Understanding how leading platforms drive user acquisition and partner success is crucial for business professionals navigating the evolving digital landscape. ClassPass, a prominent fitness booking platform, demonstrated its commitment to expanding its omnichannel ecosystem with a substantial $50 million investment in marketing during 2025.
This significant financial commitment highlights a strategic approach to fostering partner growth and reaching new consumer segments within the rapidly expanding global fitness and wellness market. For industry leaders, this case study offers valuable insights into performance marketing and corporate strategy for enhancing an omnichannel customer journey.
Strategic Investment in a Growing Market
ClassPass's $50 million marketing investment in 2025 represents an ongoing, foundational business capability, as stated by Zach Apter, CMO at ClassPass parent company Playlist. This evergreen funding scales with the platform's growth, reflecting its dedication to continuously expanding both its partner and member bases.
The global fitness and wellness market, valued at over $6.8 trillion last year, is projected to reach an impressive $9.8 trillion by 2029, underscoring the vast potential for growth. Despite this market expansion, individual fitness businesses often face intense competition and challenges in attracting new subscribers, particularly amid persistent economic uncertainties.
Performance-Driven Omnichannel Marketing Channels
ClassPass's marketing strategy in 2025 encompassed a diverse array of digital marketing channels, all operating under a performance-driven model focused on increasing discovery, bookings, and partner growth. These channels included referrals, various paid media avenues, Google Ads, and significant engagement across social platforms like Instagram, TikTok, Snapchat, and LinkedIn.
The company also leveraged influencer marketing, affiliate programs, co-branded partnerships, and post-transaction advertising to create a comprehensive omnichannel presence. This multi-pronged approach contributed to notable success, with fitness and wellness bookings increasing by 36% and 37% respectively throughout 2025, demonstrating the efficacy of integrated digital strategies in retail and service sectors.
Unlocking New Audiences and Capacity
Unlike direct competitors, ClassPass targets a price-sensitive audience, providing partners with a mechanism to sell excess capacity that might otherwise go unused. This strategy benefits partners by generating revenue from consumers who might not have discovered their businesses through traditional marketing efforts.
Zach Apter emphasized that ClassPass does not aim to replace or compete with its partners' direct client marketing, but rather to identify a new audience that enables price discrimination. Globally, an impressive 94% of ClassPass users are new to the fitness venues they visit, highlighting the platform’s success in expanding the total market for its partners by introducing services to previously untapped customer segments.
Data-Driven Approach and Future Outlook
ClassPass conducts a significant portion of its marketing and advertising efforts in-house, enabling continuous experimentation and optimization of its media mix across various data-driven channels. The company meticulously tests new channels, measures incremental value, and allocates spend based on marginal customer acquisition costs relative to lifetime values.
This commitment to data analytics and strategic investment supports ClassPass's robust presence in over 2,500 locations across 31 countries, with its website recording an average of 9.7 million sessions and the Apple App Store seeing 3.3 million impressions monthly as of June 2025.
With users opening the app an average of 31 times per month, the platform cultivates a highly engaged consumer base ready to patronize partner businesses and experience a truly connected customer journey. Looking ahead, ClassPass anticipates continued increases in its marketing investment, recognizing the vast opportunities for further growth within the fitness and wellness industry and the broader omnichannel retail landscape.
