How Payal Kadakia turned her passion into a successful business

Payal Kadakia knows how to juggle many roles with grace. The Indian-origin entrepreneur grew up in the US and was always, as she puts it, trying to reconcile her two different identities. Her passion for dance, however, began at a young age and remained steady throughout. So, in 2010, she took the leap to start her own business - and that eventually led to the formation of ClassPass - a subscription-based health and fitness company that helps users book workout classes. Since then, the company has amassed millions, expanded to other countries (it just landed in Dubai last month) and made Payal an entrepreneur to watch out for (she was named amongst the 50 most influential women in America by Marie Claire in 2015). Despite all this, she always made time for her passion, and has even set up

Sa Dance Company in New York in the hope of raising awareness about Indian dance in western countries.
None of these accomplishments seem to have gone through her head though. During a brief meeting at a coffee shop in City Walk, Payal is gracious and forthcoming, not showing any signs of tiredness despite her packed two-day schedule in Dubai. Over hot chocolate, she shares her story, and some of the secrets of her success.
You developed a love for dance at a very early age - when you were only three years old. But what is it that got you interested in dance in the first place?
I didn't always love all Indian dance forms when I started training. But then I started watching Bollywood movies and just fell in love. I remember watching Madhuri Dixit in the song Ek Do Teen again and again. I also loved Sridevi. I wanted to dance like them. I thought what they were expressing was so beautiful and sweet and feminine but also so powerful and strong. That's what inspired me. I would dance for hours trying to copy their expressions.
A lot of people who grow up in different countries feel the need to distance themselves from their culture. What made you go the complete opposite way and embrace your Indian roots?
When I was growing up, I was made fun of a lot for being from India and looking different. I grew up in New Jersey and was the only Indian person in my grade. I even did a folk dance for my talent show once and got laughed off the stage and did not want to go back to school.
But nearby, there was this town where there were more Indians. I had a dance teacher who taught me Indian folk music and Garba there. I didn't realise how beautiful my culture was until I started dancing and met all these other people from my community. So, I guess, I always had this divide. But when I started college, I realised I wanted to be confident about where I come from. I didn't want to feel like my Indian life had to be separate from my American life. I wanted to blend the two.
Did you ever have a favourite type of dance?
It's hard to pick a favourite. I'm a dabbler. I like to blend stuff. I've studied ballet and Indian folk dance and I cheerleaded for 10 years. I love all forms of movement! But one of the things I love about Indian folk dance is that it tells stories about how Indian women lived their daily lives - from getting water from a well to the way they make food in the morning. It was my only way of understanding how my ancestors lived. I think dance is a very big part of who we, Indians, are as a culture.
Did you ever think about a career in dance?
Well, my parents came to the US, from India, in the 70s. They never discouraged me from dancing - they knew it was a passion and that I was good at it. But I didn't know what I wanted to become - although I wanted to make my parents proud.
So, when I went to college, I wanted to do well because I firmly believed that only if I succeeded, career-wise, I would be able to make time for dance. When I graduated from MIT, I joined Bain & Company and then moved to Warner Music Group to gain experience in technology. What I learnt from the world of finance and technology, I applied to my passion for dance.

After settling into a cushy job, what made you risk everything and launch your own enterprise?
Three years after college, I was consulting in Bain & Company while most of my friends were still in business school. My job was stable but I still wanted to dance. So, I'd work that 9 to 5 job and then go for dance classes. It's during that time that I started Sa Dance Company.
After two and a half years of doing that, I felt that itch to do something different. I wanted to help people stay passionate about their hobbies and live a healthier lifestyle. At that point in my life, again, I felt like I was having two identities. I was corporate person during the day and an artist at night. When I told my mother about it, she said, 'just quit'. She believed that whatever I choose to do in my life, I would succeed. Somehow that stamp of approval was really important for me to take that leap and start ClassPass.
You originally launched Classivity in 2010, then remodelled the company and launched Passport in 2012. You finally perfected the business model in 2014 with ClassPass. I'm sure it was not all smooth sailing. What was the biggest challenge?
The biggest challenge was figuring out the right product. You can get customers to pay for a product, but I also wanted something that encouraged them to get active. It took me a year to get someone to book a class and a few more years to develop the right business model that kept them coming back and engaging with the product. It taught me that no amount of marketing can sell a product that people do not want. A lot of entrepreneurs think that if they have the right photos and press releases and funding, they will succeed. But you can only succeed if your product is something that people want to buy.
Any life lessons you've learnt along the way?
So many! I think the first is that, if you do anything in life, do it well. The people you work with now will be the ones you are in touch with for the next 10 years or so. So, even if you're doing someone a favour, give it your 150 per cent.
The second is that you have to be okay with failing. If things don't work out, you have to know how to get up. If you get stuck and don't make decisions - that is the biggest failure of any startup. You have to keep moving forward and solving problems.
The last would be about mission and vision. You need a true vision for why you're doing something and it cannot be greed or ego or power or money. It has to be a true purpose and it has to be deep-rooted.
What made you choose Dubai when expanding ClassPass?
People in Dubai want to feel good right now. They are investing in their health and wellness just as much as they are in products and goods, and I think that is remarkable. We know it's a great market, so we are very excited to be here.
Why do you think it is so important for working professionals to take time out for their hobbies?
Often, we stop setting goals for ourselves as we progress and grow. When we are younger, people tell us to explore extracurricular activities. But as adults, society sets new goals - it's all about getting married and having kids and I don't believe it should just be about work and family. We should feel like we've achieved something every single week. Fitness gives you that. Even if it's something as simple as doing a difficult pose you weren't able to do a week ago, it gives you that small sense of achievement that you can carry with you.
At the end of the day, if you don't spend time connecting to your mind and body, life just moves on. You forget your reason for existing. You can't be the best version of yourself at work or at home if you don't take care of yourself.
How do you think dance, as a hobby, can also help bring a community together?
Dance gives you a way to express yourself. You can see a person showcase their inner self when they dance. It's very liberating, and it's beautiful when it's done with other people.
Is that why you created Sa Dance Company?
Well, I've been dancing all my life. When I came to New York, I started looking for dance companies to perform with, and that's what led me to start Sa 10 years ago. At some point, I wanted Indian dance to be seen not just as entertainment but as an art form. Whether it was folk dance or Bollywood, I wanted to create a platform to make it more mainstream and put it on the same level as, say, ballet one day. Because I truly believe that is what Indian dance deserves.
What are the women at Sa Dance Company like?
The women are just incredible. A lot of them have full- time jobs and families and are unbelievably successful. We have CEOs and executives. But the one thing all the ladies have in common is a love for dance. We dance about 10-12 hours in a week and love it. During weekends, we perform - we've performed at the Lincoln Center and The Ailey Citigroup Theater and museums around the world. I think it's so important because we are sharing stories about our culture, and it's necessary for people to see them.
Any final advice for our readers?
I've learnt that your greatest life is on the other side of your greatest fear. So, take leaps to realise your potential.
janice@khaleejtimes.com