Classtivity launched out of TechStars back in June of last year with the promise to connect New Yorkers with any leisure or fitness class they could imagine, with expert reviews, pricing information, schedules, etc.
Turns out, finding a class isn’t as difficult as actually going to a class, which is why most fitness-based business models revolve around packages. That said, Classtivity is today pivoting to offer the same access to fitness classes with a brand new business model. In the new model, there are two products.
The first is Classtivity Passport, which founder Payal Kadakia explains is more of a discovery product. For $49, you have access to 10 different classes from local boutique studios over a 30-day period.
Originally, Classtivity let users search every available fitness or leisure course available in the area, from photography to ballet to martial arts and back again. After booking the class through the website, users would pay upon arrival.
“Our last model just had too many barriers,” said Kadakia. “If you’re going to a bootcamp or a new class for the very first time, that’s scary enough on it’s own, but then you have to pay for the class, and there are just too many hurdles along the way.”
That’s why Classtivity is moving towards a pay-now, work-out-later system, which incentivizes users to actually attend classes since they’ve already invested in them. The team has also done away with leisure classes to focus specifically on fitness.
The second product is ClassPass, which offers the same 10-class access as Passport but on a monthly subscription basis. According to Kadakia, ClassPass is less about discovery and more about regularly attending the classes you’ve come to know and love.
Unlike most gym memberships, where engagement steadily goes down over time (says Kadakia), Classtivity’s ClassPass lets users visit a wide range of classes and courses in different locations across NYC, keeping things fresh and sweaty at the same time.
PassPort has been available in beta form since January, and Kadakia reports that it has seen over 20,000 reservations thus far. When asked about the number of reservations in the system before the pivot to Passport and ClassPass, Kadakia explained that “it was such a low number that it’s not even worth sharing.”
In fact, the founder said she’d be surprised to see if any of the search engine-based class finders are generating revenue.
Looking forward, Classtivity is considering launching a mobile app, but that’s not so crucial to the service, which is mainly used on Sunday and Monday nights wherein users plan their workout schedule for the week. Eventually, mobile will lend itself to locating a class, setting class reminders, etc., and it should be available in the next year.
To check out Classtivity, head over here to the website.
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