From A Business Perspective What Are The Pluses And Minuses Of Participating In A Fitness Membership Program Like Classpass Vs Fitreserve?

A. Fitness memberships like ClassPass remain a catch-22 for business owners. The purported benefit of more clients comes at a significant cost to class quality, profits and overall studio reputation. On the positive side, these memberships promote your studio to prospective clients who may not have found you otherwise, and therefore the discount given to clients could be viewed as dollars not spent on advertising. Additionally, ClassPassers, etc., can help fill classes conducted at less popular times and/or afford skeptical consumers the opportunity to try Pilates with less risk.

From A Business Perspective What Are The Pluses And Minuses Of Participating In A Fitness Membership Program Like Classpass Vs Fitreserve? Photo Gallery



But in our experience, the chief problem with these multi-studio memberships is the mind-set of their members: They rarely convert to fullpaying clients of a studio, and the companies themselves do little to encourage them to do so. We can’t speak for all markets, but this is certainly the case in New York City, where our studio is based.

Additionally, members tend to ignore levels of classes, and instead choose classes based on the times convenient for them. Even when a class description indicates “Pilates experience required,” the number of members who’ve fibbed (we won’t say “lied”) to get into the class presumably because it fit their schedule is staggering. This brings down the level of the class and frustrates full-paying clients—not to mention the instructors! Instead of acting as advertising, these memberships can have the reverse effect of devaluing your studio in your actual clients’ eyes.

But in the end, the pros and cons of fitness memberships offset one another to a degree. Thus, we recommend that studio owners know their market well enough to use them to enhance—not harm—their business.

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