The fitness and wellness industry is in a moment of real expansion. The global wellness economy has reached over $6.8 trillion and is on track to hit $9.8 trillion by 2029. Consumers are spending more, more often, and across a wider range of experiences than ever before. For the studios, gyms, salons, and spas at the center of that growth, it's both an opportunity and a challenge: there are more potential customers in the category than ever, and more competition for their attention.
ClassPass is a two-sided marketplace built to meet that opportunity. It works for a global base of consumers who use it to discover and book fitness and wellness experiences they wouldn’t have tried otherwise, and for the tens of thousands of partners who grow their businesses as a result. That’s why we've continued to scale the business, and why in 2025 we invested over $50 million in marketing to bring more consumers into our partners' doors.
Most importantly, our partners paid $0 in out-of-pocket marketing spend for that reach.
A different audience at a different price point
The reason this works comes down to who we reach. Many consumers are not willing or able to walk into a boutique fitness studio and pay full price. Because of our business model, ClassPass is designed to attract a younger, more price sensitive, and variety-driven audience. This audience is willing to trade convenience for value, and ClassPass is what brings them into the category in the first place.
Globally, 94% of ClassPass users are new to the fitness venues they visit (based on ClassPass and Mindbody joint customer data, 2020 to January 2025). These are not clients that a partner would have captured with a direct marketing push. They are a structurally different audience, and reaching them at scale is something an individual studio couldn’t do on its own without undermining the pricing of its core membership business. ClassPass opens up a different price point for a different consumer, without diluting the direct business that partners are already running.
Direct members typically benefit from priority access to peak times, popular instructors, drop-in or late-booking flexibility, and the ability to choose their machine, bike, or mat. ClassPass users, by contrast, are required to book from a limited subset of excess inventory intentionally allocated to ClassPass, book in advance, and accept late-cancel or no-show fees.
It's a deliberate trade-off that works hand in hand with the more price-sensitive audience we attract: a more accessible entry point in exchange for less optionality.
Supplemental revenue that fills already paid for capacity
Importantly, ClassPass’s marketing investment isn't designed to replace what partners are already doing to acquire customers. It’s designed to augment it. We're a supplemental layer that helps them reach a different audience, and the revenue we drive is uniquely valuable because of it.
Most fitness and wellness businesses operate with largely fixed costs. The studio is rented, the instructor is paid, the class runs whether five people or fifteen show up. Every empty spot in that class represents capacity that is already paid for and generating zero revenue. ClassPass fills those spots with consumers who would not have booked otherwise, which means the revenue we send our partners is purely incremental.
That model is producing measurable growth. In 2025, fitness bookings increased 36% and wellness bookings increased 37% on ClassPass. To date, ClassPass has generated over $3.1 billion in revenue for partners around the world.
A demand engine for local businesses
Reaching a younger, price sensitive, and variety-seeking audience at scale is not easy or cheap. Traditional marketing channels like Google Ads or paid Instagram posts can cost businesses three figures just to bring in a single new consumer, even if that person never becomes a repeat visitor. For a small business trying to bring in just five to 10 new customers each month, that can mean thousands of dollars of marketing spend. For many local businesses, building those capabilities in-house is expensive and often out of reach.
Our advantage is scale. Because we operate across the full fitness and wellness category and invest across every major channel where consumers discover and book, we can put real weight behind growing new demand for our partners.
In 2025, our marketing investment covered referrals, paid media, Google, Instagram, TikTok, Snapchat, LinkedIn, influencers, affiliates, co-branded partnerships, and post-transaction advertising. At that scale, we efficiently target and convert this specific audience and turn it into a meaningful incremental revenue stream for our partners.
"What's unique about ClassPass is that our partner supply is our product, so when our partners win, we win. In 2025, we chose to invest over $50 million in the channels and capabilities that bring new consumers into studio fitness at scale, from paid social to partnerships and larger scale initiatives like out-of-home. Partners paid $0 in out-of-pocket marketing spend for that reach. Because we're filling capacity that would otherwise remain empty with clients our partners couldn't have attracted on their own, we’re sending them purely incremental revenue." -- Zach Apter, Chief Marketing Officer at Playlist, ClassPass's parent company.
A better model than pay-for-click
Unlike traditional paid advertising, where businesses pay for impressions or clicks that may or may not convert, ClassPass is a performance-driven model built around outcomes: discovery, bookings, and partner growth. Partners gain visibility from ClassPass users as they browse classes, appointments, and experiences with a booking mindset, without taking on additional operational burden or incremental marketing spend.
That reach is significant. As of June 2025, ClassPass generated an average of 9.7 million+ website sessions per month and 3.3 million+ Apple App Store impressions per month.
Just as importantly, once ClassPass users join the ecosystem, they remain highly engaged. In 2025, the average ClassPass user opened the app 31 times per month. That level of engagement matters because consumers rarely decide where to work out or book a wellness service after a single impression. They browse, compare, revisit, and book over time. Frequent app opens create repeated opportunities for partners to appear in front of consumers at the exact moment they are deciding where to go next.
From first visit to lasting loyalty
The goal of that initial discovery is to extend it well beyond a single visit. In a February 2026 survey, 72% of users agreed they would not have found their go-to studio or gym without ClassPass.
That initial introduction turns into repeat behavior. In 2024, 91% of U.S. fitness visits by ClassPass subscribers after their first three months on the platform were to studios they had already visited. ClassPass drives both trial and repeat business. Subscribers who would be priced out at direct rates can become regulars through ClassPass.
This flexibility deepens engagement over time. Users who booked two or more fitness genres within a month had higher average 12-month retention than those who booked only one fitness genre, based on ClassPass data from January 2022 through February 2025. In other words, ClassPass helps solve a retention challenge at the category level: consumers who add even one more activity to their routine are more likely to stick with both. That's a collective action problem no individual partner could solve on their own.
That is why we continue to invest in awareness, performance marketing, partnerships, and engagement. The goal is to help consumers find businesses that become part of their regular routines, while giving partners a more durable path to growth.
"ClassPass has helped introduce JETSET to thousands of new clients as we continue expanding nationally and internationally, currently with 400+ studios in development. It's been a valuable awareness and discovery channel as we grow the brand in both new and existing markets," said Nat Straub, Chief Strategy Officer at JETSET Pilates.
As the industry continues to evolve, ClassPass remains committed to investing in the channels and capabilities that help partners drive incremental revenue, expand overall demand, and connect with new customers in meaningful ways.
Interested in listing your business on ClassPass? Our team would love to help. Visit: https://classpass.com/partners
