Bowtie
Mindbody is a cloud-based SaaS platform for fitness, wellness, and beauty businesses offering scheduling, payments, marketing, and AI-powered client engagement, serving 40,000+ businesses and a 3M+-user consumer marketplace across eight countries.
- Company typePrivate
- Founded2016
- HeadquartersManhattan, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Bowtie does
Mindbody is a cloud-based SaaS platform that provides business management software for fitness, wellness, and beauty operators, including gyms, yoga and Pilates studios, dance studios, day spas, massage therapy, med spas, hair salons, nail salons, and lash salons. The platform combines scheduling, payments (powered by Stripe), staff management, marketing automation, reporting, and multi-location enterprise controls in a single system, with a publicly documented API and a marketplace of more than 90 third-party integrations covering payroll, BI, door access, and advertising. Mindbody is a subsidiary of Playlist, which provides the underlying AI platform; AI Concierge, an autonomous agent that handles client communication and booking 24/7, is the most prominent AI feature.
The company operates a two-sided network: a consumer-facing Mindbody app with more than 3 million active users drives demand to 40,000+ subscribing businesses, while ClassPass, also owned by Mindbody, adds a second marketplace of 81,000+ partner businesses generating 343 million+ reservations and more than $1.6 billion in partner revenue since March 2020. Go-to-market combines direct enterprise field sales for multi-location franchises with self-serve online signup for SMBs, supported by localized operations in the United States, United Kingdom, Spain, France, Italy, Australia, Singapore, and Hong Kong.
Revenue is generated through tiered SaaS subscriptions (US pricing starts at $99/month), transaction fees on payment processing, performance-based marketplace and promotional fees, and merchant cash advance origination fees via the Mindbody Capital product (powered by Parafin). The customer base spans long-tail SMBs to enterprise franchise brands such as Orangetheory Fitness, F45 Training, Drybar, Solidcore, and The Lash Lounge, with self-reported outcome metrics of 45% average revenue growth and 26% more bookings within six months of onboarding.
Bowtie firmographics
Firmographics- Name
- Bowtie
- Legal name
- MINDBODY, Inc.
- Website
- https://mindbodyonline.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mindbody is a cloud-based SaaS platform for fitness, wellness, and beauty businesses offering scheduling, payments, marketing, and AI-powered client engagement, serving 40,000+ businesses and a 3M+-user consumer marketplace across eight countries.
- Ownership category
- akta.pro rank
Bowtie industry classification
Industry- Product category
- AI Customer Messaging Software
- NAICS
- Sales Financing (52222)
- akta.pro primary industry
- Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)
- akta.pro secondary industries
- Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC), Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
Keywords
Where Bowtie is headquartered
LocationHeadquarters
- HQ city
- Manhattan
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Bowtie business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Subscription (SaaS): Monthly or annual subscription fees for business management software with tiered pricing plans (Starter, Accelerate, Ultimate). Includes core features like scheduling, client management, payments, and reporting.
- Payment Processing: Transaction fees on all payments processed through Mindbody Payments platform. Powered by Stripe with industry-leading fraud protection.
- Marketplace & Promotional Fees: Performance-based fees for promoted intro offers on the Mindbody app, dynamic pricing transactions, and affiliate network bookings. Businesses only pay when these features generate sales.
- Mindbody Capital: Merchant cash advances and offers provided in partnership with Parafin. Revenue generated through flat fees on funded amounts, not interest.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter/Small Business Plan |
| Subscription | Annual | Accelerate Plan |
| Subscription | Annual | Ultimate Plan |
| Subscription | Multi-year contract | Enterprise Solutions |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
Bowtie product offering
Product offeringCore offering
Bowtie operates an AI-powered messaging platform that enables businesses to interact with customers through automated conversations. The platform lets customers book appointments, purchase products, and ask questions through messaging channels, replacing manual front-desk handling with AI-driven automation.
Product overview
Mindbody is a comprehensive all-in-one platform for fitness, beauty, and wellness businesses offering integrated business management software. The core Mindbody Platform provides scheduling, booking, payments, staff management, marketing, and reporting capabilities, supplemented by the consumer-facing Mindbody App marketplace with 3M+ active users. Key modules include ClassPass for Business (fitness aggregator), Mindbody Capital (financing), Branded App and Branded Web Tools (customization), Scheduling, Payments, Staff Management, Marketing Tools, and Business Reporting & Analytics. The Multi-location Management module supports franchise and enterprise brands. The platform also includes AI capabilities through the Playlist Platform (parent company AI) and AI Concierge for autonomous agent-based client communication. Access to 90+ third-party integrations is available through the Mindbody Integrations marketplace.
Differentiator
Problem solved
Functional benefit
Brands
- Playlist Platform: AI-powered platform and tools built by Mindbody's parent company Playlist for fitness and wellness businesses.
- AI Concierge
- ClassPass for Business
- Mindbody Capital
- Mindbody App
- Branded App
Products and services
- Bowtie AI Messaging Platform An AI-powered messaging platform for businesses that lets customers book appointments, buy products, and ask questions through automated conversational interfaces. Targeted at service businesses looking to automate customer-facing interactions.
Quantifiable outcome
- Businesses grow their revenue by an average of 45% in 6 months
- +9 more outcomes
Companies that use Bowtie
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles1 record
Bowtie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration30 records
AI capability6 records
Feature6 records
Bowtie partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- ClassPasscoreClassPass is a leading global fitness and wellness aggregator. Mindbody acquired ClassPass and integrates it as a core distribution channel, enabling 81,000+ businesses on ClassPass to fill empty spots with new clients. The partnership includes the ClassPass Guarantee program where Mindbody guarantees revenue increase or pays 2x the difference. As of October 2025, $1.6B+ has been sent to ClassPass partners globally.
- Playlist (Parent Company)corePlaylist is Mindbody's parent company providing AI-powered tools integrated into Mindbody software. The Playlist platform includes AI Concierge and future AI-powered products built specifically for fitness and wellness operators using industry-specific data combined with leading AI models and agentic technology.
- StripecoreStripe powers Mindbody Payments, providing integrated payment processing with industry-leading fraud protection and transparency into income. Stripe enables friction-free transactions across all Mindbody touchpoints.
- GooglecoreGoogle is part of Mindbody's Affiliate Network, listing Mindbody businesses in search results and enabling Reserve with Google for booking. This extends business visibility to users searching for fitness and wellness services.
- Meta AdsminorMeta Ads integration enables Mindbody businesses to run digital advertising campaigns and connect lead forms directly to their Mindbody pipeline.
- FitOn HealthminorFitOn Health is an affiliate partner that lists Mindbody businesses in their platform for client discovery and booking.
- Tivity HealthminorTivity Health is an affiliate partner listing Mindbody businesses for extended reach to fitness and health consumers.
Scale indicators18 records
Recent moves6 records
Expansion highlights6 records
Bowtie competitors and assessment
Company assessmentDirect peers
- Glofox: Gym and studio management software with member apps, payments, and marketing automation; competes in the boutique fitness and gym verticals served by Mindbody.
- Zen Planner: Vertical SaaS for fitness studios (martial arts, gyms, CrossFit) with scheduling, billing, member management, and branded apps. Most direct functional competitor to Mindbody in the boutique fitness segment.
- Vagaro: Salon, spa, and fitness business management software with booking, payments, and marketplace. Competes head-to-head with Mindbody across the beauty, wellness, and fitness verticals.
- ClubReady: Club and studio management platform focused on fitness franchising with member billing, lead management, and corporate-level reporting. Closest direct comparable for Mindbody's multi-location franchise segment.
- Mariana Tek: Boutique fitness studio platform with branded apps, scheduling, and payments; frequent head-to-head against Mindbody for studios prioritizing consumer experience.
- Acuity Scheduling (Squarespace): Appointment-scheduling SaaS for service-based SMBs including wellness and beauty; overlaps with Mindbody's appointment-based booking workflows.
- Walla Software: Boutique fitness and wellness management platform with scheduling, branded apps, and payment processing; comparable offering profile to Mindbody.
- Booker (Mindbody competitor): SaaS booking, marketing, and payments platform for salons, spas, and fitness; long-standing Mindbody competitor with comparable appointment-centric functionality.
Broad incumbents
- Square Appointments (Block): Broad payments-and-bookings incumbent from Block; offers scheduling and integrated payments for salons, spas, and wellness businesses; competes on price and ecosystem breadth.
Emerging players
- Arketa: Emerging fitness studio platform with branded apps, class booking, and creator-friendly features; targeting the same boutique studio segment as Mindbody with newer product UX.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key highlights7 records
Customer concentration
Bowtie social profiles
Digital presenceBowtie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bowtie leadership team
Management profileNumber of profiles
Bowtie funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bowtie 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 Bowtie
What does Bowtie do?
Bowtie operates an AI-powered messaging platform that enables businesses to interact with customers through automated conversations. The platform lets customers book appointments, purchase products, and ask questions through messaging channels, replacing manual front-desk handling with AI-driven automation.
Is Bowtie a public or private company?
Bowtie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bowtie founded?
Bowtie was founded in 2016. It employs 1 to 10 people.
Where is Bowtie based?
Bowtie is headquartered in Manhattan, United States, in the North America region.
How does Bowtie make money?
Four revenue lines are on record. Software Subscription (SaaS) is the primary driver. The others are payment Processing, marketplace & Promotional Fees and mindbody Capital.
Who are Bowtie's main competitors?
Direct peers on record are Glofox, Zen Planner, Vagaro, ClubReady, Mariana Tek, Acuity Scheduling (Squarespace), Walla Software and Booker (Mindbody competitor). Square Appointments (Block) is listed as a broad incumbent. Arketa is listed as an emerging player.
Does Bowtie have an API?
Yes. Mindbody offers APIs and developer tools for multi-location businesses with advanced or custom needs. The platform supports connecting to third-party tools like email, texting, CRMs, analytics, reporting, automation tools, digital waivers/forms, and accounting systems. Businesses can build custom connections for reporting, data sharing, and multi-system setups. The Developer Tools section in the footer links to developers.mindbodyonline.com for API documentation. Developer documentation is at developers.mindbodyonline.com.
What industry is Bowtie in?
Bowtie's product category is AI Customer Messaging Software. Its primary akta.pro industry code is THALACAF, Guest Experience & Engagement (CRM, Messaging, Loyalty), with a secondary code of HDAAAFAC, Conversational AI Platforms (chat/voice bots, orchestration). Its NAICS code is 52222.