CorePower Yoga Expands HSA/FSA Access with Truemed, Reaching Members Who Stay Longer

Every gym or studio membership business faces the same three-part growth equation: acquire new members cost-effectively, convert from introductory offers into recurring membership formats, and retain for long enough for lifetime value to compound. CorePower Yoga, the nation's largest yoga studio brand, launched with Truemed to test whether HSA/FSA eligibility could positively impact all three growth levers at once.

Accessibility and democratizing yoga are key pillars we strive for at CorePower Yoga. Partnering with Truemed lets us extend that mission in a way that also delivers business results. We're seeing qualified customers choose our All Access Membership and stay with us longer, which tells us this channel is reaching people who are genuinely committed to their practice and well-being.

~ Sarah Choi

Chief Marketing and Commercial Officer, CorePower Yoga

CorePower deployed Truemed across critical touchpoints: an HSA/FSA eligibility widget on membership and class pack product pages, a dedicated landing page and email marketing campaigns to promote HSA/FSA eligibility. Additionally, CorePower rolled out dedicated training and studio flyers to ensure conversations about utilizing HSA/FSA funds through Truemed were happening in-studio, furthering their mission of making yoga accessible to everyone.

The pull-through was strong: 73% of qualified customers who made a CorePower purchase with Truemed chose the brand's unlimited All Access Membership, rather than trialing in with a class pack or discounted first month of membership (Intro Month).

The impact was immediate and sustained:

For CorePower, Truemed became more than a payment option. It serves as an acquisition channel that consistently brings in qualified members who commit to the unlimited All Access Membership and retain at higher rates.