Class Pass and Marketing to the Time-Poor
I recently saw a promotion on Facebook for a two-week trial with Class Pass, the unlimited fitness class subscription service. Priced at £19 for two weeks (as opposed to the usual £79 per month) I decided to take the plunge, being the fitness freak that I am. Whilst I definitely got my money’s worth, taking several yoga classes to complement my marathon training, I’m not 100% convinced it was worth the time or effort.
The USPs of Class Pass are supposedly 1. simplicity, and 2. flexibility. Firstly, Class Pass aims to unite the somewhat fractured market of gym classes, yoga studios, bootcamps and everything in between. Everything’s in one place, you pay a flat fee, and you can do with it what you want. Secondly, Class Pass offers you access to hundreds of locations across the capital. The issue is it’s not as simple as it seems. Sure, you have access to a wide variety of studios; but each studio only offers a portion of their classes to Class Pass members. And as for availability, the classes available are never quite at the right time or location; I’ve found myself either hurtling out of the office at 6 on the dot, or hanging around killing time until my class starts.
I’m not saying that Class Pass doesn’t have great potential, but it seems to have overpriced its offering. It either needs to expand into a truly comprehensive range of classes, all across London and with more frequency. For the generation raised on Netflix, Uber and countless other on-demand services, companies who claim to offer simplicity, flexibility and accessibility need to really ensure they deliver on that promise.
(Image credit: The Southern Yogi)