Learn the business choreography of this "Marvel" who moves people literally AND emotionally! [Monday: Marketing Marvels]
| From the desk of Miles Everson: Hello and happy Monday! I hope you are all well-rested over the weekend. Let’s begin this week with a feature of our “Marketing Marvels.” Each Monday, I write and publish articles about people with incredible marketing and business expertise. Today, let’s highlight a name some of you might not have even heard of yet. Are you ready? Read on below to know more. |
Learn the business choreography of this "Marvel" who moves people literally AND emotionally! There’s a moment in everyone’s life when frustration sparks innovation. It’s that instant you realize the world doesn’t yet have what you need, so you decide to build it yourself. For some, it’s a small tweak; for others, it’s the start of something revolutionary. Just imagine you’re standing outside a studio, phone in hand, scrolling through endless websites, schedules, and booking pages, just trying to find a class that fits your life… It’s supposed to be simple—you just want to move, unwind, and breathe. However, it’s not. That tiny moment of inconvenience becomes the birthplace of a billion-dollar idea. That spark? It belongs to Payal Kadakia , the woman who turned her personal frustration into ClassPass , one of the most influential fitness and wellness platforms in the world! … but her story isn’t just about fitness; it’s also about how passion, persistence, and purpose can come together to create a business that moves people, literally and emotionally.
Born in New Jersey to Indian immigrant parents, Kadakia grew up balancing two worlds: One rooted in tradition and another racing toward modern ambition. While her parents emphasized academic success, young Kadakia found her rhythm in something far less conventional: Dance . From an early age, she was captivated by movement, drawn especially to Indian classical dance. It wasn’t just a hobby; it was also her way of connecting to her heritage and expressing creativity in a structured world. She went on to study at MIT , one of the most demanding academic environments in the world. Yet, even there, she found time to choreograph, perform, and lead That balance between logic and creativity—between formulas and freedom—would later become the foundation of her entrepreneurial genius. Therefore, the true edge in AI After college, she worked as a consultant at Bain & Company , a dream job for many. However, for Kadakia, something was missing. She loved her career, but her soul craved more movement, more meaning . So, when she struggled to find dance classes that fit her schedule, a thought struck her: “What if finding fitness classes was as easy as streaming a song or ordering takeout?” he Art of the Pivot: The Birth of ClassPass In 2011, Kadakia launched Classtivity , the early version of what would later become ClassPass. The concept was simple: Build an online platform where people could find and book different workout classes. Unfortunately, it didn’t quite take off. The user experience was clunky, and people weren’t ready to commit to the model she had envisioned. Normally, many would’ve stopped there… but Kadakia didn’t. Instead, she pivoted—not once, but several times—testing, learning, and refining until she landed on the subscription-based model that would redefine the fitness industry. With ClassPass, users could access a variety of studios and classes under one membership: Yoga today, boxing tomorrow, and Pilates next week. The idea empowered users to explore movement freely while helping boutique studios fill their classes. It was a win-win. Under her leadership, ClassPass exploded. It expanded across countries, partnered with thousands of studios, and eventually achieved unicorn status—a billion-dollar valuation. Behind the scenes, Kadakia’s real innovation wasn’t just the product but also the philosophy behind it. In fact, Kadakia’s journey offers a wealth of insights for entrepreneurs, leaders, and marketers alike. Here are some of the most powerful lessons her story teaches us:
Clearly, Kadakia didn’t just build a brand; she built a philosophy. Her story proves that the intersection of creativity , courage , and curiosity is where innovation thrives. She teaches us that the best businesses aren’t born from boardrooms; they’re born from the heart, from moments when frustration meets vision. What else? Her life’s work reminds us that entrepreneurship, much like dance, is about flow —sometimes you stumble, sometimes you soar, but you always keep moving. That’s exactly what Kadakia has done: She’s kept the world moving, one class, one dream, and one bold step at a time. Hope you’ve found this week’s topic interesting and helpful. Stay tuned for next Monday’s Marketing Marvels! In just less than a decade, this podcasting duo composed of ex-NBA players managed to create a podcasting powerhouse. Learn more about Stephen Jackson and Matt Barnes in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
