Despite my physique, or to spite my physique, I joined ClassPass this year. It’s fun, I did some things I wouldn’t have otherwise, and for a fleeting span of time I was able to remember the combination of gym clothes and workday timing needed to get the most of my membership.
Time passed, and the neighborhood YMCA started to make more sense. So, I went to cancel, and discovered a surprising reactivation fee if I wanted to return. Is it anti-customer or does this fee make sense for the ClassPass product?
First, when start moving down the cancellation path, ClassPass pushes a downgrade instead. ClassPass’s customers are clearly seeking variety and scheduling freedom, and under those fluid criteria, could very well decide that fewer classes per month is in fact the right option.
I selected a downgrade option a few months ago, and upon my newest attempt to cancel, I found another downgrade option for one class per month that wasn’t previously available to me.
Giving ClassPass the benefit of the doubt, the one-class-per-month option is probably a dead end for them in terms of driving active usage. At once a month, it’s unlikely to be habit for long, except for the occasional business traveler. So, I understand their reluctance to present it with the three-per-month option I chose previously.
Throughout the “Wait, just downgrade” funnel, the reactivation fee is staring you in the face. The intent is clear – a future penalty exists should you make the mistake of cancelling now. It also anchors the user, so the downgrades look like more of a bargain.
When finally completing the cancellation “Fees are too restrictive” was one of the options, which means, ya know, they know this might be an issue for some users.
Cell phone service providers, not known as bastions of high NPS, also charge reactivation fees. Arguably, they have higher costs to bear for a reactivation than ClassPass, but you’d figure both companies would benefit more by removing all barriers to signing up a previously happy customer to pay them $50+ per month.
I’m most curious about this: When I go back to ClassPass in 6 months and attempt to sign up again, will the reactivation fee even appear?