Mindbody’s Analytics 2.0: A Game-Changer for Competitive Benchmarking in Fitness 

Mindbody’s Comparative Analytics is helping gyms and fitness studios transform performance data into compelling strategy

We live in a data-driven world, and with the acceleration of AI automation, the ability to harness data effectively has never been more critical. The fitness industry is no exception. For gym and studio owners, understanding business performance isn’t just a competitive edge, it’s a necessity. Yet, with countless software platforms available, how do fitness and wellness businesses choose the right one—one that offers real insights and actionable intelligence? 

Amidst the noise, Mindbody’s Analytics 2.0 is emerging as an industry disruptor. 

One of the most groundbreaking aspects of Analytics 2.0 is its Comparative Analytics feature. Currently in beta, this tool enables businesses to benchmark performance against industry peers, providing gyms, studios and franchises with unprecedented insights. Mindbody’s data set —one of the most comprehensive in the industry—allows businesses to compare key metrics with others in the same vertical, market or geographic area. 

Jessica Huang, Senior Vice President of Product at Mindbody and ClassPass, explains why this tool is so significant: 

“The Comparative Analytics tool is revolutionizing the fitness and wellness industry by transforming industry-wide data into actionable intelligence,” she says. “Operators can create custom cohorts based on industry and geography, enabling them to benchmark performance against peers with anonymized and aggregated company-level data—ensuring the data integrity of our customers while providing deep, data-driven market insights.” 

Unlocking the Power of Comparative Analytics 

Traditionally, fitness businesses have operated in silos, relying on their own internal data to track progress. But without a broader view of industry benchmarks, businesses often struggle to understand if their performance is truly optimal or if they are falling behind their competitors. This is where Comparative Analytics comes in. 

According to Huang, the Comparative Analytics feature leverages data from over 30,000 businesses on the Mindbody platform, providing a detailed view of industry trends. This helps business owners make data-driven decisions and compare their performance to different cohorts of interest. 

To ensure customer data remains protected, Mindbody has safeguards in place for Comparative Analytics. Their approach makes it impossible to discern the performance of any single location or brand; if a genre or geographic slice is too thin, Mindbody will withhold the cohort data to protect the integrity of their customers.  

“With Comparative Analytics, we’re transforming how owners and operators make strategic decisions about their business performance,” says Huang. “Data-driven insights like this are no longer a luxury—they’re essential for growth and long-term success.”  

The tool will allow businesses to benchmark through filters such as Vertical (i.e. fitness), Subvertical (i.e. Barre), Metric (i.e. sales) and Country/Province State, comparing metrics such as revenue per client, class occupancy rates, membership retention, pricing strategies, seasonal trends, and more. 

Huang says these insights provide an unparalleled level of granularity, helping operators refine strategies and performance based on market realities. 

“If you’re wondering where to invest in your business—whether it’s membership sales, a loyalty program, or client activation—Comparative Analytics can help,” Huang adds. “This tool lets you see your Repeat Client Rate (the percentage of clients who return each month) compared to other studios. Checking your Repeat Client Rate could help you understand how strong your business is at retaining customers; if you’re lagging in this area, investing more heavily in memberships or loyalty could lead to more stable, recurring revenue streams.”

“With Comparative Analytics, we’re transforming how owners and operators make strategic decisions about their business performance,” said says. “Data-driven insights like this are no longer a luxury — they’re essential for growth and long-term success.”

The Full Story on Analytics 2.0: Smarter, Faster & More Powerful 

Beyond Comparative Analytics, Mindbody’s Analytics 2.0 offers enhanced accuracy and a streamlined user experience. 

“The company’s investment in Analytics 2.0 stemmed from a clear customer demand for better, more actionable data insights,” says Huang. “Many businesses struggled with legacy reporting tools that lacked flexibility, visualization capabilities, and comparative data.” 

 Analytics 2.0 addresses these challenges:

• Centralized Data & Enhanced Accuracy – the platform consolidates key business metrics (including sales, visits and memberships) into a single, user-friendly dashboard. Also, new data precision improvements ensure reports align with accounting best practices, such as excluding tax and tips from sales figures for a clearer net revenue picture. 
• Customizable, Visual Reporting – The new interface features interactive charts, graphs and configurable filters that allow operators to quickly interpret complex data. Net sales breakdowns, membership tracking and category-specific insights help drive informed, strategic decisions at a glance. 
• Franchise and Multi-Location Comparisons – For franchise owners, Analytics 2.0 makes it easy to compare performance across multiple locations. The ability to stack-rank locations against business KPIs helps operators quickly benchmark results, optimize strategies and scale efficiently. 
• Long-Term Growth Tracking – The platform enables year-over-year comparisons, allowing businesses to set performance goals, plan for seasonal promotions, measure progress and adjust proactively. 

The adoption rates speak volumes—over 90% of Mindbody’s enterprise clients have embraced Analytics 2.0, recognizing its impact in driving revenue, improving efficiency and turning raw data into results. 

Real-World Impact 

A prime example of Analytics 2.0’s impact is Bishops Cuts/Color, a national salon and barbershop franchise with 40 locations. Before implementing Analytics 2.0, Bishops struggled with fragmented data collection, requiring multiple reports across different categories. 

“Gathering and comparing key performance metrics was time-consuming, limiting our ability to make quick, data-driven decisions,” says a Systems Administrator at Bishops. 

Since adopting Analytics 2.0, Bishops has revolutionized how they use data. With all key metrics consolidated into a single dashboard, they spend less time on analysis and more on action. Franchise locations can now stack-rank their performance, benchmark against one another, and collaborate on growth strategies more effectively.

“If you’re not using Analytics 2.0, you’re leaving money on the table. It saves time and enables smarter decisions at every level of our organization,” says a Systems Administrator at Bishops. 

Looking ahead, Huang sees the future of fitness and wellness analytics evolving to deliver even deeper insights and more advanced predictive capabilities. With Mindbody’s extensive dataset, Analytics 2.0 is poised to become an increasingly valuable tool for businesses looking to gain a competitive edge. 

This article originally appeared in ATN’s 2025 State of the Industry Outlook Report, a go-to guide for understanding the next generation concepts that will shape the fitness and wellness industry in the upcoming decade. Download the free report.