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Google-backed Fitness Club Service Enrages Members
Nov 03, 2016

Following a series of outrageous price hikes in April, a popular fitness club service has once again shocked its loyal customer base — this time, ClassPass is discontinuing its most popular membership option: the monthly-unlimited plan. 

When Google-backed ClassPass first launched in May of 2013, users flocked to the fitness start-up, which offered $99 monthly unlimited plans, allowing them to take as many classes as they wanted at various boutique workout studios in their region.

But unluckily for those consumers, the plan was just too good to be true. Throughout the last three years, ClassPass has struggled to sustain its business model, hiking prices to $125, $190 and finally to its most recent rate increase of $200 for the unlimited membership plan.

Although the company has been backed by Google Ventures, who funded it with $30 million last year, the venture capital was just not enough to continue its current business model.

Members of the fitness class subscription service were less than thrilled Wednesday to wake up to an email from ClassPass CEO Payal Kadakia. In the open letter, Kadakia wrote that the decision to do away with the unlimited option "did not come easy."

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