The Studio Squeeze: How to Grow Without Giving Away the Keys

Everyone’s Playing Offense Right Now

Pvolve just hit 40 open studios and is signing new franchise agreements, according to Athletech News. ClassPass is rolling out new studio-friendly policies and protections. And body LIFE is hosting an exclusive live webinar promising top-level expertise for studio operators.

Three different stories. One shared signal: the fitness industry is in a growth moment, and the operators who move with intention are going to pull ahead of the ones who just react.

But growth without a plan is just expensive chaos. So let’s talk about what’s actually happening — and what you should do about it.

The Partnership Trap (And How to Avoid It)

ClassPass adding studio-friendly policies is genuinely good news. When a major aggregator platform starts building in more protections for studios, it means the industry pushed back hard enough to be heard. That’s worth noting.

But here’s the thing: policy updates don’t replace your own strategy. A better ClassPass deal is a better ClassPass deal — it’s not a growth plan. The studios that treat aggregator platforms as a top-of-funnel tool, not a revenue backbone, are the ones that stay in control of their pricing, their brand, and their customer relationships.

If you’re on ClassPass or similar platforms, this is the moment to audit how you’re using them. Are you converting those visitors into direct members? Are you protecting your peak-time classes? Friendlier policies give you more room to negotiate — use it.

Franchise Growth Is a Signal, Not Just a Headline

Pvolve reaching 40 open studios isn’t just a vanity milestone. It tells you that a specific kind of studio model — functional, low-impact, science-backed — is finding a real audience at scale. Franchising is hard. Getting to 40 locations means the unit economics work well enough that operators are betting real money on the concept.

You don’t need to franchise to learn from this. Ask yourself: what does Pvolve have that’s repeatable? A clear methodology. A defined customer. A brand promise that travels. If your studio burned down tomorrow and you had to rebuild it somewhere else, could you? If the answer is uncertain, your concept might still be too dependent on you personally — and that’s a ceiling on your growth.

Your Do-This-Now Move

Body LIFE’s upcoming expert webinar is a reminder that the sharpest operators are constantly in learning mode. Here’s your practical checklist based on everything above:

Audit your aggregator presence. With ClassPass improving its studio protections, renegotiate or re-evaluate your terms. Make sure you’re acquiring members, not just renting out empty slots.
Document what makes your studio repeatable. Write down your methodology, your customer profile, and your core class format. You don’t have to franchise — but thinking like you could will sharpen your operations.
Find your knowledge edge. Whether it’s a webinar, a peer group, or an industry event, schedule one learning touchpoint this month. The studios winning right now aren’t winging it.

The industry is moving. The question is whether you’re steering or just along for the ride.