Playlist Media
Playlist is the parent brand of a vertically integrated fitness and wellness operating system combining B2B SaaS (Mindbody, Booker, Kite), a consumer membership marketplace (ClassPass), connected fitness equipment (EGYM), and corporate wellness (EGYM Wellpass), serving 40,000+ businesses and millions of consumers across 30+ countries.
- Company typePrivate
- Founded2002
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Playlist Media does
Playlist is the parent brand of a vertically integrated fitness and wellness operating system, formed by the rebranding of Mindbody in June 2025 and the completion of its merger with EGYM in March 2026. The company operates a portfolio of five core brands: Mindbody (B2B SaaS for booking, scheduling, and business management at fitness, wellness, and beauty businesses), Booker (back-office software for spas and salons), ClassPass (consumer membership marketplace for flexible fitness and wellness experiences), EGYM (connected fitness equipment with AI-driven workout programming and the Wellpass corporate wellness platform), and Kite (enterprise management platform for multi-brand franchise operators with integrated payment facilitation).
The platform serves four primary customer segments: small and medium-sized fitness/wellness/beauty businesses (Mindbody, Booker), individual consumers (ClassPass), multi-brand franchise operators (Kite), and corporate employers (EGYM Wellpass). At combined scale, the ecosystem supports 40,000+ Mindbody-powered businesses, 88,000+ ClassPass venues, 33,000+ EGYM-powered fitness locations, 20,000+ Wellpass employer partners, and millions of active consumers across 30+ countries.
Revenue is generated through five distinct streams: SaaS subscriptions (Mindbody, Booker, Kite), marketplace commissions (ClassPass credit transactions), hardware sales (EGYM equipment), corporate wellness subscriptions (EGYM Wellpass), and payment processing fees (Kite as a registered Payment Facilitator). Go-to-market combines product-led growth (ClassPass consumer self-serve marketplace), inside sales for inbound and outbound SMB acquisition (Mindbody), enterprise field sales for Kite and EGYM Wellpass, and dedicated regional field sales for international ClassPass partner acquisition. Reported combined revenue was $800 million+ in 2025 at a $7.5 billion enterprise value, with a global headcount of 3,000+ following the merger.
Playlist Media firmographics
Firmographics- Name
- Playlist Media
- Legal name
- MINDBODY, Inc.
- Website
- https://playlist.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Playlist is the parent brand of a vertically integrated fitness and wellness operating system combining B2B SaaS (Mindbody, Booker, Kite), a consumer membership marketplace (ClassPass), connected fitness equipment (EGYM), and corporate wellness (EGYM Wellpass), serving 40,000+ businesses and millions of consumers across 30+ countries.
- Ownership category
- akta.pro rank
Playlist Media industry classification
Industry- Product category
- Fitness and Wellness Software
- NAICS
- Broadcasting and Content Providers (516)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Device & App Lifecycle Management (Build, QA, Release, A/B Testing) (MPAHAJAE)
Keywords
Where Playlist Media is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Playlist Media business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscriptions (Mindbody, Booker, Kite): Subscription-based software fees from wellness business operators using Mindbody and Booker platforms for business management, and multi-brand franchise operators using Kite. Revenue generated from monthly/annual subscription plans based on business size and feature requirements.
- Marketplace Transactions (ClassPass): ClassPass operates as a marketplace connecting consumers with fitness and wellness studios. Revenue generated through membership fees and per-class/credit transactions where ClassPass takes a commission on bookings.
- Hardware Sales (EGYM Equipment): Sale of smart fitness equipment and connected gym technology to fitness facilities and health clubs. Equipment is integrated with EGYM's AI training platform.
- Corporate Wellness (EGYM Wellpass): Enterprise wellness programs where EGYM Wellpass partners with employers to provide employees access to fitness facilities and wellness programs, generating subscription revenue from corporate clients.
- Payment Processing (Kite): As a registered Payment Facilitator (PayFac), Kite processes payments for multi-brand franchises and earns revenue through payment processing fees and automated royalty collection services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | SMB Sales Position - Inbound |
| Subscription | Annual | SMB Sales Position - Outbound |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
Playlist Media product offering
Product offeringCore offering
Playlist Media operates a portfolio of AI-driven SaaS, hardware, consumer marketplace, and corporate wellness brands built to power the experiences economy. Mindbody and Booker provide booking, scheduling, payments, and business management software for fitness, wellness, and beauty operators; ClassPass operates a consumer membership marketplace connecting users to 88,000+ studios and wellness venues; EGYM delivers connected smart fitness equipment with AI-enabled workout programming along with the EGYM Wellpass corporate wellness platform serving 20,000+ employer partners; and Kite provides an enterprise management platform with unified POS, CRM, payments, marketing, and analytics purpose-built for multi-brand franchise operators.
Product overview
Playlist is a portfolio of AI-driven SaaS, hardware, consumer, and corporate wellness brands built to power the experiences economy. The platform operates as a unified portfolio structure with five main brands: Mindbody (core SaaS platform for fitness/wellness businesses), Booker (back-office for spas/salons), ClassPass (consumer membership marketplace), EGYM (smart fitness equipment and AI training), and Kite (enterprise software for multi-brand franchises). Mindbody serves as the primary B2B SaaS platform while ClassPass is the flagship consumer-facing product. Kite represents a newer vertical SaaS offering targeting enterprise franchise operators. Each brand operates independently while sharing AI-powered infrastructure and consumer booking capabilities. The combined ecosystem supports 40,000+ Mindbody-powered businesses, 88,000+ ClassPass venues, 20,000+ EGYM Wellpass employer partners, and millions of active consumers across 30+ countries.
Differentiator
Problem solved
Functional benefit
Brands
- Mindbody: Leading SaaS brand for the fitness, wellness and beauty industry.
- Booker
- ClassPass
- EGYM
- Kite
Products and services
- Mindbody Leading SaaS platform for fitness, wellness, and beauty businesses providing booking, scheduling, staff management, payments, and business operations tools for small and medium-sized studios and operators.
- Booker Back-office management platform for spas and salons, providing scheduling, payments, and business operations tools to thousands of locations worldwide.
- ClassPass Premier consumer membership platform providing flexible access to fitness classes, wellness experiences, spa treatments, and lifestyle activities through 88,000+ studios and wellness venues worldwide on a credits-based booking model.
- Kite Enterprise management platform tailored for multi-brand and multi-location franchise operators, unifying POS, CRM, payments, marketing automation, analytics, and integrated fitness performance data, with automated royalty and brand-fund collection as a registered Payment Facilitator.
- EGYM Smart Fitness Equipment Connected smart fitness equipment delivering AI-driven workout experiences and hyper-personalized AI training plans for exercisers of all skill levels, sold to fitness facilities and health clubs.
- EGYM Wellpass Corporate Wellness Platform Corporate fitness and wellness platform partnering with more than 20,000 employer clients to provide employees access to tens of thousands of fitness locations worldwide as an employee benefit.
Quantifiable outcome
- More than $800 million in combined net revenue in 2025 while maintaining high-growth momentum and strong profitability
- +3 more outcomes
Companies that use Playlist Media
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Playlist Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
Playlist Media partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- David GlazercoreChief Financial Officer of Palantir Technologies appointed to Playlist's Board of Directors. Glazer brings over a decade of experience helping scale Palantir into a major technology company, with CFO role since 2020. Former corporate securities attorney at Wilson Sonsini Goodrich & Rosati.
- EGYMflagshipMerger completed March 31, 2026 combining Playlist's software and consumer platforms with EGYM's smart fitness equipment, AI training technology, and corporate wellness solutions. Transaction valued at $7.5 billion enterprise value with $785 million in new equity investments. EGYM operates as a subsidiary within Playlist portfolio.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Playlist Media competitors and assessment
Company assessmentDirect peers
- Deezer: Global music streaming service offering both subscription and ad-supported tiers. Comparable to Playlist as an independently operated, fully licensed streaming platform competing in the same category.
- Tidal: Music and video streaming platform owned by Block (formerly Square). A direct peer offering licensed music streaming, with a differentiated positioning around artist-owned content and audio quality.
- Spotify: Global leader in music streaming with both ad-supported and subscription tiers. Most direct competitor to Playlist given the explicit comparison in Playlist's positioning around user engagement versus Spotify.
- Pandora: Ad-supported music and podcast streaming service owned by SiriusXM. Directly named in Playlist's engagement comparison and operates a comparable ad-supported, lean-back listening model.
- iHeartRadio: Free, ad-supported streaming music, live radio, and podcast service from iHeartMedia. Directly comparable to Playlist given the ad-supported music streaming model and similar lean-back listening use cases.
Broad incumbents
- Apple Music: Subscription and ad-supported music streaming service from Apple. While subscription-led, Apple Music is part of Apple's broader services ecosystem and competes for the same listener attention as Playlist.
- Amazon Music: Music streaming service from Amazon bundled into Prime. A broad incumbent with deep catalog and ecosystem advantages, indirectly competing with Playlist for streaming share.
- YouTube Music: Google's ad-supported and subscription music streaming service. A massive incumbent with cross-platform distribution that competes for the same listening audience as Playlist.
- SiriusXM: Satellite and streaming audio entertainment provider including Pandora. A broad incumbent in audio entertainment with significant scale advantages and ownership of Pandora, a Playlist direct competitor.
Peers
- SoundCloud: Independent-leaning music and audio streaming platform with an ad-supported tier and creator monetization tools. Comparable to Playlist as an independent ad-supported streaming service with niche-audience appeal.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat6 records
Key risks4 records
Key highlights5 records
Customer concentration
Playlist Media social profiles
Digital presencePlaylist Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Playlist Media leadership team
Management profileNumber of profiles
Profiles9 records
Playlist Media subsidiaries and ownership
Company hierarchySubsidiaries5 records
Playlist Media funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Playlist Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Playlist Media
What does Playlist Media do?
Playlist Media operates a portfolio of AI-driven SaaS, hardware, consumer marketplace, and corporate wellness brands built to power the experiences economy. Mindbody and Booker provide booking, scheduling, payments, and business management software for fitness, wellness, and beauty operators; ClassPass operates a consumer membership marketplace connecting users to 88,000+ studios and wellness venues; EGYM delivers connected smart fitness equipment with AI-enabled workout programming along with the EGYM Wellpass corporate wellness platform serving 20,000+ employer partners; and Kite provides an enterprise management platform with unified POS, CRM, payments, marketing, and analytics purpose-built for multi-brand franchise operators.
Is Playlist Media a public or private company?
Playlist Media is a private company. It is classified as venture growth investor backed and is currently operating.
When was Playlist Media founded?
Playlist Media was founded in 2002. It employs 11 to 50 people.
Where is Playlist Media based?
Playlist Media is headquartered in San Francisco, United States, in the North America region.
How does Playlist Media make money?
Five revenue lines are on record. SaaS Subscriptions (Mindbody, Booker, Kite) is the primary driver. The others are marketplace Transactions (ClassPass), hardware Sales (EGYM Equipment), corporate Wellness (EGYM Wellpass) and payment Processing (Kite).
Who are Playlist Media's main competitors?
Direct peers on record are Deezer, Tidal, Spotify, Pandora and iHeartRadio. Broad incumbents are Apple Music, Amazon Music, YouTube Music and SiriusXM. SoundCloud is listed as a peer.
Does Playlist Media have an API?
No public API is recorded for Playlist Media.
What industry is Playlist Media in?
Playlist Media's product category is Fitness and Wellness Software. Its primary akta.pro industry code is MPAHAJAE, Device & App Lifecycle Management (Build, QA, Release, A/B Testing). Its NAICS code is 516 and its SIC code is 7990.