Mindbody

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.

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

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

• Wellness business software
• Fitness studio management
• Salon scheduling software
• Beauty business platform
• Wellness payment processing

Headquarters

HQ city

San Luis Obispo

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. ClassPass for Business: Revenue share or licensing from ClassPass integration, helping studios fill more spots and earn more through the ClassPass marketplace.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature5 records

Partnerships

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

• AWS (Amazon Web Services)coreTechnology or Integration · 9 March 2026Mindbody 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.strategicTechnology or Integration · 9 March 2026Solution partner for maintaining high availability during Mindbody's migration of 60,000+ databases from on-premises to AWS.
• AttentivecoreTechnology or Integration · 10 December 2025Strategic 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.
• GooglecoreTechnology or Integration · 6 November 2025Mindbody 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.
• ClassPassflagshipStrategic or Co-development Partner · 4 June 2025ClassPass 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.
• RoktstrategicTechnology or Integration · 18 March 2025Partnership 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 InsurancestrategicOthers · 10 July 2024Mindbody 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

Direct 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

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

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Mindbody