On September 2, Bruce Studios updated the membership structure to make it more transparent, fair, and flexible. A series of changes were introduced to improve availability, create fairer access, and offer clearer membership options for everyone.
These updates were part of a broader effort to build a more sustainable model that benefits both members and partner studios. Below is a full overview of what changed and why.
Booking Policy Updates
A harmonised booking policy was introduced across all markets. These updates were designed to improve availability and create a fairer and more reliable experience for everyone. A pilot in Denmark showed promising results, with fewer cancellations and more spots becoming available earlier.
Previously, many members booked multiple classes “just in case” and cancelled at the last minute. This created the impression that everything was fully booked, even though many spots ultimately went unused because they were released too late for others to rebook.
With the new policy, members were encouraged to only book the classes they truly planned to attend. This helped reduce late cancellations and made more spots available earlier, giving more members a better chance to plan and secure the classes they wanted to attend.
Key rules introduced
Simultaneous bookings: Base (3), Black (4), Epic (5)
Late cancellation: Cancelling less than 12 hours before class = 1 strike
No-show: Cancelling less than 3 hours before class or not checking in = 3 strikes
Late check-in: Checking in after class start (some studios required earlier check-in) = 1 strike
Strike system
3 strikes resulted in a 14-day booking suspension
The suspension could be unlocked for 100 DKK
Strikes were removed automatically, one at a time, every 60 days starting from the first strike
The first missed check-in was covered by Bruce Studios, and the user was informed. Future misses counted as no-shows
All members started with zero strikes in September
Studio Visits & Monthly Limit
Studios were no longer classified as Base, Black, or Epic. Instead, the number of visits allowed per studio depended on the membership level. Visit limits ranged from 0 to 8 times per month, while STC and selected Friskis locations remained unlimited.
This change was introduced to give more members the opportunity to explore and enjoy a wider range of studios.
In the long term, the new model was expected to lead to better availability across the entire network and make it easier to welcome both new and returning studios.
Example
København Danser
Base: 2 visits/month
Black: 8 visits/month
Epic: 8 visits/month
The Yoga Flat Vesterbro
Base: 0 visits/month
Black: 4 visits/month
Epic: 8 visits/month
To ensure fairness and accessibility, a monthly check-in limit of 20 visits was introduced. This encouraged more balanced usage across the network, improved availability for most members, and supported a more sustainable collaboration with partner studios.
For some studios, the new visit limits applied from December 1. Members could always check current limits directly in the app.
Wellness Access
Wellness became a separate category, including recovery-focused experiences such as saunas, cryotherapy, massage, and similar services. Some existing studios moved into this category, and the wellness offering was expanded with new partners.
Monthly wellness visit limits:
Base: no access
Black: 4 visits/month
Epic: 8 visits/month
Wellness visits were included in the overall limit of 20 check-ins per month.
Members can filter on Wellness Studios directly in the app.
Updated Pricing & New Membership Options
Pricing was updated, and all membership levels became available everywhere, with the option to choose between monthly or annual plans.
These changes were designed to offer more flexibility and long-term value.
Annual memberships introduced:
Base: 499 DKK/month
Black: 899 DKK/month
Epic: 1299 DKK/month
New monthly prices:
Base: 599 DKK/month
Black: 999 DKK/month
Epic: 1399 DKK/month
Existing members
Members on a monthly membership kept their current price as long as they did not cancel or change their membership.
About annual plans
Members could upgrade to a higher membership level during the annual commitment, but not downgrade
When the annual plan ended, the membership automatically continued as a monthly subscription at the standard monthly rate at that time
Pause rules remained the same for both annual and monthly memberships
These updates were introduced to help more members find the right balance between flexibility, value, and long-term commitment.