In 2026, studio owners are navigating a more complex operating environment than ever before. Consumer demand is strong, but rising costs, shifting workout habits, and increased competition mean that studios need growth strategies that drive revenue without adding operational strain.
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
