Why We’re Giving ClassPass Another Shot

At TLS Pilates, we’ve historically been wary of partnering with ClassPass (CP) for a variety of reasons. You can read them here. However, their team recently approached us with a unique structure tailored to our rapid growth, offering better rates and full scheduling flexibility. After careful consideration, we believe the upsides of this partnership now outweigh the downsides—especially with the protections we’ve put in place. Here’s a breakdown of why we initially resisted CP, how we’re addressing those concerns, the potential benefits, and how we’ll train our team to make this work.

Why We Avoided ClassPass

In the past, CP posed several challenges for us. Here’s what held us back, along with our solutions to prevent these issues this time around:

1. Schedule Domination

   Past Issue: CP bookings overwhelmed our main classes, pushing out our loyal members.
   Our Solution: We’ve negotiated full control over our schedule and available spots. Matt and I will work weekly with the team to manage CP scheduling, ensuring primetime slots remain reserved for TLS members.

2. Membership Cannibalization
   Past Issue: CP users took spots that could have gone to members, potentially discouraging membership sign-ups.
   Our Solution: By protecting member spots, we’re turning this into an opportunity. We’ll showcase the value of a TLS membership, which includes:

   • Access to primetime classes

   • The best instructors

   • 30-day advance booking (vs. CP’s 7-day limit)

   • Free body scanners

   • A personalized 1:1 experience

   • Exclusive TLS events

3. Machine Wear and Tear
   Past Issue: Limited machines and concerns about wear and tear were problematic.
   Our Solution: Our new Maven machines eliminate this concern, ensuring we have the capacity to handle CP users without compromising equipment.

4. Ineffective Lead Generation
   Past Issue: CP wasn’t a great source of new leads.
   Our Solution: We’re not relying on CP as a lead funnel. Instead, we’re using it as an optimization tool to fill classes while continuing our proven strategies like ads, events, and referrals.

5. Challenging Customers
   Past Issue: CP users sometimes brought negative experiences.
   Our Solution: We’re preparing our team to handle these clients effectively (more on this below).

6. Customer Service Headaches
   Past Issue: CP bookings often led to refund requests or complaints which we don’t have full control over because it was done on a separate booking platform.
   Our Solution: We’re accepting that 5-10% of CP bookings may result in refunds or free classes. Unless it becomes abusive, we’ll prioritize smooth operations over fighting these cases.

Why Now? What Changed?

A few things changed for us to allow this to happen:

• Access to Mavens: Before Mavens, when we wanted new machines, we had to wait over a year in some cases to get access to machines. This completely stifled capacity and growth. Now with Maven, we get them installed in a matter of days.

• Increased Capacity: With mat Pilates and Mavens being added, we have more spots available to dedicate to CP. Solidcore offers 14 classes a day with 16 machines on average. Right now, we offer half of that - plenty of room to grow

• More Instructors: Now that we designed our own training portal, we can onboard instructors a lot faster and therefore add more classes onto the schedule, carving room for CP clients.

The Upsides of Partnering with ClassPass

This new structure unlocks several exciting benefits for TLS Pilates:

• Increased Traffic Flow: Matt and I will work with captains to manually add spots to the schedule, checking three days out to fill low-attendance classes strategically.

• Optimized Scheduling: With full control over available spots, we aim to create waitlists for classes, maximizing demand and energy.

• Perfect Pairing with Mat Classes: Our 30-spot mat classes are ideal for CP users, who can occasionally transition to Maven classes, boosting overall participation.

• Higher Revenue per Booking: CP’s algorithm now offers $13–$29 per booking, averaging around $15 per class—nearly double the $8 we previously earned.

Managing ClassPass Members

To ensure a seamless experience, we’re implementing a clear strategy for handling CP users:

• Team Training: Next week, we’ll brief captains on CP policies during our call. They’ll then train their teams to prioritize TLS members while managing CP clients effectively.

• Prioritizing Members: In packed classes, instructors will focus 1:1 attention on members first.

• Handling Issues Gracefully: If CP users arrive late or cause disruptions, we’ll ask them to leave but offer to refund their fee. We’re budgeting for 5-10% of bookings as potential bad debt to keep things smooth.

• Testing the Experience: I’ve signed up for a free month of CP to test the user experience firsthand. Interestingly, studios cover the cost of these “free” months, which CP estimates at 5% of total bookings based on their growth rate.

Moving Forward

To ensure CP doesn’t interfere with our core membership experience, we’re assigning one team member to fully manage the platform, optimizing its use without cutting into memberships. By maintaining control over scheduling, protecting member benefits, and training our team to handle CP users effectively, we’re confident this partnership will drive growth while preserving what makes TLS Pilates special.

We’re excited to see how this strategic move enhances our community and fills our classes with even more energy. Stay tuned for updates as we roll this out!