Gym Spots DiMassimo

Crunch Fitness, an offbeat gym offering “gospel aerobics,” among other workouts, has handed its $15 million account to DiMassimo Brand Advertising without a review, the client confirmed last week.
“[DiMassimo] is re-inventing advertising, which, for the most part, is a tired, tradition-bound business,” said Crunch founder and CEO Doug Levine, explaining why he chose to shift the account. “Their iconoclastic qualities get along very well with ours.”
Nick Cohen, CEO of incumbent Mad Dogs & Englishmen here, said its contract with Crunch expired in December, and he expected Crunch to use the shop “as needed.”
Lee Goldstein, director of new business at DiMassimo in New York, said the agency was hired to develop the gym’s first integrated national
ad campaign, which will launch in February.