Mindbody
- Company typePrivate
- Founded2001
- HeadquartersMiami Beach, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
Mindbody firmographics
Firmographics- Name
- Mindbody
- Legal name
- MINDBODY, Inc.
- Website
- https://mindbodyonline.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Mindbody industry classification
Industry- Product category
- Wellness Business Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
Keywords
Where Mindbody is headquartered
LocationHeadquarters
- HQ city
- Miami Beach
- HQ country
- United States
- HQ region
- North America
Markets served
Mindbody business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions: Tiered subscription model (Starter, Accelerate, Ultimate, Ultimate+) with per-location pricing. Includes core scheduling, CRM, booking, and reporting features. Additional fees for branded apps and premium add-ons.
- Payment Processing: Integrated payment processing powered by Stripe with competitive per-transaction rates. Revenue from payment processing fees on all transactions processed through the platform.
- ClassPass Revenue Share: Performance-based revenue from ClassPass bookings where Mindbody takes a share of reservations made through the ClassPass platform. Businesses pay when clients purchase promoted offers or book through affiliate channels.
- Branded App Sales: Additional revenue stream from branded mobile app development and publishing services for business customers wanting custom consumer apps.
- AI Marketing Tools: AI-powered marketing tools integrated into platform, with Attentive partnership enabling personalized SMS and email campaigns. Included at no additional cost for Ultimate and Ultimate+ subscribers.
- Mindbody Capital: Merchant cash advances and business financing provided in partnership with Parafin. Revenue generated from flat fees on funded amounts, with repayment automatically deducted from daily sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter Plan - Core essential tools for small businesses |
| Subscription | Monthly | Accelerate Plan - Growth-focused features for scaling businesses |
| Subscription | Monthly | Ultimate Plan - Comprehensive platform for established businesses |
| Subscription | Monthly | Ultimate+ Plan - Enterprise-level features for multi-location operators |
| Transaction based/ take rate | Pay-as-you-go | Variable Costs - Payment Processing |
| Subscription | Monthly | Branded App Add-on |
| Subscription | Monthly | Regional Pricing - UK |
| Subscription | Monthly | Regional Pricing - Australia |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels8 records
Mindbody product offering
Product offeringCore offering
Mindbody provides an all-in-one cloud-based business management SaaS platform for fitness, wellness, and beauty businesses, combining scheduling, CRM, payment processing, staff management, marketing automation, and reporting into a single system. The platform is tightly integrated with the Mindbody consumer marketplace app (3M+ active users, 600M+ annual bookings) and includes an embedded ClassPass distribution channel, AI-powered front desk automation, and embedded business financing through Mindbody Capital.
Product overview
Mindbody is an all-in-one B2B wellness SaaS platform for fitness, beauty, and wellness businesses, combining business management software (scheduling, payments, marketing, staff management, reporting) with consumer marketplace access through the Mindbody app (3M+ active users, 600M+ annual bookings). Following its $7.5 billion merger with EGYM in March 2026, the unified Playlist entity now encompasses the Mindbody platform, Booker software, ClassPass consumer aggregator (81,000+ business listings, acquired 2021), and EGYM's smart gym equipment and Wellpass corporate wellness platform. The product portfolio includes core platform capabilities plus add-on modules (Branded App, Business App, Messenger[ai] AI front desk, Payments, Marketing, Reporting, Staff Management, Multi-location Management, Branded Web Tools), embedded financing through Mindbody Capital ($48M+ deployed), and an integrations marketplace with 90+ third-party connections.
Differentiator
Problem solved
Functional benefit
Brands
- ClassPass: Subscription service for fitness and wellness classes integrated into the Mindbody platform.
- Messenger[ai]
- Mindbody Capital
- EGYM
Products and services
- Mindbody Platform All-in-one business management SaaS platform for fitness, wellness, and beauty businesses, combining CRM, scheduling, POS, payments, marketing, staff management, and reporting capabilities. Powers 40,000+ businesses with access to the Mindbody marketplace of 3M+ active users.
- Mindbody App (Consumer Marketplace) Consumer-facing mobile app and marketplace connecting users to fitness, wellness, and beauty services. Enables discovery, booking, and purchasing across 3M+ active users and 600M+ annual bookings, with dynamic pricing, promoted intro offers, and affiliate network integration.
- ClassPass for Business Global fitness and wellness aggregator platform acquired by Mindbody in 2021. Connects 81,000+ business listings to consumers, enabling studios to fill empty spots through intelligent reservation management (SmartTools) and dynamic pricing. Generated $1.6B+ for partner studios since March 2020.
- Mindbody Capital Embedded business financing solution providing pre-approved capital offers to eligible Mindbody business customers based on platform performance data. Offers flexible repayment tied to sales (pay less on slow days, more when sales are strong) with no interest, credit checks, or applications required. Provided $48M+ in financing to date, powered by Parafin.
- Mindbody Branded App Custom mobile app builder that creates iOS and Android apps customized with business branding (logos, colors). Clients can book, buy, and manage memberships directly. Businesses with branded apps report 36% more bookings YoY and 59% higher client spend after one year.
- Messenger[ai] AI-powered front desk assistant providing 24/7 customer service via SMS and webchat. Automatically answers questions, books classes and appointments, responds to missed calls with text, and can sell packages and memberships. Operates with brand voice customization and flags human-assistance-needed issues.
Quantifiable outcome
- 45% average revenue growth for businesses in 6 months after joining Mindbody
- +7 more outcomes
Companies that use Mindbody
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Mindbody technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration32 records
AI capability7 records
Feature9 records
Mindbody partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- BiltcoreBilt partnered with Mindbody to integrate thousands of fitness studios into its rewards ecosystem. Bilt Members can discover, book, and earn 1X Bilt Points on fitness classes at 7,000+ Mindbody-connected studios nationwide including F45, Orangetheory, Bodyrok, and ID Hot Yoga. Makes Bilt one of the only large-scale loyalty programs to deeply integrate boutique fitness into a housing-and-neighborhood rewards ecosystem.
- EGYMflagshipPlaylist (parent company of Mindbody) completed a $7.5 billion merger with EGYM, integrating EGYM's AI-driven smart gym technology and Wellpass corporate wellness platform. The combined entity serves 40,000+ Mindbody businesses, 88,000+ ClassPass venues, 20,000+ EGYM Wellpass employer partners, and 33,000+ EGYM-equipped fitness locations across 30+ countries. Includes $785 million fresh equity from Affinity Partners, Vista Equity Partners, Temasek, and L Catterton.
- AttentivecoreMindbody partnered with Attentive to integrate AI-driven marketing tools into its platform. The partnership enables personalized outreach via SMS and email for fitness, wellness, and beauty brands, with tools embedded directly within Mindbody. Early adopters report 60% boost in first-time visits and 46% opt-in conversion rates. Included at no additional cost for Ultimate and Ultimate+ subscribers.
- StripecoreMindbody Payments is powered by Stripe, providing integrated payment processing with PCI Level 1 security, fraud protection, and automatic card updating for membership payments. Stripe provides the underlying payment infrastructure for all transactions on the Mindbody platform.
- GoogleminorGoogle is part of Mindbody's Affiliate Network, allowing Mindbody business listings to appear in Google search results and booking capabilities. Performance-based pricing where businesses only pay when clients purchase through affiliate channels.
- FitOn HealthminorFitOn Health is part of Mindbody's Affiliate Network, listing Mindbody businesses on their platform and expanding reach to new fitness audiences.
- Tivity HealthminorTivity Health is part of Mindbody's Affiliate Network, enabling Mindbody businesses to reach corporate wellness audiences through Tivity's SilverSneakers and other programs.
Scale indicators17 records
Recent moves6 records
Expansion highlights7 records
Mindbody competitors and assessment
Company assessmentDirect peers
- Vagaro: Vagaro is a cloud-based SaaS platform for salon, spa, fitness, and wellness business management with integrated booking, payments, and marketplace features. It directly competes with Mindbody across all three of Mindbody's primary verticals (fitness, wellness, beauty) and offers a similar product scope at lower price points.
- Zen Planner: Zen Planner is a vertical SaaS platform for fitness studios, gyms, and martial arts schools, offering member management, scheduling, billing, and lead tracking. It is one of Mindbody's strongest direct competitors in the boutique and group training fitness segment.
- WellnessLiving: WellnessLiving provides all-in-one business management software for fitness, wellness, yoga, pilates, and martial arts businesses with integrated booking, payments, and marketing. It competes head-to-head with Mindbody for SMB and mid-market customers in the same verticals.
- Mariana Tek: Mariana Tek is a vertical SaaS platform purpose-built for boutique fitness studios including Barry's, [solidcore], and Pursuit. It competes with Mindbody in the enterprise boutique fitness segment where Mindbody serves Solidcore, Orangetheory, and F45.
- Glofox: Glofox is a fitness studio management software platform offering membership management, scheduling, payments, and branded apps for boutique fitness and gym businesses. It is a direct competitor to Mindbody in the boutique and SMB fitness segment.
- ClubReady: ClubReady is a club management platform serving fitness clubs, gyms, and studios with member management, billing, scheduling, and lead tracking. It directly competes with Mindbody's multi-location enterprise offerings in the fitness vertical.
- Acuity Scheduling: Acuity Scheduling (owned by Squarespace) provides appointment scheduling software for service-based businesses including wellness, beauty, and fitness. It competes with Mindbody for SMB customers prioritizing simple, lower-cost scheduling over Mindbody's broader all-in-one suite.
Broad incumbents
- Square Appointments: Square Appointments is part of Block's broader SMB platform offering booking, payments, and CRM. While not specialized in wellness/fitness, it competes with Mindbody for general service-based businesses at lower price points and benefits from Square's broader payment ecosystem.
- HubSpot: HubSpot provides CRM, marketing automation, and customer service tools used by fitness, wellness, and beauty businesses for client engagement. It does not compete on vertical-specific scheduling but its bundled SMB platform pressures Mindbody on CRM and marketing modules.
Others
- Stripe: Stripe is the underlying payment infrastructure powering Mindbody Payments and could expand its industry-specific offerings to compete more directly with vertical SaaS players. As a partner and infrastructure provider, it is both a key dependency and a potential horizontal competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Mindbody social profiles
Digital presenceMindbody compliance and trust
Trust signalCompliance1 record
Mindbody financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mindbody leadership team
Management profileNumber of profiles
Profiles11 records
Mindbody subsidiaries and ownership
Company hierarchySubsidiaries2 records
Mindbody funding detail
Funding detailFunding overview
Funding rounds10 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mindbody M&A and investment
M&A and investmentM&A9 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mindbody
What does Mindbody do?
Mindbody provides an all-in-one cloud-based business management SaaS platform for fitness, wellness, and beauty businesses, combining scheduling, CRM, payment processing, staff management, marketing automation, and reporting into a single system. The platform is tightly integrated with the Mindbody consumer marketplace app (3M+ active users, 600M+ annual bookings) and includes an embedded ClassPass distribution channel, AI-powered front desk automation, and embedded business financing through Mindbody Capital.
Is Mindbody a public or private company?
Mindbody is a private company. It is classified as private equity controlled and is currently operating.
When was Mindbody founded?
Mindbody was founded in 2001. It employs 1,001 to 5,000 people.
Where is Mindbody based?
Mindbody is headquartered in Miami Beach, United States, in the North America region.
How does Mindbody make money?
Six revenue lines are on record. Software Subscriptions are the primary driver. The others are payment Processing, classPass Revenue Share, branded App Sales, AI Marketing Tools and mindbody Capital.
Who are Mindbody's main competitors?
Direct peers on record are Vagaro, Zen Planner, WellnessLiving, Mariana Tek, Glofox, ClubReady and Acuity Scheduling. Broad incumbents are Square Appointments and HubSpot. Stripe is listed as an others.
Does Mindbody have an API?
Yes. Mindbody offers an API for integrations, enabling third-party tools to connect to Mindbody data. Businesses can export data and build custom pipelines into business intelligence tools like Tableau, Power BI, or Looker for deeper reporting and insights. Additionally, developers can access the Mindbody Developer Tools platform to build custom integrations and solutions for Mindbody business customers. Developer documentation is at developers.mindbodyonline.com.
What industry is Mindbody in?
Mindbody's product category is Wellness Business Management Software. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa). Its NAICS code is 51821 and its SIC code is 7372.