When you are getting ready to open, someone will inevitably ask: “Are you going to be on ClassPass?” It sounds like easy money. More exposure, more bookings, lower risk. But before you say yes, it is worth understanding exactly what you are signing up for.
How ClassPass Actually Works
ClassPass is a subscription platform where members pay a monthly fee to book classes at studios across the country. Studios set their prices, but ClassPass takes a cut of every booking and often steers customers toward lower-cost options. You do not control who walks in the door. You control how many spots you make available.
That last part is key. Most experienced studio owners use ClassPass to fill off-peak spots only, not prime-time classes. A 9am Tuesday slot that would otherwise sit empty can generate revenue you would not have otherwise. A 6pm Saturday slot that sells out on its own should never be discounted through a third-party platform.
The Conversion Problem
The biggest mistake new studio owners make with ClassPass is treating it as a marketing channel. It is not. ClassPass members are platform-loyal, not studio-loyal. They bounce from studio to studio specifically because they are not committing to one place. Converting them to direct members is genuinely hard, and the platform does not help you do it.
That does not mean it never happens. A strong instructor, an exceptional experience, and a well-timed offer can turn a ClassPass visitor into a monthly member. But your conversion rate will be lower than with someone who found you on Google or came in on a friend referral. Plan accordingly.
Other Platforms Worth Knowing
ClassPass is not your only option. Depending on your market, you might encounter:
- Mindbody Marketplace – If you are already on Mindbody, your classes can appear in their discovery tab. Lower friction, no separate contract.
- Gympass / Wellhub – Corporate wellness benefit platform. Good if you want to attract employees from nearby office buildings.
- Local deal platforms – Groupon and similar. High volume, terrible margins, attracts deal-seekers. Generally not recommended unless you are in a soft launch phase and need bodies in the room.
A Framework for Deciding
Before you sign on with any third-party platform, answer these three questions:
- Which class times consistently have open spots? Those are your candidates for third-party traffic.
- What is the net revenue per booking after the platform fee? Make sure it covers your instructor cost and overhead, even if just barely.
- Do you have a clear path to convert visitors to direct members? Introductory offer, follow-up email, staff training on the ask?
If you cannot answer all three, you are not ready to list on a third-party platform yet. Get your house in order first.
The Bottom Line
Third-party platforms are a tool, not a strategy. Used correctly, they fill gaps in your schedule and bring in revenue you would have left on the table. Used incorrectly, they train your community to undervalue your classes and undercut your direct pricing.
Most of the studios I have worked with do best with a limited ClassPass allocation during their first year, a clear conversion protocol for those visitors, and a plan to reduce platform dependency as their direct membership base grows.
If you want to talk through how to set this up for your specific situation, book a call and we can walk through it together.