With January right around the corner, fitness studios and gyms are preparing for the annual surge of people eager to get a jump-start on their New Year’s resolutions. Demand spikes across the ClassPass marketplace every year—and our New Year’s campaign is designed to channel that surge directly to our partners.
Whether you're gearing up for another New Year’s rush or experiencing your first with ClassPass, here’s what to expect, what’s improved, and how to prepare so your business can make the most of the increased demand.
What to expect during the New Year’s rush
As the busy season ramps up, user activity across the platform naturally shifts. New users often join ClassPass on a trial basis to explore a wider range of studios, while longtime members experiment with new formats. Together, these behaviors drive an overall increase in booking volume. This creates distinct moments of opportunity for partners throughout the first few months of the year.
Opportunities to reach new clients
The New Year’s rush means many new users are exploring studios, gyms, and wellness experiences for the first time. During this period, trial users can visit your business once, but that single visit can have a big impact. Based on ClassPass data as of 2024, 80% of ClassPass members returned to a fitness studio they visited during their trial period. In other words, when new clients try your business through their ClassPass trial, it opens the door to building long-term relationships.
Direct member protection through peak demand
ClassPass makes sure that your loyal, direct members always have access and come first. If you’re an integrated partner, SmartTools automatically adjust which class spots are offered based on rising demand, ensuring your direct-booking members always remain prioritized. ClassPass fills only those spots that would otherwise go unused—helping you increase incremental revenue while protecting your core community.
Stronger fraud detection
We’ve significantly expanded and continue to improve our detection systems, preventing customers from redeeming a trial more than once. If you notice any suspicious behavior, please report it. This includes similar names appearing on your roster or a user repeatedly booking under different accounts. Your report helps us protect your business. All submissions remain confidential, and the more information we receive, the faster we can act.
How to prepare for the New Year’s rush
Setting your business up for success in time for the new year is one of the most effective ways to maximize revenue, attract repeat clients, and ensure smooth operations during your busiest weeks. Use the checklist and best practices below to feel confident heading into peak season.
1. Confirm your dashboard settings
Log into your ClassPass Partner Dashboard and review the essentials:
- Ensure SmartSpot is turned on so unused inventory is automatically filled while protecting your direct clients.
- Adjust your class capacity and spot availability based on expected holiday-week and early-January demand.
- Confirm that your booking system integration is active and syncing accurately.
2. Review and refresh your schedule
With the January rush, your schedule and classes are likely to be especially busy. To prepare effectively, consider:
- Adding additional classes at peak times to accommodate increased traffic.
- Highlighting specialty formats or introductory classes that tend to appeal to first-timers.
- Minimizing last-minute cancellations or schedule gaps that may confuse new clients.
3. Update your business profile
Your profile is often a user’s first impression of your brand. Make sure it’s current and compelling:
- Review your class descriptions, instructor bios, amenities, and photos.
- Add any seasonal offerings, beginner-friendly notes, or key differentiators.
- Confirm your location, contact information, holiday hours, and onboarding instructions are accurate.
4. Prep your staff for new client volume
- More trial users means more first-time visitors at your business. Set your team up for success:
- Review how to properly welcome new clients.
- Ensure front desk staff and instructors understand how ClassPass bookings work.
- Align on upsell opportunities, like intro packs and memberships, that can turn ClassPass visitors into direct clients.
5. Get your space, equipment, and supplies in order
Operational readiness goes a long way in delivering a great first experience and impression:
- Evaluate what additional supplies you might need to prepare for new clients.
- Review pre- and post-class flow to reduce bottlenecks during busy periods.
- Reinforce studio policies, such as arrival times, cancellations, and waitlists, so expectations are clear.
6. Contact support if you need assistance
If you’re experiencing setup issues or aren’t sure whether your integration is syncing correctly, chat with us anytime via Partner Support. Our team is here to help you make the most of increased demand.
7. Welcome first-time visitors
Make new customers feel comfortable and confident from the moment they arrive. A warm greeting, clear instructions, and a supportive environment can go a long way in encouraging them to return.
8. Promote your direct memberships
Ensure your membership information is easy to find with flyers, QR codes, or in-studio signage. Keep in mind that partners shouldn't target ClassPass users with exclusive promotions or comparisons to ClassPass. However, you’re welcome to promote any membership or offer available to all clients—just not deals that are created specifically for ClassPass users.
9. Reinforce your value
This time of year is your chance to highlight what makes your business unique. Find ways to showcase your brand, your instructors, and your community. This is the moment to turn a first visit into many more.
Start the year off strong
The New Year’s rush is an opportunity to reach new audiences, convert first-timers into repeat clients, and build momentum that carries into the rest of the year. With a few strategic updates and the right tools in place, your business will be ready to thrive during the busiest month on ClassPass.
