In 2020, when lockdown began and venues closed, ClassPass – a subscription service for thousands of gyms, fitness studios, salons and spas – needed to pivot, fast. 

Overnight, as the business model shifted to virtual, R. Agency developed plans, messaging and delivered headlines positioning ClassPass as the voice of authority for pandemic fitness. 

Coverage in business and trade titles including The Telegraph, CNBC and Forbes used C-suite commentary to reassure venues. Simultaneously, features and reviews in consumer titles spoke to subscribers. 

Whilst revenues fell 95% at the beginning of the pandemic, bookings were up 27% in February 2022 compared with December 2021.