Playlist
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.
- Company typePrivate
- Founded2025
- HeadquartersSan Luis Obispo, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingSoftware
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.
Playlist firmographics
Firmographics- 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
Playlist industry classification
Industry- 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
Where Playlist is headquartered
LocationHeadquarters
- HQ city
- San Luis Obispo
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Playlist business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure, Operations
Revenue model
- 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.
- 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.
- ClassPass Corporate Wellness (B2B2C): Corporate sales of ClassPass as an employee wellness benefit, sold to enterprises and managed by dedicated Corporate Strategic Account Executives.
- 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).
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Vertical SaaS (Mindbody, Booker, Kite) - Quote-based / Not publicly disclosed |
| Subscription | Monthly | ClassPass Consumer - Membership (not publicly disclosed) |
| Subscription | Annual | ClassPass Corporate Wellness - Quote-based / Not publicly disclosed |
| — | — | EGYM Wellpass Corporate Wellness - Quote-based |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Playlist product offering
Product offeringCore 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
Companies that use Playlist
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles7 records
Playlist technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature5 records
Playlist partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered board-level relationship, flagship / transformational, strategic consumer expansion and secondary.
- Palantir Technologiesboard-level relationshipPalantir 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 / transformationalEGYM 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 expansionClassPass 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.
- WeWorksecondaryClassPass partnership offering coworking as part of its broader holistic wellness ecosystem, extending the platform beyond traditional fitness into lifestyle categories.
- CHOPTsecondaryClassPass partnership offering healthy food as part of its holistic wellness ecosystem, allowing members to redeem credits for food experiences.
- Breakaway Music FestivalsecondaryClassPass partnership offering live entertainment experiences as part of the platform's broader holistic wellness ecosystem.
Scale indicators16 records
Recent moves8 records
Expansion highlights6 records
Playlist competitors and assessment
Company assessmentDirect 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
Playlist social profiles
Digital presencePlaylist compliance and trust
Trust signalCompliance5 records
Playlist financial estimates
Financial estimateRevenue estimate
Valuation estimate
Playlist leadership team
Management profileNumber of profiles
Profiles16 records
Playlist subsidiaries and ownership
Company hierarchySubsidiaries5 records
Playlist funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Playlist M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Playlist
What does Playlist do?
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.
Is Playlist a public or private company?
Playlist is a private company. It is classified as venture growth investor backed and is currently operating.
When was Playlist founded?
Playlist was founded in 2025. It employs 1,001 to 5,000 people.
Where is Playlist based?
Playlist is headquartered in San Luis Obispo, United States, in the North America region.
How does Playlist make money?
Five revenue lines are on record. Vertical SaaS Subscriptions (Mindbody, Booker, Kite) is the primary driver. The others are classPass Consumer Marketplace, classPass Corporate Wellness (B2B2C), EGYM Smart Fitness Hardware and Corporate Wellness (Wellpass) and payment Processing and Royalty Management (Kite PayFac).
Who are Playlist's main competitors?
Direct peers on record are Acuity Scheduling, Mariana Tek, Glofox, Vagaro and Wellhub (formerly Gympass). Broad incumbents are ServiceTitan, Toast, Technogym and Peloton Interactive. Wodify is listed as an emerging player.
Does Playlist have an API?
Yes. Mindbody offers API capabilities (referred to as Application Integration Programming/API) along with Partner Solutions and Datashare implementation and support, enabling third-party integrations and cross-regional implementations. Details on public availability, type (REST/GraphQL), auth method, rate limits, versioning, and sandbox are not specified in the source.
What industry is Playlist in?
Playlist's product category is Fitness and Wellness Software. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa), with a secondary code of CRAFABAI, Sporting Goods, Outdoor & Fitness Marketplaces. Its NAICS code is 713940 and its SIC code is 7997.