The global fitness and wellness industry is built on small businesses with high fixed costs and perishable inventory. In this environment, consistent demand is not guaranteed and empty spots represent revenue that can never be recovered.
ClassPass was built to solve this structural challenge and serves as a growth engine for the industry.
By helping users discover local businesses and book spots through a flexible subscription model, ClassPass helps partners generate incremental revenue, reach new customers, and maximize unused capacity in an increasingly competitive landscape.
This report combines proprietary ClassPass reservation and revenue data with independent global surveys of active partners and users to measure the true economic impact of our model. See survey methodology here.
ClassPass works with fitness, wellness, and lifestyle businesses of all sizes. Our mission is to turn unfilled spots into incremental revenue through optimized pricing, marketing, and access to a high-intent customer base. Among partners surveyed:
75% operate a single location
23% operate 2–9 locations
2% operate 10 or more locations
5% have been in business for less than a year
36% have been in business for 1–5 years
59% have been in business for more than 5 years
By connecting users and partners through a flexible, subscription-based marketplace, ClassPass generates economic value by:
Driving incremental reservations and revenue for fitness and wellness businesses
Helping partners manage excess capacity during slow seasons and off-peak hours
Encouraging users to try new experiences and visit local businesses more often
In the fitness and wellness industry, inventory is perishable. An unbooked class spot or appointment represents revenue that is permanently lost once the time has passed. For the fitness industry alone, data from our integrated partners shows that the average studio only directly fills 37% of their total capacity.*
ClassPass is purpose-built to help partners monetize unused capacity, especially during:
Off-peak hours
Seasonal slowdowns
Midday and weekday gaps
*Based on our 2024 data from our integrated partners
By converting excess capacity into incremental bookings, ClassPass provides partners a way to stabilize revenue and improve profitability without needing to add any additional fixed costs.
ClassPass partners earning more than $50 per month have an annual retention rate of 96%.*
This level of retention reflects strong satisfaction and the consistent, measurable business impact ClassPass delivers.
*In 2024
ClassPass grows the fitness and wellness economy by activating demand that might not otherwise exist.
Because of our marketplace model, the ClassPass audience skews younger, values variety, and is more price sensitive than traditional direct clients. This enables partners to reach users who are exploring experiences they may be willing to purchase at full price, without competing with their existing client base.
Among surveyed users, 73% agreed that without ClassPass pricing, they would not have spent money on the experiences available through the app.*
*Based on Global ClassPass & Mindbody joint customer data, 2020-Jan 2025.
67% of partners surveyed say ClassPass helps them reach clients they would not have reached otherwise.
Discovery is often the first step in long-term growth. By introducing new clients and encouraging repeat behavior, ClassPass supports both immediate bookings and future direct relationships.
Because fixed costs such as rent and staffing remain steady regardless of attendance, incremental bookings can be highly profitable. ClassPass is designed to help operators capture that untapped potential. In fact, from 2024-2025:
The number of partners earning over $1M on ClassPass grew 28%
The number of partners earning over $500k on ClassPass grew 31%
The number of partners earning over $250k on ClassPass grew 47%
When asked directly about their experience, partners cite both financial and operational advantages. Here are the five most common cited benefits of working with ClassPass shared in this year’s survey:
More brand exposure to a new audience at no upfront cost
Ability to reach clients they would not have reached otherwise
Ability to increase number of new direct clients
Ability to fill excess capacity
More repeat clients overall
