ClassPass: Powering the Future of Fitness in APAC
ClassPass dominates the U.S. fitness market as the leading membership to the world’s largest fitness network. However, it faced enormous pressure from investors to expand to 20 new countries in record time and with minimal resources starting with Asia-Pacific (APAC) and Singapore.
The U.S.-based client needed a strong integrated communications agency to help adapt, localize and market its offerings to the regional fitness community. And it needed an agency partner that could match its nimbleness and passion for fitness innovation.
In an extremely short amount of time and with ClassPass relying almost entirely on Allison+Partners for counsel and direction, we researched and developed a comprehensive campaign to launch in Singapore and the region. Leveraging a comprehensive report on APAC’s fitness trends, we crafted a story about the need for fitness operators to elevate their services to APAC consumers and offer more personalized, flexible and distinctive experiences.
Our campaign strategies and tactics centered around creating and highlighting unique experiences for consumers and media, focusing on the experiential elements of the launch event and special influencer fitness events. We highlighted APAC fitness trends and showed how ClassPass fulfills consumers’ changing needs, then engaged mainstream publications before launch events to garner their support and seed key messages through exclusive media luncheons. This led to highly positive and impactful publicity, in print, broadcast and online media.
Allison+Partners executed an integrated PR program from Singapore to Hong Kong and Bangkok that produced quality media engagement initiatives, bringing to life ClassPass’ unique fitness experiences. We crafted experiential initiatives for consumers, media and influencers, such as compelling fitness/wellness content and branding, engaging influencer advocacy programs, beautiful KOL gift kits, a stylish CEO media luncheon, personal media door knocks, and fancy consumer events and activations.
We worked with ClassPass to create and publicize themed, social fitness experiences for our target audiences. Through partnerships with social clubs, such as Kilo Lounge, and lifestyle brands, such as lululemon and Vita Coco, we gave media, influencers and ClassPass users exclusive opportunities to participate in unique workouts that incorporated exciting, engaging experiences. This included “Box and Brunch,” a full-body boxing workout with a side of brunch for networking; “Night Fever,” a glow-in-the-dark yoga party at the club with live music from DJs; and “Tiki Bar Night,” a fun-filled barre class followed by special cocktails from local bars.
Our launch events in Singapore and Hong Kong incorporated multiple experiential zones for guests to acquaint themselves with ClassPass’ fitness offerings and wellness activities. Our team thoughtfully curated and assembled exquisite guest gift kits that included sponsored fitness gear, leggings, ClassPass swag and healthy snacks, and we provided sunset yoga sessions and makeover booths offered by beauty partners. The events were a huge draw and saw massive turnout from top media, influencers, partners and guests – with more than 60 media attendees for each event in both markets.
By thoroughly understanding the ClassPass’ brand values, Allison+Partners was able to work with minimal resources and client direction to organize effective events and initiatives across the region from scratch – all within a tight timeline.
As a result of Allison+Partners’ unwavering efforts, ClassPass surpassed its incumbent competitors and won the majority market share of the APAC fitness industry – despite being in the market for only a few months.