ClassPass is showing how performance marketing can fuel growth in the fitness and wellness industry, after investing $50 million in marketing to help expand bookings and support its partner businesses. The company, which connects consumers with fitness studios, gyms, spas, salons, and wellness providers, used a broad digital marketing strategy to increase discovery and drive measurable results for both users and partners.

According to details shared with Marketing Dive, ClassPass’ marketing investment covered multiple channels, including paid media, referrals, Google, Instagram, TikTok, Snapchat, LinkedIn, influencer partnerships, affiliate marketing, co-branded campaigns, and post-transaction advertising. Rather than relying on one platform or campaign, the company built a performance-driven model focused on reaching consumers who may not have discovered a partner studio or wellness provider on their own.

The strategy appears to be paying off. ClassPass reported that fitness bookings rose 36% in 2025, while wellness bookings increased 37%. These gains came as the broader global fitness and wellness market continued to expand, reaching more than $6.8 trillion and projected to grow to $9.8 trillion by 2029.

A key part of ClassPass’ marketing message is that it does not aim to replace a studio’s own direct marketing. Instead, the platform positions itself as an additional discovery channel that helps partners reach new, price-conscious consumers and fill unused capacity. The company says 94% of ClassPass users are new to the venues they visit, making the platform especially valuable for businesses seeking incremental growth.

ClassPass is also highlighting the strength of its engaged digital audience. The platform is available in more than 2,500 locations across 31 countries and, as of June 2025, averaged 9.7 million website sessions and 3.3 million Apple App Store impressions per month. The average user opened the app 31 times monthly, showing strong ongoing engagement.

For marketers, ClassPass’ approach demonstrates the value of full-funnel digital strategy, performance tracking, and partner-focused growth in a competitive lifestyle category.