With new verticals like pickle ball, spa services, and dining options, ClassPass is meeting the need for sharing and creating a richer, more integrated lifestyle for members
Experience has become a cornerstone of consumer well-being, with studio fitness categories such as boot camps, yoga and Pilates driving attendance and membership levels above 150% of pre-COVID baselines.
This demand for in-person events reflects a growing desire to reconnect with others. In addition to physical health, these activities also promote mental health by promoting social interaction and connection. For many people, discovering a new studio or class is not just about exercising, but about building meaningful relationships and building a relationship. a way of life.
In response, ClassPass has been strategically capitalized Based on this growing demand, expand into new verticals to meet the changing needs of its members. The launch of five iron golf balland new categories such as pickleball, hot yoga and outdoor activities, demonstrating the brand’s commitment to innovation. These products invite members to explore popular events and discover new ways to stay active.
In addition to fitness, ClassPass’ wellness vertical has also experienced significant growth since launching spas and salons on the platform in 2018. Today, members have access to the services of more than 20,000 wellness businesses around the world, more than 30% of which incorporate services such as massage, facials and acupuncture into their membership offerings. routine.
“These trends highlight a broader shift in how people approach health—it’s no longer just about physical fitness, but about balance and self-care in all aspects of life,” said Zach Apter, chief marketing officer at Mindbody, now owned by Mindbody ClassPass. “We position ClassPass membership as an investment in total health, offering a variety of experiences to meet whatever people need on their health journey.”
Community at the core
ClassPass also strategically tailors its offerings to promote social engagement and wellness.
“The community plays a key role in this evolution,” Apter explains. “Many of our members seek experiences that foster connection, whether that’s connecting with others in a group fitness class or exploring shared interests like hiking. By expanding our offerings, we are helping members combine social and self-care experiences Integrate into their daily lives and provide opportunities to connect with others while prioritizing their health and well-being. Wellness is about more than just individuals – it’s about building relationships and finding belonging in a shared journey toward a healthier lifestyle. feel.”
ClassPass’ expanded offerings reshape how members interact with the platform.
“Members no longer just book a single course or service, but curate their entire lifestyle on the platform,” Apter added.
Strategic growth driven by data and feedback
When asked how ClassPass identifies new verticals, Apter outlined the company’s thoughtful, data-driven approach.
“We are a two-sided marketplace, so anything we offer needs to work for our members and partners. We use member feedback, market research and data insights to determine which services make sense for our audience, and then we ensure those services of suppliers will benefit from liquidating their excess capacity through the ClassPass audience without impacting their direct business.”
While ClassPass has grown into a diverse platform, its fitness and wellness studio roots remain vital.
“ClassPass’ expansion into diverse verticals strengthens relationships with fitness and wellness partners by increasing member engagement and retention,” Apter noted. “The more diverse experiences we offer, the more opportunities people have to explore and enjoy a variety of activities, creating a retention effect. This rising tide lifts all boats: members who stay on the platform longer will Continue spending with the providers they discover over time.”
For fitness and wellness studios, this means constantly reaching new customers and gaining the continued loyalty of repeat customers.
Food and Beverage: The Newest Vertical
ClassPass recently began testing food and beverage products in select U.S. markets and communities. The expansion has generated immediate traction, with more than 20% of members purchasing the options and more than 80% making repeat purchases.
“This expansion is about more than just fitness and health—it’s about creating a richer, more integrated lifestyle for our members,” Apter said.
As ClassPass evolves into a comprehensive wellness platform, its vision remains strong: to provide members with experiences that support their well-being while helping local businesses thrive.
“What we have proven at ClassPass is that our members have an insatiable appetite for discovering new local experiences, and local businesses continue to look for cost-effective ways to reach new audiences and shift excess capacity,” Apter concluded. “While fitness remains the cornerstone of our offering, the success of categories such as health, beauty and now food and drink demonstrates the potential for growth as we expand our product range.”
