The smartest move Soulcycle made was staying a Premium Service and saying no to classpass.

http://whogavethemmoney.com/2015/03/10/is-classpass-already-doomed-to-fail-or/

I have run studios for years. Classpass does not work for studios. Your membership will leave you for classpass once members learn they are paying double what the others in your classes are paying. Your user base will be very angry at you. Incremental revenue is the fantasy that classpass is selling. It does not work out that way. Members abandon studios for classpass. Your loyal user base will not be happy to learn that they are paying $25 and you just sold classes to classpass at $10. You will become a $10 an hour studio and will compete with every other $10 studio around you on a per class basis for users. You will be owned by classpass.

2 articles against Classpass in the New York Times:

http://www.nytimes.com/2015/04/02/fashion/classpassdeep-discounts-but-some-discontent.html?_r=1

She would rather pay full price at SoulCycle than see the studio become even more crowded. “I’m like, ‘Please don’t join ClassPass,’ ” she said.

http://www.nytimes.com/2015/03/05/magazine/classpass-and-the-joy-and-guilt-of-the-digital-middleman-economy.html?_r=0

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