Welcome to our new series, ClassPass Partner 101. We’ll dive deeper into the topics you care about most, so you can learn how the platform works for partners, gain insight from ClassPass and hear directly from other partners. This is part two of our series — read part one here.

When a new visitor drops into your studio or wellness venue, the obvious goal is for them to have a stellar experience. From a tour of the space and learning the ropes through to Savasana or a post-class shower, you’re likely doing all you can to ensure they have a great time so they will return. While putting the effort in to encourage repeat visits is essential, the first and most crucial step is a strategy for getting your brand and offering showcased in the first place.

“The ClassPass community has so much value to offer partners,” says Amanda Raines, Head of B2B Marketing at ClassPass. “We’ve sent partners $588M globally to date, with more than 1.6M reservations facilitated each month.”

As a completely free service for partners, ClassPass gets your gym, studio or wellness offering in front of a sea of potential visitors — a tailored, targeted audience of people who are actively looking to book their next class or experience. And while ClassPassers can find their favorite studio through the platform and convert to a direct member of that offering, our goal for partners is exposure — not lead generation.

What kind of audience does ClassPass target?

By nature, ClassPassers are interested in variety, often supplementing their regular routine with ClassPass options. Our findings have shown that ClassPassers are flexible, curious, fitness and wellness enthusiasts with disposable income (though less likely to pay the full price of a gym or studio membership — and ClassPass gives them convenience and variability to catch a Pilates class before work and book a blow-out before happy hour. It’s this idea of choice and freedom that users enjoy as ClassPassers, and also why this particular subset of visitors is less likely to leave the platform to choose just one home base. Unlike direct members, ClassPassers are comfortable taking chances with both schedules and pricing — knowing they may not get into a specific class and are fine with rearranging their schedule to accommodate what’s available. These visitors are still the same guests who know the front desk staff by name, who frequent your weight room and who add value to your community.

How does being a ClassPass partner increase my exposure?

As of August 2019, we have more than 22,000 studio partners operating in over 2,500 cities across 20 countries. Just by becoming a partner, you’ll be more likely to connect with a targeted, tailored audience — the bulk of which are brand new to boutique fitness — who wants to take classes or find services at your business. As the reach of ClassPass grows, through expansion into adjacent verticals such as wellness and corporate wellness benefits, your reach grows as well. 

Bonnie Bell, founder of The Sweat Shop in Missoula, MT, says, “We had struggled with our entrance and brand awareness. ClassPass provided a unique opportunity to gain mass fitness exposure within the community. Where else can you target such a specific clientele that is already looking for what your business provides?”

As a ClassPass partner, you decide how your brand is showcased. With your own microsite, you can upload photos and content, social media links and website URLs to ensure your messaging is clear and cohesive. On your own ClassPass microsite, you can market your brand to new eyes and increase your brand awareness with our SEO efforts. Our easy-to-use app allows ClassPassers to search by specific criteria (including location, genre, class time, amenities, etc.), which translates to more views and visits by participants who wouldn’t have found you otherwise. 

J.J. Creegan, COO of national gym chain Youfit Health Clubs, says, “We are happy with our increased ability to reach more people, and provide fitness solutions to more people as a result.”

We help you grow your business so you can spend less time marketing, and more time doing what you love.