When former Morgan’s Hotel Group brand manager Tim Miller was charged with the task of re-branding a national chain of fitness centers he turned to Bigtime Design. The Crunch mission statement is “the apex where fitness and nightlife collide.” Deemed as a design driven, dynamic new re-birth for Crunch, the Studio has infused fitness with Fashion, Art and Music. The objective was to create an atmosphere that was fun, inspiring and brought to life some of the signature nightclub design elements created by Bigtime Design. The challenge was to create an environment that was both functional and entertaining. A green concept of using the treadmill as energy to help power the facility was a fore front leader in interactive green technology.