ClassPass has been quietly raising prices, and they’ve now announced their highest hikes yet. Like cocktails, rent and sad salads, even the fitness classes are pricier here. Now, ClassPass members will have to pay $200 for unlimited boutique fitness classes, as opposed to the $99 memberships when the service started.
Current unlimited members will be automatically enrolled in a new program, offering 10 classes. ClassPass has found the majority of their members never exceed 10 classes in a month. After all, while one can imagine they attend an unlimited amount of fitness classes, the real number is probably much smaller for the average New Yorker who doesn’t have time for two-a-days, since this isn’t a Texas football program.
“We’re encouraged by the engagement on ClassPass and the tremendous growth we’ve had that shows we are fulfilling our mission of helping people live a more active life, but we have to evolve our business model and adjust prices in order to create long-term sustainability with both our members and the market. We’ve also realized that a one-size-fits-all membership is not diverse enough to serve all of our members’ unique needs, which is why we have decided to roll out new plans. We wanted an easier entry point for new users who have an appetite for boutique fitness as well as the ability to keep offering an exceptional experience to those who love our unlimited product,” ClassPass CEO Payal Kadakia told Observer by email.
ClassPass now offers a base of five classes, with prices ranging from $40 to $75, depending on the market. There are three tiers of prices. For 10 classes it’s $125 for existing members, which was previously the price for an unlimited plan. It’s now $135 for 10 classes for new members. For users who truly believe they’ll spend their lives at the gym, it’s $190 for unlimited classes for existing members and $200 for new members. One reason the price has gone up is because boutique studios are now offering more expensive classes; just look at any popular studio, whether it’s ModelFit, FlyWheel or SoulCycle. Class prices verge on $40, and an $18 class barely exists anymore.
For many, ClassPass is a way to visit all of New York’s boutique gyms without committing to one. Instead of membership solely at a spin or yoga studio, or even at an Equinox, they can cross-train and choose classes from their phone based on their location. Now, it’s unclear if people will begin giving up their CP memberships and instead commit to one gym or studio. The recent ClassPass changes might make notoriously non-committal New Yorkers loyal to specific studios.