ClassPass CEO: How Digital Platforms Have Innovated Health, Fitness – pymnts.com
Posted: October 5, 2019 at 9:47 am
Share
Share
Share
Share
Consumers are creatures of habit but those habits can be complex, and can certainly vary according to such factors as geography, age and even fitness level. Businesses that can tap into those habits can often tap into a gold mine. However, it can be much harder than it seems, even for the smartest and most data-driven of entrepreneurs.
Thats the sense one gets after listening to Fritz Lanman, CEO at ClassPass. During a recent high-energy PYMNTS discussion with Karen Webster, Lanman talked about the value that ClassPass designed as a one-stop digital shop via which consumers can access gym classes and related programs brings to the modern health-and-wellness market, and the lessons the company has learned along the way, lessons that can be applied to other operators in the digital realm.
The appeal to an investor and entrepreneur like Lanman? For starters, the health-and-wellness trend keeps gaining steam, and there is little doubt that younger consumers will keep up that work. In addition, data and tech are at such a point that offering digital and mobile alternatives, and options for fitness-related classes, can be done in a seamless way a way that includes a seamless payments experience, too. Furthermore, consumers are always looking for variety, and for community something a digital operation like ClassPass can help build in almost a social-media-like way.
Indeed, those are some of the reasons that led Lanman to view ClassPass as worth his money and time and to become one of its Seed investors very early on. Not only that, but the nature of working out is changing for many consumers.
Our customers are coming in from the couch, or traditional gyms, or running, he told Webster. They are new to group work, which we think of as super-efficient for maintaining motivation and having that community element.
Habits And Sushi
Even the least fitness-inclined know that group work assuming the tone is positive can help anyone do that extra set of sit-ups, and thats the part of human nature that ClassPass is trying to tap. Simply put, ClassPass offers consumers who pay a set monthly fee to gain access to facilities operated by some 22,000 partners in about 2,500 cities around the world. Experiences covered under a pass can range widely, from yoga to boxing, weights, dance and beyond. ClassPass enables what it views as a seamless booking and paying experience online or via mobile devices, and helps its partners get rid of their excess inventory while, perhaps, gaining new customers. The company also offers workout videos that users can access via their mobile devices.
Throughout the ClassPass experience, habits are front and center. Our customer habituate is how Lanman described it to Webster. New ClassPass users tend to shop around for classes, programs and fitness experiences that suit them, then stick with what works.
Its kind of like a food delivery experience, he said. Once you find your sushi restaurant, you dont keep looking for sushi.
Of course, not everyone wants sushi every night (and one really shouldnt eat sushi every night in any case, lest they risk mercury or Sake poisoning) they might want pizza or other food to break the monotony. Thats where a service such as ClassPass can come in as well.
The discussion between Webster and Lanman happened as the company undergoes some significant expansion. Earlier this year, for instance,ClassPass announced its entry into the corporate wellness market, a launch aimed at appealing to consumers who get health-and-wellness benefits from employers, but who might find the choices of workout facilities and programs rather limited. The corporate wellness market, according to ClassPass, is pretty fragmented indeed, so is the rest of the fitness world, Lanman said, with perhaps 90 percent of gyms and studios owned by small, independent players and mom-and-pop operations.
That works in favor of ClassPass, which seeks to offer a single place where consumers can go to get seamless access to all those places. That helps those smaller operators, too. They get more chances to win over new customers, helping those gyms and studios expand their markets, and bring in new revenue.
Theres another part of the ClassPass proposition as well ratings, which can serve to make sure class instructors are given their best effort, lest they risk their future prosperity.
MoviePass Path
Thats not to say the ClassPass journey has been seamless, however. Lanman spoke with Webster about some of the hurdles the company has had to overcome, and some misfires. Among them? In the early days, when the area of focus was basically New York, the company offered via a promotion unlimited passes for users.
We quickly learned that was not a sustainable business model, Lanman said.
Like MoviePass, Webster offered, referring to the too-good-to-be true movie subscription service that just underwent a spectacular failure.
Customers loved it, but it was bad for us, Lanman added.
Plans now range from $9 per month, for four credits to book one class, to $159 per month, for 100 credits to book up to 37 classes. The failure of the unlimited passes, in fact, led ClassPass to its current credit model. Consumers can roll over those credits (up to 10 credits a month), with demand helping to determine the cost of a particular class or workout session via a dynamic pricing system.
However, as not all workouts succeed (how many of us have paid via back strain and other ways for lifting too much or running too hard?), not all business models do. Yet, successful athletes and devotees of fitness always find ways to bounce back, and thats certainly been the case with ClassPass.
Now, Lanman said, about half of the companys customers use the service to supplement their regular gyms or studios. The company still hasnt gotten the word out about itself to all members of its target demographics, though, he told Webster, work that continues. That said, the social- and community-building that ClassPass enables via its app it all goes back to human nature is significant in helping with company growth and word-of-mouth marketing, he said. The company also offers personalized class recommendations, along with rewards for bringing friends into the service.
Fitness and health are prime concerns for countless consumers around the world, especially younger ones approaching their peak earning years. One can count on more innovation and attempts at disruption in this space well into the 2020s.
More:
ClassPass CEO: How Digital Platforms Have Innovated Health, Fitness - pymnts.com
- What Is Resistance Training? Benefits, Examples, And How Start - Women's Health - January 14th, 2021
- FIBO and EuropeActive extend partnership for another three years - Club Industry - January 14th, 2021
- CES 2021 trends in TV streaming, fitness apps, video chat software and more - CNET - January 14th, 2021
- Wireless Health and Fitness Devices Market: Future Innovation Ways That, Growth & Profit Analysis, Forecast By 2026 - KSU | The Sentinel Newspaper - January 14th, 2021
- Health and fitness with Ceredigion instructor Joey Bull - Tivyside Advertiser - January 14th, 2021
- Don't Give Up: 9 Ways to Reinvent Your 2021 Diet, Fitness Resolutions - Healthline - January 14th, 2021
- The best wearables, health and fitness tech of CES 2021 - Gadgets & Wearables - January 14th, 2021
- Hyperice and Aktiv Solutions Team to Design Recovery Spaces for Hotels and Amenities Worldwide - PRNewswire - January 14th, 2021
- 5 strategies for cultivating hope this year | Health and Fitness - Hickory Daily Record - January 14th, 2021
- Help is available for depression | Health and Fitness | journalstar.com - Lincoln Journal Star - January 14th, 2021
- Want to stick to your New Years fitness resolutions? Heres how: - WTTV CBS4Indy - January 14th, 2021
- Mikey Moon's health and fitness column: Learn every week - Blackpool Gazette - January 14th, 2021
- Deal: This Is Your Last Chance to Take $350 Off the Mirror Fitness Display - InsideHook - January 14th, 2021
- Stationary Cycle Market will Generate Massive Revenue in Future | Nautilus, Brunswick, Core Health And Fitness, Lifecore Fitness, Precor Incorporated ... - January 14th, 2021
- Orangetheory Fitness launches 100th virtual studio in Canada on the strength of its Orangetheory Live platform - Canada NewsWire - January 14th, 2021
- From remote working to better health programs, these are the workforce trends in 2021 - WXYZ - January 14th, 2021
- Cardio Fitness Lowers Risk of Heart Disease | Heart Disease Risk and Cardio Fitness - Runner's World - January 14th, 2021
- How can organizations offer health and wellness benefits in 2021? Ask HR - USA TODAY - January 14th, 2021
- Global Connected Wearable Device Markets 2021-2026 in Healthcare, Wellness, and Fitness by Device Type, Use Case, and Application -... - January 14th, 2021
- Walking vs. running: Weight loss, heart health, and more - Medical News Today - December 16th, 2020
- Get to the root cause of tooth pain - Daily Herald - December 16th, 2020
- Get Matched with the Fitness Companion of Your Dreams - PRNewswire - December 16th, 2020
- This Connected Fitness Bike is set to become India's biggest health and wellness trend of 2021 - TechnoSports - December 16th, 2020
- Apple CEO Tim Cook Talks Apple Watch, Health and Fitness on 'Outside' Podcast - iPhone in Canada - December 16th, 2020
- Find out what's next in health and wellness - AdAge.com - December 16th, 2020
- Meet the Amazfit GTS 2 mini - Latest Stylish Smartwatch and Lightweight Fitness Companion, with Upgraded Health Tracking and Smart Features -... - December 16th, 2020
- Life Time will include Apple Fitness+ as part of club membership - iMore - December 16th, 2020
- Worldwide Fitness Industry - The Strength Equipment Segment is Expected to Grow With a CAGR of 7% Up to 2025 - PRNewswire - December 16th, 2020
- Stay in shape: Beat the winter blues - Lincoln Journal Star - December 16th, 2020
- Apple Watch Gains Cardio Fitness Notifications: What You Need To Know - Screen Rant - December 16th, 2020
- Tech and fitness: Tackling immunity, health and new frontiers - Daily Maverick - December 16th, 2020
- Val Morgan Outdoor Bulks Up Health And Fitness Screen Network With Jetts Fitness - B&T - December 16th, 2020
- Top 10 Fitness Trackers, Smartwatches Of 2020: Everything From Apple Watch To Samsung Fit - Gizbot - December 16th, 2020
- Global Health and Fitness Apps Market 2020 Trends, Industry Growth and Business Statistics, Forecasts 2025 - The Courier - December 16th, 2020
- Minnesota's fitness industry pushes state officials to let them reopen gyms - Minneapolis Star Tribune - December 16th, 2020
- The Samsung Galaxy Fit is among the best fitness trackers we've triedand less than $50 - USA TODAY - December 16th, 2020
- Tech Giants of Silicon Valley: Friend or Foe to the Fitness Industry? - Club Industry - December 4th, 2020
- Impact of COVID-19 on Health and Fitness Club Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | McFIT GmbH, Migros Group,... - December 4th, 2020
- States with the highest rates of depression | Health and Fitness - Quad City Times - December 4th, 2020
- Health and Fitness App Market Forecast by current Industry Status and Growth Opportunities Upto 2027 - The Haitian-Caribbean News Network - December 4th, 2020
- Timex fitness band review: Expensive but a better-looking fitness tracker - Business Standard - December 4th, 2020
- Cyber Monday 2020: The best Fitbit, Garmin and fitness tracker deals right now - USA TODAY - December 4th, 2020
- Mikey Moon's health and fitness column: Planning for the festive season - Blackpool Gazette - December 4th, 2020
- Health and Fitness Club Market Size, Share, Drivers, Restraints, and Forecast to 2027 - The Haitian-Caribbean News Network - December 4th, 2020
- Racing ahead many others in the online fitness industry is a passionate fitness guru and chef Tomas Chlup - Seekers Time - December 4th, 2020
- Comprehensive Report on Mobile Health and Fitness Sensor Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | Analog Devices,... - December 4th, 2020
- EverCommerce Acquires My PT Hub, a Leading Personal Training and Fitness Engagement Platform - The Grand Junction Daily Sentinel - December 4th, 2020
- Best fitness tracker: Learn what the best fitness tracker is here - Medical News Today - December 4th, 2020
- Global Gyms, Health and Fitness Clubs Market 2020 | Know the Companies List Could Potentially Benefit or Loose out From the Impact of COVID-19 | Top... - December 4th, 2020
- Tag: Core Health and Fitness LLC - The Market Feed - December 4th, 2020
- 30 sleep habits from around the world | Health and Fitness - Hickory Daily Record - December 4th, 2020
- Global Wireless Health and Fitness Devices Market 2020 Production, Revenue, Average Product Price and Market Shares of Key Players 2025 - The Market... - December 4th, 2020
- States with the highest COVID-19 hospitalization rates | Health and Fitness - Dothan Eagle - December 4th, 2020
- Gyms, Health and Fitness Clubs Market Size, Trends, Growth, Scope, Overall Analysis and Forecast by 2027 - The Haitian-Caribbean News Network - December 4th, 2020
- Mobile Health and Fitness Sensor Market anticipated to grow at a strong CAGR by 2026: focuses on top players - Murphy's Hockey Law - December 4th, 2020
- Amazfit Bip U Makes this Affordable Fitness & Health Tracker Even Better [Review] - Gstyle magazine - December 4th, 2020
- The 26 best health and fitness Christmas gifts of 2020 - South Wales Argus - November 10th, 2020
- Health and Fitness Club Market 2020 Industry Key Players, Trends, Sales, Supply, Demand, Analysis & Forecast to 2026 | Original Temple Gym,... - November 10th, 2020
- Cope with post-election stress | Health and Fitness | journalstar.com - Lincoln Journal Star - November 10th, 2020
- Introducing The #1 Business Coach For Health & Fitness- Anthony Mendez - California Herald - November 10th, 2020
- How FitWithCJ Is Increasing The Value Of Fitness Professionals One Post At A Time - GlobeNewswire - November 10th, 2020
- Kick Start The Holiday Season With The Judgement Free Zone - PRNewswire - November 10th, 2020
- The Daily Click: Health, fitness & wellbeing The Clare Echo News - The Clare Echo - November 10th, 2020
- KHN's 'What The Health?': Change Is in the Air - Martinsville Bulletin - November 10th, 2020
- Celebrity fitness instructor Yasmin Karachiwala shares diet tips on keeping healthy this festive season - Times of India - November 10th, 2020
- Ally Love on the Special Bond She Shares With the Other Peloton Instructors - POPSUGAR - November 10th, 2020
- Nutritionist and fitness expert share exclusive tips on how to have a guilt free Diwali - PINKVILLA - November 10th, 2020
- Wireless Health and Fitness Device Market Share 2020 Global Industry Key Strategies, Historical Analysis, Segmentation, Application, Technology,... - November 10th, 2020
- Black Friday and Cyber Monday Sales Will Have the Best Fitness Deals Weve Seen This Year - menshealth.com - November 10th, 2020
- Recharge your batteries | Health and Fitness | journalstar.com - Lincoln Journal Star - November 10th, 2020
- States with the highest cancer rates | Health and Fitness - Martinsville Bulletin - November 10th, 2020
- Health and Fitness App Market 2020: Size, Professional Survey, and Forecast to 2027 - Eurowire - November 10th, 2020
- Medical Fitness Association Names Kevin McHugh to Board of Directors - Club Industry - November 10th, 2020
- Comprehensive Report on Health and Fitness Wearable Market 2020 | Size, Growth, Demand, Opportunities & Forecast To 2026 | Athos, Ava, Catapult... - November 10th, 2020
- Health & Fitness Software Market Size, Drivers, Potential Growth Opportunities, Competitive Landscape, Trends And Forecast To 2027 - Eurowire - November 10th, 2020
- Dr. Jeremy James Launches The FITFOREVER Platform - Men's Journal - November 3rd, 2020
- Global Health and Fitness Club Market 2025 In-depth Coverage and Various Important Aspects of COVID 19 Outbreak Impact : Original Temple Gym,... - November 3rd, 2020
- Health and Fitness Apps Market 2020 | Increasing Demand, Future Investment Initiatives, Business Strategies and Forecasts to 2027 - Eurowire - November 3rd, 2020
- 40 Of Rihanna's Top Fitness, Health, And Diet Habits - Women's Health - November 3rd, 2020
- How to Watch the Men's Health Next Top Trainer Competition - menshealth.com - November 3rd, 2020