Event Planning
ClassPass New City Launch Events
Overview
As ClassPass continued to expand domestically into new cities, we wanted to enter each new market with a splash. The challenge was that we were entering markets where ClassPass brand awareness was low and community was incredibly important to our potential members. For launch, we coordinated several market-specific launch events that spoke specifically to the likes and dislikes of each city. We partnered with local brands and local studios to create on-the-ground connections with the fitness community that increased the market health for these cities over time. We spent time visiting each market and meeting with studios to do research beforehand which made each experience feel authentic to the local community.
