With new verticals like pickleball, spa services and food & beverage options, ClassPass is meeting the demand for sharing and creating a richer, more integrated lifestyle for members
Experiences have become a cornerstone of consumers’ well-being, with studio fitness categories like boot camp, yoga and Pilates driving attendance and membership levels beyond 150% of their pre-COVID benchmarks.
This demand for in-person activities reflects a growing desire to reconnect with others. Beyond physical fitness, these activities deliver a mental health boost by fostering social interaction and connection, and for many discovering a new studio or class isn’t just about working out — it’s about forming meaningful relationships and building a lifestyle.
In response, ClassPass has strategically capitalized on this growing demand, expanding into new verticals to meet the evolving needs of its members. The launch of Five Iron Golf, along with new categories such as pickleball, hot yoga and outdoor activities showcases the brand’s commitment to innovation. These offerings invite members to explore trending activities and discover fresh ways to stay active.
Beyond fitness, ClassPass’s wellness vertical has experienced remarkable growth since the introduction of spas and salons on the platform in 2018. Today, members enjoy global access to over 20,000 wellness businesses, with more than 30% incorporating services like massages, facials and acupuncture into their routines.
“These trends underline a broader shift in how people approach wellness — it’s no longer just about physical health but about balance and self-care across all aspects of life,” says Zach Apter, Chief Marketing Officer at Mindbody, which now owns ClassPass. “We’ve positioned the ClassPass membership to be an investment in overall well-being, providing a wide variety of experiences that meet people wherever they are on their wellness journey.”
Community at the Core
ClassPass has also strategically tailored its offerings to foster social engagement alongside wellness.
“Community plays a key role in this evolution,” Apter explains. “Many of our members seek experiences that foster connection, whether it’s bonding with others in group fitness classes or exploring a shared interest like hiking. By broadening our offerings, we’re helping members integrate social and self-care experiences into their routines, providing opportunities to connect with others while prioritizing their health and well-being. Wellness isn’t just personal — it’s also about building relationships and finding belonging in a shared journey toward a healthier lifestyle.”
ClassPass’s expanded offerings have reshaped how members engage with the platform.
“Members are no longer just booking a single class or service — they’re curating an entire lifestyle on the platform,” adds Apter.
Strategic Growth Driven by Data & Feedback
When asked how ClassPass identifies new verticals, Apter outlines the company’s deliberate, data-driven approach.
“We’re a two-sided marketplace so anything we offer needs to work for both our members and our partners. We use member feedback, market research, and data insights to identify which services make sense for our audience, and then we make sure the suppliers of those services will benefit from liquidating their excess capacity via the ClassPass audience, without impacting their direct businesses.”
While ClassPass has grown into a multifaceted platform, its roots in fitness & wellness studios remain vital.
“ClassPass’s expansion into diverse verticals has strengthened its relationship with fitness and wellness partners by driving additional member engagement and retention,” Apter notes. “The more diverse experiences we provide, the more opportunities people have to explore and enjoy a variety of activities, which creates a retentive effect. This rising tide lifts all boats: members who stay longer on the platform continue to spend with the providers they’ve discovered over time.”
For fitness and wellness studios, this means consistent exposure to new customers and sustained loyalty from returning members.
Food and Beverage: The Latest Vertical
ClassPass recently began testing food and beverage offerings in select U.S. markets and neighborhoods. This expansion has already achieved immediate traction, with more than 20% of members purchasing these options and over 80% making repeat purchases.
“This expansion goes beyond just fitness and wellness — it’s about creating a richer, more integrated lifestyle for our members,” said Apter.
As ClassPass evolves into a comprehensive wellness platform, its vision remains steadfast: to provide members with a wide variety of experiences that support their well-being while helping local businesses thrive.
“What we’ve proven at ClassPass is that our members have an insatiable demand for discovering new local experiences and that local businesses consistently seek cost-effective ways to reach new audiences and move their excess capacity,” Apter concludes. “While fitness remains a cornerstone of what we offer, the success of categories like wellness, beauty, and now food and beverage, demonstrates limitless potential for growth as we broaden our offerings.”
