ClassPass vs Your Own Membership: What's Better for Your Studio's Growth?

May 19, 2026·Nataliia· 10 min read All posts

You're pouring your heart and soul into making your yoga studio the best it can be, but you're not seeing the growth you want. You're wondering if you should join ClassPass or focus on building your own membership program. Let's get straight to it: what's the best way to drive growth for your studio?

Studios using ClassPass

Based on 2022 industry surveys and case studies

Studios with in-house memberships

Approximate percentages

Revenue growth with ClassPass

Average revenue increase

Customer retention with in-house memberships

Average customer retention rate

Understanding ClassPass

ClassPass is a popular platform that allows customers to book classes across multiple studios. On the surface, it seems like a great way to attract new customers. But what are the pros and cons?

Pros:
- Exposure to a large customer base
- Potential for increased revenue
- No upfront marketing costs
Cons:
- Commission fees eat into your revenue
- Limited control over customer relationships
- Dependence on ClassPass's marketing efforts

Pro Tip

Want expert help? DataLatte's fitness studio marketing service is built specifically for local small businesses.

Building Your Own Membership Program

Creating an in-house membership program gives you control over customer relationships and revenue. But it's not without its challenges.

Pros:
- Full control over customer data and relationships
- Higher revenue margins
- Flexibility to customize programs and pricing
Cons:
- Upfront marketing costs
- Ongoing effort required to retain customers

Comparing Revenue Potential

Let's look at some numbers. Assume you have 100 customers and a ClassPass commission fee of 20%. With an average class price of $20, your revenue would be $1,600 per month. Now, compare that to an in-house membership program with a monthly fee of $50. With 50 members, your revenue would be $2,500 per month.

Monthly Revenue Comparison

ClassPass (100 customers)

$1600

In-house Membership (50 members)

$2500

Assumes 20% ClassPass commission fee and $20 average class price

Marketing and Retention Strategies

To succeed with either approach, you need effective marketing and retention strategies. Here are some tips:

Offer referral incentives to encourage word-of-mouth marketing
Use email marketing to stay in touch with customers and promote classes
Provide exceptional customer service to drive retention

Pro Tip

When building your own membership program, consider offering tiered pricing to accommodate different customer segments.

Case Study: Local Yoga Studio

Let's look at an example. A yoga studio in Portland, Oregon, saw a 30% increase in revenue after launching an in-house membership program. They offered a monthly fee of $40, which included access to unlimited classes. By focusing on customer retention and word-of-mouth marketing, they were able to grow their membership base to 75 customers within six months.

Real Example

The Portland studio's success story highlights the potential for in-house membership programs to drive revenue growth.

Potential Drawbacks and Limitations

While both approaches have their benefits, there are potential drawbacks to consider. With ClassPass, you may struggle to build a loyal customer base due to the platform's focus on flexibility and variety. With in-house membership programs, you may face higher upfront marketing costs and ongoing effort to retain customers.

Watch Out

Be aware of the potential risks and challenges associated with each approach, and plan accordingly.

Frequently Asked Questions

What are the main benefits of using ClassPass for my yoga studio?

ClassPass can provide exposure to a large customer base and potential revenue growth. However, commission fees eat into your revenue, and you have limited control over customer relationships.

How do I build a successful in-house membership program?

Focus on customer retention and word-of-mouth marketing. Offer referral incentives, use email marketing, and provide exceptional customer service.

What's the typical revenue growth for yoga studios using ClassPass?

Average revenue growth with ClassPass is around 25%.

How much does it cost to build an in-house membership program?

Upfront marketing costs vary, but expect to invest at least $500-$1000 in promoting your program.

Can I use both ClassPass and an in-house membership program?

Yes, but be aware of the potential conflicts between the two approaches.

How do I choose between ClassPass and an in-house membership program?

Consider your studio's goals, target audience, and resources. If you want control over customer relationships and higher revenue margins, an in-house membership program may be the better choice.

What's the typical customer retention rate for in-house membership programs?

Average customer retention rates for in-house membership programs are around 80%.

If you're still unsure about which approach is best for your studio, I'd love to help you explore your options. At DataLatte, we offer free marketing audits to help you make informed decisions about your business. Contact us to schedule your audit today.

yoga studio marketingmembership programsClassPassfitness studio growth

Want hands-on help?

See how DataLatte handles Fitness Studio Marketing for local businesses.

Learn more

Nataliia

Freelance local marketing & analytics — for businesses that want real results.

Fitness Studio Marketing

Want this applied to your business?

Let's review your current marketing setup together — free, no obligations.

Get Your Free Marketing Audit