Walla Webinar Series: ClassPass Power Moves

0:06 Hello everyone. Thank you so much for being here today for our WAO webinar series. For those of you who are new to the Walla webinar series, welcome. It is definitely an exciting thing we do every month, the typically the last Thursday of the month, and we bring in experts from all different aspects of the boutique fitness world to talk about topics that are important to you and also how to make the most of Walla in whatever unique specific topic it is. Today, we are gonna be talking about ClassPass, and I know this is a hot topic for many of you. I've been seeing content out there recently and some even some webinars about how to quit ClassPass, and this webinar is going to be a little bit different. I've brought together, some friends of mine, Lisa, Christy, and Lauren from ActiveCore Consulting. They are absolute experts in the boutique fitness space. All of them have extensive experience, but the good news here is that we're looking at this from an angle of really power. How can you feel empowered in your relationship with ClassPass or potentially to leave them if that if it's not working for your business?

1:26 I think from what I've observed and what I hear, there are a lot of emotions around the relationship with ClassPass and them as a business, everything from anger and frustration to shame and helplessness. So I want you to know that you're not alone in whatever you're feeling. I think every market has a very different, different lens that ClassPass is viewed through. And so it's really hard to compare yourself to another business. And that's the first thing I wanna call out for everyone who's on this call. Don't be ashamed if you have to use ClassPass in your market. There are certain markets where it's really hard to get around. There are some where it's really easy. So just know that your story is unique, and the goal of this is to help you understand the finances behind it and take control of the relationship. So just a couple of quick housekeeping things. I'm sure many of you have not used this specific video platform before.

2:32 You don't if you don't see your face, don't be alarmed. You guys are kind of everybody's hidden besides the presenters. But the nice thing here is that we have a q and a section. So you'll see on the right side of your screen, there's a little q and a kind of bubble with a question mark. If you have questions during the presentation, which I'm sure many of you will, please use that because that way I can mark it as answered. We can track them and make sure everything is covered. Also, you can vote up and down your like, people's questions if you've got the same one. Lastly, there is a chat. So if you wouldn't mind right now, everyone just jump in, introduce yourselves in the chat, say hello, what studio you're from, maybe what part of the world you're in right now, and, we'll we'll get started. I'm gonna hand it over to Lauren. Hi, everyone. It's so awesome to be back in the community every time, we get invited to either speak on a webinar or the podcast that Laura and I did together last fall. Shameless plug if you have not listened to it. It's a hot one. So please, on your next walk, listen to us.

3:46 Here at ActiveCore we have one main mission. We are all experts and leaders from the fitness industry from our years and decades of our corporate experience and we all wanted to step out of the corporate grind so we can make a bigger impact in our communities and with our small business owners. We truly believe you all are the heart and soul of the industry, and our impact through impacting and empowering studio owners to create communities that then impact thousands of people per studio is what really, gets us excited and out of bed each morning. So thank you so much for, coming today. And, special shout out to Laura. We are just, like, so grateful for our relationship and friendship. Laura and I have the pleasure of living in San Diego together. So, I get to do walks with her by the beach, which feels like such a special, such a special treat. So, and I think we have some of our clients on the call or they're gonna be watching the replay. So I wanna give a quick shout out to all of our Walla clients.

5:02 Alisa at Vibe Hot Yoga, Tate at Nest Pilates, Zach and Sarah at Helix, Eric Aaron at Laforme. She also had a really great podcast with Laura recently, so please check her out and support her as well. Becca at Elevate, Alex at Align, and Danielle at Ashburn Pilates. So we love the Wallow relationship. And without further ado, it's class pass time. So, this webinar workshop, like Laura said, we are not here to tell you to, get off ClassPass. Actually, the contrary. We believe that ClassPass can be a really smart tool for your business if it's done correctly. And we have created our own method of what that ideal relationship looks like, and it's a three step approach that we're gonna go through in this workshop. We are have also left a lot of room for q and a and discussion. So it's always really important to us. We wanna give you some guidance and education so you could have quick wins that you can take and implement in your studio today if you would like. But we also love connecting with you. So please don't be shy in the q and a. There is absolutely no silly or stupid or any question. Even if you just need, a place to vent, like, we are here for you. So all is welcome. So, first, I would like to start out with a little story time. So I have been a ClassPass, customer, gosh, since the early days in the early 2010s when they first opened in New York City and we were all paying $99

6:51 for unlimited fitness. I wasn't working in the industry at the time. So as a consumer, I was like, oh my God, this is amazing. I was a poor postgraduate student or postgraduate early adults, corporate job. And it was just so much fun. I got to meet so many great friends, and it really helped create my community in New York City. Fast forward, gosh, fourteen years. And, I have moved into a new neighborhood in San Diego about five months ago, and I really needed to figure out where my people are. So I jumped back on ClassPass. I went to all the yoga studios around, and I found my home. And I got off ClassPass so I could be a member at the studio. And I wanna take you through my thought process. And I'm I know I'm more technical in this thinking than probably most consumers because I also understand the back end of this business. But I'm I'm sharing this with you because I think it could help on how your team, communicates and markets your studios to these ClassPass consumers. So but first of all, the community was super important to me. I needed to find my people. At this specific yoga studio, just envision like, I'm in San Diego, but the studio feels like you're in Bali or Costa Rica. It's an outdoor studio with a beautiful deck, and you're just, like, flowing with all the tropical trees.

8:18 Oops. This side. I love my love my tropical trees. And in the inside of the studio, they have such a warm and welcoming lobby. There's a sectional desk with a table with tarot cards always laid out. There's a t section. So before class, you get your tea, you bring it by your mat, and then after class, it's a big, gathering spot by this couch. You're pulling the cards. You're like, oh, what did you get? What is your say? And I just started the most incredible conversations from a mermaid tarot card deck. So how can you bring, touch points in your studio to create connection, community, and conversation? The second thing was the member perks. I bike ride as many places as I can and having to lug my yoga mat and all my things around, I would love to just not. Right? So at this yoga studio, if you're a member, you get a free yoga mat. And that to me was such a game changer. I was like, for this reason alone, I would love to go to the studio to not have to carry my stuff around all the time.

9:27 And then last but not least was the price. So when I did the math and I was looking at how much I was paying for a class through ClassPass, I was paying anywhere between 17 and $21 depending on how the credit shook out and prime all their algorithm, all that fancy stuff. And so when I when I looked at their membership, I was like, oh, I can get an eight time a month membership and pay I think it's, like, $17.50 or close to 8 between 17 and $18 per class. And so that for me is the same, if not a tad bit cheaper, than what I'm paying on ClassPass. But I know that studio was gonna get that full $18 from me rather than having to split that money with ClassPass. So as a consumer, I was like, okay. I'm getting better perks. This community is great. I feel like I'm gonna make friends here. And, my money is going directly towards the local small business owner rather than having to take a piece of the pie with a big corporate, PE firm.

10:37 So for me, like, those specific thought processes were really, really important. And, I hope you can take something from that. And we'll get into how to communicate these areas, later in the chat. So yeah. Great. Okay. We're talking about story time. Were you talking about Rifts Studio? I was. Yes. How did you know? Because it's the best studio here. It's by your description. So Yeah. Yes. Anybody else in San Diego here go to if anybody's in San Diego and they go to Rifts, please hit me up. I would love to flow with you. We gotta get them on wallet. Agreed. Yeah. I'll work on it. Alright. Yeah. Sounds great. I'm excited to hear how we can help other consumers think like you just did. It's pretty amazing that people picks that out from your comments. Good reputation. I'm before we dive into that, though, I wanna tack on to a point that Lauren just said about, and I want you all to take a moment to reflect before we dive into how all the magic, and numbers work for you. But think through what does your what does the average direct client pay to come to one of your classes? So Lauren mentioned an $18 that the studio no longer has to split, right, with ClassPass? What is your number? What is that number? And then how does that compare to what a ClassPass visitor pays or what, what ClassPass takes from that?

12:17 And so have those two numbers in your head, think through the disparity of that. Is it worth reducing the overall attendance to ease up on operational pressure if your payroll is getting too high? So just keep those questions in mind as you go through this because the common patterns that we see across studios that are launching or utilizing ClassPass is that classes are tighter, full classes. Classes are full, which is great, a great thing, but profit is tighter than expected. Teams are feeling overwhelmed by first timers and low conversion from these ClassPass visits, and then owners are unsure about reducing the reliance on ClassPass without losing traffic. So we know that ClassPass brings in good reservations. And so if you're bringing in a lot of ClassPass reservations but have not built up a large an large enough operation operational structure, then that's added pressure to the business and hourly payroll spend. So do you or should you staff up to meet the needs of your class best visitors?

13:28 Because if not, you will have mental load on your instructors. So your instructors have to spend time and energy to give attention to these class passports, timers to build connection, to make sure that they are getting the experience that Lauren got, right, at her studio so that they can convert. So they ensure the format safety, and expectations. Core members already understand the vibe, the format expectations, programming versus energy needed to properly coach. So it's easier to coach and communicate with existing members than it is ClassPass. So just think about the mental load of your instructors. Team morale versus Class Can I just can I just quickly pause? Because I think, something really important you mentioned at the beginning of that was what is the average amount somebody's paying. That's oftentimes not a quick number for everybody to get. So I just wanna make sure everybody knows where and how to get that in Walla before you keep going because I think it's important to what you're saying right now.

14:30 So for those of you that are on Walla, obviously, we don't get the revenue. We don't know how much revenue you're getting from ClassPass, but you can go into your class analysis report. And if you, you know, let's say you look back over the last year, you will have a number that shows total check ins and total unique visitors. And so and then a total revenue number. Obviously, that revenue doesn't include ClassPass, but you can add ClassPass to, like, how much you've made in the last year from ClassPass and divide by the total unique visitors check and see. That's how you're going to be able to get the dollar amount on average per class per person. So we just the unfortunate thing in Wallace, we don't have access to how much money you're making from ClassPass, so it's hard to use that data in the in the calculation. K. Thanks, Laura. Yeah. So, yes, keeping all that in mind. A lot of what I'm I'm saying here about the mental load and taxing of your hourly employees, it sounds geared towards no ClassPass, but it's just meant to get you in the mindset of what ClassPass visitors are adding to your studio. Again, not necessarily a bad thing, but something else to keep in mind is having the operational structure in place, to help with team morale and class experience, to help with the mental load of your instructors and your cleaning staff and your front desk staff, your entire operations

16:03 team, front desk, etcetera, to manage the first timers, to manage the energy, to manage the community, and what you were hoping to provide to every student that walks into your space. Adding class pass visitors to that, weighing the benefits, of that and making sure you're not diluting the experience that you're hoping to give your students and not diluting the community or the culture that you've created with your staff. So keep that all that in mind as we walk through the numbers now. Am I off mute? Okay. Cool. For this little exercise, I would love for you all to drop in the chat number one, two, or three if you have an idea of what percentage of revenue is ClassPass in your business. And if you're not sure how to do this, take your revenue that you get from ClassPass divided by your total revenue. So if your total revenue is $50,000 and ClassPass is 10,000 of that oh, gosh. I did a number, but I can't do my head.

17:26 If you're $40,000 in revenue and ClassPass is 10,000, that would be 25%. There you go. Alright. So far, ones. Taylor. Yes. 0%. We definitely have some folks on this call who are non ClassPass users and wanting to understand if there is a benefit to doing this partnership. So Great. All good. Looks like lots of ones right now. Alright. We love to see that. 30%. Zero one. Awesome. Okay. Cool. Thank you for everyone who is, chiming in. It's really helpful to see and understand where you all are at so we can help tailor the rest of the discussion. Yeah. Point 6% monthly. Yes. Mary, I really like that strategy where you're focusing them to a couple classes a week that maybe are your lower attendance classes and being able to have the control over your schedule is one of the, one of the areas that we think is really important, in a class pass relationship. So I'm happy to see that's the case for you.

18:43 Okay. Great. And then for all of you who are still working that out, we have looked at the data from so many studios and really analyzing what studios who are using ClassPass are using it in a way where it is a good tool for their business rather than feeling like ClassPass is taking over their business. We don't want you to feel that way. So where we've landed is if it's under 15%, it's in a strategic place where ClassPass is a tool. It's ancillary revenue. It's the sprinkles on top, but it's not the lion's share of your business. We really encourage you to look at your revenue components, And we love membership revenue. It's obviously reoccurring. It is the most predictable way to assess your cash flow needs. And so in a mature, healthy studio, I'd love to see your membership revenue, the reoccurring revenue, cover all of your cash flow needs. So then everything else is the icing and the sprinkles and the cherry on top, and you're not, and that's what gives you your profit.

19:55 That's what gives you your financial freedom and your ability to pay yourself as an owner, make investments in your team, and live the life that you want to live. Okay. I got off on a little tangent, but I thought that was an important thing to share. The second bucket is 15 to 25 of your revenue. This is a sign that there's an opportunity for optimization. And I want to be very specific that I said opportunity. The way that we coach our clients when we assess your business. You are doing a fantastic job of running your studio. You might have a team. You might be doing it mostly on your own, and the decisions that you have made so far in your business are the best decisions that you can make given the information that you have. Now when you bring in a consulting group like us or another professional, there are things that we're gonna be able we're like a detective. We're like, oh, where are the opportunity areas?

20:54 And the I say opportunity areas because I want all of us to be in the mindset that we're not doing anything wrong. There's no bad decisions. We make a decision and then we assess what the outcome of that decision is. If it didn't hit our desired outcome, okay, let's tweak it, let's adjust. And the main component is what did we learn from that? Every decision is either gonna be a win or a learning moment or some combination of the two. So we don't talk about bad decisions. We don't talk about, things that you might have done wrong. It's okay. Great. We've spotted an opportunity area. Now let's go after it and make that tweak so your numbers and your results can get better. And then we find another one and another one. And it's this constant evolution and constant, what's that? Accordion of expanding and contracting. Finding something new in our business to go after, and then we achieve that, and then we have a little bit more space. And then it's it's this constant wave is another analogy that I like to use.

22:01 So if you're between this fifteen and twenty five, there's a great opportunity for optimization. If you're over 25%, you have an even greater opportunity for optimization. If you're over 25, you're likely feeling a little bit dependent on ClassPass. Does that resonate with anyone in here? Yeah. Feel free to drop in the chat if that resonates. And so the work that we do with clients, especially if in there that tier two or tier three, is really what is a strategy that we can employ so we can convert some of these members. Maybe you need a better, top of funnel marketing strategy in house, so you don't feel so dependent on using ClassPass to fill your spots. I hear that a lot. And so without further ado, I will bring it back to Lisa so she can continue our next tip. Hi, everyone. Apologies in advance. The trees are coming for me if I cough or my voice breaks. Allergies for allergy season. Yes.

23:13 I'm on the East Coast, and the tree pollen is, like, really coming for us this year. Okay. So now we're going to talk about our real revenue per head calculation. This is your actual revenue reality with ClassPass in your business, and it's a super simple formula. So it's your overall ClassPass revenue divided by your total ClassPass reservations. The key here is that you need to make sure you're including all those unpaid first timers. This is a nonnegotiable in ClassPass contracts at this point. So for those of you considering ClassPass, it is something to think about, and it's why we always make sure to discuss that operational impact, and the real big on your team that a flood of first timers brings. So, again, it's ClassPass revenue divided by total ClassPass reservations. On the ClassPass dash, ClassPass revenue divided by paid visits is what ClassPass paid studio per head is. But if you're not including all those unpaid reservations, you're missing the full operational impact and the actual amount that you're bringing in per head and per touch point. So this has obviously a huge impact on your studio that goes well beyond revenue and dollars received from ClassPass. So we'll walk through an example. This is a real life example from one of our clients.

24:48 The dash says $12 per head, looking at 273 total reservations. But this studio fielded one hundred and nine first timers via ClassPass. So that 3,276 in revenue looks a lot different with 109 unpaid heads unaccounted for. That actually brings it from $12 per head down to $8.60 per head. So if you are in a limited capacity modality, like a Pilates with a fixed amount of reformers, this is really something that we encourage you to dig into when you're thinking about whether or not ClassPass or WellHub or OnePass or Gympass or anybody else is worth bringing on to your roster. The answer still may be yes, but know the math. Okay. So now we're going to talk about our kind of third key tenant here, and we have a clear picture of a revenue reality.

26:08 Now we need a revenue strategy. Right? This is what I think a couple of the questions in the chat were about. How do you convert ClassPassers? While we're not necessarily going to specifically discuss any marketing initiatives, we're going to talk about the math of doing this. So if you are outside of the benchmark of the revenue per head you want to receive, here are some of the levers that we suggest you start to pull to get more control over how ClassPass is moving through your business. Number one, inventory control. Blackout times where you see high ClassPass demand. I know that sounds counterintuitive, but if you have times where there's high class pass demand, but you know that you can affect direct attendance at that time, such as maybe it's a 04:30PM and your 05:30PM crushes? How can you build up that underutilized time slot in that 04:30 and actually turn off ClassPass. Start to backfill with direct.

27:24 And then if you are making $25 per head direct and 17 from ClassPass, 15 ClassPass spots lost only needs 10 direct to match the revenue. So part of ClassPass for us is just making sure that you're very, very comfortable with the numbers of ClassPass because it's not one for one. Excuse me. Number two. Conversion stepping stone offer is critical. Utilize the per head price disparity to your advantage. If clients pay an average of $2.11 for ClassPass credits nationally. That is their most popular package, and your class is listed at 12 credits, let's say. Clients think they pay $25.32 per class. You're likely receiving somewhere between 16 and 21 per head. The gap is the sweet spot for this credit package offer. So if you build a ClassPass targeted conversion offer at $23 per class, they are actually saving $2.32 per class, and you're making considerably more.

28:53 And that is something tangible that your team can speak to alongside the community, the perks, the direct booking. I mean, remember that Lauren just converted to an ADEX membership at her yoga studio, no discount needed, for the same price per class. So be sure that your team is able to speak to these savings, do out the math in your team meeting. The added perks of booking direct, have any of you actually tried to cancel and rebook or get a refund through ClassPass? I mean, it is not pleasant. Right? So that's a major selling point as well. And the additional inventory available, those blacked out classes that we talked about in point one, this is about added value for that client at the end of the day. They don't have to forego variety to still come direct to you. There are many packages you can build for people that allow them to come consistently and habitually while still using ClassPass to access many other studios where they don't feel quite as connected.

30:12 So this is a great offer to also include for all of your lapsed clients. We do recommend perhaps building the same offer, you know, to avoid any specific targeting clauses that may exist in anything that you have signed. So Can we pause here? Because we've got quite a few comments coming, and I wanna I wanna make sure we get your wisdom here. The first thing some of our clients and I Vicky and, I think, Barbie, I can't remember who else was asking this, but lots of people say that ClassPass tells them they cannot turn off SmartSpot. So do you have you had success with that, and what do you do? So the only clients that we have had success with getting SmartSpot turned off are people who have been in contract for a really long time. So I am sorry about that. Anyone who I am aware of trying to negotiate it within the last twelve months was given a very firm no. However, you are able to adjust how many first timers can access a class, and you are still able to email them to ask them to restrict certain classes regardless of SmartSpot.

31:28 So just communicate with your rep directly. From my understanding, it can no longer be done in the app, but that does not mean that it can't be done full stop. Okay. And I just talked to a client yesterday, and the workaround that she found is if you designate certain classes as member only classes, then ClassPass can't book them. And I believe she said that is an, a manual adjustment that she has to make on the back end with ClassPass. But that was, you know, again, an another workaround that we, that we can do to help you get there. And then I think to plus oh, sorry. Go ahead, Laura. ClassPass has a setting that you can turn on that says this class is for members only. It's a great I wasn't there's something that she did on the back end with ClassPass to say, like, these are member only classes. Okay. And I'm not sure if it's if it's a certain setting or it was just like, hide these classes or members only and then ClassPass, and or blocked them. And I don't know I only see ClassPass in my local San Diego area, but there are a lot of studios who are on ClassPass, who have their entire schedule, and then they're just blacked out where you can't book them.

32:55 And that is my preferred way to see it. So the ClassPass consumer can see all of the time slots of your classes, but then can't book it. So they're getting that FOMO or, like, oh, shoot. I would love to go to this 05:30 class. And then, like so it's kind of like the, oh my gosh. I'm blanking on that word. The scarcity. Yeah. Yep. I normally don't like scarcity mindset, but in this specific, instance, I think it's okay. Yeah. Okay. And I think Justin or somebody was having a question about going on ClassPass, and we can get to dive into that more later. But on this topic, if you're somebody that is thinking about going to ClassPass, you are in the driver's seat. You have the power. They want you on their platform so they can make money off of your studio. So go to them and tell them what you want and what you need to be on the studio and hold your ground. They're either gonna tell you no and then you know that's not the partnership for you. Or if they want you bad enough, there are always exceptions to the role. I always say ask for what you want, hold your ground.

34:03 Yeah. And be silent. This is what I need to join the platform. What can you do for me? Okay. So two more questions. One is your client couple people mentioned, how do clients know how much they're paying? Like, I know you said you did the math for yourself, but I don't think most people understand how to figure all that out. The credits are intentionally disassociating somebody from understanding the price. Completely. So that's where that team meeting, team education piece comes in, creating one pager for your team so they can clearly see the math behind it. There are, depending on your market, there are two best selling credit packages. I believe one is the $99 and one is the $48, and those break out to $2.06 per class or $2.11 per class so per credit rather. Sorry. And those seem to be the prices, nationally. And then what differs is just the credit listing. So use that math, help your team understand that math, and I believe it's a really powerful moment when you're able to have that honest conversation with a client coming in and saying, hey.

35:37 Do you know how much you pay to come here? And bringing that to their attention in a way that is not you selling a used car, but allowing them to understand that there is a way that they can come to you for the same price. Because to Laura's point, it is intentionally confusing. They are intentionally leading the horse to think it's drinking Dasani, and it could afford a Fiji water. So, do the math. Okay. So next question is it's I think this is confusing too, Hallie, so I'm with you. Is it better for your studio if there are more or fewer studios in on ClassPass in your area? So, we may all have a different opinion on this. I think it's better if there's more. I don't know if Lauren or Christy has a different opinion. I personally when I'm and I'm the finance brain of the we all do finance, but that's been my background. So I'm always like math, math, math. And so I like to coach owners to stay in your lane. Like, you have no idea what the business model or the cash flow situation is of the studios in your market.

37:09 You only can control what you can control, which is your studio. So rather than I think it's interesting to look at what's around you, but I want you to ground into your business in what you need. So going back to these one, two, three tips that we had. If you're on ClassPass, are you under 15%? And if you are, okay. Great. We're using ClassPass in, the sprinkles on top tool. How can we have conversations and show our ClassPass members all the benefits from a monetary standpoint, from a member benefit standpoint, from a community member. And I do believe a lot of people want to support small businesses. They just are uneducated at the impact ClassPass has on the small business owner. You know? This is, basically, this model is copy and pasted from, like, the Expedia and all of those discount models for travel, but it's completely different. Like, you are a small business owner in your local market. You are not a Holiday Inn or the Hilton that has thousands and thousands of locations and can take a little bit of a margin hit on a couple rooms because they have so many in their portfolio to offset. Like, it's just a completely different game.

38:24 And I truly believe that, like, the education component that Lisa was talking about is the missing link for a lot of clients. Granted, there are gonna be some people who are, really, really price sensitive because of whatever personal circumstances they're in. You're not gonna win everybody, and that's okay. We just oh, Lisa, will you share the statistic that we did with one of our earlier clients in this program where we converted, I think it was, three or 4% of ClassPass users, which sounded small, but the financial impact of that conversion was actually really big. Yeah. So, we did out the math across a year, I believe, and they were converting about 4.9% of class users, which actually is pretty good. Yeah. I mean, truly. Right. And in educating the team, focusing on having conversations, building this bridge credit package, putting this, inventory blackout process into, into play. And to comment on I think, actually, Barbie, you said it, that you can you can blacklist entire modalities.

39:45 Yes. Absolutely agree. I just wanted to call that out in case someone didn't see that in the chat. All of this together increased their ClassPass conversion by an additional 2.3% overall. And across the year, given the amount of usage, they had extremely high usage. They were a very high volume studio to begin with, and they had many locations. So take this with a grain of salt. But we played out, two years' worth of potential revenue gain, and it was a $133,000. -oh. That's awesome. So 2.3% is worth doing the math for. Yeah. For sure. One thing I just wanna call out to underscore Lauren's point about not looking at your competitors side to side. Like, you may see pictures on social media of your competitors with totally full classes and be frustrated by that. They may be making pennies on every single one of those people. And so I think it's important to know. I go to a Pilates studio here, and, I am constantly listening to people next to me on the reformers talk about how many credits they got the class for on ClassPass.

41:02 Like, it's almost like a competition between them to see how cheap they get the classes. And, interestingly, the studio sends out a flash sale every other month for, like, buy five classes, get five free. You know that they're not making a lot of money per, you know, client in those classes. So when you're thinking about your classes, like Lisa and Lauren and Christy all mentioned, we're 10 full paying clients is a lot better than 15 super cheap ClassPass folks, and it leaves room in your business for brand new clients coming in on an intro offer that can go through your original sales funnel. So I think, it's really important to just keep your head down on your map. Yeah. It's really easy to get lost in the sauce of what everybody else is doing. And that's when I feel like we play the comparison game of, oh, the studio that the street is doing an unlimited for $1.50. Okay. So I should do an unlimited for $1.40 so I can win those customers. But a $10 price difference for most people isn't the thing that's gonna make them decide one studio or the other. It's all the other elements. How do they feel? What is the community like? What are the instructors like?

42:23 Are they feeling connected? Are they getting a free yoga mat? That was a big one for me. And, oh, another big thing for me that I forgot to call out is on ClassPass, the cancel window was twelve hours. But if I'm a member at this studio, the members can cancel. I think it's within, like, three or four hours. And that flexibility to me was also a big, determination determining factor. So in this one pager where we're educating our, team members to have conversations, it's gonna also be flipped into, like, a fun social media post. I also know Laura and the wallet team have built out incredible ways to do targeted, emails through the audiences. So, like, really take advantage of the marketing suite that the team at Walla has built out because it is really extraordinary that you have the functionality to do so many targeted emails in a really streamlined way. Like, you don't see that at all of the systems, so really take advantage of that.

43:28 Thank you. Yeah. For those of you that have never designed audiences in Walla for ClassPass specifically, highly encourage looking at, okay, building a drip campaign specifically dedicated to ClassPass users after their first visit on ClassPass, after their third, fifth, tenth. If you have somebody who took, you know, five classes on ClassPass and hasn't been back to your studio in a couple months. There are really not too difficult ways to build out those audiences that can it's a it's a great education tool, like Lauren's saying. You don't have to be in there selling them something every time. In fact, I encourage you not to be selling them something every time. That's when you can say, hey. Did you know that our late cancel window for our members is, you know, four hours or eight hours, not twelve? That's when you can say, hey. Here are the new classes that we're adding to the schedule.

44:26 So, anyway, I think it's a great opportunity to stay in touch with those people. Alright. Any other questions before I know we're getting to just the last few minutes of the session right now. I wanna make sure we get everybody answered. I'm muting you, Lauren. Typing is loud in SQL. Okay. I appreciate you guys asking the questions as we went through. First thing I just wanna call out to you as Lauren and Lisa mentioned before we wrap is stay in communication with your ClassPass reps. You there is not a lot that you can do on your own, in the back end of their system, and that's intentional. They're a business that is trying to make as much money as possible on every single deal, and so it is it is really, really important that you spend time in communication with them. Even if you don't love them, even if you're frustrated, that's how you can ultimately have more control and influence.

45:28 Vicky is asking, can you review one more time how I can block a class where it still appears on the ClassPass schedule as a teaser? I'm actually not sure on that. I know you guys mentioned that you can, but I haven't personally heard people are able to do that. So if anybody has insight there, please share. From a consumer's I don't know how to do it operationally, but from a consumer standpoint, I see it all the time. So I don't know exactly how to do it, but, like, there are some studios I used to go to on ClassPass years ago, and they're still on ClassPass. But I would say 90% of their time spots are just blacked out. And there's only, like, very few that are open to be able to book into for it's Laura, it's Breathe Degrees up by you. They, they yeah. I'm not sure how they logistically do it, but I've seen it from a lot of studios. Lauren, I think it is a residual from the pre smart spot era.

46:35 Those of you who joined ClassPass pre SmartSpot, I think you'll know when you go into your list of all classes, you can kind of toggle certain ones on and off, visible or not visible. I believe that is from there, but, Vicky, I'll do some research. And if I can figure out the path, I'll send it to Laura. Perfect. Thanks. Yeah. And if anybody on the call right now has any insight into that, feel free to pop it into the chat. Alright. Well, guys, I just wanna thank you so much for sharing your insight today. If anybody here is interested in having you dive in and do some of the math for them or do an analysis on their class pass, what's the best way? Oh, there you go. Awesome. If you want to work on ClassPass, come talk to us. We love doing the math for you. As Lauren said, we're a FinOps consulting group. So please just follow this QR code here, and you can book a call to talk to us with no commitment and figure out if we can help you build your ClassPass going forward.

47:58 Awesome. And for those of you still here, please keep your eyes out for our announcement on our Walla webinar series. Next month, we are gonna be talking about referrals. We have a really exciting new referral program campaign program launching in Walla in the next couple of weeks. So we're gonna be diving into that with some strategies. Catherine, yes, everybody who registers for any of our webinars always gets a recording afterwards. So you never have to worry about it. As long as you register, a recording will land in your inbox. And for future and if you wanna go back and look at any past webinars, they're on our website. So for those of you're, watching right now, you're on our website most likely. Just go to the webinars section under resources. And, I mean, I bet we're close to a 100 webinars in there now. We've been doing this for years and years. So there is a lot of good information insight, including another one on KPIs with, the ladies here.

48:58 Invite for the next one has not gone out yet. We will be sending that. Typically, we do it the second week of the month. So keep your eyes out. We'll have it in our Facebook group, in our emails, and on our website. Alright. Awesome. Thank you so much, everyone. Great to meet you all, and we'll see you next month. Hi. Thank you. Bye. Thank you.