ClassPass AI customer support is now handling the majority of customer inquiries as the fitness subscription platform shifts to a chat-first, always-on service model.
Facing rising inquiry volumes from a growing global user base, ClassPass has expanded its use of artificial intelligence to deliver 24/7 customer support while keeping experience costs in check. Rather than viewing automation as a simple cost-cutting measure, the company redesigned how customer experience (CX) work is structured—blending AI-driven resolution with human oversight and specialization.
From Email Queues to Always-On Chat
Before rolling out ClassPass AI customer support, the company relied heavily on email-based assistance. As demand grew, that system became increasingly difficult to scale. Agents were forced to juggle multiple tools, from knowledge bases to workflow systems, slowing response times and limiting how many conversations they could handle at once.
According to Sarah Vanden Broek, senior manager of CX operations and AI at ClassPass, the company needed a new approach that allowed growth without proportional cost increases.
With the transition to live chat, ClassPass moved most of its support team away from email and into real-time conversations. AI-powered agent tools now centralize documentation, workflows, and response logic in a single interface, allowing agents to work faster and more consistently.
The result is a fully chat-first support operation available 24 hours a day, seven days a week.
Redesigning Roles Around Automation
As ClassPass AI customer support absorbed routine inquiries, the company reorganized its CX team to focus on higher-value work.
Instead of eliminating roles, ClassPass introduced new quality-assurance positions dedicated to reviewing conversations and identifying opportunities to improve automated responses and workflows. Team members who previously handled frontline tickets were reassigned to these oversight roles.
The company also created specialist roles for more complex or historically high-friction ticket categories. This structure allows experienced agents to focus on nuanced issues, while AI and generalist agents manage routine requests.
Automation at Scale, With Human Control
According to Decagon AI, a partner involved in the deployment, ClassPass achieved a 95% reduction in cost per support conversation, alongside a dramatic increase in automated ticket resolution. Automated deflection is now reported to be roughly ten times higher than before the AI rollout.
Reporting from The Information indicates that ClassPass’s support bot now handles a substantial share of inbound inquiries and, in several categories, performs on par with human agents.
Vanden Broek emphasized that flexibility and control were critical to the rollout. The CX team can update bot responses, workflows, and policies instantly—without waiting on external development timelines.
What This Signals for Customer Experience Teams
The ClassPass AI customer support shift highlights a broader trend across consumer platforms: automation is no longer just about efficiency. Instead, companies are using AI to redesign support operations around speed, availability, and specialization—while keeping humans in the loop for quality and judgment.
For ClassPass, the move to AI-powered, 24/7 chat support has allowed the company to scale service availability, handle rising demand, and rethink how customer experience teams operate in an always-on digital environment.
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