New York based startup ClassPass has officially launched in Australia, in a move that will increase the company’s global presence to 34 cities in 4 countries and counting.
“We’ve watched you work out from the East to the West coast, from London to Toronto, but now, we’re bringing you down under,” says the official announcement posted on the company’s ‘Classifieds’ blog.
Now present in the UK, US, Canada and Australia, the technology-driven startup, which launched in America in 2013 allows users to try a variety of different workout classes based in their city when they sign up for a monthly subscription of £89. The expansion will see ClassPass leveraging existing partnerships with other global boutique fitness companies like Xtend Barre, who are have studios in the US, UK and Australia.
Australia’s General Manager, Natasha Prasad, said:
“We are excited to bring ClassPass to Australia and partner with a high caliber of studios and gyms here who are at the top of their fitness game. Australian members of ClassPass are benefiting from the experience and expertise of a global brand that has revolutionized the way people approach exercise and is deeply entrenched in the fitness culture. Our unique ClassPass Flex means that regardless of work commitments or travel, members can experience the variety and benefit of ClassPass all over the world. We are delighted to have already partnered exclusively with some studios and gyms in Australia, including InYoga, Studio PP, Fitness Playground, Core Candy and Humming Puppy – offering members access to the latest and most innovative teachers and classes.”
The hugely successful model, which was valued at over $200 million in January of this year caters to consumers who don’t want to be tied down to expensive memberships or simply like the variety that the platform offers. And at a time when boutique fitness classes can cost anywhere up to £30 per session, the accessibility and affordability of the booking tool has proven to be a hit.
In February alone, the same month ClassPass launched in the UK, the company turned over $5 million in revenue (up from less than $200,000 a year ago) after 600,000 consumers reserved classes through the platform and numbers are likely to increase again with news of the expansion.
ClassPass won’t be alone in Australia though, with well established brands like Sweat Pass, Any Class and Classhopper (which secured a $1.5 million pre-Series A investment round in 2014) already taking the lead – and in some cases, with frighteningly similar content marketing and branding strategies.
The Australian division will initially service Sydney and Melbourne, but there are plans to expand the model further in and outside of the country.
ClassPass CEO, Payal Kadakia, said:
“With a vibrant fitness culture and a wealth of boutique fitness studios and gyms, Australia was a natural choice when seeking new expansion opportunities globally. We are already working with a high caliber of partners in Sydney and Melbourne and we look forward to expanding our presence across Australia.”
ClassPass customers will be able to use a monthly pass globally, to access studios across all 34 cities in which the company operates; a huge advantage against local competitors.