ClassPass, the company that reimagined how people access fitness and wellness experiences, has taken a bold new step in its evolution. On February 14, 2026, the lifestyle membership platform announced a sweeping expansion: members can now use their credits to book movie experiences at more than 190 theaters across the United States. This move, which includes major cinema chains like Regal Cinemas, Marcus Theatres, and LOOK Dine-In Cinemas, marks a significant pivot from ClassPass’s roots in fitness to a broader lifestyle offering.
For members, the change is immediate and tangible. Through the ClassPass app, users can now redeem credits not just for spin class or yoga, but for a night at the movies—complete with bundled concession packages if they wish. Regal Cinemas, for example, offers single and two-ticket vouchers as well as ticket-and-concession bundles featuring popcorn and fountain drinks. Marcus Theatres and LOOK Dine-In Cinemas provide similar packages, with some variation depending on the specific location. The initial rollout spans Arizona, California, Florida, Georgia, Montana, and Texas, with plans to expand to even more states in the near future.
The company’s latest initiative comes on the heels of an earlier partnership with AMC Theatres, which launched in August 2025. According to Claire Goodill, Director of Strategic Partnerships at ClassPass, the response has been remarkable. "As of January 2026, reservations at Major Rocket movie brands (including AMC Theatres) on ClassPass increased 52% from launch in August 2025, showing us that users are actively seeking out lifestyle experiences on the app beyond traditional fitness and wellness," Goodill explained, as reported by PR Newswire. This surge in interest validated ClassPass’s strategy of diversifying its offerings and tapping into adjacent lifestyle categories to boost engagement and member retention.
But why movies? The answer lies partly in the shifting habits of American consumers. As streaming at home becomes ever more convenient and ticket prices for premium movie formats like IMAX and Dolby Cinema climb, theaters have struggled to keep seats filled. ClassPass’s new offering gives cinemas a fresh distribution channel to reach a demographic that might otherwise stay home. For members, it’s a way to get more value from credits they’ve already purchased as part of their wellness budget—whether that means a barre class, a massage, or a blockbuster movie night.
The commercial partnership that enables this expansion is supported by EBG, a leading entertainment and travel commerce platform. Lisa Checchio, Chief Commercial Officer at EBG, expressed enthusiasm for the collaboration. "EBG is proud to partner with ClassPass to unlock a new category of entertainment for their members," she said. "By connecting ClassPass to our network of movie theater partners, we’re making it simple for their members to discover new experiences—bringing even more choice, easier access, and fun to their everyday lives."
From a business perspective, the integration is a win-win. Cinemas gain incremental revenue and increased foot traffic from a new customer base, while ClassPass strengthens its value proposition as a true lifestyle platform. The company’s app now sits at the intersection of wellness and entertainment, offering everything from strength training and yoga to popcorn-fueled movie nights. For members, the appeal is obvious: a single subscription that covers both self-care and leisure, all in one place.
ClassPass’s expansion is also a response to broader industry trends. The fitness and wellness market has become increasingly competitive, and consumer demand has shifted toward holistic, integrated experiences. By adding movie theaters to its roster, ClassPass is positioning itself as more than just a gym pass—it’s a passport to a well-rounded life. As Claire Goodill put it, "By expanding moviegoing on ClassPass, we’re giving members more ways to use their credits with options that fit their schedules and interests, while driving incremental revenue for the cinemas they attend."
Since its founding in 2013, ClassPass has connected millions of users to workouts and wellness services across 31 countries. The company’s network includes tens of thousands of fitness studios, gyms, salons, and spas, and its app has become a go-to for anyone seeking variety in their wellness routine. Now, with the addition of more than 190 movie theater locations, ClassPass is betting that the future of lifestyle memberships lies in versatility and choice.
Pricing for movie experiences will vary based on location, time, and whether members opt for ticket-only purchases or bundled packages with concessions. Members are encouraged to check the app for specific options and credit costs at each theater. The company has hinted at further innovations to come, including the possibility of VIP screenings, wellness-themed movie nights, and other creative bundles that blend entertainment and self-care.
Observers in the industry are watching closely to see how this expansion plays out. Will members embrace the new offerings and make moviegoing a regular part of their ClassPass routine? Will cinemas see a meaningful boost in attendance and revenue? And will other lifestyle platforms follow suit, blurring the lines between fitness, wellness, and entertainment even further?
One thing is clear: the partnership between ClassPass and EBG is reshaping expectations for what a lifestyle membership can offer. By leveraging EBG’s expertise in entertainment and commerce, ClassPass is able to merchandise theater inventory to its active membership base and package ticketing with concessions in ways that align with the app’s credit system. The result is a seamless, user-friendly experience that brings together two worlds—working out and winding down—in a way that makes sense for today’s busy, experience-driven consumers.
As the program scales beyond its current six-state footprint, additional rollouts and new partner announcements are expected. The integration of movies into the ClassPass ecosystem is more than just a perk; it’s a strategic move that could redefine how people think about their monthly memberships. For now, members can look forward to more options, greater flexibility, and the chance to enjoy a night out at the movies—all as part of their commitment to a balanced, fulfilling lifestyle.
With this bold expansion, ClassPass is inviting its members to see their wellness journey in a whole new light—one that includes both the sweat of the gym and the magic of the big screen.