ClassPass hands ADA Singapore digital duties for Asia Pacific

ClassPass has appointed Axiata Group's ADA Singapore as its digital agency for Asia Pacific. ADA's spokesperson told Marketing that the job scope covers digital performance, marketing, and analytics, but declined to reveal the length of appointment.

Earlier this year, ClassPass joined forces with GuavaPass to give Southeast Asian users the ultimate global fitness membership. ADA was working with GuavaPass at that time on a contract basis, and managed to prove itself by delivering tangible results that went beyond expectations, the press statement read. As a result, the agency was ultimately able to gain the trust of the ClassPass team.

With a team of business focused minds, performance expertise, and a close relationship with the core marketing team, ADA was able to boost sales and make a quick turnaround for ClassPass, the press statement added.

The agency will continue to assist ClassPass as it continues to grow in several other cities such as Singapore, Kuala Lumpur, Hong Kong, Bangkok, Manila, Jakarta, and Mumbai. By leveraging ADA’s ability to deliver consumer insights, extensive local knowledge, and performance expertise, the agency said it aims to bring something different to the table.

ClassPass offers a flat-rate monthly subscription billing service that gives members access to thousands of different studios, gyms, and wellness offerings across ClassPass Cities worldwide.

Neha Mathur, head of growth at ClassPass - ASEAN said the team values ADA’s data-driven, solutions-driven and proactive approach, and considers the agency as a natural extension of its in-house marketing team. "We are excited about working together to test, learn, and scale our business across Asia Pacific," Mathur added.

Summer Choo, Country Director, ADA Singapore, said it is thrilled to be working with ClassPass after proving itself. "Our strength in data mining and analytics allow precision in audience targeting; driving better insights for performance marketing. Working in close collaboration with ClassPass, we believe the brand will grow in strength across all the markets," Choo said.