The millennial generation has commitment issues, so now with platforms such as ClassPass, users can experience a wide variety of fitness options without committing to long-term membership.
ClassPass first launched in 2013, featuring only 20 fitness studios in New York City. Now ClassPass is available in 20 cities, including close to 2,000 providers. Through the platform, participants receive access to various fitness classes throughout their selected city. Members can take as many classes as they would like during the month, but are restricted to only three visits per month at the same studio.
Over the past two years, ClassPass has taken off and now the platform is no longer limited to smaller boutique studios. Big-box gyms are welcome to participate as well.
After hearing positive reviews about ClassPass from others in the industry, Chelsea Piers in New York began listing a small selection of its classes — SurfSET, Pier 60 Barre and Row Xpo — on ClassPass.
“After meeting with ClassPass we knew right from the start that it was something we wanted to try,” said Jared Deptula, the vice president and general manager of the Sports Center at Chelsea Piers. “We saw ClassPass as a great marketing tool in that it gets our name out there directly to people that are looking for an amazing facility with just as impressive programming.”
ClassPass not only allows users to avoid long-term commitments and contracts, it also provides access to diverse offering of workout options. “It is a great way for those that are new to fitness to find the workout that best fits them, without a real commitment,” said Deptula. “ClassPass has introduced fitness to a large market of people that in the past probably would have never entered a club.”
Since debuting a few of their programs on ClassPass, the platform has proven to be a lucrative marketing tool and additional revenue stream. It helps to bring new prospects into the club who might not have considered committing to a single gym membership prior.
“We have seen a fair amount of conversions from ClassPass user to Sports Center member,” explained Deptula. “While ClassPass offers a wide variety of fitness options throughout New York City, you can find all of them under one roof as a member of the Sports Center at Chelsea Piers. When it comes down to it, there is a lot of value in having one home.”
By Emily Harbourne
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Emily Harbourne is the former assistant editor of Club Solutions Magazine.
Very disappointed to see this publication write a supportive article about an entity like ClassPass. If you were really in tune with what is happening with these programs, you would realize how negative the concept is for independent gym owners. The more support you show ClassPass, the less support you are demonstrating for our industry. Get educated. Dig deeper and think about how ClassPass is impacting our future.
By the way, Chelsea Piers is an exception because of the plethora of amenities and services they can provide vs. most clubs, gyms and studios.