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Boutique fitness membership service ClassPass is trying new initiatives to reach out to their studio partners, including loans to help open locations. ClassPass's CEO and co-founder Payal Kadakia told the New York Business Journal:
We’re helping our studios open new locations. We’re also helping them as consultants and experts in the market when it comes to hiring, merchandising and everyday tasks that they need to be doing, because we can aggregate that across the entire industry. We’re also able to look at their ratings and reviews and give them recommendations on how they can improve their facility.
Kadakia told the Business Journal that ClassPass is helping five or six studios in New York open in new neighborhoods through loans that are basically a pre-payment of revenue from ClassPass. She's also working on a feature that will allow ClassPass users buy studios’ classes and membership through ClassPass. The biggest criticism the service has faced so far is that it discourages membership to the smaller boutique fitness brands. This is almost like a mutually beneficial mea culpa.
"We built a great product people like being on, and now it’s about facilitating that next level of conversion and connection to the studio owners. We definitely want people to connect to the studio owners and the community," she said.