In a noteworthy strategic expansion, ClassPass has officially opened the doors for its members to utilize credits to secure bookings at over 190 movie theater locations across the United States, including Regal Cinemas, Marcus Theatres, and LOOK Dine-In Cinemas. This transformative move marks a significant pivot for ClassPass—traditionally focused on fitness and wellness—toward offering a more integrated lifestyle experience. As eager moviegoers increasingly seek versatility in entertainment options, this partnership not only broadens the ClassPass portfolio but also serves as a tactical hedge against the fluctuating market demands of fitness and wellness industries.
ClassPass’s Intentional Shift into Lifestyle Experiences
The integration of movie-going options into the ClassPass repertoire stems from recent data indicating a 52% rise in reservations at Major Rocket movie brands, including AMC Theatres, since the platform’s initial launch of entertainment offerings in August 2025. Claire Goodill, Director of Strategic Partnerships at ClassPass, emphasized that the expansion aims to provide members with diversified experiences that align with their schedules and preferences, ultimately boosting revenue for these cinema partners. This decision reveals a deeper tension between pure fitness offerings and the increasing demand for holistic lifestyle integration from consumers who seek variant, enriching experiences beyond gym routines.
Collaboration with EBG: A Catalyst for Growth
To facilitate this enhanced offering, ClassPass has forged a partnership with EBG, a notable player in the entertainment and travel commerce landscape. Lisa Checchio, Chief Commercial Officer of EBG, stressed the goal of connecting ClassPass members with a wider array of engaging experiences, creating opportunities not only for films but also for further collaboration with broader lifestyle brands. This partnership suggests an evolving ecosystem where fitness and entertainment no longer exist in silos, but rather, converge to cater to contemporary consumer desires.
| Stakeholders | Before | After | Impact |
|---|---|---|---|
| ClassPass Members | Limited to fitness and wellness experiences | Access to movies and bundled experiences | Increased satisfaction and engagement |
| Cinemas (Regal, Marcus, LOOK) | Underutilized ticket sales | New revenue streams through ClassPass credits | Incremental revenue boost and increased foot traffic |
| EBG | N/A | Partnership with ClassPass | Expanded network of experiential offerings |
Wider Implications: The Ripple Effect Across Markets
The implications of ClassPass’s expansion resonate on a national scale, potentially influencing markets in the US, UK, Canada, and Australia. In the US, where consumer-centric entertainment is surging post-pandemic, the convergence of fitness and leisure on one platform may cultivate a new norm for lifestyle memberships. In the UK and Canada, the appetite for holistic wellness options is similarly in demand, and ClassPass could replicate this model. In Australia, as the fitness industry undergoes re-evaluation due to changing consumer behaviors, ClassPass’s model might serve as an innovation benchmark for localized adaptations.
Projected Outcomes: What Lies Ahead
As this move unfolds, several developments are poised to reshape the landscape:
- Increased Market Penetration: ClassPass is likely to expand its partnerships with additional cinema chains, enhancing member offerings while driving greater usage of credits.
- Expanded Bundled Experiences: Anticipate innovative ticket-and-concession bundles, tailored experiences to strengthen member engagement, including VIP screenings and wellness-themed movie nights.
- Data-Driven Insights: As the collaboration with EBG progresses, there will be a focus on leveraging consumer data to refine both fitness and entertainment offerings, ensuring optimal relevance and satisfaction.
