Inside the ClassPass 2026 Industry Impact Report with Jeff Bladt (S6 E3)
The ClassPass 2026 Industry Impact Report reveals a seismic shift in how people engage with fitness: variety isn't just preferred—it's essential. Over half of ClassPass users are brand new to studios, and 94% are visiting a studio for the first time each time they book. This creates a massive discovery phase where users try an average of 10 different studios within six months, eventually settling into 3–4 consistent modalities. The report exposes a critical truth: fitness is no longer about routine—it's about exploration. This behavior is driven by a new generation for whom 'health is the new wealth,' and wellness has expanded far beyond workouts to include recovery, stretching, and even smoothies. ClassPass leverages this by acting as a data-rich marketplace that connects users with new experiences while helping studios monetize unused capacity through dynamic pricing and tools like Smart Spot. The most surprising insight? ClassPass isn’t just a fitness app—it’s an anti-tech tech company, designed to get people off their phones and into studios. And with its new partnership with eGym, it’s poised to bridge the gap between boutique fitness and traditional gyms, creating a unified, holistic wellness ecosystem. The episode also delivers actionable intelligence for studio owners: prioritize high-quality photos and videos, write tailored class descriptions, and send onboarding messages to first-time visitors. These simple steps dramatically increase visibility and conversion.
Over 94% of ClassPass studio visits are to a first-time studio, making discovery the core user behavior.
Mature users try an average of 10 different studios within six months before settling into 3–4 consistent modalities.
The top trend in 2026 is 'hot' modalities—hot Pilates, hot yoga, and hot cycling are surging in popularity.
Recovery services like stretching and sports recovery are growing 143% and 155% year-over-year, signaling a shift to holistic wellness.
ClassPass helps studios monetize unused capacity through Smart Spot, a machine learning tool that auto-allocates off-peak spots to ClassPass users.
…and 3 more takeaways available in PodZeus
The Discovery Phase: Why Variety Drives Fitness Adoption
“In almost every instance, they're either new to the category or new to the studio. And that definitely means they're new to the modality.”
The Rise of Holistic Wellness Beyond Workouts
“This concept, we think what do our users think about when they think about sort of health and wellness? It's not so narrow anymore. It's not just working out. This is more holistic picture.”
How ClassPass Helps Studios Monetize Unused Capacity
“The easiest formulation of that is the inventory you weren't selling to users you weren't reaching.”
The Power of Onboarding: What Studio Owners Must Do
Studio owners should prioritize high-quality photos, tailored class descriptions, and first-time visitor onboarding messages to increase visibility and conversion from ClassPass users.
The eGym Partnership: Bridging Boutique and Traditional Fitness
ClassPass’s merger with eGym aims to unify studio fitness with traditional gym experiences, enabling users to seamlessly access both worlds through one platform.
“Like we certainly have amazing engineers and we build amazing tech products, but unlike pretty much every other app on your phone, we're trying to get you to put your phone down, not look at a screen and get out into the world and do something.”
“So In almost every instance, they're either new to the category or new to the studio. And that definitely means they're new to the modality.”
“And so this concept, we think what do our users think about when they think about sort of health and wellness? It's not so narrow anymore. It's not just working out. This is more holistic picture.”
Host
Guest
ClassPass
organization
Jeff Bladt
person
Justin Tamsin
person
eGym
organization
Alan
person
Grow Solutions
organization
Dr. Heather McKee
person
MindBody
organization
NetGym
organization
BeBalance Centres
organization
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