How ClassPass Built a Marketing Funnel on Scarcity and Access

In this episode, Lucas and Luna dive into how ClassPass built a marketing funnel that turned limited access into an asset. Starting with the company's January 2026 redesign that scrapped the old credit-based system for a simpler tiered subscription, they explore how the brand uses geographic scarcity, time-limited alerts, and studio exclusivity to drive awareness, interest, decision, and action. Lucas breaks down the math: ClassPass ended 2025 with over 35 million visits booked per month across 30,000 partner studios, and a 22% year-over-year increase in active subscribers after the redesign. Luna brings in the psychology — how the 'fear of missing out' on a popular spin class creates urgency that a traditional gym membership can't replicate. They also discuss the risk of alienating users when supply can't meet demand, and how ClassPass uses waitlist data to signal which studios to expand with. A focused look at how a two-sided marketplace keeps both sides of the funnel moving. #ClassPass #MarketingFunnel #ScarcityMarketing #SubscriptionModel #FitnessTech #TwoSidedMarketplace #ConsumerBehavior #Urgency #AccessEconomy #ReEngagement #WaitlistStrategy #Retention #Freemium #BusinessStrategy #Marketing #BusinessPodcast #FexingoBusiness #PodcastEpisode Keep every episode free: buymeacoffee.com/fexingo