A Growing Movement?
Boutique studios in Los Angeles are joining New York gyms in boycotting ClassPass and other third-party booking platforms, launching their own “Gym Loyalty Month” in September.
The move follows New York’s campaign in August, which saw leading boutique studios encourage members to book directly rather than through aggregators. Studio owners say the low prices offered on platforms like ClassPass are not sustainable for boutique gyms, and that direct bookings allow them to reinvest in better experiences for members.
From New York to LA
The New York campaign was spearheaded by James McMillian, Chief Innovation Officer of Tone House, who warned that many studios were “barely breaking even” due to aggregator pricing models. The initiative was supported by AARMY, Barry’s, and other leading studios — including several Fit Guide 5-Star Award winners.
In Los Angeles, the campaign is being championed by Rachel Hirsch of Empowered Yoga Studio, who has been vocal about how third-party apps impact studio economics. One Down Dog and Pilatesmith, a Pilates offering that's been highly rated by The Fit Guide, are also backing the effort and message of booking direct.
The Industry Debate
ClassPass, which was acquired by Mindbody in an all-stock deal in 2021 with both platforms now sitting under parent company Playlist, maintains that its role is to help studios fill spots that would otherwise go unused and to strengthen the broader fitness ecosystem.
However, as New York and LA campaigns show, many operators feel aggregators hurt more than they help. Studios such as Fhitting Room have previously cited “aggressive third-party booking companies” as a factor in a series of studio closures in 2024.
What’s Next
The movement is sparking wider industry debate about whether booking apps such as ClassPass support or undermine boutique fitness. With consumer demand for convenience clashing with operators’ need for sustainability, the question remains: what is the right balance?
To continue the discussion, The Fit Guide has partnered with the LIFTS Podcast for a panel episode featuring:
- Rachel Hirsch (Wellness Growth Ventures)
- Jeff Bladt (SVP of Pricing and Marketplace, Playlist)
- Mohammed Iqbal & Matthew Januszek (LIFTS Podcast hosts)
The episode airs Sunday 14th September and will explore whether third-party apps can coexist with boutique studios — or whether more cities will follow New York and LA’s lead.