NEW YORK, Unites States — Boutique fitness franchisor Xponential Fitness has enlisted fitness membership platform ClassPass to become the exclusive aggregator for all eight of its brands worldwide.
The fast-growing company, which boasts a portfolio of leading brands across every vertical of the boutique fitness space, including Club Pilates, CycleBar, StretchLab, Row House, AKT, YogaSix, Pure Barre and STRIDE, hopes the partnership will boost its reach, “especially as ClassPass continues to rapidly acquire new corporate and enterprise clients”.
Since entering the employee benefits space in 2019, ClassPass has secured more than 2,000 corporate clients including Facebook, Glossier, Google, Morgan Stanley, Under Armour, Etsy, Southwest Airlines and Gatorade, and Xponential is understandably keen to leverage those relationships.
“Our brands have seen proven benefits from ClassPass’s transition from the Unlimited model to Credits and the release of its inventory management tools for studios,” said Anthony Geisler, CEO of Xponential Fitness.
“Given the positive impact ClassPass has had for our franchise partners, we are excited to enhance the partnership,” he added.
Under the partnership, individual subscribers and professionals on employer-sponsored plans will now have access to Xponential’s workouts. In return, any Xponential studio or franchisee who opts to market in-person or digital fitness classes through an aggregator will do so through ClassPass.
With almost 1600 studio locations in the US and Canada alone, and close to 4000 franchise licenses sold across 10 countries, that’s quite the client pool for ClassPass, which continues to add to the 30,000 exercise studios, health clubs and wellness providers already on its books.
Despite navigating a challenging year, as the fitness industry continues to be impacted by the pandemic, ClassPass CEO Fritz Lanman told Yahoo that the believes the industry to be very resilient. And that ClassPass data shows customers are already demonstrating they will return to gyms and studios in areas where the risk of contracting COVID-19 is low.
“In markets like Australia, New Zealand, South Asian and now some European countries, reservations are back up to 60%-70% recovered and growing,” he commented.
However, in America and the UK, where it’s relatively uncontained, the company is not yet seeing that same level of rebound, he revealed.
In response, ClassPass continues to take steps to launch new features like outdoor classes, virtual streaming and PT sessions to cater to new consumer habits and behaviours.
With the addition of virtual and in-person classes via Xponential, it hopes to gain another competitive edge by providing its corporate clients with an exclusive that no other corporate wellness programs offer, the company said.