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How ClassPass attracted 1,000+ new users in 4 weeks with targeted offline campaign
Flyers distributed
New users acquired
The challenge
ClassPass, the world’s largest health club aggregator, gives members access to more than 30,000 fitness studios and gyms across 28 countries. With so much competition in the health and fitness industry, ClassPass sought to stand out, boost app membership, and grow brand awareness in new markets. Their challenge was to connect with health-conscious consumers in their everyday environments and inspire them to take immediate action as they entered the Australian market. To achieve this, ClassPass joined forces with Oppizi.
The goals were clear:
- Increase brand visibility across key urban markets
- Drive measurable new memberships on the ClassPass app
- Use a tangible offline channel to complement digital marketing
- Generate substantial growth at a competitive cost per acquisition
ClassPass needed a strategy that would be both tactile and trackable—bringing their brand directly into people’s hands in 5 key Australian cities.
Our solution
H2H campaign
Trained brand ambassadors distributed flyers across five major Australian cities, targeting high-footfall areas where fitness-focused individuals live, work, and commute.
Face-to-face engagement with potential customers created an authentic connection, while the flyer’s clear call to action made it easy to sign up and try ClassPass straight away.
D2D campaign
Flyers were delivered directly to households in targeted neighborhoods known for high interest in health and wellness. Distribution focused on areas with young professionals and families.
By reaching people at home, ClassPass was able to capture attention in a relaxed environment where potential customers had time to review the offer.
The result
Partnering with Oppizi, ClassPass ran several flyering campaigns that delivered strong, measurable outcomes across Australia. The inital 4-week push alone successfully generated over 1,000+ new customer sign-ups with a CPA under $35, demonstrating the effectiveness of offline activations in a highly competitive fitness market.
Over the course of three years, the campaigns scaled significantly, with more than 130,000 flyers distributed to fitness-focused audiences. This long-term commitment:
- Sustained brand awareness in competitive new markets
- Created thousands of in-person and at-home touchpoints with potential customers
- Demonstrated that offline marketing can drive consistent, cost-effective growth
ClassPass's campaign results with Oppizi
Flyers distributed
New users acquired
Want to see these results for yourself?
Why it worked
Precision targeting
Campaign zones were selected strategically to connect with health-conscious, urban consumers most likely to engage.
Live tracking
ClassPass had access to 14 key KPIs tracked in in real time via Oppizi’s dashboard, ensuring data-driven optimization.
Clear incentive
A simple, compelling offer of "One Month Free" lowered friction for sign-ups and allowed for easy measurement of ROI.
