ClassPass Report Highlights Studio Capacity Gap and Revenue Opportunity
Krissy Vann | Host, All Things Fitness and Wellness
ClassPass has released its first Industry Impact Report, offering a data-backed look at how its model is contributing to studio revenue, utilization and customer acquisition.
The findings center on a long-standing operational challenge in boutique fitness: unused capacity.
According to the report, the average studio operates at just 37% capacity, leaving a significant portion of inventory unsold. Because class-based fitness carries high fixed costs and time-sensitive inventory, unfilled spots represent lost revenue that cannot be recovered.
ClassPass positions itself as a solution to that gap by driving incremental demand. The report shows that 94% of bookings are made by users who are new to the studio, suggesting the platform continues to function primarily as a discovery channel rather than a loyalty tool.
At the same time, 73% of surveyed users said they would not have spent money on those experiences without ClassPass pricing, reinforcing the idea that much of the activity on the platform is incremental rather than cannibalizing full-price bookings.
From a revenue standpoint, the data suggests the model is scaling for a subset of operators. The number of partners generating more than $1 million annually through ClassPass increased 28% between 2024 and 2025. Additionally, 99% of businesses using both ClassPass and Mindbody reported positive incremental revenue over that same period.
The report also points to a broader behavioral impact. Eighty-five percent of users said they would attend group fitness classes less frequently without access to ClassPass, indicating the platform is not only redistributing demand, but also helping sustain overall participation levels.
For operators, the report underscores a familiar dynamic.
Unused capacity remains one of the most persistent challenges in the boutique model. Platforms that can convert that inventory into revenue continue to offer value, particularly in markets where customer acquisition costs are rising.
At the same time, the reliance on third-party demand requires careful management. The operators seeing the most success are likely those using ClassPass as a supplemental channel, not a primary one, balancing incremental volume with direct member growth and pricing control.
The underlying issue remains unchanged. Demand exists, but it is uneven. How operators capture and convert that demand will continue to shape performance across the category.
