How ClassPass attracted 1,000+ new users in 4 weeks with targeted offline campaign
ClassPass is the largest health club aggregator, maintaining over 30,000 health clubs across 28 countries. From Canada to Singapore, ClassPass provides access to a range of exercise facilities and classes both on and offline. ClassPass chose Oppizi to carry out campaigns across five Australian cities.
Flyers distributed
New users
Cities
Localizing a US brand for Australian cities
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:
ClassPass needed a strategy that would be both tactile and trackable—bringing their brand directly into people’s hands in 5 key Australian cities.
- 01Increase brand visibility across key urban markets
- 02Drive measurable new memberships on the ClassPass app
- 03Use a tangible offline channel to complement digital marketing
- 04Generate substantial growth at a competitive cost per acquisition
- Target geography5 cities across Australia
Hand to hand (H2H)
Strategy
Trained brand ambassadors distributed flyers across five major Australian cities, targeting high-footfall areas where fitness-focused individuals live, work, and commute.
Why it was chosen
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.
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
Flyers distributed
New users
Cities
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
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.
Entering Australia as an American company was a challenge for us to localize with both consumers and partners. Oppizi has helped us have feet on the ground and has helped us drive both consumer and partner awareness over the years.
Allie Mairs
General Manager at ClassPass
ClassPass
Localizing a US brand with offline
Entering Australia, ClassPass used 130,000 flyers across five cities to acquire 1,000+ new users in four weeks — putting feet on the ground to drive consumer and partner awareness.
Offline put feet on the ground, driving both consumer and partner awareness in a new market.
Our channels
Use addressed targeting for precision and Every Door Mail for neighborhood-level scale — both tracked, both measurable, both backed by the power of AI.
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