Playlist Launches ‘AI Concierge,’ Plans More Artificial Intelligence Products

Playlist’s new AI front desk assistant automates bookings and client communications as software providers race to embed artificial intelligence into gym operations

The AI race in fitness software is accelerating, with Playlist unveiling a new virtual assistant designed to automate front-desk operations for gyms, studios and wellness providers.

The parent company of Mindbody, ClassPass and EGYM announced the launch of AI Concierge, a 24/7, AI-powered front desk assistant that answers missed calls, responds to client inquiries and books appointments automatically. The product marks the first AI offering to launch under Playlist’s new suite of AI-powered solutions.

Initially available to Mindbody Ultimate subscribers in select markets including the U.S., Canada, Australia, the U.K., Hong Kong and Singapore, AI Concierge is designed to help operators capture leads outside business hours while reducing the administrative burden on staff.

The launch represents Playlist‘s latest effort to embed AI across its portfolio following the company’s merger with EGYM. 

According to Playlist, the average fitness studio fills just 37% of its available spots, meaning missed calls and delayed responses can translate into lost revenue opportunities. Among active AI Concierge users, more than 90% of client messages are handled without staff involvement.

Rather than functioning as a generic chatbot, Playlist says AI Concierge is integrated directly into an operator’s system of record, allowing it to answer questions across web, SMS and missed calls, book classes and appointments, escalate conversations to staff when necessary and customize responses to match each brand’s voice.

“At Playlist, we’re focused on building tools that help operators deliver great experiences for their clients, and AI Concierge is the first part of that vision coming to life on the Playlist platform.” Jessica Huang, Playlist’s senior vice president of product, told Athletech News. “We designed it to meet fitness and wellness operators where they already are. Any AI assistant can connect to a business’s software, but because we own the full product ecosystem, AI Concierge offers a much deeper integration, with an operator’s services, pricing, availability and client history built in from day one.”

Huang added that the product’s access to real-time operational data enables it to take action on behalf of businesses rather than simply answer questions.

“It’s how operators end up capturing revenue opportunities they would otherwise miss,” she said. “As of April 2026, active users are saving an estimated 25 hours per month by automating that routine communication, time they can put back into their clients instead.”