Mindbody

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

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

• Wellness management software
• Fitness studio software
• Appointment scheduling platform
• Payment processing solutions
• Salon spa software

Headquarters

HQ city

Miami Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. Branded App Sales: Additional revenue stream from branded mobile app development and publishing services for business customers wanting custom consumer apps.
5. 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.
6. 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

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core 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

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration32 records

AI capability7 records

Feature9 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• BiltcoreGTM or Marketing Partner · 28 May 2026Bilt 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.
• EGYMflagshipStrategic or Co-development Partner · 31 March 2026Playlist (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.
• AttentivecoreTechnology or Integration · 11 December 2025Mindbody 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.
• StripecoreTechnology or IntegrationMindbody 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.
• GoogleminorChannel Partner/ Reseller/ DistributorGoogle 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 HealthminorChannel Partner/ Reseller/ DistributorFitOn Health is part of Mindbody's Affiliate Network, listing Mindbody businesses on their platform and expanding reach to new fitness audiences.
• Tivity HealthminorChannel Partner/ Reseller/ DistributorTivity 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

Direct 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

• Xx.com/mindbody
• YouTubeyoutube.com/mindbody
• Facebookfacebook.com/mindbodyinc
• LinkedInlinkedin.com/company/mindbody
• Instagraminstagram.com/mindbody
• Pinterestpinterest.com/mindbodybusiness

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds10 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A9 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mindbody