# ClassPass: Payal Kadakia

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-06-29
- Length: 1h 16m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia

## Summary

Payal Kadakia, co-founder of ClassPass, explains how a frustrating search for dance classes in New York City led to the creation of a fitness booking platform. She details the company's multiple pivots, starting with Classivity, a search engine that failed to drive bookings, to a 'Passport' trial product, and finally to the subscription-based ClassPass model. Kadakia discusses the operational challenges of balancing studio partnerships, managing unit economics with unlimited plans, and navigating the existential threat of the COVID-19 pandemic by launching digital streaming services.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=0) Introduction: Payal Kadakia and ClassPass
- [4:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=294) Kadakia's Background: Dance, MIT, and Early Career
- [19:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=1141) The Origin Story: From Dance Frustration to Classivity
- [33:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=2018) The Failure of Classivity and the Pivot to Passport
- [41:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=2501) Launching ClassPass: The Subscription Model and Growth
- [54:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=3254) Scaling Wars: Unlimited Plans, Competitors, and Operation 2015
- [1:00:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=3608) Pricing Strategy: The Problem with Unlimited and Credits
- [1:11:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-06-29-classpass-payal-kadakia#t=4274) The Pandemic Pivot: Digital Streaming and Studio Relief

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- ClassPass (product)
- Classivity (product)
- Lululemon (company)
- Open Table (product)
- ZocDoc (product)
- Techstars (other)
- Bain (company)
- Warner Music Group (company)
- MIT (other)

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- [97: Plateaus](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-04-06-97-plateaus) (Thoroughly Considered)
- [Founder Feature: Max Luthy of Plink!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-18-founder-feature-max-luthy-of-plink) (The Startup CPG Podcast)
- [159: Build a Community to Sell Your New Product Invention](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention) (Product Startup)
- [#179 - Bootstrap Heroes: Hazard's Hop Water, SWAIR, Gourmend Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-21-179-bootstrap-heroes-hazards-hop-water-swair-gourmend-foods) (The Startup CPG Podcast)

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