A Simple Frustration Sparks an Idea
In 2011, Payal Kadakia, a former Bain consultant and dancer, struggled to find a dance class using online search tools. Frustrated by fragmented listings, she conceived a platform that worked like OpenTable, but for fitness classes. She gave herself two weeks to develop the concept—launching a search engine for classes, eventually called Classtivity.
Learning the Hard Way Before Pivoting
Despite initial enthusiasm, Classtivity attracted traffic but few bookings. Realizing she’d focused on the wrong metric—activity searches, not attendance—Kadakia pivoted. She iterated product concepts twice before releasing “Passport,” a 10-class trial pass. When that revealed further gaps, she introduced a recurring subscription—the version of ClassPass we know today.
Obsessing Over Product-Market Fit
From her accelerator days at Techstars onward, Kadakia treated every booking as a data point. She believed “false signals” like press coverage or downloads mattered less than real class visits. By being scrappy—booking classes herself, calling studios, personally troubleshooting—she shaped a product that resonated truthfully with both users and partners.
Scaling Soundly, Not Loudly
Rather than chase rapid growth, Kadakia focused on sustainable traction. She invested heavily in customer experience and curated studio partnerships. Sampling budgets were reinvested into growth, and new markets were added only after validating 50+ studios per city. Over time, ClassPass expanded thoughtfully into 39 global markets and nearly 8,500 studios.
Leadership Rooted in Authenticity
A muggings and close calls early on taught Kadakia the value of self-care. She began leading with honesty—sharing both her vulnerabilities and strengths. This authenticity shaped ClassPass culture: hiring for growth mindset, encouraging autonomy, and prioritizing well-being alongside performance.
Achieving Unicorn Status Quietly
ClassPass raised $154 million from investors like GV and Thrive Capital. It reached a $1 billion valuation in 2020 and was acquired by Mindbody in 2021. Throughout, Kadakia shifted roles—from CEO to executive chair—choosing strategic impact over title prestige.
Conclusion
Payal Kadakia’s journey from an MIT graduate frustrated by search to building a global fitness subscription powerhouse shows the power of clarity, iteration, and resilience. By quiet persistence—listening to users, iterating relentlessly, and scaling considerately—she created a brand that feels both massive and deeply human.
