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Marketing ClassPass

Why ClassPass Invested Over $50 Million in Marketing in 2025 to Drive Partner Growth

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.

Marketing

Fitness Pricing Strategy: How to Price Gym Memberships and Fitness Classes for Sustainable Growth

Pricing a gym membership or fitness class isn’t just about matching competitors; it’s about building a pricing structure that supports profitability, retention, and long-term growth. A sustainable pricing strategy balances cost recovery, target profit margins, and class demand so your business can scale without sacrificing margins.

Marketing

Lead Generation Strategies to Grow Your Gym Consistently

Lead generation is how gyms attract potential members and turn interest into sign-ups. Long-term growth depends on a steady stream of qualified leads who fit the gym’s offerings, values, and community.

Marketing

Fitness Marketing: The Complete Guide to Digital Marketing for Fitness Businesses

Fitness marketing is the strategy fitness studios use to attract new clients, convert them into members, and keep them coming back. A strong fitness marketing plan doesn’t just increase visibility, it builds a recognizable brand, generates consistent leads, and drives long-term growth.

Reporting Revenue & Growth

Best Practices for Managing Your Studio with ClassPass

As the owner or operator of a thriving studio, success means balancing exceptional experiences with consistent attendance. Some classes fill quickly, while others, just as valuable, can be harder to fill depending on the time or day.

Marketing

7 Evergreen Marketing Ideas for Gyms and Fitness Studios

Marketing

How to Host a Successful Themed Fitness Class

Marketing

Hair Salon Marketing Guide

Marketing Uncategorized

How to Start a Spray Tan Business

Marketing

Barber Marketing Guide

Marketing

Medical Spa Marketing Ideas

Marketing

Acupuncture Marketing Guide

Marketing

How to Get Massage Clients

Marketing

How to Get More Clients for Your Hair Salon: Marketing, Client Retention, and Growth Strategies

Marketing Brand and Design

How to Name Your Gym: Tips for Crafting a Winning Name

Resources Business Owner Insights

Marketing 101: Steps To Create A Fitness Marketing Plan

Resources Marketing

A Fitness Professional's Guide to Social Media

Marketing Brand and Design

Interior Design Hacks to Elevate Your Space

Marketing Wellness

Massage Marketing: 6 Strategies to Stand Out

Marketing Brand and Design

8 Branding Strategies to Help Your New Studio Stand Out

Marketing Uncategorized

The Best Fitness Marketing Strategies

Marketing Social Media

7 Fitness Marketing Mistakes to Avoid on Instagram

Marketing Promotions

How to Make Your Small Business Saturday a Success

Marketing Social Media

Build Your Fitness Brand with Instagram Stories

Marketing Promotions

Promotional Fitness Strategies to Try Throughout the Calendar Year

Marketing

Motivating Fitness Fundraising Ideas to Try Today

Marketing Email Marketing

How to Use Infographics For Your Fitness Business

Marketing

Where to Spend and Where to Splurge With Your Fitness Marketing Budget

Marketing Social Media

Instagram Strategies for Fitness Pros

Marketing Email Marketing

4 Steps to Build a Successful Fitness Studio Newsletter

Resources Marketing

5 Marketing-Focused Podcasts for Fitness Pros

Marketing Social Media

3 Ways to Track Success from Social Media

Social media can be one of the most valuable assets for your fitness studio to help build your online presence, get new clients and create stronger SEO. But before you dive in, it’s important for you to develop a social media strategy.

Marketing Customer Acquisition

The Value of Fitness Variety-Seekers

The fitness community is no longer a niche section of society. As concerns around health and wellness have expanded to touch on every aspect of daily life, people have zeroed in on fitness to improve their physiques and their lives. Tons of people have adopted fitness regiments, and more sign on to the lifestyle every day. You can tap into this community by opening your doors to “variety-seekers” – drop-in customers looking for a fun, convenient and unique way to get and stay in shape.

Marketing Customer Acquisition

Focusing On This Demographic Could Increase Your Studio Traffic

As we all know, each new year inspires individuals to set sights on new health goals and priorities. Now more than ever, the workout-curious crowd is making the jump and trying out boutique fitness. As the wellness and fitness industry grows, more prospective fitness enthusiasts are stepping foot into studios for the first time.

Marketing Customer Acquisition

7 Ways to Make New Clients Feel Welcome at Your Studio

With January 1 comes an influx of New Year’s resolutions and with those, an influx of new clients looking to make a change. As a studio owner, you have a unique opportunity to shepherd this wave of motivation and turn it into long term habits and positive results.

Marketing Customer Acquisition

4 Strategies to Take Your Suburban Studio to the Next Level

Managing a successful fitness studio isn’t easy no matter where it’s located but being in the suburbs comes with its own unique challenges. When you run a studio or gym in the burbs, marketing your location is key since you’ll likely have less foot traffic and therefore need to work harder to get people in the door. You’ll also have to be smart about optimizing the extra space you may have. How do you make sure you’ll stand out in a crowded suburban fitness landscape? Here are four strategies to help you grow revenue and stand out.

Marketing Customer Acquisition

Webinar: Fitness Business Playbook for Growth with ThriveHive

Marketing

How to Market Your Studio's Outdoor Classes

If you notice your class attendance start to dip after Memorial Day Weekend, you're not alone. Even the busiest studios start to feel empty once the warm summer weather hits. With shifting schedules, packed weekend plans and school officially out for the summer, it's inevitable that even your most dedicated members won't be showing up as frequently as they did all winter long.

Marketing Brand and Design

How to Know It's Time to Refresh Your Brand (and Actually Get It Done!)

When it comes to fitness and wellness, we’re always looking for a chance to revamp our diet and exercise habits. What can we do to keep our workouts challenging and effective? How can we tweak our eating for better results? If you own a fitness studio or gym, you may be thinking about a refresh for your brand, too. You know it’s important but how do you determine when the time is right? And once you figure that out, how do actually do it?

Marketing Email Marketing

Write Emails Customers Will Open: 6 Strategies to Try Today

Email marketing is something that many business owners consider necessary, but few do really well! What is your email marketing strategy? Do you have one?

Marketing Instructor Insights

5 Tips to Build Your Brand As An Instructor

As a fitness instructor, your personal brand is essential to your success. From getting your foot in the door at new studios to establishing lasting relationships at these facilities and, eventually, rising up the ranks to become a lead instructor at your place of employment, having a strong presence and dedicated following of class members that show up for you is crucial.

Marketing Social Media

Webinar: How to Use Video to Stand Out on Social Media

Videos earn the highest rate of engagement on Facebook, despite only making up 3% of the content. Now’s the time for you to learn how to use video to grow your studio’s presence on social media. Watch our webinar with the team at Animoto, where they share their top tips for crafting videos that drive engagement for your business.

Marketing Programming

How to Run a Couples Workout this Valentines Day

It’s no secret that seasonal incentives can help bring new business to your fitness studio. You’re likely already running promotions around peak times such as Christmas and the New Year – but there are other calendar opportunities that you may be overlooking. One example? Valentine’s Day.

Marketing Retention

Why Responding to Positive Reviews is Worth Your Time

Running a business, it can be hard to keep up with the online reviews that may be coming in daily from Yelp, Facebook, Instagram and Google — just to name a few platforms consumers use to rate and review their experience with a business.

Revenue & Growth Marketing

5 Unexpected Ways to Bring in More Clients

Revenue & Growth Marketing

5 Black Friday Deals Clients Won’t Be Able to Resist

Black Friday, a.k.a. the day after Thanksgiving and the unofficial start to holiday shopping season, falls on November 24 this year. With just a few weeks left before the holiday, this is the perfect time for your studio to encourage sales and gifting by offering discounts on everything from membership to merchandise. With customers both looking for the best deals of the year and trying to stay active during the holidays, this is a prime time to get people jazzed to workout. Here are five ideas to help your studio or gym seize the moment!

Resources Business Owner Insights

How Lululemon Uses Ambassadors for Customer Engagement

Revenue & Growth Marketing

How to Determine Your Studio's Marketing Budget

No matter how great a workout and customer experience your studio or gym offers, people need to hear about you first in order for your business to grow. Investing in marketing efforts is your first step to spread the word and increase revenue -- but how do you know just how much to invest? Determining your marketing budget, whether you’re just starting out or have been in business for years, is often a balancing act. Spend too little, and you run the risk of going unnoticed in a competitive market. Spend too much? Well, you know what happens then.

Marketing Social Media

3 Studio Owners Share Their Instagram Secrets

Social media is one of the most powerful free marketing tools out there. For fitness studio owners in particular, creating an Instagram account that showcases your space and offerings in a highly visual way will undoubtedly help build your brand, attract new clients and even strengthen relationships with existing members of your studio.

Marketing Customer Acquisition

5 Ways to Get Members Back into the Studio After Labor Day

No matter how old you get (and whether you have kids or not), back-to-school time always inspires a fresh start. This is especially true if you own a gym or fitness studio. Even the busiest studios suffer from a dip in attendance during the summer, which is why it’s so important to have a plan to get members back to their workout routines after Labor Day.

Marketing

Marketing Channels with the Highest ROI for Fitness Studios

As a business owner, you’re dedicated to growing and sustaining your business by all means necessary, yet sometimes, that means understanding and putting emphasis on where you’re going to get the most bang for your buck. Marketing is one of those areas where many businesses find themselves trying a bunch of different channels -- from paid social media to flyers to free classes -- to figure out what works for them. With the fitness landscape changing so rapidly, there is simply no rulebook for how you should market to customers.

Marketing Social Media

An Instructor's Guide to Curating Instagram Content

Whether you're a seasoned fitness instructor or new to the scene, having a strong social media presence will undoubtedly help set you up for success. Whether you're just starting out or you've already found a studio that you call home, having an Instagram account where your students can follow your class schedule and see what you're up to each week keeps your class at the top of your member's minds -- plus, it helps strengthen the instructor to student bond even more.

Marketing Customer Acquisition

5 Ways to Grow Your Email List With Engaged Subscribers

When you work in fitness, you know how important it is to stay connected to people who share your passion—both in and out of the studio. And if you’re a marketer, you understand that one of the best ways to stay connected to existing and future studio clients is through email and social media. While both are important for any successful business, email is especially critical because getting someone’s email address is the first step towards figuring out who your customer is and establishing a long-term relationship.

Marketing Customer Acquisition

5 Things You Need to Know Before Running a Facebook Ad Campaign

Fitness junkies have always flocked to Instagram for inspiration from trainers, yogis and beyond. The social media platform of choice for anyone documenting a fitness journey, studios and gyms use it to share workout motivation and expose new folks to their brand. But if you’re looking to advertise an offer to attract new members, nothing comes close to matching the reach and smarts of Facebook.

Marketing Social Media

Webinar: Social Media Deep Dive - Facebook

How can you grow your studio or gym's community? One way is through Facebook -- one of the most frequently used, yet underutilized social media platforms. To learn more, listen in to our webinar hosted by ClassPass's Director of Community, Cara Friedman!

Marketing Promotions

How Often Should You Provide Discounts?

Marketing Email Marketing

How to Prevent Your Emails from Going to Spam Folders

You've secured a list of emails from members and potential clients interested in your business, taken the time to write and design an email newsletter, and even come up with an email strategy. What’s left to do? Ensure that the email blasts you’re sending out don’t get sent straight to the spam folder.

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