ClassPass Expands Entertainment Offerings with Major U.S. Theater Chains

Event summary

  • ClassPass adds 190+ U.S. movie theater locations to its platform, including Regal Cinemas, Marcus Theatres, and LOOK Dine-In Cinemas.
  • The expansion follows a 52% increase in movie reservations since ClassPass's August 2025 partnership with AMC Theatres.
  • Members can book ticket-only and bundled experiences through the ClassPass app in six U.S. states.
  • EBG, an entertainment commerce platform, supports the commercial partnership.

The big picture

ClassPass is strategically expanding beyond its core fitness offerings into lifestyle and entertainment services, reflecting a broader industry trend of membership platforms diversifying revenue streams. The partnership with major theater chains, facilitated by EBG, positions ClassPass to capture a larger share of the experiential economy. The success of this expansion will depend on whether ClassPass can maintain user engagement while balancing the needs of its diverse partners.

What we're watching

User Engagement
How ClassPass will sustain the 52% growth in movie reservations amid broader entertainment diversification.
Revenue Diversification
Whether ClassPass can drive incremental revenue for theater partners while maintaining profitability.
Market Expansion
The pace at which ClassPass will add more entertainment options beyond fitness and wellness.