ClassPass Debuts in Movie Theaters, Expanding Beyond Wellness
The launch is ClassPass’ first major departure from fitness, spa and wellness, signaling a shift into broader lifestyle categories
ClassPass is venturing beyond its fitness and wellness roots with a new partnership that lets members redeem credits for movie tickets at AMC Theatres.
Starting in select states including California, Florida, Texas and Arizona, members can book standard 2D tickets through the ClassPass app and finalize showtimes at the theatre. Members can also choose bundles with solo or multiple tickets and options for drinks and popcorn.
The AMC deal represents ClassPass’ first significant foray into a non-wellness category, signaling a shift toward a broader lifestyle platform.
“Every consumer defines wellness differently, and our mission is to provide a broad range of options that meet those needs,” said Fritz Lanman, the CEO of Playlist, ClassPass’ parent brand. “We’re building a platform that not only gives people flexible access to the experiences they love, but also serves as a marketplace solution for underutilized inventory, from yoga mats to movie tickets.”
The move comes as ClassPass continues to widen its scope, recently adding SunLife Organics in ten major U.S. cities, as part of a strategy to integrate food, beverage, beauty, and now entertainment into its offering. Earlier this year, Mindbody, ClassPass and Booker unified under the Playlist brand, reflecting the company’s push to connect members to a variety of in-person experiences through one flexible membership.
“Our decision to collaborate with AMC Theatres is a natural step in our mission to meet ClassPass members where they are and bring more of their daily experiences into one platform,” Jeff Bladt, ClassPass senior vice president of pricing and marketplace, told Athletech News. “We know that our users value variety, and by expanding beyond traditional fitness and wellness, we’re able to play a role in more moments of their lives.”
“On the business side, ClassPass has a proven record of bringing in new users and filling underutilized inventory,” Bladt added. “This collaboration showcases the strength of our model and its ability to scale across new lifestyle categories.”
For more than a decade, ClassPass has exclusively consisted of fitness classes, spa treatments, and other wellness experiences.
The AMC partnership breaks that mold, opening the door to new verticals where the platform can apply its credit-based booking model. By moving into leisure and entertainment, ClassPass is potentially shifting to position itself as a universal lifestyle marketplace, broadening its partnership potential.