Classpass
Service
Consumer PR
Industry
Consumer Tech
(Overview)
ClassPass, a pioneering fitness and beauty aggregator, was determined to remain a leader in an increasingly competitive market. To achieve this, R. Agency was tasked with devising a strategy to drive awareness and boost customer retention. Leveraging ClassPass' extensive customer data, R. Agency developed an annual comprehensive trends report that highlighted valuable insights into fitness behavior. By sharing these findings with top national, HR/workplace and lifestyle outlets, the agency successfully positioned ClassPass as a thought leader in the industry. As a result, bookings increased by 27% YoY, showcasing the effectiveness of R. Agency's approach in driving customer engagement and growth.
(Project Details)
By analysing ClassPass' customer data, R. Agency identified trends, like the surge in interest for outdoor workout classes and virtual fitness options, which remained after the pandemic. This key insight led to a strategic approach that highlighted the rise of emerging trends and positioned ClassPass as a platform catering to the evolving preferences of its customers. By effectively communicating the brand's adaptability, R. Agency helped ClassPass regain momentum. To further strengthen the campaign, R. Agency engaged spokespeople to provide expert insights and commentary on the changing fitness landscape. Targeted media relations efforts secured placements in relevant outlets, ensuring maximum visibility and reach.
ClassPass, a leading fitness and beauty aggregator, faces a critical challenge to remain relevant in a competitive market. Since its inception, ClassPass has been at the forefront of trends - understanding deeply how gyms, leisure and exercise continue to evolve. R. Agency was tasked with developing strategies to encourage customers to consider joining ClassPass by positioning the brand as a thought leader, increasing brand visibility to reach a wider audience and attract new customers and utilising ClassPass' customer data to identify trends and develop a targeted earned media campaign that reached both previous customers and new prospective users.
Results
ClassPass achieved widespread media coverage in top-tier lifestyle and national outlets. This extensive media presence solidified the brand's position as a leader in the fitness and beauty aggregator market. R. Agency's efforts resulted in significant brand dominance. ClassPass captured more than half (52%) of the competitor space in 2022, outshining its rivals and establishing itself as the go-to platform for fitness and wellness enthusiasts.
