Hauling your gym bag to the gym only to spin on the treadmill like a hamster on a wheel, is an activity that few people enjoy. Let’s face it; going to the gym is a dreary affair, and fitness junkies and weight watchers are continually looking for innovative ways to keep fit. It was exactly that thought that captured the imaginations of Payal Kadakia and Mary Biggins, way back in 2012. After starting a venture that provided registration systems to fitness boutiques, the enterprising pair decided to take a leap of faith and create a business model that hadn’t been tried before: creating a monthly fitness pass, available at a flat rate every month. That meant that customers could trade in their existing gym membership for a ClassPass Passport, at about the same cost. Only in this case, they had a galaxy of fitness programmes to choose from.
What is Classpass?
With a spread across a plethora of cities, ClassPass is a monthly subscription service that opens doors to the best boutique studios, fitness clubs and gyms in a city with the help of online class software. Essentially, it replaces a gym membership, offering users the options to dabble in a variety of fitness formats, from yoga and crossfit to marial arts and Pilates. The benefit? You don’t have to be tethered to a specific activity, possibly trying a new one everyday.
What is the Monetisation Model of Classpass?
ClassPass is premium in its pricing approach, and rightly so. It offers users a unique flexibility, inspiring new routines and lifestyles. When ClassPass originally launched its fee-based model, it started by charging customers a flat fee of $100 for unlimited classes. Over time, however, the company realised that low-usage customers were being overcharged and high-usage ones were squeezing margins.
Now, ClassPass prices its packages anywhere between $35 a month for three classes and $115 for ten classes, depending on the geography. The utility is massive, especially for formats like yoga, which are usually otherwise priced exorbitantly. Plus, it’s a fantastic proposition for those who are always on the go. With fitness collaborations pinned down in 39 cities, travellers get to drop their bags anywhere and pick up where they left off.
Once ClassPass collects a subscription amount from a user, it goes on to broker a deal with a fitness studio for every class used. It only pays partners for the classes a customer attends, usually at half the price of a regular non-ClassPass class.
How Has ClassPass Leveraged Video?
What makes ClassPass even more relevant is that the company has now introduced on-demand fitness routines, accessible via their website and app. On occasions when you don’t feel like driving to the studio, or you’re travelling to a different city, ClassPass’s on-demand video offerings have you covered! The addition of on-demand video content to the ClassPass portfolio is a foreshadowing of the fact that on-demand video is about to go big everywhere, across industries. With new turnkey technologies like Pinlearn having flipped the Video on Demand topography, small and medium-sized players are making their presence felt, innovating new ideas and adding video as a complementary feature to a core offering. ClassPass has capitalised on this space, having introduced beautifully crafted routines across fitness formats with online teaching software.
What Technology Does ClassPass Use?
Built on robust application frameworks like DropWizard, Symfony and Node.js, ClassPass is filled with superior technology layers such as Twitter Bootstrap, Redis and Bower, which work together to power its search engine as well as its Video on Demand arm. ClassPass has invested astronomical sums in its technology, taking years to set it straight.
As a new entrepreneur, however, it is important for you to bootstrap your business, while maintaining a premium quality interface. There are various developers, especially in Asian markets, who can design an advanced search engine for you on a budget. So, if you plan to follow ClassPass’s model, either in the fitness space, or an unrelated sector, there’s hope. Once you have your search engine set up, pick a brand like Pinlearn to plug into your site. With Pinlearn’s video interface, you can open a live streaming or an archived video platform on your website, and customise it the way you want to!
What Are the Key Features of ClassPass?
ClassPass has made waves for the right reasons. Here are some features that set it apart when it comes to the online learning software.
Anytime, Anywhere Login
When you sign up for ClassPass, you receive a login, a customised calendar and a list of classes and gyms in your vicinity. These resources can be managed through both the website and the app.
The ClassPass interface feeds off user responses, assessing likes and dislikes, and then curating recommendations.
Carefully Selected Boutique Studios
Classpass boasts a thoughtfully put together roster of studios that you can pick from directly, without spending time qualifying them.
How Can You Be the Next ClassPass?
The ClassPass model is unique, and serves as inspiration for potential business owners across a spate of sectors. Vive, for instance has a similar business model in the hair and beauty space, connecting prospective customers with an array of salons in their city. BeautyPass, also in the beauty space, is similar.
The ClassPass story can be extended to almost any niche; beauty, sport, craft, dance and music are just some examples. By collaborating with studios and clubs in a span of cities, you could set the foundation for your business. Then, when you’re ready to take it to the next level, add an on-demand video feature like Pinlearn to your website to let customers practise from home with this efficient online learning software.
We’ll let you get dreaming of ideas to get started on. As they say, there’s no better time than now.