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  • January 2017 (Revised September 2022)
  • Case
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Classtivity: Payal's Pirouette

By: Jeffrey J. Bussgang and Olivia Hull
  • Format:Print
  • | Language:English
  • | Pages:26
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Abstract

A few months after launching a new fitness technology product, the small staff of New York startup Classtivity gathers on a Saturday in April 2013 to take stock. With one successful pivot under its belt, Classtivity is finally generating revenue and enthusiasm among customers. But cofounder and CEO Payal Kadakia has some doubts. There are signs that customers love the offering, but studios are less enthusiastic. Efforts to get customers to return to the studios after their monthly packs expire have largely failed. Kadakia must decide, preserve the product or pivot to a new business model?

Keywords

Product Pivot; Boutique Fitness; Fitness Industry; Market Sizing; Consumer Technology; Bundling; Subscription Model; Two-sided Marketplace; ClassPass; Entrepreneurship; Venture Capital; Business Startups; Transition; Customer Focus and Relationships; Technological Innovation; Organizational Change and Adaptation; Customer Value and Value Chain; Marketing Strategy; Failure; Business Strategy; Technology Industry; Health Industry; New York (city, NY)

Citation

Bussgang, Jeffrey J., and Olivia Hull. "Classtivity: Payal's Pirouette." Harvard Business School Case 817-002, January 2017. (Revised September 2022.)
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About The Author

Jeffrey J. Bussgang

Entrepreneurial Management
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Related Work

    • March 2017
    • Faculty Research

    Classtivity: Payal's Pirouette

    By: Jeffrey J. Bussgang and Olivia Hull
    • January 2017 (Revised September 2022)
    • Faculty Research

    Classtivity: Payal's Pirouette

    By: Jeffrey J. Bussgang and Olivia Hull
Related Work
  • Classtivity: Payal's Pirouette By: Jeffrey J. Bussgang and Olivia Hull
  • Classtivity: Payal's Pirouette By: Jeffrey J. Bussgang and Olivia Hull
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