Partnership aims to drive local and international demand for holistic wellness products and services.


ClassPass and the Singapore Tourism Board (STB) have launched a one-year partnership to jointly promote Singapore’s wellness offerings and enhance the city’s attractiveness as an urban wellness destination.

This is the first such partnership in Singapore for ClassPass. It is also STB’s first since outlining Singapore’s goal to be a leading urban wellness haven at the Tourism Industry Conference in April 2021.

As Singapore boasts a wide variety of health and fitness experiences alongside complementary health and alternative therapies, the partnership aims to build on this strong foundation by providing businesses with a global platform to share their offerings with local and international audiences while raising awareness for wellness in Singapore. The collaboration will also drive demand for wellness experiences available on ClassPass.

Photo by Geert Pieters on Unsplash

Joint initiatives to grow demand for wellness experiences in Singapore

The COVID-19 pandemic has given prominence to the importance of physical and mental health. In 2020, the global market for wellness tourism was estimated at USD735.8 billion. It was projected to reach USD1.2 trillion by 2027 – reflecting a growing demand for holistic wellbeing experiences that encompasses physical, mental and emotional wellness.

As such, ClassPass and STB will jointly launch a domestic campaign in the first quarter of 2022 to encourage locals to participate in wellness and fitness activities through the ClassPass platform. As part of the campaign, ClassPass will launch challenges that reward participants when they book a variety of wellness experiences on the ClassPass platform.

To further raise awareness and advocacy for local wellness experiences, ClassPass and STB will collaborate to develop video content. The first series will highlight interesting wellness offerings to be discovered within different Singapore neighbourhoods, while a second series will spotlight innovative wellness businesses on the ClassPass platform, the stories behind these businesses, and how these entrepreneurs turned their passions into possibilities. The videos will be featured across ClassPass and STB social media channels.

As Singapore progressively prepares to reopen its borders, the partnership will also showcase Singapore’s wellness and fitness offerings through engaging content to drive consideration amongst international visitors.

To start, ClassPass will work with its partners to organise a series of wellness activations against the backdrop of popular landmarks in Singapore. The live-streamed activations will be complemented by a tour of the location where the activity takes place, showcasing Singapore to ClassPass’s global audience, allowing them to experience Singapore from afar.

Expansion of Singapore’s wellness offerings on the ClassPass platform      

To cater to the rising demand for wellness offerings, ClassPass and STB will work together to expand the inventory on ClassPass to include a broader range of wellness experiences. As a result, ClassPass users can expect new wellness listings on the platform, ranging from complementary health therapies such as Traditional Chinese Medicine to wellness-related attraction tickets and mental wellness services such as personal coaching and sound healing therapy.

From 27 August, interested businesses can sign up here or reach out to ClassPass for more information on the campaign. To encourage more Singapore businesses to come on board, an additional sign-on bonus of SGD200 will be awarded to those that join ClassPass within September, subject to terms and conditions.

Ong Ling Lee, Director, Sports, Singapore Tourism Board, said: “With rising interest and demand for wellness products and services both locally and internationally, Singapore is well-positioned to provide accessible and innovative wellness experiences that can rejuvenate and invigorate locals and visitors alike. This partnership with ClassPass supports our goal of establishing Singapore as a leading urban wellness haven. As travel gradually resumes, we hope it will boost our destination attractiveness and drive visitorship to Singapore, with visitors leaving feeling physically and mentally better than when they arrived.”

Theresa Kwok, ClassPass Country Manager, Singapore, said: “Singapore is a unique destination that offers a plethora of soul-nurturing fitness and wellness experiences. We are thrilled to work with the Singapore Tourism Board to showcase the great experiences this city has to offer and draw more wellness travellers to Singapore through our platform. In other cities where ClassPass operates, we see members prioritising their health and booking at 10 per cent above their pre-pandemic usage. We imagine that fitness and wellness will be top of mind for many people in Singapore as they can return to local in-person experiences.”

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