Strategic Rewind: How HGTV and Crunch Monetize '90s Nostalgia

NEW YORK, NY – August 13, 2026 – In a strategic move that blends home renovation with high-energy aerobics, HGTV and Crunch Fitness are turning back the clock. The two brands have announced a monthlong partnership, “Totally '90s Build,” an ambitious cross-promotional campaign designed to leverage the enduring appeal of the 1990s. The collaboration, running from August 15 to September 15, serves as the marketing engine for HGTV’s new competition series, “Totally '90s House,” and represents a savvy blueprint for how modern brands can tap into cultural memory to drive engagement and growth.

The partnership is more than just a co-branded hashtag; it’s an immersive experience. It kicks off with a free public fitness pop-up at NYC’s Summer Streets event and extends to '90s-themed workout classes at 30 Crunch Signature clubs in major markets. This initiative demonstrates a sophisticated understanding of today's consumer, who seeks not just products or services, but memorable experiences that resonate on a personal level.

The Business of Looking Back

At the heart of this collaboration is a powerful economic driver: nostalgia. Both companies are betting that the cultural artifacts of the '90s—from step aerobics and Kangoo Jumps to the questionable home decor of the era—hold significant sway over consumer sentiment. It’s a calculated strategy that taps into a well-documented trend where audiences, particularly millennials who grew up in the decade, find comfort and connection in the familiar aesthetics of the past.

“'90s nostalgia continues to resonate across generations, from fashion and music to home design and pop culture,” said Lauren Burack, Senior Vice President of Marketing at HGTV. The network is leaning heavily into this, not only with its new series but also by airing reruns of its own classic '90s shows throughout August. For HGTV, the partnership with Crunch is the perfect vehicle to bring its on-screen theme to life. “Crunch is the perfect partner to help bring that experience to life,” Burack added, highlighting the goal of giving fans “a fun and unexpected way to reconnect with one of the most iconic decades.”

For Crunch Fitness, a brand founded in 1989, the '90s are part of its DNA. The partnership is an authentic celebration of its roots. “Nostalgia has a powerful way of bringing people together, and with Crunch being an iconic brand synonymous with the '90s, partnering with HGTV allows us to celebrate our roots,” explained Chad Waetzig, Chief Marketing Officer at Crunch Fitness. This strategic alignment allows Crunch to reinforce its brand identity while offering unique, engaging content that attracts new members and excites its existing base of 4 million globally.

From Screen to Sweat: Crafting an Immersive Brand Experience

This partnership excels by transforming passive entertainment into active participation. The “Totally '90s Build” campaign is a masterclass in experiential marketing, creating tangible touchpoints that bridge the gap between television and real life. The kick-off event at Astor Place in New York City promises to bring the “energy of a classic '90s aerobics video come to life,” with a full schedule of classes like “STEP into the '90s” and “'90s Bounce + Burn” on Kangoo Jumps boots, all free and open to the public.

This experience extends into 30 of the company’s premium Signature clubs in New York, Los Angeles, San Francisco, and Miami. Members and those on a free trial can join themed classes like “GROOVE” dance cardio and “PUNCH” boxing. This isn't the first time Crunch has successfully deployed this strategy; the company has a proven track record of hosting popular '90s-themed pop-ups, indicating a well-honed model for nostalgic fitness events.

Waetzig notes that this approach is fundamental to the brand’s philosophy. “Today's fitness experience is about more than exercise; it's about community, connection, and creating moments people want to come back to,” he stated. By creating these shareable, high-energy moments, Crunch and HGTV are not just advertising; they are building a community around a shared cultural touchstone. The campaign’s reach is further amplified through CRUNCH+, the gym's digital platform, which will feature a collection of exclusive '90s-inspired workouts, ensuring the experience is accessible to members wherever they are.

Star Power and Strategic Synergy

The partnership’s appeal is significantly boosted by the star-studded lineup of HGTV’s “Totally '90s House.” Hosted by Jaleel White (“Family Matters”), the show pits teams of '90s television icons against each other. One team features Brian Austin Green (“Beverly Hills, 90210”), Beverley Mitchell (“7th Heaven”), and Jodie Sweetin (“Full House”), while the other includes Melissa Joan Hart (“Sabrina the Teenage Witch”), Matthew Lawrence (“Boy Meets World”), and Keshia Knight Pulliam (“The Cosby Show”).

These familiar faces are the engine of the show's premise: renovating homes still stuck in the '90s while competing for a $25,000 charity prize. The celebrity involvement creates an immediate hook for viewers, tapping into the same nostalgic vein as the fitness classes. This creates a powerful flywheel effect: the physical events build hype for the show's premiere on August 26, while the on-screen star power drives interest back to the real-world activations at Crunch.

The synergy is clear. HGTV gains a dynamic, physical marketing platform that generates buzz and drives tune-in. Crunch Fitness benefits from a high-profile media association, fresh and relevant programming for its members, and a powerful lead-generation tool in the form of free trials. It's a symbiotic relationship where both brands leverage their unique strengths to achieve a common goal: capturing the attention and loyalty of a pop-culture-savvy audience.