The popular but polarizing class-booking platform has brought the receipts on what it delivers. But in 2026, will it be enough to win over its fitness studio skeptics?
ClassPass has released new data touting its value to the boutique fitness industry, with a headline figure that is hard to ignore. The class-booking and discovery platform says it has, to date, generated $3.1 billion in revenue for partners globally.
The numbers come on the heels of a major milestone. Playlist, the parent company of ClassPass and Mindbody, recently merged with EGYM in a $7.5 billion deal.
The newly released metrics show that studios using both ClassPass and Mindbody software saw average bookings climb 9.9% year-over-year in January 2025, while studios not on ClassPass experienced an average decline of 1.6% — a difference that averaged out to roughly $2,900 per studio that month, according to the company.
ClassPass also reports that over 99% of businesses using both platforms between December 2024 and December 2025 achieved positive incremental revenue. The platform backs that claim with a financial guarantee: if a Mindbody customer joins ClassPass and does not see positive incremental revenue during the 90-day guarantee period, Mindbody says it will write the studio a check for twice the difference.
ClassPass points to several metrics it says make the case for being helpful to operators. Based on joint Mindbody-ClassPass customer data from 2020 to 2025, 94% of its users are new to the venues they visit, giving studios access to customers they likely wouldn’t have reached through their own channels.
The platform also notes that 80% of free trial users who became paying ClassPass users returned to a studio they visited during their free trial (as of 2024), ultimately giving operators a stronger shot at converting the curious into the committed.
Then there’s the tech.
ClassPass offers two machine learning tools under its SmartTools suite: SmartSpot, which uses historical and real-time data to forecast how full a class will get, then automatically scales ClassPass availability up or down accordingly, and SmartRate, which dynamically adjusts credit amounts to find the sweet spot between conversion and revenue for each partner.
“Studios set a confidential rate floor based on their direct pricing, and we never pay below that rate for qualifying reservations,” the ClassPass team said. “The goal with this rate is to generate truly incremental revenue by turning unused spots into earnings, rather than letting them go to waste.”
In 2024, U.S. fitness partners using SmartRate averaged roughly 20% higher ClassPass payouts, more than twice as many new visitors and around 14% higher class fill rates compared to partners not using the tool.
The Other Side of the Equation
The class-booking platform, which operates on the premise of helping studios fill empty spots and introduce potential new members to their brand at no upfront cost to list, hasn’t been without its critics, including smaller fitness studio owners and trainers.
In May, Playlist CEO Fritz Lanman spoke with Athletech News to make his case for why the platform is a net-benefit for studios, with one caveat.
“Stronger businesses do better on ClassPass, and weaker businesses do worse,” Lanman said. “In other words, ClassPass can’t save a business that has a weak clientele.”
Debate aside, the platform has emerged as a useful barometer for where the fitness industry is heading.
ClassPass data shows global fitness reservations climbed 36% year-over-year in 2025, with wellness bookings up 37%. Pilates led every region on the platform and was the most booked workout for the third straight year, with reservations up 66% from 2024.
