ClassPass members can now visit their favourite studio as many times as they want by paying a premium on top of their monthly membership cost.
Previously, the studio subscription service allowed members to attend the same studio up to three times per month. The new feature means that once a member has reached a studio limit, they will have the option to book another class using one of their allotted monthly classes plus a premium.
The extra charge per class will vary at each studio and prices will be based on demand.
The change is to offer members “a more flexible and versatile membership”.
ClassPass works with more than 8,500 boutique studios and its business model is based on members paying a flat-rate monthly fee in return for boutique exercise classes at a discounted rate, offered by operators who have signed up with the platform.
In November, ClassPass discontinued its unlimited membership plan and capped the maximum number of visits its members could make to its network of boutique studios to 10 per month.
In the UK, its higher rate package of 10 classes per month costs £105 ($131, €123). The other two packages are five sessions per month at £55 ($69, €64) and three classes per month at £35 ($44, €41).
Payal Kadakia, ClassPass founder and executive chairman, said: “While we know our members love discovering many new studios through ClassPass, we have also seen them want a way to establish a routine at some of their favourite studios.
“By launching this new feature, we’re now making that possible as well as opening up new ways for our partners to make additional revenue through our platform.”
Elsewhere at ClassPass, members can now access more than 100 exercise and fitness videos from its new Video on Demand service.
The company said innovation within virtual fitness is the clear next step for the business, as it looks to attract larger audiences who may be “hindered from experiencing studio fitness due to cost, location and scheduling constraints”.
Kadakia said: “Video on Demand is the first of many digital products we’ll be debuting, all designed to keep our members moving while also giving our partners another powerful way to engage with our members.”
