Episode Details

Fitness consumer behavior is changing, from when people work out to why they choose a studio, how much variety they want and what keeps them coming back.

Ivy Wu, VP of Global Marketplace at ClassPass, joins All Things Fitness and Wellness to unpack the data and trends fitness operators should be watching. We explore the continued rise of community-driven fitness, the shift toward workouts as a social experience, and how operators can evolve their programming without losing what made their brand successful in the first place.

We also dig into the business side: how to think about unused class capacity, customer acquisition and incremental revenue, which metrics actually matter for retention, the role of consumer reviews, and whether dynamic pricing could become a bigger part of the fitness industry.

Ivy also shares data showing that average direct studio fill rates among ClassPass-integrated fitness partners are below 36%, raising an important question for operators: how much potential revenue is sitting unused in the schedule?

For gym, studio and boutique fitness operators, this conversation offers a data-backed look at where consumer demand is moving and how to make smarter decisions around programming, pricing, capacity and the member experience.