Playlist Appoints Two Industry Veterans to Drive Enterprise Growth

Shannon Tracey and Mollie Navarro will help expand the fitness and wellness-focused technology company’s enterprise business across its Mindbody and Kite brands

Playlist has appointed two fitness industry veterans to leadership roles focused on expanding its enterprise software business, as the company looks to strengthen its relationships with major fitness and wellness operators.

Shannon Tracey, Playlist’s new vice president of enterprise strategy and growth, will lead new business development for global enterprise clients and help shape the go-to-market strategy for Playlist’s Mindbody and Kite brands. Tracey was formerly vice president of sales and marketing at boutique fitness software provider Xplor Mariana Tek.

Meanwhile, Mollie Navarro, vice president of enterprise, North America, will oversee existing enterprise partnerships across North America for both brands, focusing on strengthening relationships with large fitness and wellness operators. Navarro was most recently vice president of customer experience at Xplor.

The appointments come as Playlist invests further in its enterprise software offerings, including Kite, its AI-powered platform designed to help fitness and wellness businesses streamline operations and drive growth.

Tracey, who has worked in the fitness industry since 2008, said Playlist’s recent investments in AI and its broader growth ambitions helped convince her to join the company.

“AI is going to create a real divide in our industry between companies that are shaping the future and those trying to keep up with it,” Tracey said. “It’s going to take significant investment, the right talent, and building things that actually move the needle.”

Navarro emphasized the importance of maintaining strong relationships with operators as fitness technology continues to evolve.

“My approach has always been that to help businesses succeed and grow, the relationship between a technology company and its clients needs to be a true partnership,” she said.

The leadership additions also come on the heels of Playlist’s recently announced merger agreement with EGYM, a deal that will combine Playlist’s fitness and wellness software portfolio including Mindbody and ClassPass with EGYM’s connected fitness equipment and corporate wellness businesses.

The transaction valued the combined company at approximately $7.5 billion and included $785 million in new equity investment, positioning the combined business as a major player in the global fitness technology market.