Class Pass and Marketing to the Time-Poor

I recently saw a promotion on Facebook for a two-week trial with Class Pass, the unlimited fitness class subscription service. Priced at £19 for two weeks (as opposed to the usual £79 per month) I decided to take the plunge, being the fitness freak that I am. Whilst I definitely got my money’s worth, taking several yoga classes to complement my marathon training, I’m not 100% convinced it was worth the time or effort.
The USPs of Class Pass are supposedly 1. simplicity, and 2. flexibility. Firstly, Class Pass aims to unite the somewhat fractured market of gym classes, yoga studios, bootcamps and everything in between. Everything’s in one place, you pay a flat fee, and you can do with it what you want. Secondly, Class Pass offers you access to hundreds of locations across the capital. The issue is it’s not as simple as it seems. Sure, you have access to a wide variety of studios; but each studio only offers a portion of their classes to Class Pass members. And as for availability, the classes available are never quite at the right time or location; I’ve found myself either hurtling out of the office at 6 on the dot, or hanging around killing time until my class starts.
I’m not saying that Class Pass doesn’t have great potential, but it seems to have overpriced its offering. It either needs to expand into a truly comprehensive range of classes, all across London and with more frequency. For the generation raised on Netflix, Uber and countless other on-demand services, companies who claim to offer simplicity, flexibility and accessibility need to really ensure they deliver on that promise.
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Have any of you tried Class Pass? How do you fit cross training into your life?

2 thoughts on “Class Pass and Marketing to the Time-Poor”

  1. Interesting review! I’ve never tried Class Pass because I’m not really into cross training and fitness classes, so this wasn’t really a product made with people like me in mind. I belong to a gym and pretty much everything I’d want to do is there, although their yoga classes aren’t the best, but there is a studio in my neighborhood that has pretty cheap classes if I ever want to go.

    It sounds like they’ve identified a problem: the fractured market of fitness, but need to up their game with the execution maybe. Although from what it sounds like, your main beef (availability of classes) sounds more like a problem with the individual studios than with Class Pass, as they are the ones determining how much access to allow. I think it’s understandable that they only allow a certain amount of their classes for Class Pass slots – their incentive is to make money for themselves, and they make more of it by trying to get memberships and get people to pay full price for their classes.


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