ClassPass Paints a New Picture, Adding Creative Experiences to Its Roster

NEW YORK, NY – March 18, 2026 – ClassPass, the app that has become synonymous with boutique fitness classes, is trading dumbbells for paintbrushes in its latest strategic expansion. The company announced today a landmark partnership with Paint Nite, North America's largest social painting brand, introducing a new "creative activities" category to its platform. The move allows ClassPass members across the U.S. and Canada to use their credits to book guided painting events at local bars and restaurants, signaling a significant pivot from physical fitness toward a more holistic definition of wellness.

For years, ClassPass users have swiped through options for yoga, Pilates, and strength training. Now, they can just as easily book a night out to socialize, unwind, and create a personal masterpiece. The integration makes thousands of Paint Nite events, hosted in over 2,000 venues, accessible through the popular lifestyle app, marking the company’s most definitive step yet into the booming experience economy.

A Broader Canvas for Wellness

This partnership is far more than just adding a new activity; it represents a calculated evolution in ClassPass's identity. The company is betting that for its user base, wellness is no longer confined to the four walls of a gym. The expansion reflects a broader cultural shift where mental and social well-being are considered just as crucial as physical health.

"ClassPass users are increasingly defining wellness more holistically," explained Claire Goodill, Director of Strategic Partnerships at ClassPass, in the announcement. "They're looking for more than workouts alone—they want experiences that support overall well-being, inspire creativity, and create opportunities for connection."

This isn't the company's first foray beyond traditional fitness. In recent years, ClassPass has steadily diversified its portfolio, adding wellness services like massages and acupuncture, beauty appointments, and even access to pickleball courts and coworking spaces. This strategy has proven successful, with wellness and beauty bookings at times outpacing fitness in certain markets. The addition of Paint Nite builds on this foundation, targeting the growing consumer demand for activities that nourish the mind and spirit. By offering creative outlets, ClassPass is positioning itself as a comprehensive lifestyle curator, a one-stop shop for not just moving your body, but also for resting, connecting, and creating.

Tapping the Lucrative Experience Economy

The move is also a shrewd business decision, planting ClassPass firmly within the flourishing "experience economy." Consumers, particularly Millennials and Gen Z, continue to show a strong preference for spending on memorable activities rather than material goods. The "paint and sip" market is a vibrant segment of this economy, with a global valuation estimated at $2.1 billion in 2024 and projected to more than double by 2033.

By partnering with an established leader like Paint Nite, ClassPass gains immediate, scalable access to this lucrative market without needing to build an offering from the ground up. Founded in 2012, Paint Nite has perfected a model that is both accessible to consumers and beneficial for local businesses. Events are designed for all skill levels, with professional artists guiding participants step-by-step, removing the intimidation factor often associated with creative pursuits.

This partnership creates a powerful symbiotic relationship. Paint Nite gains exposure to ClassPass's vast and engaged user base, a demographic already primed to try new experiences. For ClassPass, it diversifies its revenue streams and makes its subscription more "sticky" by integrating it deeper into the user's social life. It's a move that expands the platform's appeal beyond fitness enthusiasts to anyone looking for a fun night out, a unique date idea, or a creative way to de-stress.

More Than a Workout: Fostering Creativity and Community

At its core, the collaboration champions the human need for connection and self-expression. In an era of digital saturation, the appeal of tangible, in-person group activities is stronger than ever. Paint Nite events are inherently social, taking place in relaxed settings like local pubs and eateries where conversation flows as freely as the paint. This focus on community is a key driver of its success and aligns perfectly with the evolving wellness landscape.

Research has consistently shown that engaging in creative activities can reduce stress, improve mood, and foster a sense of accomplishment. The low-stakes, high-fun environment of a Paint Nite event provides a perfect antidote to daily pressures. Participants leave not only with a finished canvas but also with the shared memory of a fun, collaborative experience.

"As we all start to realize that our brains need fitness and exercise too, this is a meaningful step forward in our mission to get people together in their communities sharing creative experiences," said Dan Hermann, Founder of Paint Nite. His statement underscores the mental wellness component that both companies are eager to promote. This partnership makes creative self-care more accessible, framing it as an essential part of a balanced lifestyle, much like a weekly yoga class or a post-work run.

A Win-Win Partnership Model

The structure of the partnership highlights the effectiveness of ClassPass's business model, which is built on helping partners merchandise their excess inventory and attract new customers. For the thousands of local bars and restaurants that host Paint Nite events, the collaboration promises a new wave of foot traffic. ClassPass reports that 94% of its users are new to the venues they visit through the app, representing a significant opportunity for these local businesses to gain new regulars.

For Paint Nite, which operates on a flexible revenue-share model with its artists and event organizers, the ClassPass integration offers a powerful marketing and booking channel that can help fill seats that might otherwise go empty. This influx of customers comes at little to no upfront marketing cost, boosting the profitability and sustainability of its events across more than 600 North American cities.

Ultimately, the partnership between ClassPass and Paint Nite is a testament to the evolving nature of the wellness industry. It demonstrates a keen understanding of modern consumer desires for flexibility, variety, and experiences that enrich life beyond physical metrics. As the lines between fitness, wellness, and lifestyle continue to blur, this collaboration paints a clear picture of a future where taking care of yourself can be as fun and social as it is healthy. The new offerings are now available to book on the ClassPass app in select states and provinces, including New York, California, Ontario, and Quebec.