As the Pandemic began to affect Gym studios it became crucial that ClassPass was seen as an industry leader. Thus, our team decided to showcase ClassPass’ best-in-class practices that ranged from studio safety and employee wellness, to the support available for its members and partners.
We quickly developed a proactive comms strategy that targeted national and lifestyle media, driving brand awareness amongst the target audience. With the overarching narrative promoting the aggregator’s new offering of on-demand and live-streamed workouts, we tapped into the at-home fitness trend which was sweeping the nation. This achieved standout, standalone coverage. With consumer outreach in progress, we implemented a dedicated tech and trade strategy to run in tandem, focusing on ClassPass’ efforts to bring much-needed revenue to fitness studios. We further amplified a brand-first partnership for ClassPass as it took its first step into beauty by joining forces with the UK’s leading on-demand beauty service, blowLTD. This resulted in headline coverage for ClassPass in top tier national titles.
With employee wellness also a hot topic, we focused upon ClassPass’s Corporate Wellness Programme by creating a dedicated strategy that would help to attract new corporate partners. By releasing proprietary data and insights from the brand’s Corporate Wellness Survey, we secured widespread coverage in highly influential trade titles. Our team is now seen as an extension of ClassPass’ corporate team, offering expertise and PR services.