When New York-based fitness start-up ClassPass debuted in Atlanta last year, you'd have been forgiven for thinking it was too good to be true.
The program offered three classes per studio, per month at many of the city's priciest boutique fitness studios for just $79 each month. Understandably, ClassPass exploded in Atlanta just like it did nationwide (and, with recent expansion in the UK and Australia, internationally). The subscription model is a new way for fitness newbies and deal-seekers to try out new workout regimens without going broke in the process. In return for a discounted rate, gyms on the ClassPass roster gain exposure to new clients who theoretically might eventually buy into their studio full-time.
Following a price jump to $99 monthly late last year, the workout service notified members via email on Wednesday that they would be raising their prices again — this time by 60 percent for new members, although loyal subscribers would lock in the same membership for $120.
"A note from our CEO
ClassPass's mission, from Day 1, has been to make the world a more active place. We created an accessible (and fun!) way to introduce people to boutique fitness at the best price possible, and the result has been inspiring. As one of our most loyal ClassPass members, you've seen how we've added new studios, launched new cities and developed our product to continue supporting our growth and your need to be active.
With average Atlanta studio drop-in rates at $25, we also need to ensure that our prices reflect the value of the ClassPass experience. Because of this, we are increasing the price of your unlimited membership in Atlanta. As an existing member, we'd like to extend a loyalty price of $120/mo. which would take effect with your May billing cycle. For new customers, the rate will increase to $160/mo., effective immediately.
Over the course of the next few months, you can expect more features, more class spots and a continued commitment to uphold our promise of making an active life as easy and accessible as possible.
Thank you for being on this journey with us over the past 12 months,
Payal Kadakia
CEO, ClassPass"
While the new price point may seem steep compared to what was offered last year, it still doesn't take much sweat to get your money's worth. Popular studios on the app average around $25 per class, including chains like Flywheel ($28), Corepower Yoga ($23) and Pure Barre ($20) alongside local favorites like Torq Cycle ($25), Pink Barre ($23), and Thunderbolt Power Yoga ($20). Subscribers who aren't hitting the gym as often have the option of dropping down to a 5-class ($55/month) or 10-class ($99/month) model, too.
But that logic isn't stopping some Atlanta residents from feeling duped, especially when pricing in more expensive cities has remained consistent. With Atlanta's Classpass subscription now pricier than its equivalent in New York, San Francisco and Los Angeles, users on social media have expressed feeling slighted.
ClassPass remains a steal for users hitting specialty gyms several times each week, and the next few months will determine whether its subscribers are willing to pay higher prices for access. In the meantime, Atlanta studios might finally see a return on the discounted classes that ClassPass has offered—here's to hoping ex-ClassPassers shop local if they take their business elsewhere.
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