Finding Balance: Third-Party Booking Systems and Our Mission to Empower

In the quest to create the largest group of the most confident women, at Jane DO we continuously explore every avenue to make fitness both accessible and impactful. Free pop up classes, new client specials, and partnerships are all ways that we are able to bring Jane DO to more women. It's within this mission that historically, we've offered third-party booking systems, like ClassPass, which are designed to offer flexibility and variety in fitness options.

And while these platforms undeniably open doors to new experiences at a fraction of the cost to consumers, they also present real challenges to fitness studios dedicated to building strong businesses and close-knit communities. What once was a great acquisition strategy, now only seems to be strangling boutique fitness studios by devaluing their product and diluting their communities.

The Double-Edged Sword of Accessibility

Third-party booking systems have increased access to fitness by offering both choice and convenience. The ability to explore a variety of classes for a single subscription fee is obviously attractive, it has all the appeal and convenience of an Amazon Prime subscription. What's great, is that it introduces people to studios and workout methods they might never have even considered without it. In that way, third-party booking systems like ClassPass, align with our mission to empower as many women as possible through fitness, but it comes at a cost...

There is a flip side to this accessibility. So often clients who use third-party systems are not as interested in being a part of the unique communities that boutique fitness studios, like Jane, strive to build. In fact, they are often drawn to the exact opposite; ClassPass allows them to be noncommittal. This attitude can dilute the strong sense of belonging and support that is pivotal to our Janes' journeys to confidence and empowerment. When the commitment to a specific community becomes secondary to convenience, the deep, personal connections (with instructors, fellow members, and the studio themselves) that foster accountability and personal growth, risk being undermined. This is certainly not true of everyone who walks through the door, but unfortunately we have seen it time and time again.

The Financial Impact on the Small Biz

Financially, the reliance on third-party booking systems can be a double-edged sword for fitness businesses, and certainly has been for Jane DO. While these platforms can fill classes that might otherwise have empty spots, especially when a studio is new, the reduced revenue can strain the economics of running a boutique studio. The investment in high-quality instructors, maintaining beautiful spaces, and creating supportive environments demand a sustainable business model, and frankly booking systems like ClassPass are paying studios a mere fraction of their going rate.

Once a client pays a fraction of a studio's asking price, it is very hard to convert them to a membership, where they are paying more, even if they love the experience. "I have an event class coming up, where a [ClassPass] client told me she was taking it FOR FREE, because she was on a free trial! Says Charleston studio co-owner, Kaitlin Tuffs. "How can we compete with that? And how can our studio survive without paying members?"

Empowering Choice with Informed Decisions

Despite these challenges, we recognize the role of third-party booking systems in the modern fitness landscape, and with inflation and cost of living on the rise, they may be looking more and more attractive to consumers. As a boutique fitness studio, our hope is that we can educate clients on the reality of these platforms and help them see the benefits of supporting fitness studios directly.

At Jane DO we have already solved for one of the most appealing draws to third-party booking systems like ClassPass; variety. We offer the variety women crave by having 5 unique class types. So while ClassPass is a model created to solve the problem many people face with commitment to a workout modality, being a Jane DO member means that you can in fact have your variety AND commitment to your community.

Our Call to ClassPassers

To those exploring fitness options through these platforms, we encourage you to consider the deeper value of committing to a community like Jane DO. We also encourage you to really ask yourself what your fitness experience is worth. Odds are it's worth a lot, so shouldn't you directly support the businesses that do so much for you?

Our hope is that everyone's journey with fitness can be one of empowerment in every sense—choosing not just the convenience, but the transformative power of belonging to a community that you directly support and finding the variety you crave under one roof.