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Booker

Full company profile

uuid0003m46

Namestring
Booker
Legal namestring
Booker
Websiteurl
booker.com
Company typeenum
Private
Founded yearint
2007
Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
501–1,000
akta.pro rankint
HeadquartersNew York, United States
HQ citystring
New York
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
spa management software, appointment scheduling platform, wellness booking software, cloud-based booking, revenue management tools
Industry1 code
1Appointment Reservations (Spa, Salon, Wellness)
CodeHSACALAKPrimaryYes
SIC code1 code
  • Services-Amusement & Recreation Services7900
Product category
Spa & Wellness Management Software
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model2 records
1SaaS Subscription Software
TypeSubscription Recurring
Description

Cloud-based spa software platform generating revenue through subscription licensing to spa professionals and hospitality brands. Transaction volume processed through platform reaches nearly $1 billion annually.

sportsmanagement.co.uk
2Transaction Processing
TypeTransaction Fee
Description

Platform processes spa appointments and bookings with significant transaction volume - nearly $1 billion in annual transaction volume processed through the platform.

sportsmanagement.co.uk
Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
GTM typeB2B
B2B
Offering typeSoftware
Software
Brand1 record
1SpaBooker
Description

Cloud-based spa software platform serving over 40,000 spa professionals across 73 countries

sportsmanagement.co.uk
Core offering1 text field

Booker is a cloud-based software platform that enables spa and wellness businesses to sell their services online through booking, scheduling, payment processing, and customer management. The platform serves both individual spa professionals and enterprise hospitality brands, processing nearly $1 billion in annual transaction volume across 73 countries. It includes integrated marketing tools designed to drive spa revenue and customer acquisition.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 3 values shown
  • Triple-digit revenue growth for four consecutive years
+2 more records
Product overview1 text field

Booker is a spa and wellness business management platform operating under Playlist, which completed a $7.5 billion merger with EGYM in March 2026. The product portfolio includes Booker's spa management software, the Booker-powered SpaBooker product (serving 40,000+ spa professionals in 73 countries), Mindbody (40,000+ fitness businesses), ClassPass (88,000+ venues), and EGYM Wellpass (20,000+ employer partners). Together, these products form a comprehensive full-stack fitness and wellness operating system covering consumer discovery, operator software, connected hardware, and corporate wellness services.

Product and service2 records
1Booker Platform
CategorySpa & Wellness Management Software
Description

Comprehensive spa and wellness business management platform providing booking, scheduling, payment processing, and customer management solutions for spa professionals and hospitality brands. It serves as the parent brand for SpaBooker and operates alongside Mindbody and ClassPass under Playlist.

2SpaBooker
CategorySpa & Wellness Management Software
Description

Cloud-based spa software platform serving over 40,000 spa professionals across 73 countries. Offers booking, scheduling, and revenue-driving marketing tools. Achieved triple-digit revenue growth for four consecutive years with annual transaction volume approaching $1 billion.

Scale indicator7 records

Each record includes

Type, Value, Description, Source

Partnership2 partners
1Playlist
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-03-31
Description

Booker operates as a brand under Playlist, the parent company formed through merger with EGYM. Playlist encompasses Mindbody, Booker, and ClassPass as integrated fitness and wellness software brands.

2EGYM
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-03-31
Description

EGYM completed merger with Playlist creating $7.5B combined entity. EGYM brings connected fitness equipment and AI-driven training systems, integrated with Booker's spa software under unified platform.

Recent move7 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight6 records

Each record includes

Type, Description

Peers10 records
1Mindbody
TypeDirect peer
Description

Closest direct peer and now a sister brand: cloud-based business management software for spas, salons, fitness, and wellness operators with booking, scheduling, payments, and marketing — operating under the same Playlist parent as Booker.

2Vagaro
TypeDirect peer
Description

Direct competitor offering booking, scheduling, payment, and marketing software for spas, salons, and fitness studios, targeting very similar SMB wellness customers with a freemium/transaction-fee model.

3Zenoti
TypeDirect peer
Description

Enterprise-grade spa, salon, and wellness management SaaS with booking, payments, inventory, and marketing — directly comparable to Booker for multi-location spa and beauty operators.

4Boulevard
TypeDirect peer
Description

Salon and spa management platform with booking, point-of-sale, and client management tools targeting premium independent spa and beauty businesses — overlap on core booking and revenue-management workflows.

5Fresha
TypeDirect peer
Description

Beauty and wellness marketplace plus SaaS platform serving spas, salons, and barbers globally; competes with Booker on booking and subscription SaaS with a strong marketplace-driven discovery motion.

6Square Appointments
TypeBroad incumbent
Description

Broader-incumbent appointment scheduling product from Block/Square, offering online booking and payments for service businesses including salons and spas — overlapping capability but part of a wider commerce platform rather than a specialist.

7Acuity Scheduling
TypeBroad incumbent
Description

Generalist appointment scheduling SaaS (Square-owned) used across wellness, beauty, and professional services. Overlaps with Booker on online booking and calendar workflows but not specialized for spa operations.

8StyleSeat
TypeDirect peer
Description

Online booking marketplace and software for beauty and wellness professionals (salons, spas, barbers), directly comparable to Booker for solo and small-studio spa and beauty providers.

9Treatwell
TypeRegional player
Description

European-focused beauty and wellness booking marketplace and SaaS, comparable to Booker's salon/spa booking offering but primarily serving UK and European geographies rather than competing head-to-head in the US.

10Booker (legacy Mindbody product)
TypeOthers
Description

Historical Mindbody Booker software product aimed at larger salons, spas, and fitness studios. Listed for completeness as the namesake asset Booker now operates; now integrated into the Playlist umbrella rather than competing externally.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers3 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment2 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI capability3 records

Each record includes

Type, Description, Source

AI maturity
App detail

Has app

Feature2 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles4 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries1 record

Each record includes

Name, Acquired on, Relationship type, Type, Business focus

No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds4 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors13 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

Booker

Spa & Wellness Management Softwarebooker.com

Booker firmographics

Firmographics
Name
Booker
Legal name
Booker
Website
https://booker.com
Company type
Private
Founded year
2007
Operating status
Operating
Headcount range
501–1,000 employees
Ownership category
akta.pro rank

Booker industry classification

Industry
Product category
Spa & Wellness Management Software
SIC
Services-Amusement & Recreation Services (7900)
akta.pro primary industry
Appointment Reservations (Spa, Salon, Wellness) (HSACALAK)

Keywords

  • Spa management software
  • Appointment scheduling platform
  • Wellness booking software
  • Cloud-based booking
  • Revenue management tools

Where Booker is headquartered

Location

Headquarters

HQ city
New York
HQ country
United States
HQ region
North America

Markets served

Booker business model

Business model
GTM type
B2B
Offering type
Software
Cost components
Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

  1. SaaS Subscription Software: Cloud-based spa software platform generating revenue through subscription licensing to spa professionals and hospitality brands. Transaction volume processed through platform reaches nearly $1 billion annually.
  2. Transaction Processing: Platform processes spa appointments and bookings with significant transaction volume - nearly $1 billion in annual transaction volume processed through the platform.

Go-to-market motion1 record

Distribution channels1 record

Booker product offering

Product offering

Core offering

Booker is a cloud-based software platform that enables spa and wellness businesses to sell their services online through booking, scheduling, payment processing, and customer management. The platform serves both individual spa professionals and enterprise hospitality brands, processing nearly $1 billion in annual transaction volume across 73 countries. It includes integrated marketing tools designed to drive spa revenue and customer acquisition.

Product overview

Booker is a spa and wellness business management platform operating under Playlist, which completed a $7.5 billion merger with EGYM in March 2026. The product portfolio includes Booker's spa management software, the Booker-powered SpaBooker product (serving 40,000+ spa professionals in 73 countries), Mindbody (40,000+ fitness businesses), ClassPass (88,000+ venues), and EGYM Wellpass (20,000+ employer partners). Together, these products form a comprehensive full-stack fitness and wellness operating system covering consumer discovery, operator software, connected hardware, and corporate wellness services.

Differentiator

Problem solved

Functional benefit

Brands

  • SpaBooker: Cloud-based spa software platform serving over 40,000 spa professionals across 73 countries

Products and services

  • Booker Platform Comprehensive spa and wellness business management platform providing booking, scheduling, payment processing, and customer management solutions for spa professionals and hospitality brands. It serves as the parent brand for SpaBooker and operates alongside Mindbody and ClassPass under Playlist.
  • SpaBooker Cloud-based spa software platform serving over 40,000 spa professionals across 73 countries. Offers booking, scheduling, and revenue-driving marketing tools. Achieved triple-digit revenue growth for four consecutive years with annual transaction volume approaching $1 billion.

Quantifiable outcome

  • Triple-digit revenue growth for four consecutive years
  • +2 more outcomes

Companies that use Booker

Customer profile

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Booker technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Booker partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core.

  • PlaylistcoreStrategic or Co-development Partner · 31 March 2026Booker operates as a brand under Playlist, the parent company formed through merger with EGYM. Playlist encompasses Mindbody, Booker, and ClassPass as integrated fitness and wellness software brands.
  • EGYMcoreStrategic or Co-development Partner · 31 March 2026EGYM completed merger with Playlist creating $7.5B combined entity. EGYM brings connected fitness equipment and AI-driven training systems, integrated with Booker's spa software under unified platform.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Booker competitors and assessment

Company assessment

Direct peers

  • Mindbody: Closest direct peer and now a sister brand: cloud-based business management software for spas, salons, fitness, and wellness operators with booking, scheduling, payments, and marketing — operating under the same Playlist parent as Booker.
  • Vagaro: Direct competitor offering booking, scheduling, payment, and marketing software for spas, salons, and fitness studios, targeting very similar SMB wellness customers with a freemium/transaction-fee model.
  • Zenoti: Enterprise-grade spa, salon, and wellness management SaaS with booking, payments, inventory, and marketing — directly comparable to Booker for multi-location spa and beauty operators.
  • Boulevard: Salon and spa management platform with booking, point-of-sale, and client management tools targeting premium independent spa and beauty businesses — overlap on core booking and revenue-management workflows.
  • Fresha: Beauty and wellness marketplace plus SaaS platform serving spas, salons, and barbers globally; competes with Booker on booking and subscription SaaS with a strong marketplace-driven discovery motion.
  • StyleSeat: Online booking marketplace and software for beauty and wellness professionals (salons, spas, barbers), directly comparable to Booker for solo and small-studio spa and beauty providers.

Broad incumbents

  • Square Appointments: Broader-incumbent appointment scheduling product from Block/Square, offering online booking and payments for service businesses including salons and spas — overlapping capability but part of a wider commerce platform rather than a specialist.
  • Acuity Scheduling: Generalist appointment scheduling SaaS (Square-owned) used across wellness, beauty, and professional services. Overlaps with Booker on online booking and calendar workflows but not specialized for spa operations.

Regional players

  • Treatwell: European-focused beauty and wellness booking marketplace and SaaS, comparable to Booker's salon/spa booking offering but primarily serving UK and European geographies rather than competing head-to-head in the US.

Others

  • Booker (legacy Mindbody product): Historical Mindbody Booker software product aimed at larger salons, spas, and fitness studios. Listed for completeness as the namesake asset Booker now operates; now integrated into the Playlist umbrella rather than competing externally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Booker social profiles

Digital presence

Booker financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Booker leadership team

Management profile

Number of profiles

Profiles4 records

Booker subsidiaries and ownership

Company hierarchy

Subsidiaries1 record

Booker funding detail

Funding detail

Funding overview

Funding rounds4 records

Investors13 records

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

Booker M&A and investment

M&A and investment

M&A1 record

Investments

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

Frequently asked questions about Booker

What does Booker do?

Booker is a cloud-based software platform that enables spa and wellness businesses to sell their services online through booking, scheduling, payment processing, and customer management. The platform serves both individual spa professionals and enterprise hospitality brands, processing nearly $1 billion in annual transaction volume across 73 countries. It includes integrated marketing tools designed to drive spa revenue and customer acquisition.

Is Booker a public or private company?

Booker is a private company. It is classified as private equity controlled and is currently operating.

When was Booker founded?

Booker was founded in 2007. It employs 501 to 1,000 people.

Where is Booker based?

Booker is headquartered in New York, United States, in the North America region.

How does Booker make money?

Two revenue lines are on record. SaaS Subscription Software is the primary driver. The others are transaction Processing.

Who are Booker's main competitors?

Direct peers on record are Mindbody, Vagaro, Zenoti, Boulevard, Fresha and StyleSeat. Broad incumbents are Square Appointments and Acuity Scheduling. Treatwell is listed as a regional player. Booker (legacy Mindbody product) is listed as an others.

Does Booker have an API?

No public API is recorded for Booker.

What industry is Booker in?

Booker's product category is Spa & Wellness Management Software. Its primary akta.pro industry code is HSACALAK, Appointment Reservations (Spa, Salon, Wellness). Its SIC code is 7900.

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Live signals
ThegrocerNational Lottery scratchcards launch on Booker delivery platform ScootAllwyn partnered with Scoot, Booker's delivery platform, to let shoppers add National Lottery scratchcards to online orders. Retailers will receive guidance on safe delivery and must complete training for responsible play. The collaboration follows Allwyn's expansion with Snappy Shopper last year.SportsmanagementSports news from Sports Management magazine: SpaBooker announces US$27.5m investmentCloud-based spa software company SpaBooker secured US$27.5 million in Series B financing led by Bain Capital Ventures, with participation from the company's parent Booker. The funding will support continued development of the company's software platform, which serves over 40,000 spa professionals across 73 countries and has achieved triple-digit revenue growth for four consecutive years. SpaBooker's client base includes major hospitality brands such as Hilton Hotels Worldwide, Six Senses Resorts, and Hard Rock Hotels and Resorts.The Des Moines RegisterHow the Fitness Industry Is Evolving in 2026Playlist, the parent company of Mindbody, Booker, and ClassPass, has announced a merger with EGYM, a global provider of connected fitness equipment and AI-driven training systems, in a transaction valued at approximately $7.5 billion. The combined organization will bring together consumer discovery, operator software, connected hardware, and data intelligence under a single platform, signaling a strategic shift toward more integrated fitness ecosystems. The merger is expected to accelerate AI development and international expansion as the global fitness industry enters a new growth cycle in 2026.Crunchbase NewsVenture Capitalists Tap Out On Funding Our Fitness GoalsVenture capital investment in the fitness and wellness sector peaked roughly four years ago and hit a cyclical low last year with just over $5 billion in reported global funding, though select companies continue to attract substantial capital. Notable recent funding recipients include Oura ($900 million+ at an $11 billion valuation), LetsGetChecked ($165 million Series F), and Eight Sleep ($100 million Series D), while fitness platforms Strava, Mindbody, Booker, ClassPass, and EGYM are merging under a new parent company called Playlist in a $785 million equity transaction valuing the combined entity at $7.5 billion. Connected fitness equipment startups, including Peloton (down over 95% from pandemic highs), Hydrow, and Tonal, have fallen out of favor with investors, and the sector's future investment is expected to shift toward AI-enabled offerings.PR NewswireMINDBODY Named to Deloitte's 2018 Technology Fast 500™MINDBODY, Inc. was included in Deloitte's 2018 Technology Fast 500, ranking 463rd among the 500 fastest growing technology, media, telecommunications, life sciences and energy tech companies in North America. This marks the seventh time since 2010 the company has appeared on the list, having achieved 161% revenue growth from fiscal year 2014 to 2017. In 2018, MINDBODY expanded its software offerings through three strategic acquisitions: Booker, a spa and salon scheduling platform; FitMetrix, a performance tracking tool for the fitness industry; and Frederick, an automated marketing software provider.PR NewswireFastest Adopted Salon Industry AI Solution Now Available For Fitness MarketFrontdesk AI announced the immediate availability of Frontdesk AI for Fitness, an AI-powered solution designed to handle client interactions and bookings for fitness studios. The system features an AI assistant named Sasha that manages calls via text, enabling tasks such as class enrollment and membership sales while integrating with platforms like MINDBODY and Booker Software.Business InsiderA former Navy officer built this $1.8 billion company to help book hair and yoga appointments — and Wall Street thinks it’s about to get bigMindBody, a SaaS company for fitness studios, is valued at $1.8 billion and has seen its stock drop 19% after Q1 earnings. Wall Street expects it to grow over 25% annually, with acquisitions of Booker Software and FitMetrix. CEO Rick Stollmeyer plans to expand into salons and spas to reach new customers.GlobeNewswireMINDBODY Completes Acquisition of Booker SoftwareMINDBODY completed its acquisition of Booker Software, a cloud-based business management platform for salons and spas, for approximately $150 million. The deal adds about 10,000 salons and spas to MINDBODY's marketplace, combining its boutique fitness leadership with Booker's salon and spa expertise.PR NewswireBooker Software Expands Footprint in Arizona with New Facilities and Senior LeadershipBooker announced the expansion of its Arizona operations with a new facility in Scottsdale and appointed Aaron Stead as Chief Revenue Officer. This move follows the hiring of several other senior executives to support growth in the region's high-tech community. The company also highlighted recent strategic developments, including the acquisition of Frederick and a partnership with First Data.FinSMEsBooker Acquires FrederickBooker, a New York-based service commerce platform, acquired Frederick, a San Francisco-based marketing automation platform for appointment and class-based businesses. The deal amount was not disclosed. Frederick will retain its brand and integrate with Booker's customer base of over 110,000 professionals.