Mindbody, ClassPass Unveil ‘Playlist’ as New Parent Brand
The popular fitness and wellness platforms will continue to operate as they do today, but they’ll now do so as part of a unified brand
Mindbody, ClassPass and Booker have a new parent brand – “Playlist” – which will serve as a single, unified brand bringing together the three fitness and wellness software platforms.
Each platform in the Playlist portfolio will continue to operate as it does today, with no changes to its products or services, the company said.
The move marks the company’s most significant strategic move since Mindbody, a provider of management software for fitness and wellness businesses, acquired ClassPass, a popular platform for booking discounted fitness classes, in 2021, valuing the combined entity at around $3 billion. The new parent brand also includes Booker, a software platform for spas and salons.
“We’ve evolved into a suite of highly successful businesses, each curated to serve different customers, categories and needs,” said Fritz Lanman, the longtime CEO of Mindbody and ClassPass who will now serve as the CEO of Playlist. “Playlist represents our ambition to go even further. We’re not just connecting brands; we’re building the infrastructure behind the world’s most meaningful wellness experiences.”
Playlist says it plans to leverage its scale and a shared infrastructure of “AI-powered apps, tools and partnerships” to deliver greater value to businesses and consumers that use its platforms.
The company said it chose “Playlist” as its name in a nod to the diversity of its software platforms, which provide tools for businesses and consumers alike across the fitness, wellness and spa/salon verticals.
“Playlist creates technology for both businesses and consumers to get people into more meaningful real-life experiences,” Lanman told Athletech News. “For businesses, we help them run more efficiently and reach more people. For consumers, we empower them to get off their screens and into their cities – moving, exploring, connecting and playing…helping them build ‘playlists’ for life.”
Last August, Lanman said Mindbody-ClassPass (as it was then known) was planning to go public in 12 to 18 months. While the company is unable to share any update on a potential IPO, Lanman is bullish on the future of Playlist, especially amid Americans’ increasing interest in fitness and wellness.
“We’ve reached a moment in time where fitness, wellness and lifestyle activities are at the forefront of people’s minds: the U.S. wellness economy alone is now worth $2 trillion,” he noted. “Over the last 12 months, we’ve seen a 44% increase in ClassPass reservations as of May 2025. People aren’t just interested in wellbeing – they’re actively choosing it. Playlist is our promise to help people live, move and feel better – on their own terms.”