CRUNCH, RCA LAUNCH CONCERT SERIES
NEW YORK — As part of a new integrated marketing partnership with RCA Records, Crunch Fitness will launch the Crunch Concert Series in its health clubs.
The strategy isn’t that much of a stretch, considering Crunch has brought in gospel choirs to perform in its gyms for Sunday morning “gospel aerobics.” Live musicians have also pitched in for two other classes, “Stretch to the Blues” and “Cycle Karaoke.”
On-site performances by up-and-coming talent, promotional campaigns, co-branded CDs, advertising and retail efforts are all part of the plan, according to Doug Levine, chairman of Crunch.
Joe Dimuro, senior vice president of strategic development for RCA, said, “The powerful demographic that Crunch attracts, as well as their presence in all of the major urban markets, makes it the ideal venue to showcase emerging talent.”
As part of a new program called, “Ten O’Clock Classics,” students from the Julliard School will play classical music on the floor of Crunch’s Lafayette Street gym Saturday from 10-11:30 a.m. The aim is to get more young adults interested in classical music.