Mindbody
Mindbody is a cloud-based SaaS platform that provides scheduling, payments, marketing, and AI-driven client management software for fitness, wellness, and beauty businesses, connecting thousands of operators with 3M+ consumers through its booking app.
- Company typePrivate
- Founded2004
- HeadquartersSan Luis Obispo, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Mindbody does
Mindbody, Inc., founded in 2004 in San Luis Obispo, California, is a cloud-based SaaS platform that provides business management software for fitness, wellness, and beauty businesses. The platform runs on AWS infrastructure—following a migration of more than 60,000 Microsoft SQL Server databases over an 18-month period—and supports scheduling, staff management, payment processing (operated as a registered ISO of PNC Bank and ISO/Agent of Elavon), marketing tools, branded apps and web tools, business reporting, multi-location management, and AI-driven client communication features including Messenger AI and an AI Assistant. The company serves a vertical mix of fitness studios, gyms, day spas, med spas, salons, barbershops, and multi-location enterprise brands, with named customers including Orangetheory, F45 Training, YMCA, Wellbiz, Spavia, Lash Lounge, and D1 Training. A consumer-facing Mindbody app with 3M+ active users acts as a discovery and booking layer, creating a two-sided marketplace that supports both sales-led enterprise distribution and product-led adoption among smaller operators.
The business derives revenue from SaaS subscriptions (custom enterprise pricing with annual billing cadence), payment processing transaction fees, marketplace commissions via the embedded ClassPass for Business module, and adjacent financial services including Mindbody Capital (business financing) and Mindbody Insurance. Distribution combines dedicated enterprise field sales with inside sales via a website demo funnel, while AI-powered integrations with Google AI Mode (Nov 2025) and Attentive (Dec 2025) extend the channel footprint beyond direct sales. The AWS migration delivered 30% faster backup performance, a fourfold increase in log backup frequency, and 13% cost savings. In June 2025, Mindbody and ClassPass combined under the new parent brand 'Playlist,' positioning the merged entity as a unified wellness platform spanning business software and consumer marketplace economics. Reuters reported in August 2024 that the company planned a public offering within 12-18 months, and a Nasdaq closing-bell appearance in January 2025 is consistent with an IPO-track posture, though current ownership sits under the private Playlist entity.
Mindbody firmographics
Firmographics- Name
- Mindbody
- Legal name
- MINDBODY, Inc.
- Website
- https://co.mindbodyonline.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Mindbody is a cloud-based SaaS platform that provides scheduling, payments, marketing, and AI-driven client management software for fitness, wellness, and beauty businesses, connecting thousands of operators with 3M+ consumers through its booking app.
- Ownership category
- akta.pro rank
Mindbody industry classification
Industry- Product category
- Wellness Business Management Software
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
- akta.pro secondary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where Mindbody is headquartered
LocationHeadquarters
- HQ city
- San Luis Obispo
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Mindbody business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Monthly/annual subscription fees for business management software, with tiered pricing based on business size and features required. Businesses pay for access to scheduling, staff management, reporting, and other operational tools.
- Payment Processing: Transaction fees on payments processed through the platform. MINDBODY Processing is a registered ISO of PNC Bank, N.A. and registered ISO/Agent of Elavon, Inc.
- ClassPass for Business: Revenue share or licensing from ClassPass integration, helping studios fill more spots and earn more through the ClassPass marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing for multi-location businesses |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Mindbody product offering
Product offeringCore offering
Mindbody provides a cloud-based SaaS business management platform for fitness, wellness, and beauty businesses, offering scheduling, payments, staff management, reporting, marketing tools, multi-location enterprise controls, and AI-powered client communication. The platform connects thousands of business clients with more than 3 million active consumers through the Mindbody consumer app, and supports complementary offerings including payment processing, business financing (Mindbody Capital), industry-specific insurance, and ClassPass marketplace integration.
Product overview
Mindbody is a comprehensive wellness industry technology platform that combines business management software, payment processing, consumer booking apps, and AI-powered tools. The platform serves fitness, wellness, and beauty businesses ranging from solo practitioners to multi-location enterprises. The core Mindbody Platform provides scheduling, payments, staff management, and reporting, complemented by specialized modules including Marketing Tools (with Attentive AI integration), ClassPass for Business, Mindbody Capital financing, Branded App and Web Tools, Messenger AI for client communication, and Multi-location Management for enterprise brands. Following the 2025 merger, Playlist was launched as the new parent brand uniting Mindbody and ClassPass under one umbrella. The platform connects thousands of businesses with over 3 million active consumers through the Mindbody consumer app.
Differentiator
Problem solved
Functional benefit
Brands
- ClassPass for business: Fill more spots and earn more - helps fitness and wellness businesses fill class availability
- Mindbody Capital
- Messenger[ai]
- Mindbody app
Products and services
- Mindbody Platform Cloud-based SaaS business management platform providing scheduling, staff management, payments, marketing, reporting, branded apps/web tools, multi-location management, and AI-powered features for fitness, wellness, and beauty businesses.
- Mindbody Consumer App Consumer-facing app used by 3M+ active users to discover and book fitness classes, wellness appointments, and beauty services from businesses on the Mindbody platform.
- ClassPass for Business Marketplace integration that connects fitness and wellness businesses to ClassPass's consumer network, helping studios fill class availability and earn additional revenue.
- Mindbody Capital Business financing product that provides wellness businesses with funding for operations and growth.
- Mindbody Insurance Tailored insurance products designed specifically for fitness and wellness businesses, providing specialized coverage options.
- Mindbody Developer Tools / API Public API platform with developer documentation that enables third-party platforms (such as Google AI Mode) to integrate Mindbody's booking and scheduling capabilities programmatically.
Quantifiable outcome
- 60% increase in first-time visits for wellness brands using Attentive AI marketing integration
- +4 more outcomes
Companies that use Mindbody
Customer profileNamed customers10 records
Segments4 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
Integration3 records
AI capability7 records
Feature5 records
Mindbody partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, strategic and flagship.
- AWS (Amazon Web Services)coreMindbody migrated over 60,000 Microsoft SQL Server databases from on-premises data centers to AWS over 18 months. Uses AWS Local Zones in Los Angeles to reduce latency. Achieved 30% faster backup performance, fourfold increase in log backup frequency, and 13% cost savings.
- SIOS Technology Inc.strategicSolution partner for maintaining high availability during Mindbody's migration of 60,000+ databases from on-premises to AWS.
- AttentivecoreStrategic partnership integrating Attentive's AI marketing platform into Mindbody's wellness industry software to enhance personalized marketing through SMS and email. Early results show a 60% increase in first-time visits for one wellness brand and thousands of dollars in new monthly revenue for small businesses.
- GooglecoreMindbody API integrated into Google's new AI Mode in Search, enabling U.S. users to book wellness appointments directly within Google Search. Part of Google's shift from passive information retrieval to active task completion.
- ClassPassflagshipClassPass and Mindbody unveiled 'Playlist' as a new parent brand unifying the two companies. Playlist represents the next generation platform for wellness experiences, combining Mindbody's business software with ClassPass's consumer marketplace.
- RoktstrategicPartnership to deliver highly relevant online ad experiences to Mindbody's fitness and wellness members using Rokt's AI-powered e-commerce technology for personalized ad placements.
- Tailored InsurancestrategicMindbody launched tailored insurance products for the fitness and wellness industry, providing specialized coverage options for wellness businesses.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Mindbody competitors and assessment
Company assessmentDirect peers
- Vagaro: Vagaro is a direct competitor offering cloud-based scheduling, payments, and marketing software for salons, spas, fitness studios, and wellness businesses with a similar SMB-to-mid-market GTM motion and a comparable vertical SaaS feature set.
- Fresha: Fresha is a direct competitor in beauty and wellness business management software, differentiated by a free-tier pricing model that has driven rapid SMB adoption across salons, spas, and barbershops globally.
- Acuity Scheduling: Acuity Scheduling (owned by Squarespace) provides appointment scheduling software used by salons, spas, and wellness practitioners, competing directly with Mindbody's scheduling and booking functionality at the SMB level.
- Boulevard: Boulevard provides business management software for premium salons, spas, and medspas, competing with Mindbody in the higher-end beauty and wellness vertical with a focus on client experience and enterprise chains.
Emerging players
- Glofox: Glofox provides fitness studio management software for boutique gyms and studios, with similar scheduling, payments, and branded app features targeting the same customer base as Mindbody's fitness vertical.
- Zen Planner: Zen Planner offers fitness studio management software for martial arts, gymnastics, and boutique fitness — directly overlapping with Mindbody's fitness segment with a more specialized niche focus.
- Wodify: Wodify provides gym and CrossFit box management software with class scheduling, payments, and performance tracking — a niche competitor to Mindbody in the functional fitness and CrossFit segment.
Broad incumbents
- HubSpot: HubSpot's CRM and marketing automation platform is used by some wellness and beauty businesses alongside or instead of vertical SaaS, representing a broad incumbent that competes for CRM, marketing, and customer management spend.
- Salesforce: Salesforce's AppExchange and CRM platform serves large enterprise wellness brands, competing for enterprise CRM, customer engagement, and marketing automation spend that overlaps with Mindbody's higher-end enterprise offering.
- Square Appointments: Square Appointments, part of Block, offers integrated scheduling and POS for service-based businesses including salons, spas, and fitness — a broad incumbent leveraging Square's payments ecosystem to compete with Mindbody.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Mindbody social profiles
Digital presenceMindbody financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mindbody leadership team
Management profileNumber of profiles
Mindbody funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mindbody 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 Mindbody
What does Mindbody do?
Mindbody provides a cloud-based SaaS business management platform for fitness, wellness, and beauty businesses, offering scheduling, payments, staff management, reporting, marketing tools, multi-location enterprise controls, and AI-powered client communication. The platform connects thousands of business clients with more than 3 million active consumers through the Mindbody consumer app, and supports complementary offerings including payment processing, business financing (Mindbody Capital), industry-specific insurance, and ClassPass marketplace integration.
Is Mindbody a public or private company?
Mindbody is a private company. It is classified as corporate owned and is currently operating.
When was Mindbody founded?
Mindbody was founded in 2004. It employs 1,001 to 5,000 people.
Where is Mindbody based?
Mindbody is headquartered in San Luis Obispo, United States, in the North America region.
How does Mindbody make money?
Three revenue lines are on record. SaaS Subscription is the primary driver. The others are payment Processing and classPass for Business.
Who are Mindbody's main competitors?
Direct peers on record are Vagaro, Fresha, Acuity Scheduling and Boulevard. Emerging players are Glofox, Zen Planner and Wodify. Broad incumbents are HubSpot, Salesforce and Square Appointments.
Does Mindbody have an API?
Yes. Mindbody offers a public API that enables third-party platforms to integrate its booking and scheduling capabilities. Google has integrated Mindbody's API into its AI Mode to enable real-time search and direct bookings for wellness services. This allows partner platforms to access Mindbody's scheduling data and transaction capabilities programmatically. 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), with a secondary code of HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 541511 and its SIC code is 7372.