This turns fitness into a social experience, not just a workout.
Strategic Challenge
ClassPass gives total freedom, but that freedom leads to isolation. People work out near others but don’t feel part of anything. To grow in France and attract a bigger crowd, ClassPass needed to create real belonging, not just access.
Strategic Unlock
Design shared moments. Turn loyal users into the ones who shape the experience, not just attend it.
Solution
Top users become class ambassadors who invite friends to a special session with a co-created playlist and a social moment afterward, transforming a workout into a community event.
Outcome
More connection, more discovery, more cultural relevance. ClassPass becomes something you share, not something you do alone.
{Creative Strategy / Brand Activation / Social Media}
