ClassPass

Market position

ClassPass positions itself as a global fitness and wellness marketplace and, per its investors, pioneered the modern-day version of that category. Investors described it as the marketplace of choice for many providers, and its Series E made it a company valued at more than $1 billion. It has consolidated several regional competitors through acquisitions, including FitMob, GuavaPass, Sweden's Fitness Collection, Chile's MuvPass and Argentina's ClickyPass.

The company combines a credits-based subscription with machine-learning tools that let studios flexibly monetize excess inventory; investors stated the model generates more revenue for studios than other aggregators and that partners in newly launched European markets described ClassPass as their leading driver of new customer reservations. Its breadth spans fitness, wellness, beauty and, since 2024, food and beverage redemption.

Technology

The platform runs on proprietary reservation and booking technology and applies machine learning to generate personalized recommendations for members based on their goals and preferences, and to help partners price and monetize excess inventory and optimize utilization. The consumer product includes an app with sign-in options via Apple and Google accounts, plus a separate partner dashboard, and has offered live-streamed and on-demand workouts since 2018.

Go-to-market

Direct-to-consumer acquisition through its app and website, including a trial offer for new members limited to select gyms and fitness studios, alongside partner recruitment of studios, gyms, salons and spas onto a partner dashboard. The company also sells into employers via its corporate wellness program and has expanded geographically both organically and by acquiring regional marketplace competitors.

Consumers seeking flexible access to boutique fitness classes, gyms and wellness, beauty and spa services without committing to individual studio memberships; independent studios, gyms, salons and spas seeking to fill unused capacity and acquire customers; and employers purchasing wellness benefits for staff.

Geography

Headquartered in New York City with worldwide operations. As of January 2020 the company operated in 28 countries with employees across five continents, having expanded from 4 countries 18 months earlier; roughly a third of its partner businesses were international. Acquisitions extended its presence into Sweden, Chile and Argentina.

History

Founded as Classivity/Classtivity in 2010 by Payal Kadakia and Sanjiv Sanghavi, the business launched Passport in 2012, moved to a subscription model, and developed ClassPass in June 2013. It rebranded from Classtivity to ClassPass in January 2014, the same month Sanghavi departed, and acquired FitMob later that year. In March 2017 Kadakia and Fritz Lanman swapped roles, with Lanman becoming CEO and Kadakia Executive Chairman. The company expanded across North America in 2017, introduced live-streamed classes in 2018, and acquired GuavaPass (January 2019), Fitness Collection (October 2019) and MuvPass and ClickyPass (early 2020). After raising a $285 million Series E in January 2020, it was acquired by Mindbody Inc. in 2021, and in June 2025 became part of the Playlist parent brand alongside Mindbody and Booker.

Risks & controversies

ClassPass has been criticized for undercutting the business model of the health clubs it depends on. A 2015 New York Times article characterized it as a "middleman" between consumers and health clubs and argued a power imbalance exists between club owners and ClassPass comparable to other digital intermediaries such as Amazon and Uber. The service has been associated with lower margins at some gyms, where owners cap the number of ClassPass members to avoid cannibalization.