Opening Bid Unfiltered How Masterclass built a $475M online education giant
Mar 2, 2026
David Rogier, founder and CEO of MasterClass, built a platform that brings world-class experts to millions. He discusses recruiting top instructors, how formats and audiences shifted after the pandemic, MasterClass’s role in schools, AI-driven personalized learning, and a new AI-focused business program with partners like OpenAI and Chicago Booth.
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From Begging Stars To Turning Down Instructors
- Early on Rogier spent years persuading top figures to join; now Masterclass declines about 99% of instructor requests.
- He recalls initially begging high-profile leaders until the platform built credibility.
Instructors Teach Practical, Surprising Skills
- Rogier lists surprising high-quality classes that taught him real skills, like Hans Zimmer for rhythm and Steph Curry for aiming on the rim.
- He shared a personal habit change: aiming at the front of the rim after Curry's lesson improved his shots.
Platform Shift From Star Power To Depth
- Masterclass evolved into 85 top experts teaching both craft and what they wish they'd been taught, expanding depth and breadth beyond early expectations.
- Content demand shifted during the pandemic toward longer deep-dive classes, then later toward shorter, immediate-impact lessons.