Question 1

What is ClassPass and what problem does it solve?

Accepted Answer

ClassPass is a fitness membership platform that connects users to thousands of fitness studios and gym partners, eliminating the need to manage multiple memberships or class bookings across different providers. Founded in 2011 by Payal Kadakia, the platform was born from her personal frustration trying to book ballet classes in New York City. Today, with over 5 million users and 30,000+ partner studios worldwide, ClassPass provides flexible access to diverse fitness experiences including yoga, spin, boxing, pilates, and other workout modalities. The platform addresses the key friction points in fitness discovery and booking while helping studios fill off-peak class slots efficiently.

Question 2

Who founded ClassPass and what was their vision?

Accepted Answer

ClassPass was founded in 2011 by Payal Kadakia (CEO and MIT graduate), Mary Biggins (operations), and Sanjiv Sanghavi (technology) in New York City. Payal Kadakia, a dancer herself, was frustrated by the difficulty of discovering and booking ballet classes, which inspired her to create a solution. The founding team's original mission was to inspire people to live richer, more active lives by making fitness accessible, flexible, and fun through a single membership. Their vision evolved from a search engine model called 'Classtivity' to a subscription platform that revolutionized how people access fitness classes.

Question 3

How has ClassPass evolved since its founding?

Accepted Answer

ClassPass has undergone significant evolution through multiple pivots and transformations. It started in 2013 as an unlimited subscription service at $99/month, enabling rapid growth and $225M in funding but ultimately becoming unprofitable as power users exploited the model. In 2016, the company pivoted to a flexible credits model (8-100 credits ranging $15-200/month) with dynamic pricing to balance member value with studio economics. The COVID-19 pandemic in 2020 devastated the business with revenue crashing 80% as studios closed, forcing a strategic pivot to virtual streaming and hybrid offerings. In October 2021, Mindbody acquired ClassPass for $500M, integrating its scheduling software and corporate wellness capabilities, leading to the company's recovery and expansion to its current $300M+ revenue milestone.

Question 4

What does ClassPass offer as its core product?

Accepted Answer

ClassPass offers a flexible membership platform that provides access to thousands of fitness studios and workout experiences on a single membership. Members can choose from various credit packages ranging from 8 to 100 credits per month ($15-200 monthly) and use credits to book different fitness classes based on dynamic pricing—off-peak classes cost fewer credits while peak times cost more. The platform includes diverse fitness modalities such as yoga, spin, boxing, pilates, and other specialized workouts both in-person and on-demand. This flexibility allows members to explore different studios and class types without committing to traditional long-term gym memberships.

Question 5

How does ClassPass's credits-based pricing model work?

Accepted Answer

ClassPass uses a dynamic credits model designed to balance member value with studio economics. Members purchase monthly credit packages ranging from 8 to 100 credits for prices between $15-$200 per month, depending on their fitness needs. Each class costs a variable number of credits based on demand and timing—off-peak classes require fewer credits while popular peak-time slots cost more credits. This dynamic pricing approach encourages members to explore different studios and class times while helping partners fill empty slots during slower hours. The system creates a win-win scenario where members get flexibility and discovery while studios optimize their capacity utilization.

Question 6

What is ClassPass's competitive advantage in the fitness market?

Accepted Answer

ClassPass's primary competitive advantages are its massive network of 30,000+ partner studios, flexible credits-based pricing model, and hybrid in-person and on-demand offering. Unlike traditional gym memberships that lock members into single facilities, ClassPass enables discovery and variety across multiple studios and fitness styles through a single membership. The dynamic credits pricing model is more sustainable than unlimited models while remaining attractive to members seeking flexibility and variety. The company's acquisition by Mindbody integrated powerful scheduling and studio management software, enhancing the platform's value to partners and members alike. Additionally, ClassPass's corporate wellness B2B program (generating $50M+ revenue) and post-pandemic hybrid model provide resilience and diversified revenue streams that competitors struggle to match.

Question 7

Who competes with ClassPass and what differentiates it?

Accepted Answer

ClassPass faces competition from several players: Gympass (which also operates a corporate wellness platform with $300M+ revenue), Mindbody's direct booking capabilities (ClassPass's parent company), and many studios that have developed their own direct-to-consumer apps to bypass aggregators. What differentiates ClassPass is its brand strength with 5 million active users, proven ability to drive studio capacity utilization, and integrated Mindbody ecosystem offering both consumer and studio-focused solutions. ClassPass's hybrid model combining in-person classes with on-demand content provides diversification that pure class aggregators cannot match. The company's focus on corporate wellness generates significant recurring revenue and stickiness that casual fitness discovery alone cannot achieve.

Question 8

What are the main use cases for ClassPass?

Accepted Answer

ClassPass serves multiple use cases across consumers and enterprises. For individual fitness enthusiasts, it enables class discovery and variety—allowing members to try different studios, instructors, and fitness styles without long-term commitments. For frequent class-takers, the membership provides cost savings compared to pay-per-class or single-studio subscriptions. Corporate clients use ClassPass as a wellness benefit to promote employee health, engagement, and retention with a platform offering diverse fitness options. For fitness studios, ClassPass provides access to thousands of potential new customers, helps fill off-peak time slots, and integrates with their existing Mindbody scheduling systems. Additionally, members who travel can maintain fitness routines by accessing ClassPass studios in different cities.

Question 9

How does ClassPass support hybrid fitness (in-person and virtual)?

Accepted Answer

ClassPass pivoted to a hybrid fitness model offering both in-person studio classes and on-demand video content, particularly after learning critical lessons from the COVID-19 pandemic. The platform enables members to book in-person classes at partner studios while also providing access to streamed and on-demand workout videos for flexibility when traveling, unable to attend studios, or preferring home workouts. This dual approach provides members with maximum flexibility—they can use credits for in-person classes while supplementing with on-demand content, and studios benefit from the integrated experience keeping members engaged across multiple touchpoints. The hybrid model proved essential for business resilience during pandemic disruptions and remains a key feature supporting diverse member preferences and lifestyles.

Question 10

What is ClassPass's corporate wellness program and how does it work?

Accepted Answer

ClassPass offers a corporate wellness program that generates over $50M in annual revenue, providing employee fitness benefits through a curated fitness platform. Companies can offer ClassPass memberships to employees as a wellness benefit, promoting employee health, engagement, and retention while providing diverse fitness options beyond traditional gym memberships. The corporate program integrates with employer systems and provides employers with insights into employee wellness participation and engagement. Employees receive access to thousands of classes across multiple studios and fitness types, supporting diverse preferences and fitness goals. The program has been particularly successful post-pandemic as companies prioritize employee wellness as a competitive advantage in talent retention.

Question 11

How does Mindbody ownership benefit ClassPass and its partners?

Accepted Answer

When Mindbody acquired ClassPass in October 2021 for $500M, it created significant synergies for all stakeholders. Mindbody's scheduling and studio management software integrates with ClassPass, providing studios with better tools to manage their bookings, staff, and operations while participating in the ClassPass network. For ClassPass members, the integration means seamless booking experiences and access to more comprehensive studio data and services. For Mindbody, the acquisition added a powerful consumer-facing membership platform to complement its B2B studio software business, creating a complete ecosystem for fitness studios. The combined entity can offer studios dual revenue streams (direct bookings through Mindbody plus aggregator access through ClassPass) while giving members more integrated experiences.

Question 12

How many users and studios does ClassPass serve today?

Accepted Answer

As of 2024, ClassPass has grown to serve over 5 million active users with access to 30,000+ partner studios and fitness providers worldwide. The platform has achieved $300M+ in annual revenue, making it one of the largest fitness membership platforms globally. This scale demonstrates both the strong consumer demand for flexible fitness memberships and the significant value ClassPass provides to studio partners through customer acquisition and capacity utilization. The growth from near-bankruptcy during the pandemic in 2020 to these record metrics in 2024 showcases the effectiveness of the hybrid model and corporate wellness strategy.

Question 13

What happened to ClassPass during the COVID-19 pandemic?

Accepted Answer

The COVID-19 pandemic devastated ClassPass in 2020, causing revenue to crash by 80% as studio closures eliminated its core business model. The company faced existential challenges with massive layoffs and was forced to quickly pivot to virtual class streaming and on-demand video content to maintain member engagement and revenue. This survival pivot proved transformative—instead of returning to the pure in-person model post-pandemic, ClassPass evolved into a hybrid offering combining in-person and virtual options. By October 2021 when Mindbody acquired the company, ClassPass had stabilized and studio partners had recovered to approximately 90% of pre-pandemic revenue levels. The pandemic experience became a strategic advantage, positioning ClassPass as a more resilient, diversified platform prepared for future disruptions.

Question 14

How does ClassPass ensure trust and security with millions of users?

Accepted Answer

ClassPass operates under Mindbody ownership, a publicly trusted company in the fitness software and scheduling space with long-standing relationships with thousands of fitness studios globally. The platform handles sensitive information like payment data and member preferences through secure, encrypted systems integrated with established payment processors. Mindbody's acquisition and integration provided ClassPass with enterprise-grade security infrastructure, compliance capabilities, and operational maturity that strengthen trust with both consumers and studio partners. The platform maintains transparent policies around member data, membership terms, and studio partnerships, building credibility through consistent delivery on its promises to both user groups.

Question 15

How do new members get started with ClassPass?

Accepted Answer

New members can get started with ClassPass by downloading the mobile app or visiting the website, creating an account, and selecting a credit package that matches their fitness frequency and budget (ranging from 8 to 100 credits monthly). Members can immediately browse available classes at partner studios in their area, checking schedules, class types, instructor details, and required credit costs. After selecting their first class, members book through the platform and arrive at the studio for the in-person class or access on-demand content from home. ClassPass provides personalized recommendations based on member preferences and workout history to help with class discovery. Most members report finding their preferred studios and workout styles within their first few weeks, with the flexibility of the credits model allowing them to adjust their monthly plan as they discover what works best.

Question 16

What's the difference between ClassPass and traditional gym memberships?

Accepted Answer

ClassPass fundamentally differs from traditional gym memberships in offering flexibility, discovery, and variety rather than commitment to a single location. Traditional gym memberships lock members into a single facility for monthly or annual contracts, whereas ClassPass allows members to choose from thousands of studios and fitness styles month-to-month with no long-term commitment. ClassPass credits pricing encourages exploration of different workout types and studios, helping members discover new favorites and avoid workout monotony that often leads to gym membership cancellation. Unlike traditional memberships with fixed monthly fees regardless of usage, ClassPass credits reward frequent users with larger packages while allowing casual users to start small and upgrade as needed. Additionally, ClassPass's integration of on-demand content provides flexibility for members who cannot access studios due to travel, time constraints, or scheduling conflicts—capabilities that traditional single-location gyms cannot match.

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Frequently Asked Questions

What is ClassPass and what problem does it solve?

Who founded ClassPass and what was their vision?

How has ClassPass evolved since its founding?

What does ClassPass offer as its core product?

How does ClassPass's credits-based pricing model work?

What is ClassPass's competitive advantage in the fitness market?

Who competes with ClassPass and what differentiates it?

What are the main use cases for ClassPass?

How does ClassPass support hybrid fitness (in-person and virtual)?

What is ClassPass's corporate wellness program and how does it work?

How does Mindbody ownership benefit ClassPass and its partners?

How many users and studios does ClassPass serve today?

What happened to ClassPass during the COVID-19 pandemic?

How does ClassPass ensure trust and security with millions of users?

How do new members get started with ClassPass?

What's the difference between ClassPass and traditional gym memberships?

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