How ClassPass used data in storytelling in its pandemic response

Proprietary industry research is a never-ending wealth of story opportunities for media relations and PR pros.

A single report can be a springboard to tell a national story about your brand and industry, a local story about stakeholders in a specific community, and many other newsworthy distinctions.

That was the biggest takeaway from ClassPass’s media relations response to the COVID-19 pandemic as the fitness and wellness app pivoted from in-person offerings to helping its many partners switch to digital classes and products.

Mandy Menaker, global head of public relations for fitness and wellness leader ClassPass, shared the strategy behind the three stages of the company’s response over the past 18 months.

Stage One – March 2020

“The fitness and wellness industries were hit particularly hard,” she says, and ClassPass knew it must find a way to support its community. In March of 2020, almost 95% of the gyms, studios and spas in the ClassPass network had to temporarily close their physical spaces. Having recently closed Series E funding, ClassPass made the choice to ensure 100% of revenue for the following five months was being sent to partners and to launch a donation campaign aimed at sending funds back to these businesses.