BSport’s New Research Reveals The Real Cost Of Relying On Booking Apps
How often have you welcomed a newcomer to your studio thanks to an app? Taken note of their details, given them a tour – only to never see them again?
If your answer to these questions is regularly, or even sometimes, you’re not alone. More boutique fitness founders are starting to question how much value third party fitness apps really bring long term.
Platforms like ClassPass can be effective for bringing in new people and filling empty spots. According to the bsport Fitness Studio Playbook, 25% of fitness enthusiasts discover studios through booking apps. They offer reach, visibility, and a steady flow of first-time visitors – and for a while, that can feel like real growth.
The acquisition channel that doesn’t always convert
Third-party booking apps are designed to keep users loyal to their platform, not to your studio. That means you’re always sitting alongside other options, competing for attention in the same space. The relationship never quite becomes yours, and your brand ends up as one of many, rather than the one people come back to.
Data from the bsport Fitness Studio Playbook reflects that behaviour. While 25% of members discover classes through platforms, 37% continue to book through them, suggesting many keep using them after that first visit. A large share of customers never fully transitions into your studio, which makes it harder to build relationships, shape habits, or increase lifetime value.
There’s a practical limitation too: when studios don’t fully control how they communicate with those members, it becomes much harder to build consistency and create reasons for them to return.
The hidden cost
Retention is only part of the equation. Margins also matter, especially when platform commissions take a cut from every booking. Used as an acquisition channel, that can make sense. But when those same members don’t convert into direct customers, the cost repeats every time.
That kind of growth becomes harder to sustain over time. Platforms like ClassPass can help you get started and increase visibility but the real challenge begins after that first visit. Growth becomes more durable when members move into your own channels.
What actually drives long-term growth
Most members don’t discover studios through booking apps in the first place. Research from bsport shows that 61% rely on proximity and 58% on word of mouth when choosing where to train.
“I didn't think word of mouth would be a big factor, but it's actually huge,” says Nina Bosamia, founder at Yoga Hook, a multi-activity studio that offers Pilates, Yoga and wellness therapies. “Treat your clients well because they tell other people. They essentially sell your classes for you.”
Studios that grow steadily tend to focus less on acquisition and more on what happens once someone walks through the door.
The experience, the consistency, and the small details all play a role in whether someone comes back or drifts away.
A more deliberate approach to growth
Platforms like Classpass still have a role, but they’re no longer the foundation. A more balanced approach is starting to emerge, where studios use them to bring people in, then focus on building a direct relationship from that first visit.
“If someone downloads your app, there’s a level of commitment,” says Jane Ellington at The Shed. “You’re no longer one of many options – you’re their chosen studio.”
Once that shift happens, the relationship starts to change. Members are no longer browsing, they’re returning. In practice, that means making it easy to book directly and encouraging app downloads early, so you can stay connected from the start. From there, it’s about building habits that feel natural to return to – schedules that fit real routines, simple ways to bring friends along, and a consistent experience that gives people a reason to come back.
Growth beyond third party apps
Member behaviour is changing, and studios that adapt are seeing stronger results.
More than 56% of members now attend multiple studios, moving between formats across the week. Pilates often anchors the routine, but over 63% combine it with other activities.
At the same time, expectations are expanding beyond fitness.
78% of users say they want routines that include recovery and lifestyle services, and 33% say they would accept higher prices when those extras are included.
Demand for services like massage and sauna shows how expectations – and willingness to pay – are evolving.
Studios that offer variety and build a more complete experience are better positioned to keep members engaged over time. The opportunity isn’t just to attract attention, but to build something people choose regularly.
With bsport studios can:
bsport is the leading management platform designed specifically for boutique fitness and wellness businesses, from independent studios to global franchise networks. bsport gives you everything you need to grow on your own terms, stay close to your members, and keep up with evolving expectations, so you can use apps like Classpass to bring in new members, and rely on bsport to build direct relationships that drive retention.
With bsport, you can:
Integrate with platforms like ClassPass to extend your reach
Launch a fully branded app to bring your members into your own ecosystem from day one
Make every class count with waitlists and flexible attendance rules
Stay connected through targeted, behaviour-based messaging
Encourage referrals with guest passes, gift cards, and simple sharing tools
Add wellness services and in-studio purchases to grow revenue beyond classes
Use AI-powered tools like automated workflows and churn insights to reduce admin and focus on your members
Rely on dedicated onboarding and account management support as your studio grows
Grow your studio. Get 3 months free.
Trusted by 3,000+ studios worldwide, bsport helps Pilates studios run smoothly behind the scenes — from bookings and memberships to payments and reporting. Grow your community, increase retention, and scale without losing what makes your studio special.
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