Mindbody and ClassPass unite under new parent brand Playlist to redefine wellness experiences

Bringing together fitness, wellness, and lifestyle businesses worldwide, Playlist sets a new vision for a more personalised, human-centred experience economy powered by technology but led by connection.

Personalisation and real-world connection are becoming increasingly valued in our evolving digital world. In response, two of the biggest names in fitness and wellness technology – Mindbody and ClassPass – have launched a new parent brand that reflects a significant shift in how consumers engage with wellness.

Enter Playlist, an umbrella brand that brings together Mindbody, Booker, and ClassPass under a unified vision designed to power experience-driven businesses and make well-being more accessible and intentional. Announced earlier this month, Playlist is the latest step in an evolution that has seen these brands grow independently into leaders within their sectors.

Now, under one roof, the ambition is clear: to create an infrastructure that not only connects businesses and consumers but also amplifies the meaning and quality of the experiences they share.

“We’ve grown into a portfolio of highly successful businesses that serve different audiences, categories, and customer needs,” says Fritz Lanman, CEO of Playlist. “Creating Playlist as our new parent brand allows us to unify that mission under a shared identity and better position ourselves for long-term innovation.”

Importantly, while the new parent brand brings clarity and cohesion to the group’s future direction, it won’t disrupt what’s already working. Mindbody, Booker, and ClassPass will continue to operate as they always have, delivering the services that businesses and consumers know and trust.

The name ‘Playlist’ is more than just a rebranding exercise. It serves as a reflection of the company’s belief that wellness should be as personal and customisable as a great playlist – varied, dynamic, and tailored to the individual.

“Wellness should be personal, flexible, and intentionally curated,” Fritz explains. “We want people to build their own mix of fitness, wellness, and lifestyle experiences to get off their screens and into the world.”

It’s a philosophy that extends beyond branding. Using AI and automation, Playlist surfaces personalised recommendations for users while helping businesses tailor their services to evolving customer needs. The platform’s underlying technology is designed not to replace human interaction but to enhance it, reducing operational friction so that wellness businesses can focus on what matters most: delivering meaningful, personal experiences.

“Rather than algorithmically manipulating people for attention and ad dollars, each one of the brands in our portfolio is purpose-built to get you off of your screen and into studios, salons, gyms, and wellness spaces,” says Fritz.

It’s a stance that positions Playlist as something of an ‘anti-tech tech company’ that uses digital tools to drive real-world engagement rather than compete for it.

With more than 40,000 Mindbody-powered businesses, over 73,000 ClassPass partners, and a presence in over 30 countries, Playlist’s reach is substantial. This scale creates powerful opportunities for innovation, allowing the company to test new ideas quickly, share insights across its network, and develop solutions that serve both businesses and consumers more effectively.

The shared infrastructure also opens up possibilities for smarter discovery and deeper cross-brand integrations, enabling consumers to find, book, and enjoy experiences with greater ease. “Our scale gives us a powerful ability to test and scale ideas quickly, share insights, and drive innovation on both the consumer and business sides of the experience economy,” Fritz explains.

Playlist has been built with flexibility at its core. As consumer expectations continue to shift towards more personalised, in-person experiences that support well-being, Playlist is positioned to meet those needs with a platform that is responsive, connected, and user-centric.

“We created Playlist to be flexible by design,” says Fritz. “As people increasingly seek real-world experiences that support their well-being, our focus is on making those moments easier to find, book, and deliver.”

By combining technology with a deep respect for the human elements of wellness, Playlist represents a thoughtful evolution for Mindbody, ClassPass, and Booker. It’s a vision for the future of the experience economy that prioritises connection, choice, and joy over clicks and screen time.

In an industry that can often feel saturated with sameness, Playlist offers something distinct: a curated, intentional approach to wellness that’s as diverse and dynamic as the people it serves. Whether you’re looking for a yoga class, a massage, or a fresh way to reconnect with yourself and others, Playlist aims to make the experience not just accessible but meaningful.