ClassPass Power Moves
ClassPass continues to be one of the most debated tools in boutique fitness. We’re exploring how studio owners can think about it strategically: when it can support acquisition and visibility, and when it begins to erode pricing power, community, and long-term membership growth.
ClassPass isn’t the problem.
Your strategy is.
We’ve been having a lot of quiet side conversations lately (and seeing a ton of Studio-CP breakups on IG).
Studio owners feel maxed out, team bandwidth is stretched, conversions are soft, revenue looks fine on the P&L but… something still feels off.
When we ask them about ClassPass?
They say things like:
💬 “We don’t love it, but it drives traffic.”
💬 “I have no idea how much revenue/visit ClassPass actually brings in.”
💬 “I don’t think we can afford to turn it off.”
Most studio owners assume every head in the room is adding revenue.
The truth is that ClassPass often only pays for repeat visits.
Those unpaid first-timers who rarely return? They still take time, space, and team energy - but don’t show up in your revenue.
Your rev/head stat is likely inflated… which means your staffing decisions and sales expectations might be based on faulty math.
Client Case Study:
Sound familiar?
1 month:
273 ClassPass reservations
109 ClassPass first-timers - for free
The team was drowning. Conversions felt low.
The problem wasn’t the team's performance…
It was that over 100 people walked through the door, required attention, and never paid a dime.
They were showing up in headcount (and primetime spots). But not in revenue.
That’s what we mean when we say:
Class pass isn't the problem. Your strategy is.
Here’s the pivot:
It’s not about whether or not you’re on ClassPass.
It’s about whether ClassPass is running your business or supporting it.
We’ve been helping clients use it as a temporary top-of-funnel spark, especially when marketing is paused or team bandwidth is low.
The goal isn’t to quit cold turkey.
The goal is to stop treating it as your main demand engine.
🔥 LAUREN'S HOT TIPS
to get <15%
→ Turn off SmartSpot and only use CP to fill underperforming classes
→ Have a plan to convert quickly
→ Build a studio that runs on demand you own
Using ClassPass isn’t the issue. Not leading it proactively is.
Because if you’re not leading it, you’re probably losing more than you think.
Here’s what we recommend to get started:
✨ Keeping CP under 15% of revenue
✨ Calculating your real revenue / head
✨ Controlling inventory manually. Use it for underperforming classes only - no algorithm taking advantage of your prime time
✨ Converting fast. Automate follow-up into a bridge offer before they default back to the app
You don’t have to ditch ClassPass.
But you do have to determine whether you’re leading it or reacting to it.
