When a new client walks through your doors, your top priority is to create an experience that's worth coming back for. That might mean greeting them with a warm welcome and a tour of your space or treating them to a post-class protein shake. However you approach it, the goal remains the same: make their visit feel inviting and memorable. But before you can earn their business, you need to capture their attention and get them through the door.
That’s where ClassPass comes in. Our platform puts your gym, studio, or wellness business in front of a highly targeted audience of people actively searching for their next class or wellness experience. In fact, 94% of ClassPass users worldwide are new to the fitness venues they visit, and 56% had never experienced group fitness before joining ClassPass. Additionally, after their “trial period,” ClassPass users return regularly—91% of their visits after the first 3 months go to the same 2–3 favorite venues.
While many ClassPass users may convert into long-term clients, the real value is in the visibility it creates—ClassPass is an exposure platform designed to broaden your reach, connect you with new audiences, and grow your brand’s presence in the market.
What kind of audience does ClassPass target?
ClassPass users are curious, flexible, and motivated by variety. Many use ClassPass to complement their regular routines—whether that means discovering new workouts, exploring local wellness spots, or booking last-minute beauty appointments. For some, it’s their go-to: 47% rely on ClassPass as their primary fitness source, while 51% use it to enhance their current routines.
These value-conscious fitness and wellness enthusiasts typically have disposable income, though they’re less inclined to commit to a full-price gym or studio membership. Instead, they thrive on the freedom to mix things up. That sense of choice is what keeps them engaged with ClassPass, and why they’re less likely to settle on a single home base.
Unlike traditional members, ClassPass users aren't afraid to take a chance when it comes to scheduling and pricing. They understand they might not always get into a specific class and are happy to rearrange their plans based on availability. Still, they’re the same guests who learn the front desk staff’s names, regularly use the weight room, and add meaningful value to your community.
How does being a ClassPass partner increase my exposure?
There are over 73,000 venues listed on ClassPass across 31 countries as of 2025. By becoming a partner, you’ll tap into a tailored audience actively looking to book classes and services. You'll also gain access to users who engage with ClassPass through their corporate wellness benefits.
“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?”
Bonnie Bell, founder of Studio Sweat in Missoula, MT
As a ClassPass partner, you have full control over how your brand is showcased. Through your personalized microsite, you can upload photos, craft your business description, and link to your social media profiles and website—ensuring your messaging is clear, consistent, and compelling. And investing in your profile pays off: in 2024, businesses with three or more photos on their ClassPass listing saw 159% more reservations and 155% more revenue compared to those with fewer images. Plus, your listing benefits from ClassPass’s SEO strategy, helping boost your visibility to users actively searching for their next class or service.
To support your success, you’ll have access to a dedicated Partner Dashboard equipped with tools to manage your profile, track performance, and optimize revenue. You’ll also gain access to educational resources, including articles and white papers, designed to keep you informed and ahead of industry trends. Plus, with the easy-to-use ClassPass app, users can filter by location, class type, amenities, and more, bringing in participants who
How does ClassPass help generate new leads?
ClassPass helps you generate high-quality leads by connecting your business with thousands of users actively searching for their next fitness or wellness experience. These are potential clients you may not reach through your own marketing efforts. Whether you run a yoga studio, gym, or spa, ClassPass promotes your services through its app and website—offering a seamless booking experience that makes it easy for new clients to discover and try your services with minimal friction.
Plus, you’ll get access to SmartTools, an intelligent spot management system that uses historical and real-time data to predict empty spots, adjust rates to fill them, and maximize your revenue on ClassPass. Based on 2024 data, SmartTools have helped businesses see up to a 100% increase in first-time visitors and average fill rate increases of 14%.
Gain exposure and grow your business with ClassPass
First impressions matter, but so does visibility. With ClassPass, you don’t have to choose between focusing on your clients and reaching new ones. We connect you with a high-intent audience, help you showcase your brand, and give you the tools to turn first visits into lasting relationships. Whether you're looking to fill more spots, increase brand awareness, or grow your community, ClassPass is here to support your goals
Join thousands of fitness and wellness businesses already thriving on ClassPass.
