ClassPass claims $3.1 billion milestone as Playlist EGYM merger reshapes fitness tech

ClassPass says it has generated a total of 3.1 billion dollars in revenue for fitness and wellness studios worldwide since its launch in 2013, underscoring its argument that the booking platform delivers incremental income rather than cannibalizing in house memberships. The figure, nearly double the 1.6 billion dollars the company cited in the years following the pandemic shutdowns, is part of a new batch of performance metrics released as the firm seeks to convince skeptical operators that the model works in their favor. The announcement lands amid a long running debate inside the boutique fitness industry over whether third party marketplaces dilute brands and depress pricing or unlock new demand that studios cannot reach alone. ClassPass, owned by parent company Playlist, positions the new data as evidence that its network can fill unsold spots with new visitors while preserving higher margin business from direct members.

According to figures shared with partners, studios that use both ClassPass and Mindbody, the scheduling and business management platform also held by Playlist, recorded a 9.9 percent increase in bookings in January 2025 compared with a year earlier, while similar studios not on ClassPass saw bookings fall by 1.6 percent over the same period. The company frames this gap as proof that listings on the marketplace bring in additional volume rather than simply shifting existing customers into lower priced inventory. Internal data from Mindbody indicates that the average business on its system experiences about a 29 percent rise in revenue after six months on ClassPass, reinforcing the message that the partnership can deliver measurable financial uplift once it is fully integrated into a studio’s revenue mix. ClassPass also says that more than 99 percent of businesses enrolled in a Mindbody backed revenue guarantee program between late 2024 and late 2025 saw positive incremental gains, backed by a promise that Mindbody will compensate any underperforming studio with a payment worth twice the shortfall if the platform fails to move the numbers in the first 90 days.

The company further argues that the main value lies in customer acquisition, citing data showing that 94 percent of visits booked through ClassPass come from people who are new to the studios they attend. That pattern, executives say, demonstrates that the marketplace acts as a discovery engine for local businesses by steering users who might not have found them through traditional marketing channels. ClassPass reports that 80 percent of people who sample the service on a free trial and then convert to paying members later return to a studio they first tried during that introductory period, giving operators a stronger chance to turn one off visitors into loyal customers. For Playlist, which now controls brands that touch both consumer booking and back end studio systems, these numbers support a broader strategy built on data driven tools that adjust availability and pricing to match demand patterns across cities and categories.

Yet the upbeat figures arrive against a backdrop of persistent criticism from some studio owners who argue that the platform pushes down effective class prices and shifts power over customer relationships away from local operators and toward the marketplace. Payouts to studios typically vary with demand and fill rates, and critics contend that the share left for operators is often well below their published rates, especially in competitive urban markets. ClassPass counters that its SmartTools suite is designed to protect direct revenue while monetizing unused inventory, using forecasting and dynamic pricing to open more spots to ClassPass users only when it expects marginal seats would otherwise go empty. The company says its SmartRate tool allows partners to set a confidential floor tied to their own pricing, and claims that United States fitness venues using this feature in 2024 saw roughly 20 percent higher payouts from ClassPass, more than double the number of new visitors and around 14 percent higher class fill rates than similar partners who chose not to use the technology.

The release of performance metrics follows a major corporate move that could reshape the competitive landscape in fitness technology. On 15 January 2026, Playlist announced a merger with German fitness technology firm EGYM in a deal that values the combined group at 7.5 billion dollars and includes 785 million dollars in new equity funding led by investment firm Affinity Partners alongside existing backers such as Vista Equity Partners, Temasek and L Catterton. Playlist and EGYM together generated more than 800 million dollars in net revenue in 2025 and now plan to fuse consumer facing platforms like ClassPass with business software, connected strength equipment and corporate wellness programs under one umbrella. Under the structure laid out by the companies, Playlist will keep operating Mindbody, Booker and ClassPass as separate brands while EGYM functions as a subsidiary, with Playlist chief executive and ClassPass founding chairman Fritz Lanman and EGYM co founder Philipp Roesch Schlanderer serving as co founders of the merged entity.

Executives say the tie up will allow the group to build integrated products for studios, gyms and employers, linking class reservations and membership data with personalized training plans and hardware, as well as employer funded wellness benefits across North America, Europe and Asia. In that model, ClassPass’s consumer marketplace could serve as the front door that introduces users to fitness and wellness venues, while back end systems from Mindbody and EGYM manage operations, member engagement and performance tracking in the background. The company’s latest metrics on revenue generation, booking growth and new customer reach are intended not only to reassure current partners but also to support that wider strategy as Playlist and EGYM move to position themselves as a global one stop platform for in person wellness.