Playlist

What Playlist does

Playlist is the privately held parent company (legal entity MINDBODY, Inc.) that operates a portfolio of AI-driven software, consumer marketplace, connected hardware, and corporate wellness brands serving the global fitness, wellness, and beauty industry. Founded as a unifying brand in June 2025 and headquartered in Missoula, Montana, with a legacy San Luis Obispo office, Playlist brings together Mindbody (vertical SaaS for fitness, wellness, and beauty operators), Booker (back-office SaaS for spas and salons), Kite (enterprise SaaS for multi-brand franchise operators with integrated PayFac royalty management), ClassPass (a credit-based consumer marketplace across 88,000+ venues in 30+ countries), and EGYM (smart strength fitness hardware, AI-driven workout programming, and the Wellpass corporate wellness platform serving 20,000+ employer partners).

The company's underlying technology combines a vertical SaaS stack (booking, POS, payments, CRM, marketing, analytics) with a two-sided consumer marketplace, connected fitness equipment with embedded AI training plans, and a corporate wellness aggregation layer. Stack components include Braze for lifecycle marketing, Salesforce for CRM, and Snowflake/Looker/Tableau on SQL data infrastructure, with AI capabilities spanning generative AI (including Claude-based marketing automation), recommendation engines, natural language processing for conversational SMS, predictive analytics, and process automation. Playlist's AI-native product roadmap extends into 0-to-1 vertical software for adjacent health and wellness SMBs, replacing manual operator workflows.

The business model is diversified across five recurring or transactional revenue streams: vertical SaaS subscriptions (Mindbody, Booker, Kite), ClassPass consumer memberships, ClassPass corporate wellness sales via dedicated Strategic Account Executives, EGYM hardware and Wellpass corporate wellness subscriptions, and transaction-based fees through the Kite registered Payment Facilitator. Go-to-market combines global enterprise field sales, inside sales across 7+ countries, self-serve consumer acquisition through ClassPass, and a two-sided marketplace model. Following the March 2026 EGYM merger, the combined entity reports over $800 million in 2025 net revenue at approximately 30% YoY growth, is cash flow positive, operates across 30+ countries with 3,000+ employees, and carries a $7.5 billion enterprise valuation backed by Vista Equity Partners, Affinity Partners, Temasek, and L Catterton.

Name

Playlist

Legal name

MINDBODY, Inc.

Website

https://playlist.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Playlist is the parent company of Mindbody, Booker, Kite, ClassPass, and EGYM, operating a global full-stack fitness and wellness platform that serves operators with vertical SaaS, consumers with a discovery marketplace, and employers with corporate wellness aggregation.

Ownership category

akta.pro rank

Product category

Fitness and Wellness Software

NAICS

Fitness and Recreational Sports Centers (713940), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)

akta.pro secondary industries

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Vertical SaaS platforms
• Fitness management software
• Wellness marketplace membership
• Corporate wellness benefits
• Connected fitness hardware

Headquarters

HQ city

San Luis Obispo

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Vertical SaaS Subscriptions (Mindbody, Booker, Kite): Recurring SaaS subscriptions for fitness, wellness, beauty, salon, spa, and multi-brand franchise operators. Mindbody and Booker serve single-brand businesses; Kite serves multi-brand enterprise franchise operators.
2. ClassPass Consumer Marketplace: Membership-based consumer marketplace where users pay recurring fees to access fitness, wellness, recovery, coworking, and cinema experiences across 88,000+ venues in 30+ countries.
3. ClassPass Corporate Wellness (B2B2C): Corporate sales of ClassPass as an employee wellness benefit, sold to enterprises and managed by dedicated Corporate Strategic Account Executives.
4. EGYM Smart Fitness Hardware and Corporate Wellness (Wellpass): Sales of smart strength fitness equipment to gyms and wellness facilities, plus corporate wellness aggregation through EGYM Wellpass (20,000+ employer partners).
5. Payment Processing and Royalty Management (Kite PayFac): As a registered Payment Facilitator (PayFac), Kite processes payments and collects royalties/brand funds from franchisees, generating transaction-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Playlist operates a full-stack fitness and wellness operating system combining vertical SaaS platforms (Mindbody, Booker, Kite) for fitness, wellness, beauty, and multi-brand franchise operators; a consumer membership marketplace (ClassPass) providing access to 88,000+ venues across 30+ countries; connected smart fitness hardware with AI-driven workout programming (EGYM); and a corporate wellness aggregation platform (EGYM Wellpass) used by 20,000+ employer partners. The portfolio powers booking, scheduling, payments, CRM, marketing, analytics, royalty management, and AI-personalized training for the global experiences economy.

Product overview

Playlist operates as a platform-plus-modules architecture where the parent brand orchestrates a portfolio of independently operating but interconnected vertical SaaS, consumer marketplace, connected hardware, and corporate wellness brands. Mindbody is the core vertical SaaS for fitness, wellness, and beauty operators; Booker is the complementary SaaS for spas and salons; Kite is the enterprise-tier platform layered on top for multi-brand franchise operators (adding PayFac-enabled royalty management); ClassPass is the consumer-facing membership marketplace that drives demand and discovery to operators; and EGYM contributes connected smart fitness hardware, AI-driven workout programming, and the Wellpass corporate wellness aggregation. Together they form a full-stack fitness and wellness operating system serving operators, employers, and consumers across 30+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Mindbody: Leading SaaS brand for the fitness, wellness and beauty industry
• Booker
• ClassPass
• EGYM
• Kite

Products and services

• Mindbody Vertical SaaS platform for fitness, wellness, and beauty operators, providing business management software including booking, scheduling, payments, marketing, and customer engagement for single-location and single-brand studios, gyms, salons, and spas.
• Booker SaaS platform that powers the back office for spas and salons worldwide, supporting scheduling, payments, CRM, and operations for single-location and multi-location beauty and wellness businesses.
• Kite Enterprise management platform purpose-built for multi-brand and multi-location fitness and wellness franchise operators, featuring a three-level hierarchy (enterprise, brand, location). Combines POS, CRM, payments, marketing, analytics, and performance data, with modules including Kite Core, Kite Payments, Kite Engage, Kite Insights, and Kite Perform. Operates as a registered Payment Facilitator (PayFac) with automated royalty and brand-fund collection.
• ClassPass Premier membership offering flexible access to fitness and wellness experiences across 88,000+ venues in 30+ countries. Operates as a credit-based discovery and booking platform, also offering corporate wellness benefits, with adjacent lifestyle categories including coworking, food, cinema (AMC), and live entertainment.
• EGYM Global smart fitness technology provider offering AI-enabled workout programming, smart strength equipment, and the Wellpass corporate wellness platform with 20,000+ employer partners. Equips 33,000+ fitness locations worldwide with connected hardware and digital training solutions, supporting the vision of transforming healthcare from 'repair to prevention.'
• Playlist (Parent Platform) Parent company uniting AI-driven SaaS, connected hardware, consumer, and corporate wellness brands (Mindbody, Booker, Kite, ClassPass, EGYM) to power the experiences economy across fitness, wellness, lifestyle, and beyond. Operates as the world's largest full-stack fitness and wellness operating system across 30+ countries with 3,000+ employees.

Quantifiable outcome

• Over $800 million in 2025 net revenue with approximately 30% year-over-year growth
• +6 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature5 records

Partnerships

Six partnerships are on record, tiered board-level relationship, flagship / transformational, strategic consumer expansion and secondary.

• Palantir Technologiesboard-level relationshipOthers · 17 June 2026Palantir CFO David Glazer was appointed to Playlist's Board of Directors on June 17, 2026, bringing operational and capital management expertise from scaling Palantir. Not a commercial product partnership.
• EGYMflagship / transformationalStrategic or Co-development Partner · 15 January 2026EGYM merged with Playlist on March 31, 2026 in a $7.5 billion deal, becoming a wholly-owned subsidiary within the Playlist portfolio. Philipp Roesch-Schlanderer (EGYM Co-Founder/CEO) was named Co-Founder and Co-Chairman of Playlist. The combined entity integrates EGYM's smart strength equipment, AI workout programming, and Wellpass corporate wellness platform with Playlist's vertical SaaS, consumer marketplace, and bookings.
• AMC Theatresstrategic consumer expansionGTM or Marketing Partner · 12 August 2025ClassPass partnership announced in August 2025 allowing ClassPass members to redeem credits for standard 2D movie tickets at participating AMC locations in select US states including California, Florida, Texas, and Arizona, with plans for broader expansion. Marks ClassPass's move beyond fitness and wellness into adjacent lifestyle categories.
• WeWorksecondaryGTM or Marketing PartnerClassPass partnership offering coworking as part of its broader holistic wellness ecosystem, extending the platform beyond traditional fitness into lifestyle categories.
• CHOPTsecondaryGTM or Marketing PartnerClassPass partnership offering healthy food as part of its holistic wellness ecosystem, allowing members to redeem credits for food experiences.
• Breakaway Music FestivalsecondaryGTM or Marketing PartnerClassPass partnership offering live entertainment experiences as part of the platform's broader holistic wellness ecosystem.

Scale indicators16 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Acuity Scheduling: Acuity Scheduling is a direct competitor to Booker's salon and spa scheduling product, providing self-serve appointment booking for wellness and beauty businesses, now owned by Squarespace.
• Mariana Tek: Mariana Tek is a direct competitor to Mindbody in the boutique fitness vertical, offering integrated booking, CRM, and branded digital experiences — focused on premium studio brands like Barry's and [solidcore].
• Glofox: Glofox is a direct competitor to Mindbody in the boutique fitness studio vertical, offering booking, memberships, payments, and branded apps — particularly strong with single-brand studio chains.
• Vagaro: Vagaro is a direct competitor to Mindbody and Booker, providing booking, scheduling, payments, and marketing SaaS to fitness studios, salons, and spas — particularly strong with independent SMBs in North America.
• Wellhub (formerly Gympass): Wellhub is the closest direct competitor to ClassPass — a corporate wellness and consumer fitness benefits platform connecting employees to gyms and studios globally. Both companies compete head-to-head for employer wellness contracts and studio inventory.

Broad incumbents

• ServiceTitan: ServiceTitan is a comparable vertical SaaS business (trades + home services) — useful as a benchmark for capital-efficient vertical SaaS at scale, though in a different operator vertical.
• Toast: Toast is a comparable vertical SaaS + payments platform for restaurants — provides useful benchmarks on SaaS-plus-PayFac unit economics that are directly relevant to Kite's PayFac-enabled franchise model.
• Technogym: Technogym is a broad incumbent in connected fitness equipment, software, and corporate wellness — a direct comparable to EGYM's hardware and Wellpass offering, with deeper EMEA presence.
• Peloton Interactive: Peloton is a broad incumbent in connected fitness hardware and content, competing with EGYM in the smart-equipment category — but with a consumer/B2C orientation rather than EGYM's B2B gym-operator model.

Emerging players

• Wodify: Wodify is an emerging player in fitness studio SaaS, focused on CrossFit boxes and functional fitness gyms — partial overlap with Mindbody's fitness vertical but narrower segment focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/playlisttechnologies
• Instagraminstagram.com/playlisttechnologies
• Xx.com/playlisttech

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors4 records

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

M&A1 record

Investments

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

Frequently asked questions about Playlist