If you run a studio or gym, it’s fair to ask: Is ClassPass worth it?
For many businesses, the answer is yes, because ClassPass helps turn unused capacity into incremental revenue. To date, ClassPass has delivered $3.1 billion to partners around the world, demonstrating our proven ability to drive lasting, sustainable growth. With ClassPass, partners can monetize perishable inventory, such as class spots or appointment slots that might otherwise go unfilled, while reaching customers who are often new to the venue. Partners also maintain full control over availability, helping protect their core members and existing client base.
In the fitness and wellness industry, inventory is inherently perishable: an unbooked spot in class or missed appointment translates to revenue that is lost forever once the time has passed. Like a flight taking off with empty spots, there’s no way to recapture that opportunity once it's gone. And because most studios operate with high fixed costs and low variable costs, filling even a portion of that unused capacity can meaningfully improve overall profitability.
Mindbody is the only scheduling platform where we have full visibility into ClassPass’s impact on a partner business. We can see if a ClassPass visitor used to be direct, if a direct client first discovered a business through ClassPass, and of course, how many first discovered a business through ClassPass. On average, Mindbody businesses generated incremental ClassPass revenue equal to ~28% of their direct visit revenue within six months*.
So what does that look like, and how do partners protect their core revenue while incorporating ClassPass into their business? Below, we break down what outcomes to expect, who sees the most value, and how we help partners mitigate riskalong the way.
* Based on Mindbody-ClassPass data for joint customers using both platforms for at least 6 months from Jan 2024 -Jan 2025. Incremental ClassPass revenue means ClassPass revenue and direct revenue from ClassPass-acquired customers, net of displaced direct revenue.
What outcomes should I expect if I join ClassPass?
ClassPass doesn't replace existing members or clients, instead, most businesses use ClassPass to drive incremental revenue. The goal isn’t to shift demand, it’s to monetize capacity that would have otherwise gone unused, while protecting core revenue streams. For example, if you run a yoga studio and regularly have open mats, ClassPass can help fill those spots and generate incremental revenue without displacing existing members.
In practice, that looks like:
- Filling spots that would have gone empty, turning perishable inventory into net-new revenue
- Earning revenue from demand you didn’t have to create or market for, with ClassPass driving discovery and bookings
- Introducing new customers to your business at scale, many of whom are new to the venue and can convert into repeat ClassPass visitors over time
For many partners, this approach allows ClassPass to function as a complementary growth channel, adding revenue on the margins without disrupting the business they’ve already built.
How does ClassPass protect my core revenue stream?
ClassPass is purpose-built to protect and prioritize your direct business, not compete with it. Mechanisms such as partner-controlled availability, dynamic management, and a credit-based booking system prevent direct comparisons.
Partners can:
- Limit ClassPass access during peak times, reserving high-demand slots for direct members
- Allocate only specific spots or time blocks that represent true excess capacity
ClassPass also protects revenue by design. Users book with credits, which prevents direct price comparisons and reduces the risk of cannibalization. And because ClassPass only lists inventory that’s unlikely to fill on its own, it acts as a safer way to monetize unused capacity without discounting publicly or eroding brand value.
The result: your direct members retain priority access and flexibility, while ClassPass works in the background to help fill empty spots and generate incremental revenue you wouldn’t have earned otherwise.
Who gets the most value from ClassPass?
ClassPass delivers the strongest ROI for businesses that already have baseline demand but still experience unused or unevenly filled capacity. It’s designed to amplify what’s already working—by turning excess availability into incremental revenue, rather than acting as a turnaround solution for struggling businesses. Businesses with consistently full schedules and little to no unused capacity may see less incremental benefit from ClassPass.
Partners that often see the most uplift include:
- Businesses with high fixed costs and low variable costs, where filling one more spot meaningfully improves margins
- Studios with uneven demand, such as peak classes alongside quieter times of day or days of the week
- Brands looking to reach new clients who are interested in fitness, many of whom are new to the businesses they visit
- Businesses seeking incremental exposure without taking on additional marketing spend or operational work
ClassPass works especially well for partners with strong direct demand. Classes that are
over 80% full with direct members earn a 45% higher ClassPass payout on average than classes that are less than 50% full (data reflects classes held over 12 months prior to April 2025 and includes only active fitness venues with dynamic pricing and SmartSpot enabled). Tools like dynamic availability and SmartTools help ensure ClassPass only routes bookings to true excess capacity, automatically scaling back access as direct demand increases.
This is supported by SmartTools, ClassPass's suite of data-driven, automated inventory management systems that help partners make the most of every available spot on their schedule to maximize their revenue from ClassPass. SmartTools include SmartSpot, which predicts no-shows and low-fill classes, listing spots dynamically based on historical fill rates and timing, and SmartRate, a dynamic pricing tool designed to help partners maximize the value of every spot that ClassPass sells.
Together, these tools automatically scale ClassPass access up or down as direct demand changes, ensuring that direct members remain the priority while partners earn incremental revenue from spots that would have otherwise gone unfilled.
Could ClassPass be risky for my business?
Risk mitigation is built into the ClassPass partner model. The platform is designed to deliver incremental revenue while limiting downside for partners who are testing it for the first time.
Key safeguards include:
- No long-term contract, partners can end the agreement at any time with 90 days’ notice.
- No upfront listing fees or marketing costs, so partners only participate when value is being delivered
- Mindbody revenue guarantee (terms apply), which financially protects partners if ClassPass does not generate positive incremental revenue within the guarantee window
These safeguards allow partners to evaluate ClassPass using real booking and revenue data rather than assumptions. For most businesses, this makes ClassPass a performance-driven growth channel rather than a fixed-cost investment.
Can I test ClassPass and leave if it’s not a fit?
Yes. ClassPass is designed to be easy to test and easy to leave. Partners can join without a long-term commitment and opt out with 90 days’ notice, giving them time to evaluate performance using real data.
Many partners use the initial period to:
- Track incremental revenue generated through ClassPass
- Monitor fill rates and how bookings shift across peak and off-peak times
- Understand new-to-venue customer behavior and repeat visits
Because there are no upfront fees, partners can assess ClassPass based on outcomes, not assumptions. If results don’t align with your business goals, you can adjust availability or exit entirely, without operational disruption.
For most partners, this flexibility is what makes ClassPass feel less like a permanent commitment—and more like a testable growth channel.
The bottom line: Is ClassPass worth it for partners?
For studios, gyms, and wellness businesses with unused capacity, ClassPass is often worth it because it turns otherwise unused inventory into measurable, incremental revenue. Partners monetize empty spots without relying on discounting or additional marketing spend, while retaining control over when and how ClassPass bookings occur.
ClassPass also helps partners reach new customers at scale. Globally, 94% of ClassPass users are new to the fitness venues they visit*, and 95% are new to the wellness venues they visit*, allowing businesses to expand their audience without cannibalizing existing members. Over time, many of these first-time visitors return, creating value beyond the initial booking.
Combined with partner-controlled availability, pricing opacity through a credit-based system, and the ability to test without long-term commitment, ClassPass functions as a low-risk, performance-driven growth channel. Ultimately, it is not about replacing your existing business model, but about using data to turn unused capacity into sustainable, incremental growth.
See how ClassPass can work for your business.
* Based on Global ClassPass & Mindbody joint customer data, 2020-Jan 2025
* Based on Mindbody-ClassPass joint customer data, Jan 2020 – Sept 2025
Frequently asked questions about ClassPass
Is ClassPass still worth it if my classes and spots are often full?
Yes, ClassPass can still be worth it even if your classes and spots are often full, because most businesses experience uneven demand. Even studios that sell out peak classes often have off-peak times, last-minute cancellations, or slower days. ClassPass allows you to selectively open only that excess capacity, helping you capture incremental revenue without displacing full-paying members.
How quickly will I see results with ClassPass?
How quickly you’ll see results with ClassPass depends on your market and availability, but many partners see reservations shortly after going live. Results typically build over the first few months as your business gains visibility in the app, reviews accumulate, and new-to-venue users return. Most partners evaluate success using real booking and revenue data early on.
How do payouts on ClassPass compare to my direct pricing model?
ClassPass payouts are typically lower than direct pricing, because ClassPass is designed to monetize excess capacity rather than replace core revenue. If a spot would have gone unused, earning a ClassPass payout represents incremental revenue, not a discounted replacement. Many partners prefer this approach to leaving inventory empty or publicly discounting their direct rates.
Can I limit ClassPass access during peak hours?
Yes, you can limit ClassPass access during peak hours. ClassPass partners control when and how ClassPass users can book, including restricting peak hours and allocating only certain spots. SmartSpot is designed to adjust spots in real-time ensuring only true excess inventory is listed on ClassPass. This ensures direct members and full-paying clients remain the priority.
What happens if ClassPass isn't working for my business?
If businesses don’t see incremental revenue coming in from ClassPass, they can adjust availability, refine how they use the platform, or opt out with notice. Eligible Mindbody partners may also be covered by a revenue guarantee, which helps protect against downside risk if ClassPass does not generate positive incremental revenue within 90 days. This structure allows businesses to test ClassPass with confidence and make data-driven decisions.
