Square

Scaling bookings to enter Fitness

Square Appointments was built for 1:1 bookings. Fitness studios needed something different — scheduled sessions with fixed capacity, multiple attendees, and recurring schedules. My job was to extend the booking primitive without breaking what already worked for the sellers who depended on it.

Extending the booking primitive to support classes meant reconciling scheduling, attendance, and payments in a way that felt native to Appointments rather than bolted on. The work iterated through alpha, beta, and GA, with each stage shaped by direct feedback from fitness sellers already using the platform.

Classes grew 15x in the year after launch, and laid the foundation for everything that followed in fitness.