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COVID destroyed our revenue overnight. Zero classes. Zero bookings. We laid off more than half the company. It was the worst day of my career.
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I spent 30 minutes searching for a ballet class in New York City and gave up. That frustration became ClassPass.
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Unlimited was a money bonfire. We were paying studios more per member than we charged. The credit model saved the business. And made half our users hate us.
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People don't want to commit to one gym. They want to try boxing on Monday, yoga on Wednesday, and cycling on Friday. We made commitment-phobia a feature.
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Studios get less per visit through ClassPass than walk-ins. But an empty spot earns zero. We fill the seats that would otherwise be wasted.