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To share the “why” behind the launch and how to get the most value from it, we sat down with Kurtis Poole, Lead Product Manager at ClassPass. He explains the problem this solves for partners and how to use these insights to optimize your schedule, SmartSpot, and targeted promotional campaigns.

Q: Why did you build the Class Insights feature for ClassPass partners?

We realized there was a gap in the data we were providing our partners through the ClassPass dashboard. While we provided high level data, the existing tools didn’t equip partners to make informed scheduling decisions or fully trust that SmartTools were working in their best interest.

We built Class Insights to provide a clearer, more trustworthy way for partners to understand how their classes are performing—without having to piece together information across different views or rely on gut instincts. Our partners are making real decisions every week about capacity, scheduling changes, SmartSpot allocation, and promotions. When utilization data isn’t easy to find and interpret, those decisions become guesswork. Class Insights is designed to make things more transparent and actionable, so partners can confidently focus on the things that will have the biggest impact on their business.

Q: What partner feedback or pain points led to building Class Insights?

The most consistent feedback we have heard from partners is that they want a simple view of “what’s actually filling” across their schedule. They want to understand which class types are working, which times are underperforming, and where ClassPass is helping drive demand, without needing to export data or manually check class-by-class performance. We built Class Insights to reduce friction and give partners an at-a-glance view that supports better planning and better outcomes.

Q: Before this launch, what was hard for partners to understand about utilization?

A Utilization view is only useful if it helps partners take action. It used to be difficult to quickly see patterns over time, compare what’s performing across different class types, or pinpoint the specific days/times that needed attention. Without that context, it was hard to know whether to add more spots or class times or stimulate demand with a campaign. Class Insights now makes those tradeoffs much clearer for partners.

Q: What will partners see inside Class Insights?

Class Insights provides two main views, because partners tend to think about performance in two ways: what is working and when it’s working.

• Utilization by Class Type shows utilization across classes for the selected time range, including a breakdown of ClassPass vs. direct bookings (plus unfilled spots). It also includes sorting and filters like Peak/Off-peak.
• Utilization by Class Time highlights patterns by day of week and class start time, so partners can quickly identify consistently strong windows and underutilized windows. Partners can also hover for more detail and filter to a specific class to find the best-performing times for that format.
• Consistently high utilization suggests strong demand. If you see classes with high utilization, you should protect and potentially scale these formats. these are great candidates to protect and potentially scale.
• Lower utilization with open capacity signals opportunity. These are the classes where schedule adjustments or targeted promotional campaigns can make a meaningful difference.

Class Insights also allows partners to review meaningful history up to 24 months, so they can see reliable patterns. This longer view also makes it easier to view past performance during specific holiday periods (and other seasonal spikes or dips) and adjust schedules or campaigns accordingly.

Q: Which partners have access to the Class Insights feature?

Class Insights is designed for fitness partners that are integrated with one of our supported booking platforms. This integration enables accurate capacity and utilization reporting.

Q: How should partners interpret utilization, and what does “good utilization” look like?

I’d frame utilization as a guide for decision-making, not a grade. What “good” looks like depends on your business model and goals, but it is important to note that:

I’d recommend looking at trends over time rather than reacting to performance on one-off days. Class Insights is designed to make patterns easy to spot, so you can make targeted changes to specific classes or time blocks instead of overhauling your entire schedule. We have a comparison feature so partners can quickly see whether utilization is trending up or down and validate whether any changes being made are making are actually working.

Q: If a partner wants to optimize their schedule, where should they start in Class Insights?

To optimize schedules, partners should start with ‘Utilization by Class Type’ to identify strong class performers and any opportunities. Then, partners can use the “Utilization by Class Time” heat map to pinpoint exactly when those patterns show up. If certain classes and time blocks are consistently full, that’s a strong signal to add a few spots or adjust scheduling to fit more of these class types.

Q: How can partners use Class Insights to validate how SmartSpot is working for their business?

Class Insights helps partners understand where SmartSpot is and isn’t opening availability to ClassPass, based on real utilization patterns. If a class type or time slot is consistently full with direct bookings, this will be reflected in the data, because SmartSpot is designed to protect direct demand by limiting ClassPass access. On the flip side, if a class or time slot has more open capacity, SmartSpot will allow ClassPass the opportunity to help fill these available spots.

Q: How should partners use Class Insights to run smarter campaigns?

Partners can use Class Insights to pinpoint where campaigns will drive the most incremental impact. Partners should start small and select one or two underperforming class types and run a short, focused test campaign. After the campaign wraps, they should revisit the insights data for those same class types to evaluate what changed and whether the adjustments improved utilization, increased bookings, or reduced empty spots.

This approach is far more targeted and measurable than promoting everything at once, allowing partners to test, learn, and scale what works.

Q: How else can partners use the Class Insights feature to help run and grow their business?

Partners can use Class Insights to make day-to-day decisions with confidence, not just to fill spots. It can help validate which class formats are worth expanding, choose the best days and times to launch a new class, and spot underperforming time blocks that may need a schedule change. Over time, it also provides a clearer way to track whether changes are actually improving utilization.

Ready to get started? Visit our Understanding your Class Insights guide for a walkthrough on how to use the charts and filters in your day-to-day decision-making. And if you’re not integrated yet, it’s worth reviewing the booking platforms ClassPass supports.

At ClassPass, our data shows a clear pattern. The studios we partner with are using ClassPass to unlock incremental revenue, bring in new customers, and fill unused capacity, all while protecting and growing their direct business.

Here’s how ClassPass is helping partners grow in 2026.

Turning unused spots into incremental revenue

ClassPass was founded in 2013 with a simple goal: help studios fill empty spots in their classes and generate revenue that wouldn’t have existed otherwise while introducing people to new workouts and experiences. That mission remains at the core of how the platform operates today.

There is no upfront cost for studios to list classes on ClassPass. Rather than requiring marketing spend or operational effort, ClassPass delivers high-intent demand to partners by merchandising unused capacity to users actively looking to try something new.

To date, ClassPass has generated $3.1 billion in revenue for partners globally—revenue that is truly incremental to studios’ direct businesses. With this revenue, partners can reinvest back into their businesses. In fact, in a February 2026 partner survey, marketing and brand growth was selected as the most common reinvestment choice for incremental revenue, fueling long-term growth beyond the platform.

Powering discovery that leads to repeat visits

ClassPass’s targeted marketing approach brings new people into group fitness by offering free trials to new users, removing the intimidation factor that often prevents people from trying studio fitness in the first place. Globally, 94% of ClassPass users are brand new to the venues they visit, allowing studios to reach customers they likely wouldn’t have acquired through their own channels alone (based on Mindbody-ClassPass joint customer data from 2020-2025).

Nearly half (49%) of ClassPass users who responded to an in-app survey between December 2024 and July 2025 reported that studio fitness classes were not a regular part of their fitness routine prior to joining, highlighting how much untapped demand still exists.

But what matters most is what happens after that first visit. ClassPass data shows that 80% of trialers who became paying ClassPass users returned to a studio they visited during their free trial (as of 2024). For studios, that initial introduction often turns into ongoing engagement and long-term loyalty.

Using smart technology to protect studios’ core business

Driving incremental revenue only works if studios’ direct members remain the top priority. That’s why ClassPass has invested heavily in technology designed to protect studios’ existing businesses while maximizing booking potential.

ClassPass SmartTools—made up of SmartSpot and SmartRate—use machine learning and real-time data to automatically identify and list inventory that is likely to go unfilled.

• SmartSpot predicts attendance and no-shows based on historical and real-time data, adjusting the number of ClassPass spots available for each class in live-time. Spots are pulled from the platform when it becomes likely that a ClassPass booking could displace a direct member. On average, partners using SmartSpot saw 33% more reservations and 21% more revenue from ClassPass compared to those who didn’t use SmartSpot from January to July 2025.*
  
• SmartRate adjusts credit amounts to determine which levels deliver the strongest performance and conversion for partners. Studios set a confidential rate floor based on their direct pricing, and we never pay below that rate for qualifying reservations. The goal with this rate is to generate truly incremental revenue by turning unused spots into earnings, rather than letting them go to waste. In 2024, U.S. fitness partners using SmartRate averaged ~20% higher ClassPass payouts, over 2x more new visitors, and ~14% higher class fill rates compared to partners not using the tool. (Based on a comparison of average outcomes for SmartRate and non-SmartRate U.S. fitness partners in 2024).*

Together, these tools help studios monetize unused capacity without sacrificing control or pricing integrity of their direct members and clients.

*No guarantees. Results vary.

Delivering measurable, provable results

Over 99% of businesses using both ClassPass and Mindbody from December 2024 to December 2025 achieved positive incremental revenue during that period.**

And, in January 2025, Mindbody customers using ClassPass saw average bookings increase 9.9% year over year, while studios not on ClassPass experienced an average decline of 1.6%. During the same period, average gross merchandise value increased by 9.4% year over year at ClassPass-participating businesses, compared to just 0.9% at non-participating studios. (Based on Mindbody data for North America fitness customers, January 2024 - January 2025).*

In practical terms, that amounts to an average difference of $2,900 in January 2025 alone.

**Incremental revenue is measured using the ClassPass Revenue Guarantee methodology, including ClassPass revenue and direct revenue from ClassPass-acquired customers, net of displaced direct revenue.

A revenue guarantee studios can trust

ClassPass and Mindbody stand behind these results with a financial guarantee.

If a Mindbody customer joins ClassPass and does not see positive incremental revenue during the 90-day guarantee period, Mindbody will write the studio a check for twice the difference between ClassPass revenue and lost revenue. Terms apply.

Over 99% of businesses using both Mindbody and ClassPass from December 2024 to December 2025 achieved positive incremental revenue during that period.**

Looking ahead in 2026

Top-performing studios in 2026 aren’t chasing growth at all costs. They’re using smarter tools, prioritizing discovery, and focusing on revenue that complements their core business.

ClassPass is proud to support studios of all sizes as they grow sustainably, introduce new customers to fitness and wellness, and make the most of every class on their schedule.

Interested in listing your studio on ClassPass? Our team would love to help, visit https://classpass.com/partners