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In Print The Essentials

Crunch’s Disaster Relief Strategy


Hurricanes Harvey, Irma and Maria profoundly touched us at Crunch Fitness. Puerto Rico’s devastation was even more personal, as we have two franchise locations there.

Many of us will feel the impacts of traumatic events outside our control, and our associates’ first instinct is to help. That makes me proud of the company I work for. It’s in our DNA to be engaged in our communities, kind, inclusive and responsible.

We’re purposeful about our approach to philanthropy, supported by our Crunch Cares program, led by our senior director of culture and engagement, Amber Hazor. Crunch Cares is committed to making a difference in the lives of others. As we like to say, “the heart is a muscle, too.”

Crunch Cares supports national causes like breast cancer research with BCRF. We also volunteer in our communities and come together quickly to support big causes, like we did for Puerto Rico.

Our team in Puerto Rico is second-to-none, led by Hemy Ortiz and Pablo Acosta. Fortunately, their clubs didn’t experience significant damage. Both have resumed operations, providing a welcoming place in their neighborhoods for those still impacted by Maria.

We set out to raise awareness of the need in Puerto Rico, and directly solicit and match donations from members via dedicated group fitness classes on October 14, Crunch Cares for Puerto Rico Day. Our owned channels — email, social media and in-club collateral — were used to drive awareness and attendance.

We know Puerto Rico’s challenges are far from over and the struggle to rebuild continues. We are thankful for the generosity and kindness from all those contributing to those efforts. For us, having a philanthropic platform allowed us to adapt and address needs when they occur.

There are good learnings here for everyone. Think through how you want to support your communities. Proactively define your strategy with guidelines that can allow you to act when faced with a major event, like a hurricane, as quickly as possible.


Chad C. Waetzig is the executive vice president of marketing and branding for Crunch.


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