Class passes vs memberships — what's best for your studio?

It's one of the questions every studio owner asks themselves: should I sell class passes or memberships? Or both?

The answer isn't the same for everyone. It depends on your customers, your class schedule, and your goals. But there are clear patterns — and most successful studios end up at the same answer.

Let's dig in.

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Class passes: flexibility for the customer

A class pass is simple: the customer buys a number of classes (typically 5, 10, or 20) and uses one per class. When the pass is used up, they buy a new one.

Pros

• Low commitment. The customer doesn't lock into anything ongoing. Good for new customers who want to try.
• Money upfront. You get paid for 10 classes at once, regardless of when the customer uses them.
• Easy to understand. "Buy 10 classes, use them whenever." No customers calling to cancel.

Cons

• Unstable revenue. You never know when the customer will buy the next pass. Some quietly drift away.
• No automation. The customer has to actively decide to buy again. That's a barrier.
• Customers "hoard" classes. Some buy a 10-class pass and use it over 6 months. That's a long stretch with no new revenue.

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Membership: stability for you

A membership charges a fixed amount every month. The customer gets access to a set number of classes (or unlimited) and pays automatically.

Pros

• Predictable revenue. You know exactly what's coming in next month. That makes planning possible.
• Automatic renewal. The customer doesn't have to do anything. It just runs — and few cancel if they're happy.
• Higher customer value. Members typically pay more over time than class-pass customers.
• Stronger community. Members come more often and feel more like part of your studio.

Cons

• Higher barrier. "399 kr/month" feels like a bigger decision than "900 kr for 10 classes" — even though the membership is often cheaper per class.
• Cancellations can swing. Summer holidays, dying New Year's resolutions, moving house. Members can cancel month to month.
• Requires critical mass. 10 members give 3,990 kr/month. 50 give 19,950 kr/month. It takes time to build up.

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The numbers speak: which earns you more?

Let's run the maths with a concrete example:

Surprised? In this scenario the class pass actually brings in almost twice as much as the membership.

But here's what the numbers don't show: members stay longer. Class-pass customers might buy 2-3 passes and stop. A member often stays 12-18 months.

Over 18 months: 399 kr × 18 = 7,182 kr per member.

And most importantly: membership revenue is predictable. You can pay rent with it.

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The best strategy: offer both

Most successful studios offer both class passes and memberships — but make the membership the clearly better deal.

How to structure it:

*Calculated at 2 classes/week

When the membership is half the per-class price of the other options, the choice is easy for any customer who attends more than 4 times a month.

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When the class pass is the right choice

• You've just started and don't have enough customers for the membership model to make sense.
• Your teaching is seasonal (riding schools, swim schools). Here a term pass beats a membership.
• Your customers travel a lot and find it hard to commit to something monthly.
• You offer workshops/events that don't fit inside a membership.

When the membership is the right choice

• You have a steady weekly schedule with classes your customers can attend every week.
• You want predictable revenue so you can plan and budget.
• You want to build a community of regular, returning customers.
• You use MobilePay subscriptions so payments run automatically.

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Our recommendation

Start with class passes to attract customers. Once you have 15-20 regulars, introduce a membership as the best deal. Keep the class pass for new customers and those who prefer flexibility.

And make sure your customers can pay with MobilePay — whether they choose a class pass or a membership. It makes all the difference.

This article was last updated on 8 January 2026.