ClassPass Partner Blog | Grow Your Business

Marketing ClassPass

Why ClassPass Invested Over $50 Million in Marketing in 2025 to Drive Partner Growth

The fitness and wellness industry is in a moment of real expansion. The global wellness economy has reached over $6.8 trillion and is on track to hit $9.8 trillion by 2029. Consumers are spending more, more often, and across a wider range of experiences than ever before. For the studios, gyms, salons, and spas at the center of that growth, it's both an opportunity and a challenge: there are more potential customers in the category than ever, and more competition for their attention.

Business Owner Insights ClassPass

Building a Better Review System for Partners and Users

At ClassPass, we’re always looking for ways to improve the experience for both our partners and users. A key part of that experience is reviews.

ClassPass Customer Experience

How ClassPass Prepares Users Before They Walk Through Your Door

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.

ClassPass Studio Spotlights

HIIT Pilates Builds Community and Expands Across Sydney with ClassPass

When Carla Sconce, founder and director of HIIT Pilates, opened her business in Sydney in June 2020, she was launching more than a new studio. She was introducing a proprietary class format she had built from the ground up: a 50-minute workout combining 12 minutes of high-intensity interval training, performed off the reformer carriage and guided by a TV screen, with 35 minutes of reformer Pilates.

ClassPass Studio Spotlights

Eleven Years of Growth: CORE40’s Partnership with ClassPass

Founded in Solana Beach, California in 2009, CORE40 is a premium Lagree studio group now operating across San Francisco and Amsterdam. Its high-intensity classes are taught on Megaformer machines, using slow, controlled, strength-focused movement to deliver a challenging and consistent experience in every class.

ClassPass Studio Spotlights

How ClassPass Helps Saints & Stars and PLTS Fill Classes, Gather Feedback, and Drive Growth

Saints & Stars and PLTS are two of the Netherlands’ most recognizable boutique fitness brands, combining premium facilities, high-energy classes, and a hospitality-led experience across Amsterdam and Rotterdam.

Studio Spotlights

How ClassPass Became Milo and the Bull’s Most Effective Marketing Channel

When Milo and the Bull opened its doors in South London, it had all the ingredients of a standout fitness brand: a clear training philosophy, a strong community focus, and a scalable studio model. But just two months later, COVID hit, forcing the team to shut down operations and rethink how they would rebuild.

Facilities Management

How to Start and Grow a Fitness Studio: Business Plan, Pricing Strategy, and Fitness Sales Funnel Guide

Starting and growing a successful fitness studio requires more than a great workout concept. Owners need a clear plan for positioning their studio, pricing their services, and consistently attracting and converting new members.

Marketing

Fitness Pricing Strategy: How to Price Gym Memberships and Fitness Classes for Sustainable Growth

Pricing a gym membership or fitness class isn’t just about matching competitors; it’s about building a pricing structure that supports profitability, retention, and long-term growth. A sustainable pricing strategy balances cost recovery, target profit margins, and class demand so your business can scale without sacrificing margins.

ClassPass

ClassPass April Product Updates: What’s New for Fitness Businesses

From smarter scheduling tools to stronger security, our latest updates are built to help your business grow.

ClassPass Studio Spotlights

Solid People Builds Momentum with ClassPass

When Solid People opened its doors in Munich in February 2025, the mission was clear: help more people experience the power of strength training through a holistic, community-led approach.

Revenue & Growth

Fitness Studio Management: Operations, Systems, and Revenue Optimization

Building a thriving fitness studio takes more than great classes. It requires strong operations, streamlined systems, and a revenue plan you can confidently manage week to week.

Fitness Industry Trends

Fitness Franchises: Business Models, Investment Considerations, and Growth Trends

Fitness franchises have grown rapidly over the past decade, driven by demand for boutique studios, specialized training concepts, and scalable membership models. Popular categories include boutique fitness, 24/7 gyms, HIIT studios, Pilates and yoga brands, recovery-focused concepts, and hybrid wellness facilities.

ClassPass Studio Spotlights

Fueling The Flame: Yoga Flame’s Sustainable Growth with ClassPass

Founded in 2017, Yoga Flame has spent nearly a decade building more than just yoga studios; they’ve built a community.

ClassPass Studio Spotlights

How Grit60 Fitness Built Community and Fueled Growth with ClassPass

In South Florida's fitness scene, standing out amongst the competition takes more than a good workout. It takes heart and an amazing community. From boutique fitness studios to national franchises, trends and consumer interests are constantly changing. To thrive in this environment, you can’t just blend in; you have to evolve.

Reporting ClassPass

Introducing Class Insights: A Q&A with ClassPass Lead Product Manager Kurtis Poole

ClassPass’s new Class Insights tool is now available in the Partner Dashboard for integrated fitness partners. It shows how your classes are filling by class type and time and lets you break utilization down by direct bookings, ClassPass bookings, or both, so you can quickly spot patterns and take action.

Marketing

Lead Generation Strategies to Grow Your Gym Consistently

Lead generation is how gyms attract potential members and turn interest into sign-ups. Long-term growth depends on a steady stream of qualified leads who fit the gym’s offerings, values, and community.

Marketing

Fitness Marketing: The Complete Guide to Digital Marketing for Fitness Businesses

Fitness marketing is the strategy fitness studios use to attract new clients, convert them into members, and keep them coming back. A strong fitness marketing plan doesn’t just increase visibility, it builds a recognizable brand, generates consistent leads, and drives long-term growth.

Business Owner Insights

How to Successfully Open and Grow Your Own Pilates Studio

Launching a Pilates studio is an exciting step, but it takes more than a love of reformers to turn your vision into a thriving business. From defining your niche and writing a detailed business plan to securing funding, choosing the right location, and navigating legal requirements, every decision shapes your long-term success.

ClassPass Operations

ClassPass Payouts, Pricing, and Policies: How Rates Are Set and How Partners Get Paid

If you’re considering listing your studio, gym, salon, or spa on ClassPass, you likely have one primary question: How do payouts actually work?

Revenue & Growth ClassPass

How Classpass Is Driving Incremental Revenue for Studios in 2026

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.

Revenue & Growth Customer Acquisition

Strategies to Increase Gym Revenue and Ensure Sustainable Growth

Gym revenue growth depends on increasing the value of each member relationship, not only adding new memberships. Sustainable growth comes from balancing acquisition, retention, and diversified income streams that support real fitness outcomes.

Customer Acquisition ClassPass

Trial Fraud: Eligibility, Fraud Detection, and How ClassPass Protects Your Business

When you list your business on ClassPass, you’re trusting us with more than bookings. You’re trusting us to protect your inventory, your revenue, and your time.

Reporting Revenue & Growth

Best Practices for Managing Your Studio with ClassPass

As the owner or operator of a thriving studio, success means balancing exceptional experiences with consistent attendance. Some classes fill quickly, while others, just as valuable, can be harder to fill depending on the time or day.

Revenue & Growth ClassPass

Is ClassPass Worth It for Studios and Gyms?

If you run a studio or gym, it’s fair to ask: Is ClassPass worth it?

Customer Acquisition ClassPass

The ClassPass Trial Program: How It Works, Why It’s Required, and How Your Revenue Is Protected

If you’re a ClassPass fitness partner, chances are you’ve seen trial bookings pop up in your schedule. Or maybe you’re still wondering how the trial program actually impacts your business. In this blog, we’ll break down how both the free and paid trial programs work, how your direct clients and high-value classes are protected, and address common concerns around trial fraud, class devaluation, and the impact on paid attendance.

Retention Customer Acquisition

How ClassPass Helps You Grow While Protecting Your Direct Business

For fitness and wellness businesses, maintaining a strong base of loyal, direct clients is essential. These clients form the backbone of your recurring revenue and fuel long-term sustainability. ClassPass is designed to fill unsold spots, help you reach new audiences, and generate incremental revenue without disrupting existing operations or direct business. ClassPass thrives when our partners do, and that is the central ethos to how our platform operates.

Operations

What ClassPass Fitness Partners Need to Know About the New Year's Rush

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.

Resources whitepaper

How ClassPass Helps Grow Your Revenue with SmartTools

ClassPass helps fitness, wellness, and beauty businesses turn unfilled spots into incremental revenue, without upfront costs or added operational lift. Through our machine learning-powered SmartTools, we analyze historical booking data to list only true excess capacity. The result? More new clients, optimized inventory, and protected direct business, all while helping to maximize the value of every open spot on your schedule.

ClassPass

What is SmartRate?

ClassPass helps fitness and wellness businesses grow by filling empty class or appointment spots, reaching new customers, and driving incremental revenue—with no upfront costs. To power this growth, we developed SmartTools: our intelligent spot management system that uses real-time data and machine learning to help partners maximize every opportunity for revenue. SmartTools is powered by two key features: SmartSpot, which analyzes historical booking patterns to list only the spots you’re less likely to fill on your own, and SmartRate, which dynamically prices those available spots.