equipment orientation, limit class sizes, and staff with trained instructors who can manage new-user risks.

Addressing these risks requires aligning creative ambition with operational rigor—a project management imperative for any live activation.

What the campaign signals about modern fitness marketing

Fitness brands increasingly sell experiences, not just memberships. That evolution has several implications:

• Programming as marketing. Unique classes and themed events function as lead-generation tools. They appear on Instagram feeds and in local event calendars, attracting non-members who may later convert.
• Cross-industry partnerships validate lifestyle positioning. Aligning with a media property like HGTV allows a gym to borrow narrative authority and broaden appeal to culture-driven consumers.
• Digital ecosystems strengthen physical offerings. On-demand content sustains interest beyond localized activations, closes the loop for remote participants, and creates content libraries that reinforce the brand story.
• Community-first design matters. Events that foster social interactions increase the likelihood of retention. The more a member meets people and forms bonds in classes, the more likely they are to remain.

Totally ’90s Build positions Crunch as a lifestyle brand that stages memorable moments rather than only a fitness commodity. That framing encourages customers to think of Crunch as a social destination—a crucial strategic advantage as gyms compete for attention and wallets.

Real-world parallels: how other brands have used nostalgia and experiential pop-ups

Several high-profile campaigns illustrate how nostalgia and experiential marketing combine to create cultural traction:

• Media-driven retail pop-ups. Networks and streaming platforms have launched temporary shops and themed venues that let fans purchase show-branded merchandise, sample foodstuffs featured in episodes, or pose in recreated sets. These efforts turn passive viewers into active participants.
• Fashion and sneaker retro drops. Brands regularly reissue classic designs or collaborate with shows and artists to revive retro aesthetics. Those releases often produce lines and resales, demonstrating nostalgia’s commercial power.
• Fitness collaborations with cultural properties. Pop-up classes tied to films or shows—such as yoga events themed around wellness narratives or dance classes aligned with music releases—create press and drive social sharing while reinforcing the fitness brand’s cultural currency.

Each of these parallels shows a common formula: pick a culturally resonant artifact, translate it into an accessible physical or digital experience, and design a distribution plan that scales engagement.

Totally ’90s Build follows that formula but adds a twist: it pairs renovation storytelling with fitness spectacle, connecting different lifestyle domains to reinvent promotional reach.

For attendees: what to expect and how to make the most of it

If you plan to participate in the Summer Streets pop-up or a Crunch Signature class, these practical tips will enhance the experience:

• Arrive early for equipment demos. Unique props like Kangoo Jumps require instruction. Early arrival reduces stress and ensures a spot in popular classes.
• Embrace the aesthetic. Dress in ’90s-inspired workout gear if you enjoy photo opportunities—bright colors, headbands, and high-top sneakers are welcome visual cues.
• Bring a water bottle and towel. Outdoor activations and high-energy classes call for basic comfort items.
• Plan for social sharing. If you want to capture content, consider a small stabilizer for mobile video and frame a shot that includes instructors and fellow participants for energy.
• Follow up with CRUNCH+ or a free trial. If you enjoy a class, take advantage of the trial channel to maintain momentum with on-demand content and scheduled class bookings.

Participation is as much about fun and social interaction as exercise. Approaching the activation with an open, playful mindset will maximize both enjoyment and potential membership takeaways.

Lessons for marketers and experience designers

Totally ’90s Build offers several tactical lessons for teams planning similar collaborations:

• Align thematically before executing. The tighter the narrative tie between partners, the more credible the activation. HGTV’s renovation narrative and Crunch’s group fitness heritage provide a credible thematic overlap.
• Combine spectacle with substance. Novelty attracts attention; quality retains participants. Ensure instructors, content, and logistics meet participant expectations.
• Plan multi-channel distribution. A pop-up offers immediate content; digital platforms convert attention into longer-term engagement. Design content drip strategies that follow the live activation.
• Leverage public events for discovery. City-sponsored festivals provide built-in audiences and reduce the friction of drawing crowds.
• Create measurable CTAs. Whether sign-ups, promo codes, or CRUNCH+ enrollments, link the experience to trackable actions to evaluate ROI.
• Anticipate operational complexity. Large public activations require permits, safety protocols, equipment logistics, and contingency planning—budget time and resources accordingly.

These lessons help prioritize resources and create activations that reward investment with measurable value.

What success could look like for HGTV, Crunch, and similar collaborations

Success manifests in a range of outcomes that combine short-term visibility with longer-term business metrics:

• Short-term: high attendance at the Summer Streets event, strong class fill rates in participating Crunch clubs, robust social media activity and hashtag adoption, and positive local and national press coverage.
• Medium-term: uptick in free-trial sign-ups and measurable conversion rates to paid memberships at participating locations, increased CRUNCH+ subscriptions or usage of themed content, and greater tune-in or streaming viewership for the HGTV series premiere week.
• Long-term: durable association between Crunch’s brand and cultural programming, sustained membership growth in markets where activations occurred, and a playbook for future cross-industry collaborations that drive both PR and business results.

Measuring these outcomes requires carefully designed attribution mechanisms—promo codes, UTM parameters, and follow-up surveys—that tie participation back to conversions.

Cultural implications: why the ’90s keep coming back

The persistence of ’90s aesthetics in fashion, music samples, and interior design speaks to cultural cycles and generational nostalgia. The people who grew up in that decade are now in prime consumer years, with disposable income and a penchant for retro experiences. Their nostalgia influences younger generations through fashion cycles, streaming platforms, and social media’s appetite for vintage aesthetics. Campaigns that tap into this dynamic get both the direct appeal to those who lived through the decade and a mediated curiosity from younger audiences discovering the era anew.

For brands, the lesson is to use nostalgia as an interpretive lens rather than an imitation. Revivals resonate when they respect the original form while offering modern utility or storytelling context—exactly the premise of Totally ’90s House and the corresponding fitness activation.

Final considerations for brands thinking about similar activations

Brands contemplating experiential tie-ins with media properties should consider three final points before committing:

• Does the partner provide authentic narrative overlap? Avoid partnerships that feel shoehorned. Shared themes—home and lifestyle, music and movement, food and storytelling—create continuity.
• Can the activation be both memorable and measurable? Make sure mechanisms exist to capture leads and engagement signals that translate into business value.
• Will the experience scale? A successful pop-up should have a digital or repeatable element that extends beyond initial excitement.

Totally ’90s Build demonstrates a model for executing a coherent, multi-channel activation that ties a media premiere to physical experiences and digital content. The collaboration’s success will rest on execution quality, digital follow-through, and the ability to convert momentary nostalgia into ongoing engagement.

FAQ

Q: What are the dates and locations for Totally ’90s Build? A: The campaign runs from August 15 through September 15. The free public pop-up takes place on August 15 at NYC DOT’s Summer Streets (Astor Place Rest Stop) from 10 a.m. to 2 p.m. ET. Beginning August 24, themed classes and programming are offered at 30 Crunch Signature clubs in New York, Los Angeles, San Francisco, and Miami.

Q: How does the fitness programming relate to the HGTV show? A: Totally ’90s Build ties into HGTV’s Totally ’90s House, a six-episode renovation competition premiering August 26. The fitness programming leans on ’90s cultural touchstones—step aerobics, Kangoo Jumps, dance cardio, and boxing classes—to echo the show’s theme of reviving and modernizing ’90s elements in contemporary contexts.

Q: Are the Summer Streets events and Crunch classes free? A: The Summer Streets pop-up on August 15 is free and open to the public. Crunch Signature club programming is available to members; non-members can sign up for a free trial promoted by Crunch to attend classes during the activation.

Q: Will Crunch provide on-demand ’90s workouts? A: Yes. CRUNCH+ will host a collection of exclusive ’90s-inspired workouts created in partnership with HGTV, allowing participants to access themed content digitally.

Q: Who are the on-screen talent and hosts for Totally ’90s House? A: The show is hosted by Jaleel White. Teams include Brian Austin Green, Beverley Mitchell, and Jodie Sweetin competing against Melissa Joan Hart, Matthew Lawrence, and Keshia Knight Pulliam. Design mentors are Carter Oosterhouse and Sabrina Soto. The winning team receives $25,000 for their chosen charity.

Q: How can brands measure the success of an activation like Totally ’90s Build? A: Key performance indicators include foot traffic and class attendance, social media impressions and hashtag usage, media coverage, free-trial sign-ups and membership conversions, CRUNCH+ engagement metrics (views and completion rates), and qualitative attendee feedback. Tracking mechanisms such as promo codes and UTM parameters will help attribute conversions to the campaign.

Q: What should attendees bring to a pop-up or Crunch class? A: Bring a water bottle, towel, comfortable workout clothing (if you want to lean into the ’90s theme, feel free), and arrive early if the event involves special equipment like Kangoo Jumps. If you plan to create social content, a charged phone and any stabilizing accessory you prefer will help capture footage.

Q: Where can I find more information or sign up for a trial? A: For details on participating Crunch Signature clubs and CRUNCH+ content, visit the campaign landing pages promoted by Crunch (the brand’s information and trial sign-up were provided alongside the activation announcement). Follow @HGTV and @CrunchGym on Instagram and look for the hashtag #HGTVTotally90sBUILD for updates and community posts.

Q: How does this partnership reflect broader marketing trends? A: The collaboration exemplifies the blending of media and experiential marketing. Networks increasingly extend premieres through pop-ups, retail drops, and branded events to create social moments and drive cross-platform engagement. Fitness brands leverage themed programming to recruit members and enhance cultural relevance. The multi-channel approach—physical activation plus digital content—aligns with strategies for scaling impact and measuring engagement.