ClassPass spent 50 million dollars on marketing in 2025, and the company is framing the figure not as a splashy one off campaign but as a permanent part of how the business runs. Its leadership describes the spending as an evergreen capability, the kind of investment meant to keep growing year after year rather than spike for a single season.
The logic behind that commitment rests on a simple question every studio and wellness brand eventually asks. Does a discovery platform bring in customers a venue would never have reached on its own, or does it quietly skim business a studio could have won directly? ClassPass has built its entire pitch around the first answer, and it is pouring marketing money in to prove the point.
A market big enough to share
The backdrop helps explain the confidence. The global fitness and wellness market reached 6.8 trillion dollars in 2024 and is forecast to climb toward 9.8 trillion dollars by 2029. In a category expanding that quickly, the company argues, the smarter move is to enlarge the overall pool of paying customers rather than fight rivals over the slice that already exists.
ClassPass connects members to more than 2,500 locations across 31 countries, a network it has been building since 2012. The platform leans on studio capacity that would otherwise sit empty, matching open class slots with people who want a deal and are willing to try somewhere new to get it.
Growing the pie, not splitting it
The figure the company returns to most often is this. Roughly 94 percent of the people who book through ClassPass are visiting that partner venue for the first time. To the company, that single number is the whole argument. If almost every booking introduces a fresh face to a studio, the platform is creating new business rather than cannibalizing what a venue already had.
Marketing leadership at the company is blunt about the boundary it tries to respect. The goal is not to replace the direct client marketing that studios do for themselves. It is to reach a different, more price sensitive audience, the kind of customer who chooses value over convenience and who might never have walked through the door at full price. One partner studio chain credited the platform with introducing it to thousands of new clients while it builds out hundreds of additional locations.
Where the money goes
The spending spreads across a wide mix of channels. Referrals and paid media sit alongside search ads, Instagram, TikTok, Snapchat, and LinkedIn, supported by influencers, affiliates, co branded partnerships, and post transaction placements. Most of the work is handled in house, which gives the team tight control over where each dollar lands.
The approach is unapologetically performance driven. The company tests modest amounts of spend into a new channel, watches what it costs to acquire a customer there, and then pushes more money in only while the math keeps working on a marginal basis. When a channel stops paying its way, the spend stops with it.
The numbers behind the bet
The early returns give the strategy something to stand on. Across 2025 the company reported fitness bookings up 36 percent and wellness bookings up 37 percent. Its sites drew 9.7 million website sessions a month and 3.3 million app store impressions, and the average member opened the app 31 times in a single month. Those are the habits of people who treat the platform as a regular part of their week, not a one time trial.
An investment built to last
What separates this push from a typical marketing splurge is the intent behind it. The company has signaled that the level of investment should keep rising as the business grows, because the spending is treated as the engine of discovery rather than a cost to be trimmed when budgets tighten. For the studios on the other side of the platform, the promise is straightforward. The marketing dollars are aimed at finding customers they could not find alone, and at turning a crowded wellness market into a bigger one for everyone in it.