MarketingIn pursuit of urban wellness experiences, Singapore Tourism Board will soon kick off a one-year campaign with ClassPass.

What are the benefits of working out? Ask Singapore

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In the works of the partnership are live-streaming wellness sessions with Singapore's popular landmarks as the backdrop.
In the works of the partnership are live-streaming wellness sessions with Singapore's popular landmarks as the backdrop. Photo Credit: Jyan Yoga

Singapore Tourism Board (STB) has announced a one-year campaign with fitness and wellness aggregator, ClassPass, to drive the Lion City's goal towards becoming an urban wellness destination.

The domestic campaign wants to see more locals join in wellness and fitness activities via the ClassPlass platform — a monthly subscription service that gives access to studios, gyms, and wellness offerings.

To encourage sign-ups, participants will receive rewards when they book a variety of wellness experiences, while STB will also launch videos spotlighting unique wellness experiences in various local enclaves, and the stories behind these businesses.

But this campaign will be more than just a local drive, as Singapore prepares to take more steps to widen its doors to foreign visitors. "We hope [this partnership] will boost our destination attractiveness and drive visitorship to Singapore, with visitors leaving feeling physically and mentally better than when they arrived," said Ong Ling Lee, director, sports at STB.

ClassPass has outlined plans to live-stream a series of wellness activations against the backdrop of popular landmarks in Singapore. International members will be able to work out, while also receiving a tour of Singapore from afar.

With this partnership, local health, fitness and alternative therapy businesses will also be able to expand outside Singapore by tapping on ClassPlass' global footprint, currently in more than 2,500 cities worldwide.

Meanwhile, the ClassPlass inventory will also be expanded with new listings such as traditional Chinese medicine, to wellness-related attraction tickets and mental wellness services such as personal coaching and sound healing therapy.

Currently, the site lists 557 local businesses which offer physical classes and some, live-streaming sessions. All registered businesses in Singapore’s fitness and wellness industry are eligible to partner with ClassPass free of charge.

From 27 August, those interested to sign up as new partners can do so here. As an added bonus, businesses which do so by September will receive a sign-on reward of S$200 (US$148).



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