The fitness and wellness software giant’s new partnership with AI marketing platform Attentive allows brands to implement personalized outreach via SMS and email
Mindbody has entered into a strategic commercial partnership with AI marketing platform Attentive to help fitness, wellness and beauty brands implement personalized outreach via SMS and email
The marketing tools will be incorporated directly within the Mindbody platform, where all communication can be managed from a single dashboard.
One of the bigger changes will allow operators to automate personalized communications, such as sending timely SMS and email campaigns triggered by client behaviors such as visits, lead stages or lapsed activity.
“This year, our fitness and wellness customers reported that SMS and email are the two most effective channels for member engagement, but many lack the time and resources to use them consistently,” said Fritz Lanman, the CEO of Playlist, Mindbody’s parent brand.
“We evaluated multiple partners, and Attentive’s platform stood out for its strength in enabling every business—large or small—to connect with clients and drive measurable growth in minutes,” Lanman continued. “By embedding Attentive’s technology directly into the Mindbody platform, we’re giving operators of all sizes access to the same intelligent marketing infrastructure used by the world’s most innovative brands.”
Lanman previously told Athletech News that fitness brands should embrace AI, wanting to see the industry fully lean into the era of tech innovation.
“What (AI) is going to do is empower and democratize the ability to do really deep and incredible analytics, really great personalized marketing and things like that to help businesses … grow and be more effective. So I see us heading toward an age of human augmentation, not substitution,” he said at this year’s ATN Innovation Summit.
The partnership will also allow Mindbody users to help convert online audiences into paying clients through built-in web and social sign-up tools and targeted follow-ups.
Attentive will also help users leverage insights for smarter marketing, with Mindbody tools like “Clients at Risk” and “Big Spenders” to re-engage lapsed clients or reward loyal ones.
“Consumers want genuine, personalized connections with brands they trust, especially in the fitness and wellness space,” said Attentive CEO Amit Jhawar. “By integrating Attentive’s omnichannel platform with Mindbody, operators can now turn every interaction into a timely, personalized message across SMS and email.”
The tools are included at no additional cost for Ultimate and Ultimate+ subscribers, and Mindbody has noted some early adopters are already experiencing measurable results.
The Tox, a multi-location wellness brand, saw a 60% boost in first-time visits using the integration, while small businesses in beta reported thousands in new monthly revenue and average opt-in conversion rates of 46% in October 2025, driven by the consistent, automated campaigns, according to the companies.
“Together we are giving Mindbody customers a marketing platform that is simple to use and proven to reach clients, deepen relationships, and keep them coming back,” Jhawar added.
The move isn’t the first time that Mindbody has incorporated AI. Earlier this year, the platform launched three new AI-powered features to help automate client management and boost retainment.
