The international expansion of ClassPass is not really a surprise. The company already serves parts of Canada, the United Kingdom and Australia alongside its 50 cities in the United States. ClassPass also raised last year a colossal $ 70 million Series C, which, according to Lanman, was intentionally important to fuel this kind of expansion without relying on another round of funding.
As part of the expansion initiative, ClassPass hired Chloe Ross as vice president of international. Ross worked on Microsoft's international strategy and contributed to policy development within the UK Prime Minister's Strategic Unit.
In 2014, ClassPass found its place with a new model for the world of fitness. The company has grouped fitness classes and studio partners while offering a subscription model for users, letting them choose and play as they wish in a wide variety of classes. In essence, the company has brought a media model, not very different from Netflix, to the actual fitness industry.
Lanman says that this kind of business model innovation has spurred a lot of clones, both nationally and internationally, and that international expansion is essential to consolidate the place of ClassPass at the top of the hierarchy.
Currently, ClassPass currently has 9,000 studio partners, but Lanman and its founder Payal Kadakia see the opportunity to raise this figure to 90,000 while the company's adventure out the United States.
In addition, ClassPass has played with the idea of expanding into new vertical sectors for a while, with wellness being the first in line. But before ClassPass can dive deep into a wellness sector, it must first consolidate its place as a global aggregator of fitness in the studio.
The company recently unveiled a new home-based workout program called ClassPass Live, allowing users to broadcast classes in the comfort of their own home. No word yet about when ClassPass Live will debut in new international markets, said Lanman.
ClassPass has raised $ 154 million since its launch.