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ClassPass is an American company operating a subscription platform for fitness, wellness, lifestyle experiences, and more. Founded in 2013, it was acquired by Mindbody Inc in 2021. In June 2025, Playlist was created as a parent brand, uniting ClassPass with Mindbody & Booker under a single identity.[2]

Key Information

History

[edit]

The company was founded by Payal Kadakia and Sanjiv Sanghavi as Classivity in 2010.[3][4][5][6] In 2012, the company launched Passport, allowing users to try one fitness class at a new studio.[7] The company expanded its product to a subscription.[7][8][9] The company brought on Mary Biggins to help build the new company, and ClassPass was developed in June 2013.[7][10][11][8] In January 2014, Classtivity was rebranded as ClassPass.[5]

Sanghavi left in January 2014.[3][12][13] The same year, ClassPass acquired FitMob.[14] An earlier version of the company's product was intended to sell a better registration system to fitness studios but this did not receive much interest.[15]

In March 2017, Payal Kadakia swapped roles with Fritz Lanman, with Lanman becoming CEO and Kadakia becoming Executive Chairman.[16][17] In August 2017, the company announced an expansion to New Orleans, Pittsburgh, San Antonio, Cincinnati, Calgary, Honolulu, Indianapolis, Milwaukee, Riverside, California, and Salt Lake City.[18][19] In March 2018, ClassPass began offering live-streamed fitness classes.[20][21][22]

In January 2019, ClassPass acquired Guavapass.[23] Later that year, in October, Classpass acquired Swedish competitor Fitness Collection.[24] Chilean-based MuvPass and ClickyPass, based in Argentina, were acquired in early 2020.[25]

ClassPass was acquired by Mindbody Inc in 2021.[26]

In 2024, the company added food and beverage partners, allowing users to spend credits at participating cafes.[27]

Financing

[edit]

ClassPass received seed funding of $2 million in March 2014, then attracted $12 million in Series A round funding from entrepreneur Fritz Lanman in September 2014. In 2015, it received $40 million of Series B funding from General Catalyst and Thrive Capital.[8] The company was valued as over $200 million.[28] Classpass received an additional $30 million of funding in November 2015 led by Google Ventures.[29] ClassPass announced a $70 million Series C led by Temasek Holdings in May 2017 that valued the company at $470 million.[30][31] In July 2018, it raised US$85M in financing led by Temasek to expand into Asia.[32] In January 2020, it raised $285 million in funding at a $1 billion valuation.[33] In October 2021, the company was acquired by Mindbody Inc.[34]

Criticism

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ClassPass has been criticized for undercutting the business model of the health clubs that it relies on, with a 2015 article in The New York Times describing it as a "middleman" between consumers and health clubs, and arguing that a "power imbalance" exists between the health clubs' owners and ClassPass which mirrors the relationship with other digital intermediary services such as Amazon.com and Uber.[35] The service has accounted for lower margins at some gyms where owners limit the number of members "to prevent being cannibalized".[36]

In May 2025, ClassPass disclosed data in an article with Athletech News to prove their incremental value to partners in the industry.

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

ClassPass

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from Grokipedia
ClassPass is an American subscription-based platform founded in 2013 by Payal Kadakia that enables users to access fitness classes, gym workouts, and wellness services at partner studios and facilities worldwide through a monthly credit allocation system, where credits are redeemed for bookings rather than fixed dollar values. The service operates on a revenue model of tiered subscriptions ranging from approximately $15 to $199 per month, providing varying credit amounts that incentivize frequent but flexible usage across diverse activities like , barre, , and spa treatments. Initially launched in as a response to fragmented class bookings, it expanded globally, achieving unicorn status in January 2020 with a $1 billion valuation after raising over $285 million in funding from investors including and Wellington Management. In October 2021, ClassPass was acquired by Mindbody, a software provider for the wellness industry, in a deal that integrated its booking network with Mindbody's studio management tools to enhance partner revenue streams and user discovery. The platform has grown to encompass thousands of partners, reporting a 44% year-over-year increase in reservations as of May 2025, while diversifying beyond traditional fitness into salons, spas, and experiential offerings like hotel wellness packages and even movie theater integrations. Despite its scale, ClassPass has faced notable tensions with studio owners, who have criticized its and per-class payouts—often negotiated below standard rates—as creating financial dependency and devaluing services, with some alleging the model prioritizes platform growth over partner sustainability. These issues have prompted lawsuits, including a 2025 challenging the expiration of unused credits within 30 days as potentially violating laws by effectively forfeiting user value. Nonetheless, empirical data from partners indicate net positives for in underutilized slots, underscoring the platform's role in democratizing access amid varying studio capacities.

History

Founding and Initial Launch (2013)

ClassPass was founded by Payal Kadakia in in 2013, stemming from her frustration with the fragmented process of discovering and booking boutique fitness classes. A classically trained dancer who had previously worked in consumer internet at , Kadakia conceived the platform after a failed online search for a specific class, which highlighted the lack of a centralized booking system akin to for restaurants. This personal catalyst built on her earlier venture, Classtivity, launched in 2012 through the NYC incubator as a for dance and fitness classes, which failed to gain traction due to low conversion rates from discovery to bookings. In early 2013, Kadakia pivoted Classtivity toward a subscription model called the "Passport," offering $49 for 10 classes across studios in eight cities, including New York, to encourage actual attendance over mere browsing. By June 2013, this evolved into the full launch of in , rebranded and refined as a $99 monthly subscription granting access to 10 classes at partner gyms and studios, with the platform securing discounted bulk rates from providers to enable variety without per-class pricing. The initial model emphasized user flexibility to sample diverse workouts—, , —while filling unsold studio capacity, positioning ClassPass as an aggregator in the boutique fitness market dominated by single-studio memberships. At launch, ClassPass operated exclusively in New York, partnering with local studios to build its network, and quickly demonstrated early through organic word-of-mouth among fitness enthusiasts seeking alternatives to rigid commitments. Kadakia served as CEO, driving the pivot with a small team, including early technical contributions from partners like Sanjiv , though she remained the visionary lead. The service's debut subscription structure laid the foundation for its marketplace approach, prioritizing user retention via class credits over unlimited access to avoid overutilization issues observed in precursors.

Growth and Challenges (2014–2020)

ClassPass experienced rapid expansion following its 2013 launch in , raising $2 million in seed funding in March 2014 to support initial scaling. The company subsequently secured a of $12 million, followed by multiple later-stage investments, including $70 million in June 2017 and $85 million in Series D funding in July 2018. By mid-2015, ClassPass had grown to partnerships with over 7,000 studios across 36 cities on three continents, driven by its subscription model that allowed unlimited class bookings for a flat monthly fee. This period saw aggressive geographic rollout, with launches in 10 additional U.S. and Canadian cities announced in August 2017, including , , and shortly thereafter. International growth accelerated, reaching 28 countries by early 2020, bolstered by a $285 million Series E round in January 2020 that valued the company at over $1 billion. Despite this momentum, ClassPass faced sustainability issues stemming from its original unlimited-access model, which encouraged overbooking and strained studio capacities while paying partners fixed low per-class rates regardless of demand. Studios increasingly criticized the platform for undercutting their full-price offerings, opaque algorithmic that reduced payouts over time, and dependency on funding to subsidize losses from customer discounts exceeding studio revenues. To address these imbalances, ClassPass transitioned to a credit-based system in March 2018, where users purchased monthly allotments (e.g., $135 for 90 credits, sufficient for 8-12 classes) that varied by studio and class type, allowing rollover of up to 10 unused credits and add-on purchases. This shift aimed to align costs with usage but drew user backlash over perceived hikes in effective for popular classes and further eroded trust among some studio owners, who reported per-student payments dropping as low as unsustainable levels. The onset of the in early 2020 exacerbated operational challenges, with government-mandated closures of gyms and studios across major markets like beginning in March, halting in-person bookings and prompting refunds or credits for affected memberships. ClassPass, reliant on physical class attendance, saw revenue plummet amid widespread industry shutdowns, though it had achieved status just weeks prior via its latest funding. These events highlighted vulnerabilities in the marketplace model, including heavy dependence on studio partnerships susceptible to external disruptions and ongoing tensions over that persisted despite pricing adjustments.

Acquisition by Mindbody and Leadership Transition (2021)

On October 13, 2021, Mindbody, a provider of business management software for wellness businesses, announced its acquisition of ClassPass in an all-stock transaction, with financial terms undisclosed. The deal integrated the companies' teams while allowing ClassPass to maintain its app and website operations, aiming to merge Mindbody's backend tools for studios with ClassPass's consumer subscription platform for class bookings. Concurrently, Mindbody secured a $500 million strategic investment from Sixth Street and Vista Equity Partners to support the combined entity's growth in the fitness and wellness sector. The acquisition closed on October 15, 2021, positioning the merged company to leverage ClassPass's user base—previously valued at over $1 billion in early —for enhanced discovery and booking capabilities amid post-pandemic recovery in fitness services. Mindbody's CEO Josh McCarter emphasized the strategic fit, noting the combination would create a comprehensive platform connecting consumers, studios, and wellness providers more efficiently. In tandem with the deal, ClassPass underwent a leadership transition as founder Payal Kadakia, who had served as CEO since the company's 2013 inception, stepped away from day-to-day operations to focus on her passion for and other ventures. Kadakia shifted to an executive chairman role initially but ultimately transitioned out, entrusting leadership to the integrated ClassPass and Mindbody teams. This change reflected the post-acquisition emphasis on operational continuity under Mindbody's oversight, with no immediate external CEO appointment specified for ClassPass at the time.

Post-Acquisition Developments (2022–2026)

In August 2022, Mindbody announced executive leadership changes, appointing Fritz Lanman, previously ClassPass CEO and post-acquisition President of ClassPass and Mindbody Marketplace, as Mindbody's new CEO effective September 3, 2022; he succeeded Josh McCarter, who transitioned to the . This move integrated ClassPass's consumer-facing operations more deeply with Mindbody's business management software, aiming to enhance synergies in the fitness and wellness sector. ClassPass reported substantial booking growth under Mindbody's ownership, with fitness reservations increasing 200% in 2022 compared to the prior year, driven by popular classes such as bootcamp, , and . In 2023, overall sports and recreation bookings rose 92% from 2022 levels, with emerging as the fastest-growing workout category. By 2024, ClassPass expanded into food and beverage offerings alongside traditional fitness, reflecting a shift toward holistic wellness experiences. In May 2025, ClassPass recorded a 44% year-over-year increase in wellness-related bookings, underscoring its evolution into a broader platform for non-gym activities like spas, salons, and recreational pursuits. On June 4, 2025, Mindbody, ClassPass, and Booker unified under a new parent brand, Technologies, to streamline operations and position the combined entity for potential sale amid industry consolidation. Later that year, ClassPass updated its terms effective January 2025, removing per-studio user limits to boost accessibility, though some studios expressed concerns over potential overcrowding. Mindbody's 2025 State of the Industry Report highlighted industry-wide optimism, with ClassPass contributing data on rising wellness trends. On January 15, 2026, Playlist Technologies announced its merger with EGYM, a Munich-based fitness technology firm specializing in AI-driven workout equipment and digital offerings, in a transaction valued at $7.5 billion including debt. The deal, backed by investors including Jared Kushner’s Affinity Partners, Vista Equity Partners, Temasek, and L Catterton, includes $785 million in new equity investments and aims to create an industry leader leveraging AI for global fitness engagement. The combined companies generated over $800 million in net revenue the previous year and are both profitable, with Playlist CEO Fritz Lanman and EGYM CEO Philipp Roesch-Schlanderer expected to serve as co-founders of the new entity.

Business Model

Subscription and Credit System

ClassPass employs a monthly subscription model in which members purchase tiered plans granting a predetermined allotment of , which are redeemed to reserve fitness classes, wellness appointments, or experiences at partnered studios and facilities. function as a flexible currency within the platform, enabling users to curate personalized routines across diverse offerings such as , barre, , or services, rather than committing to fixed class types. This supplanted earlier unlimited access models to mitigate studio overcrowding and revenue dilution, with credits introduced around 2017 to balance user volume and partner sustainability. The number of credits required for a booking is determined algorithmically, factoring in variables like studio demand, class popularity, instructor draw, booking lead time, and geographic market saturation. Less sought-after sessions at boutique venues typically deduct 3–4 credits, while high-demand peak-hour classes at flagship locations can consume 10–13 or more credits; reserving earlier in the booking window often incurs fewer credits to incentivize advance planning. Users receive notifications of credit costs upon selection, and plans auto-renew monthly at midnight on the subscription anniversary, with unused credits expiring without rollover to prevent and align incentives with consistent usage. Subscription pricing scales with credit volume and varies by locality to reflect regional studio densities and costs, with base U.S. tiers as of 2025 including 8 credits for $19, 15 credits for $35, 28 credits for $59, 38 credits for $79, 68 credits for $139, and up to 125 credits for approximately $249. Higher tiers offer better per-credit value, accommodating frequent users aiming for 8–12 classes monthly, though actual bookings depend on credit efficiency and availability. Members can upgrade, downgrade, pause, or cancel plans via the app, subject to prorated adjustments, but no refunds apply to expired credits.
Plan CreditsMonthly Price (USD)Approximate Classes
8$19Up to 3
15$35Up to 5
28$59Up to 8–10
38$79Up to 10–12
68$139Up to 15–20
125~$249Up to 25+
This table summarizes standard U.S. plans, where higher allotments yield diminishing marginal costs per credit; pricing adjusts similarly for local .

Studio Partnerships and Revenue Sharing

ClassPass establishes partnerships with fitness studios, gyms, salons, and spas by allowing them to list classes and services on its platform at no upfront cost, with revenue generated through user bookings. Studios negotiate individualized rates with ClassPass for each class or service, which are paid out only upon confirmed to mitigate no-shows. Under the revenue-sharing model, ClassPass disburses payments to studios via , a third-party service that deposits funds directly into studio accounts, typically on a monthly basis following attendance verification. Payout amounts vary by studio agreement, location, class type, and demand factors, often resulting in studios receiving a portion of the effective value—studio owners have reported figures around $7 per ClassPass reservation in some cases, implying ClassPass retains 50-70% depending on the negotiated terms. This performance-based structure incentivizes high attendance but has drawn criticism from studio operators for eroding margins, as algorithm-driven can suppress per-class payouts below direct retail rates, prompting some to terminate partnerships. To address revenue concerns, ClassPass introduced tools like SmartTools in 2019, which optimize class pricing and capacity to boost reservations by up to 30% and overall revenue by 15-20% for participating studios. Official data from 2025 indicates that 99.5% of partners in the —requiring priority for direct bookings—experience net incremental revenue from the platform, though independent studio feedback highlights risks of cannibalizing full-price sales if ClassPass users dominate attendance. Partnerships emphasize mutual growth, with ClassPass providing marketing exposure to attract new members, but success hinges on studios balancing platform dependency with direct strategies.

Pricing Dynamics and Adaptations

ClassPass employs a dynamic credit-based pricing model where the credits required to book a specific class or appointment fluctuate according to factors including studio popularity, class type, location, time of day, and real-time demand. This system incentivizes users to attend less popular sessions with lower credit costs while charging more for high-demand offerings, aiming to balance supply and demand across partner studios. Post-2021 acquisition by Mindbody, ClassPass integrated SmartRate, an advanced dynamic pricing tool that further refines credit allocation to help studios optimize occupancy and revenue by adjusting prices based on projected attendance. The platform originated with unlimited monthly subscriptions priced at $99 in , allowing access to multiple classes with per-studio visit caps to mitigate overuse. By 2015, amid studio complaints of revenue dilution from heavy users filling prime slots, pricing rose 26% to $125 per month. Further hikes followed in 2016, elevating unlimited plans to $190 in major markets like from $125, as CEO Payal Kadakia cited unsustainable economics from unlimited access eroding studio profitability. In March 2018, ClassPass transitioned from unlimited plans to tiered credit subscriptions to address partner feedback on membership cannibalization and enable demand-based pricing, though users reported higher effective costs for preferred classes, prompting backlash. During the in 2020, adaptations included full reimbursement to studios for live-streamed virtual classes, shifting focus to digital offerings without altering core credit mechanics, which supported partner survival amid closures. Recent evolutions include tiered plans as of 2025 starting at 8 credits for $19 monthly, scaling to higher allotments like 43 credits for $89 or unlimited for around $199, with credits rolling over monthly but expiring upon plan changes. In July 2025, select plans added 5 bonus credits but raised fees, such as from $49 for 23 credits to $55 for 28, to enhance perceived value amid and operational costs. January 2025 updates removed per-studio visit limits, increasing user flexibility but raising studio concerns over potential overcrowding. These adjustments reflect ongoing efforts to sustain growth while responding to economic pressures and user-studio equilibrium.

Operations and Features

Platform Functionality for Users

ClassPass enables users to access a wide array of fitness classes, gym sessions, wellness treatments, and beauty appointments through its and , primarily via a credit-based subscription model. Users begin by selecting a monthly plan that provides a predetermined allotment of credits, such as entry-level options starting around 6 credits or higher tiers up to 80 credits, allowing flexibility to match individual activity levels. Plans can be adjusted, upgraded, or canceled at any time, with subscriptions renewing automatically unless modified. The core functionality revolves around the credit system, where each booking deducts credits based on influenced by factors like activity type, partner studio location, demand level, and scheduling time. For example, low-intensity options such as a basic visit typically cost 1 credit, while specialized sessions like prenatal may require 4 credits, and premium experiences like can demand up to 13 credits. This variable costing encourages users to explore diverse offerings while incentivizing bookings at less popular times or venues to conserve credits. Unused credits generally roll over to subsequent months, though subject to plan-specific limits to prevent indefinite accumulation. Users discover and book experiences through an intuitive search interface featuring filters for activity category (e.g., , , ), location, date, time, and intensity, presented in list or map views for geographical convenience. Upon selection, the app displays partner ratings—aggregated from user reviews over rolling periods—and availability details, enabling informed reservations with instant confirmation or waitlist enrollment. Notifications alert users to class reminders, spot openings from waitlists, or promotional offers, such as exclusive first-time discounts at new partners. Additional tools enhance user engagement, including social features to view friends' booked activities, share schedules, and send class invitations for group participation. The platform also provides access to on-demand workout videos and audio guides for home-based sessions, broadening options beyond in-person bookings. Booking history, progress tracking via activity dashboards, and referral programs—offering rewards for inviting new members—further support sustained use. As of 2025, the app maintains high mobile accessibility ratings, though some users report occasional interface improvements needed for search predictions or auto-reminders.

Integration and Tools for Studios

ClassPass offers integrations with over 80 fitness and wellness booking systems, enabling studios to synchronize schedules, classes, and appointments in real time to prevent double-bookings and streamline operations. These integrations, such as those with Mindbody, Glofox, WellnessLiving, and Zen Planner, allow automatic syncing of reservations, confirmations, and cancellations directly into the studio's existing software. For instance, the September 3, 2025, integration with Magicline facilitates real-time class syncing and reservation management to attract new members while simplifying administrative tasks. The ClassPass Partner Dashboard serves as the central hub for studio management, providing tools to create and edit schedules, set maximum class capacities, monitor availability, and track reservations. Studios can access revenue monitoring, user insights, and reporting features, including reservation history, class ratings, earned revenue, top-performing classes, and utilization rates. Additional resources within the dashboard include marketing tools and case studies to support business growth. ClassPass employs SmartTools, an algorithmic system that dynamically adjusts pricing for classes and appointments based on demand, aiming to optimize revenue by filling open spots without fixed commissions on individual bookings. For advanced users, the ClassPass Inventory enables third-party access to venue schedules for transactions and data retrieval, supporting custom integrations beyond standard booking systems. These tools collectively reduce manual oversight, enhance visibility into performance metrics, and facilitate revenue diversification through ClassPass's subscriber base.

Expansion into Non-Fitness Experiences

In 2018, ClassPass initiated its expansion into non-fitness experiences by introducing beauty and wellness services, beginning with a pilot in that included massages, facials, , and infrared saunas. This move extended the platform's credit-based booking system to individual treatments at spas and salons, aiming to broaden user engagement beyond group fitness classes. The wellness and categories grew substantially post-pandemic, with reservations increasing by 82% from pre-2020 levels, as ClassPass partnered with thousands of providers offering services like skincare, , nail treatments, and massages. By recent counts, these non-fitness venues exceeded 4,000, comprising 55% of all offerings on the platform, reflecting a strategic pivot to holistic amid fluctuating attendance. Subsequent developments diversified further into lifestyle categories outside traditional wellness. In June 2025, ClassPass partnered with , enabling credit redemptions for co-working spaces in over 100 locations across major U.S. cities. August 2025 marked entry into entertainment via an collaboration, allowing users to book 2D movie tickets with credits in select states. Additional integrations included salon services with Fuzz for and skincare in by September 2025, and a hotel partnership with The Manner in , New York, offering stay-linked credits for spas and salons by October 2025. These expansions positioned ClassPass as a broader aggregator, though they drew from official announcements amid competitive pressures in fragmented service markets.

Financial History

Early Funding Rounds

ClassPass raised $2 million in seed funding on March 31, 2014, coinciding with its rebranding from the earlier platform Classtivity, backed by angel investors such as of BoxGroup, Kal Vepuri, and Shana Fisher. This round supported initial expansion in and product refinement for class discovery and booking. Five months later, on September 17, 2014, ClassPass secured a $12 million led by investors Fritz Lanman, a former executive at , and Hank Vigil, with additional participation from seed backers including Tisch, Vepuri, and Fisher. The funding valued the company at approximately $40 million post-money and facilitated market growth beyond New York to additional U.S. cities. These rounds marked ClassPass's transition from a niche booking service to a scalable subscription model, attracting investors drawn to its approach amid rising demand for flexible fitness options. Prior to these, under its Classtivity incarnation since 2012, the company had operated with minimal undisclosed early capital, primarily bootstrapped or through accelerators like , though details remain sparse in .

Valuation Milestones and Acquisition Economics

ClassPass achieved unicorn status on January 8, 2020, following a $285 million Series E funding round led by Apax Digital and , which valued the company at over $1 billion. This round marked the largest in the company's history and supported international expansion and corporate wellness programs. Prior to this, ClassPass had raised approximately $260 million across earlier rounds, including seed and Series A through D investments from investors such as General Catalyst, , and SV Angel, though specific pre-2020 valuations were not publicly disclosed. By the time of its unicorn milestone, total funding stood at around $545 million. On October 13, 2021, ClassPass was acquired by Mindbody in an all-stock transaction with undisclosed financial terms, integrating the consumer-facing subscription platform with Mindbody's business-to-business booking software. The deal positioned Mindbody to hold a 60% to 70% stake in the combined entity, implying ClassPass's effective valuation aligned closely with its prior $1 billion mark from 2020. Concurrently, the merged company secured a $500 million strategic investment led by Sixth Street to fuel growth, without immediate plans for layoffs or platform migrations. The acquisition valued the overall Mindbody-ClassPass entity at approximately $3 billion. This structure reflected a strategic merger rather than a premium cash exit, leveraging synergies in the wellness sector amid post-pandemic recovery.

Ongoing Investments and Potential IPO Considerations

In October 2021, Mindbody acquired ClassPass in an all-stock deal valued at an undisclosed amount, integrating it into its fitness software ecosystem, while simultaneously securing a $500 million investment led by to support the merged operations and growth initiatives. This infusion represented the most recent major external capital for the combined entity, enabling expansions in technology infrastructure and market reach, though no subsequent public funding rounds have been disclosed through early 2026. As of mid-2025, the parent company—rebranded as Playlist Technologies in June 2025, encompassing Mindbody, ClassPass, and Booker—has focused internal investments on shared infrastructure, AI-driven applications, and operational efficiencies rather than new equity raises, amid claims of profitability and projected revenue growth exceeding $500 million for 2024. These efforts prioritize scalability in wellness bookings and studio tools, with no verified additional venture or infusions post-2021 until the 2026 merger. On January 15, 2026, Playlist Technologies announced a merger with Munich-based fitness technology firm EGYM, forming a combined entity valued at $7.5 billion including debt, with the two companies generating more than $800 million in net revenue in 2025 and both reported as profitable. The merger includes $785 million in new equity investments to support AI enhancements for consumer engagement and global scaling efforts. This development strengthens the company's position in the fitness industry and may influence future investment strategies and expansion plans. Potential IPO considerations gained prominence in August 2024, when Playlist's CEO indicated plans for a public listing within 12 to 18 months, appointing as lead banker to capitalize on fitness sector recovery and the company's reported profitability. As of January 2026, following the EGYM merger, no filing has occurred, though the original timeline aligned with a possible debut in late 2025 or early 2026; the merger could introduce adjustments to these plans due to the new corporate structure and enhanced valuation. A class-action filed in August 2025 over ClassPass's credit expiration policies could introduce regulatory and reputational hurdles to market entry. Investor interest remains tied to the platform's heritage—last independently valued at $1 billion in —and its role in a consolidating industry, but execution depends on sustained trajectories and litigation resolution.

Industry Impact

Consumer Benefits and Market Disruption

ClassPass provides consumers with flexible access to a wide array of fitness classes, gyms, and wellness services through a credit-based subscription model, allowing users to book sessions at thousands of partner studios worldwide without committing to individual memberships. This variety enables experimentation with diverse workouts—such as , , or barre—across multiple locations, which ClassPass data indicates introduces 80% of users to previously unvisited studios, fostering discovery and personalization in fitness routines. Monthly plans, starting from options that equate to lower per-class costs than drop-in fees (often $20–$40 individually), deliver cost efficiencies for frequent users, particularly in urban areas with high pricing, while the app's booking system enhances convenience by accommodating variable schedules. By aggregating fragmented offerings into a single platform launched in , ClassPass disrupted the fitness industry's traditional model of siloed, high-commitment memberships, shifting demand toward pay-per-use flexibility that aligns with millennial preferences for non-binding experiences. This subscription approach undercut rigid contracts and elevated small studios' visibility, effectively democratizing premium classes previously gated by $100–$200 monthly fees, and propelled ClassPass to status with a $1 billion valuation by 2016 through scaled user growth exceeding 10 million bookings annually in its early expansion phase. The platform's data-driven matching intensified competition, compelling studios to optimize class offerings and pricing to attract credits, which lowered effective consumer barriers and accelerated a market pivot from big-box gyms toward experiential, class-based fitness comprising over 20% of U.S. industry by 2019. Half of surveyed ClassPass users converted to direct studio memberships post-discovery, amplifying retention and underscoring the model's role in bridging trial to without initial financial risk.

Effects on Fitness Studios and Economic Realities

ClassPass's revenue-sharing model has enabled participating fitness studios to fill otherwise empty classes, thereby generating incremental income from perishable inventory with low marginal costs. However, studios typically receive fixed or algorithm-determined payouts per attendee—often $7 to $12, compared to standard drop-in rates of $20 to $35—which erodes profit margins after accounting for instructor wages, utilities, and overhead. This structure, where ClassPass retains 50% to 80% of booking value, has led many boutique operators to report net revenue declines despite higher attendance volumes. Payout rates have evolved from early fixed per-class agreements (e.g., around $12 in ) to a credit-based system in 2018, followed by dynamic "SmartRate" adjustments that lower compensation based on factors like demand and booking timing, sometimes as low as $8.70 per class. Studio owners have criticized this shift for stripping pricing control and favoring platform economics over sustainable studio finances, with examples including a New York studio experiencing a 30% revenue drop ($7,000 monthly loss) after per-student rates halved. While ClassPass claims 15-25% revenue uplifts for partners using its tools and 90% retention, independent reports highlight cases of declines, such as 32 out of 890 studios seeing reduced earnings in early 2020. The platform's deep discounts foster customer expectations of low-cost access, cannibalizing full-price sales and complicating conversions to loyal, higher-margin memberships. Small studios, reliant on ties and , face heightened dependency on ClassPass for , yet mandatory policies like "first class free" force them to subsidize user acquisition without guaranteed returns. This dynamic has prompted exits by operators like Vida and The Pad, citing financial unsustainability, and underscores broader economic pressures on boutique models amid thin margins. In response to criticisms, ClassPass introduced to optimize unfilled spots by adjusting credit costs based on predicted demand, aiming to balance with revenue maximization—e.g., lowering an effective $30 class price to $20 could triple expected yield if purchase likelihood rises from 10% to 30%. Studios set payout floors to mitigate cannibalization, but the model risks a "" if not calibrated precisely, potentially devaluing services further while benefiting high-volume partners over independents. Overall, while larger chains may absorb discounted volume, empirical cases reveal that for many small studios, ClassPass accelerates economic by prioritizing subscriber growth over partner viability. ClassPass has accelerated the transition from traditional big-box memberships to fitness studios by enabling consumers to access a wide array of specialized classes across multiple venues via a credit-based subscription model. This shift aligns with millennial preferences for social, experiential workouts such as HIIT, , and barre over solitary sessions, contributing to studios capturing over 35% of U.S. fitness industry revenue by the late , up from lower shares a decade prior. By partnering with over 8,500 studios in more than 50 cities as of , ClassPass reduced barriers to trying new formats, fostering industry growth to $30 billion annually at 3-4% yearly rates. The platform's model promotes variety-seeking behavior, with users averaging multiple studio visits per month, as evidenced by 55 million reservations by mid-2018. Features like expiring credits and for underfilled classes encourage consistent attendance and experimentation, diminishing loyalty to single gyms and normalizing "class hopping" as a standard fitness routine. This has pressured big-box operators to incorporate more group classes, as consumers increasingly prioritize community and customization over unlimited access to generic equipment. ClassPass data reveals its amplification of specific workout surges, such as an 84% increase in bookings in 2024, securing it as the top-booked activity for the second year, alongside a 109% rise in low-impact training. Team sports like (up 256%) and soccer (up 158%) also gained traction, reflecting a broader resurgence in community-oriented activities facilitated by the platform's visibility to diverse users. Niche pursuits, including (698% growth), highlight how ClassPass exposes users to seasonal or event-driven options, embedding them into mainstream habits. Beyond core fitness, ClassPass has influenced a holistic wellness trend by integrating and services, with bookings rising 39% and body scans surging 159% in 2024. This evolution from class-focused access to aggregation—encompassing 248 million total reservations in the year to October 2024—mirrors and reinforces consumer demand for bundled, preventive health experiences over isolated exercise.

Reception and Controversies

Achievements and Positive Reception

ClassPass achieved status in 2020, reaching a valuation exceeding $1 billion following a $285 million Series E round led by investors including TCV and Wellington Management. This milestone underscored the platform's rapid scaling since its 2013 founding, with partnerships spanning thousands of fitness studios, gyms, salons, and spas globally. The company has demonstrated sustained user engagement through annual trend reports, revealing a 92% year-over-year increase in sports and recreation bookings in 2023 and a 109% surge in low-impact training reservations in , reflecting broader shifts toward accessible wellness options. During the , ClassPass facilitated virtual transitions for over 5,000 partner studios by enabling livestream and on-demand workouts, sustaining industry continuity amid widespread closures. ClassPass has instituted annual "Best of ClassPass" awards since at least 2019, recognizing outstanding partner studios, instructors, and amenities across categories like innovation and customer service, with 2023 honorees spanning locations from to and . Users have praised the platform for its variety of classes, ease of booking, and motivation to explore new routines, with reviewers noting it reignited workout enthusiasm post-pandemic and offered cost-effective access compared to individual drop-ins. Media outlets have highlighted its role in democratizing fitness, providing a centralized app for diverse experiences that enhances user discovery and studio visibility. The service has earned descriptions as a "top-rated app" for its intuitive interface and expansive network.

Studio Owner Criticisms and Boycotts

Studio owners have criticized ClassPass for implementing payment structures that yield insufficient revenue per attendee, often citing per-class payouts as low as $4.60 to $8 compared to direct drop-in rates of $18 to $30. These rates have reportedly declined over time, with one New York studio experiencing an 11% average drop from 2018 to 2019 despite increasing operational costs. Owners attribute this to ClassPass's opaque algorithms, such as SmartRate and SmartSpot, which dynamically adjust pricing and class availability without transparency, leading to payments below cost recovery in some cases. Critics argue that ClassPass erodes studio autonomy by restricting control over inventory, pricing, and access, with policies since December 2019 limiting conversion of platform users to direct memberships. For instance, San Francisco's The Pad ended its partnership in October 2019, stating that "ClassPass continually tries to take more and more control… it is no longer financially viable," while New York’s Reflections Yoga owner Paula Tursi claimed in early 2020 that the platform was "totally killing our business." Such dependency—where ClassPass attendees comprised 20% to 90% of some studios' traffic—has been linked to revenue shortfalls, including a 30% drop ($7,000) for one New York studio in January 2020, and closures like Jivamukti and SHAKTIBARRE in . In response to ClassPass dismissing detractors as a "vocal minority" in early 2020, at least 35 additional studios nationwide voiced similar grievances, including unannounced rate cuts and devaluation of services that discourages loyalty. This prompted individual boycotts, such as Vida and Love Story exiting in December 2019. A 2021 federal class-action further alleged that ClassPass unfairly targeted small businesses by listing them without consent, steering customers away, and imposing unsustainable pricing on partners. More coordinated actions emerged in 2025, with New York studios including Tone House, AARMY, and Barry’s declaring August "Gym Loyalty Month" to promote direct bookings amid complaints of low, margin-eroding payouts from third-party platforms. followed in September, with participants like Empowered Studio, One Down Dog, and Pilatesmith citing aggregator-driven low prices as barriers to reinvesting in staff and facilities, explicitly boycotting ClassPass to build stable revenue through loyalty incentives. These efforts highlighted ongoing tensions, with some owners linking such platforms to boutique studio closures in 2024. Users have frequently reported difficulties with ClassPass's , often citing the absence of human support and reliance on automated chatbots that fail to resolve issues effectively. Complaints include unauthorized charges for cancellations or unused credits, challenges in pausing or canceling subscriptions, and misleading referral programs that promise trials but result in unexpected billing. On platforms like and Sitejabber, ClassPass holds low average ratings of 1.2/5 from over 8,800 reviews and 1.1/5 from 247 reviews, respectively, with users describing the service as a "" due to non-refundable payments and ineffective . Booking and credit usage problems constitute another major category of grievances, such as classes filling up rapidly despite available spots, credits deducting incorrectly for waitlisted sessions, and limitations on class variety or studio access that hinder consistent routines. Users have noted that the platform's and credit system often leads to perceived overcharges compared to direct studio bookings, exacerbating frustration when combined with expiration policies. Legal challenges have centered on billing practices and violations. In August 2025, a proposed lawsuit accused ClassPass of unlawfully allowing credits to expire after 30 days, allegedly depriving users of prepaid value in violation of federal and state consumer laws, including California's Unfair . Separately, in Chabolla v. ClassPass (Ninth Circuit, opinion February 27, 2025), plaintiff Katherine Chabolla alleged breaches of California's Automatic Renewal Law through resumed subscription charges after a pause, challenging the enforceability of ClassPass's online "sign-in wrap" agreements; ClassPass petitioned for rehearing in April 2025. An earlier $1.89 million settlement resolved claims from 2023 that ClassPass listed non-partner businesses via its Concierge service, misleading users about availability and violating disclosure laws. These cases highlight ongoing scrutiny of ClassPass's subscription model amid its potential IPO preparations.

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