The ClassPass Paradox – Partner or Competitor
Published: April 23, 2015
ClassPass is an online subscription portal that provides fitness consumers the opportunity to engage in unlimited fitness classes each month at over 3,000 studios. Operating for less than two years, it has emerged as a viral sensation among fitness consumers and studio operators. Marketed around a value proposition that states it will help consumers discover your business amid the ocean of competitors, as well as drive traffic and membership, ClassPass has taken the industry by storm. The part of the story that goes untold is the fact that ClassPass is a monthly subscription program that competes with clubs/studios for members, and whose success is dependent upon keeping those members. This whitepaper explores the benefits and potential risks to clubs/studios engaging with ClassPass.