Why 'ClassPass' Might Be Hurting Your Studio's Bottom Line

ClassPass is addictive for studios. It promises to fill your empty mats with new faces. But are those faces turning into members? Or are they just discount shoppers?

The Math of Aggregators

ClassPass typically pays you 50% (or less) of your drop-in rate. If your drop-in is $30, you get $15.

If a student who would have paid you $30 finds you on ClassPass and pays $15, you just lost money. This is Cannibalization.

The Loyalty Problem

ClassPass users are loyal to ClassPass, not to you. They are conditioned to hop around for variety. Building a community requires regulars.

The Alternative: Own Your Leads

Use Studio Planner to host your schedule. Market directly to your list. Keep 100% of the revenue. Use aggregators only as a last resort for spots that would absolutely go to waste (yield management), not as your primary acquisition channel.