15 Jul 2019
ClassPass accelerates European growth plans – appoints UK GM
BY Tom Walker
Fitness subscription platform ClassPass has appointed a UK general manager as it looks to grow its presence on the British market.
The appointment of Will Brereton as GM of ClassPass UK follows London becoming the company's third largest market globally (measured by number of studios and users). ClassPass said its success in the UK capital has been fuelled by the growth of the city's boutique fitness sector.
Brereton, who joins the business from online food delivery company Deliveroo, has been involved in the fitness industry for more than 20 years.
Starting out as a fitness instructor, he has held senior roles at home fitness giant Beachbody and group exercise company Les Mills.
In his new role, Brereton will be tasked with expanding ClassPass' reach and operations, with a particular focus on ClassPass' Empowerment Programme, which aims to leverage ClassPass’ data and industry expertise to support studios seeking to expand their operations.
“So far, the ClassPass Empowerment Programme has been hugely beneficial in assisting world class UK brands like Core Collective and Boom Cycle expand and grow," Brereton said.
"I'm looking forward to building on this success by helping more homegrown brands succeed, particularly those born outside London, whether this is through using our data insights to help refine their offering or enabling them to grow into new location or markets, both in the UK and internationally.
"All of this is part of ClassPass’ mission to grow our community in a sustainable way and help people find the activities that make their true selves come alive.”
Since its launch in 2013 ClassPass has grown rapidly, with the UK being the first market it entered outside of the US in 2015.
Brereton is the latest addition to ClassPass' UK head-office, which has grown from two employees in May 2018 to a team of more than 40.
More than half of the staff are dedicated to the UK with the rest of the team focusing on the ClassPass roll out across Europe, which is taking place this year.
ClassPass UK is currently operating in London, Bristol, Brighton, Manchester and Edinburgh and plans to expand into more UK cities this year. May 2019 saw the launch of the Netherlands, Berlin, Munich and Paris with other locations across the UK and Europe slated for the remainder of 2019.
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