ClassPass helps partners reach new audiences—people who are actively looking to try something new, explore different wellness experiences, and discover businesses they may not have found otherwise. Reaching those people is one of the most valuable things ClassPass does for its partners. As ClassPass continues to grow, we’re investing in the tools, education, and product experiences that help make those visits even more successful; for partners, staff, and users alike.
Many ClassPass users are newer to studio fitness, wellness services, or a specific class format than your direct clients. They may need more guidance on how to prepare and what to expect once they’re there. We're committed to making sure that when those new customers arrive, the experience is great for everyone.
That’s why we’re rolling out a series of updates designed to help users better understand what to expect before they book and arrive prepared for their visit. These improvements focus on stronger user education, clearer expectations, and more streamlined partner tools, so ClassPass can continue helping partners reach new customers while supporting a high-quality in-person experience.
Why first-visit preparedness matters for studios and users
A great class or appointment begins before a user walks through the door. When users know what to expect ahead of time, they’re more likely to:
- Arrive on time
- Bring the right equipment or clothing
- Understand your policies
- Follow staff instructions
- Feel confident in a new environment
- Have a better overall experience
Prepared users help create smoother operations for your team and a more consistent experience for every client in the room. They also reduce the need for staff to repeat basic information, troubleshoot avoidable issues, or manage preventable disruptions.
That’s why user readiness is a priority, not just for ClassPass users, but for the overall partner experience.
Many ClassPass users are new to studio fitness
ClassPass is designed to help people discover and try new wellness experiences. For many users, that means stepping into a studio, gym, salon, spa, or wellness space for the first time, or returning after a long break. In fact, 49% of surveyed users said studio fitness was not a regular part of their routine before joining ClassPass.
That means many ClassPass users are enthusiastic and open to trying something new, but they may not always be familiar with the norms that regular direct clients already understand. Things like arriving early, reviewing cancellation policies, bringing grip socks, or knowing where to store belongings may be obvious to frequent clients but less obvious to someone visiting for the first time.
We know ClassPass has a role to play here. As we bring new audiences to your business, we’re also investing in the education and guidance that helps those users arrive more prepared.
What ClassPass is changing to better prepare first-time visitors
We’re rolling out updates across the booking journey to help users better understand what’s expected before they visit. These changes are designed to make preparation clearer, more consistent, and easier for users, especially first-timers.
1. Stronger first-visit communications
We’re enhancing the way ClassPass prepares users before their first visit to a partner.
New and improved communications will help users understand important details before they arrive, including:
- What to bring
- When to arrive
- What to expect
- How to follow partner-specific instructions
- Why it’s important to review preparation details in advance
These updates are designed to make first visits feel clearer and more approachable, helping users arrive with the information they need to have a great experience.
2. More etiquette guidance across the user journey
We’re also adding clearer etiquette reminders across multiple user touchpoints to reinforce expectations before a booking. Recent updates include new or expanded guidance in:
- Reservation reminder emails, including reminders to arrive early, come prepared, and follow staff instructions.
- Membership confirmation emails, setting expectations around arrival time, preparedness, and respect for staff.
- First search experiences, helping new users understand class etiquette as they begin exploring.
- Welcome emails, reminding users to show up early, follow venue guidelines, and be respectful.
Together, these touchpoints help make positive marketplace behavior feel clear, consistent, and visible from the beginning.
3. Clearer trial transparency education
From the moment a user starts their trial, ClassPass is clear that trial reservations are made possible by partners who cover the cost—and that repeat visits unlock after the trial ends, with the option to upgrade at any time. This sets honest expectations from day one, so users arrive understanding the value of what partners are offering and are more likely to convert into paying members.
4. Improved reporting tools for partners
User education helps set the stage for better experiences, and we’re also making it easier for partners to share feedback when additional support is needed.
We’re improving user behavior reporting in the Partner Dashboard with a more visible, straightforward, and transparent workflow. These updates give partners a clearer way to flag poor behavior or suspected trial misuse.
Reporting options are being streamlined into two categories:
- Disruptive user, with sub-reasons including repeatedly arriving late, not following studio policy, or being rude to staff.
- Trial program abuse, for suspected misuse of trial access.
Partners will also receive an email confirmation after submitting a report.
These improvements are part of our broader effort to support partner operations and reinforce accountability across the marketplace.
How ClassPass partners can help
While ClassPass is investing in better user education, partner-specific details still matter. Your “How to prepare” section is one of the most important tools users have before visiting your business. It helps them understand what’s unique to your space, policies, and experience.
To help users arrive ready, we recommend reviewing and updating this section regularly.
Consider including a variety of details, such as:
- When users should arrive
- What users should bring
- What users should wear
- Whether equipment is provided or required
- Parking, entry, or check-in instructions
- Studio, facility, or appointment-specific policies
- Late arrival rules
- Safety or accessibility notes
- Any first-timer guidance that helps users feel more comfortable
The more specific and up to date this information is, the more useful it becomes, especially for users who are new to your business.
What this means for partners and users
These updates are designed to reduce friction before, during, and after a booking.
For partners, stronger user preparedness can help:
- Reduce avoidable questions and confusion at check-in.
- Set clearer expectations before users arrive.
- Improve first-time user experiences.
- Support smoother class starts and appointment flow.
- Reinforce respect for staff, policies, and other clients.
- Provide clearer tools when issues need to be reported.
For users, better preparation creates a more confident and welcoming experience. Trying something new can feel intimidating, especially for users who are new to studio fitness or unfamiliar with a specific class format. Clearer guidance helps them understand how to prepare, what’s expected, and how to make the most of their booking.
Building better experiences together
By setting clearer expectations upfront, ClassPass can help create better outcomes for everyone; users feel more informed, partners feel more supported, and the in-person experience runs more smoothly.
These updates are part of a broader investment in the partner experience. ClassPass is committed to continuously improving how it educates users, supports partners, and creates a marketplace where both partners and users can thrive.
