The fitness technology sector has consolidated further with the completion of a $7.5 billion merger between Playlist, the parent company of Booker, ClassPass, and Mindbody, and EGYM, a leader in smart gym equipment and AI-driven corporate wellness solutions. Announced in January, the deal finalizes EGYM’s integration into Playlist’s ecosystem, creating a vertically integrated platform spanning software, equipment, and user-facing services.
Playlist CEO Fritz Lanman and EGYM CEO Philipp Roesch-Schlanderer will jointly lead the combined entity. The merger aims to unify key segments of the fitness industry, from B2B software platforms like Mindbody and Booker—used by gyms, studios, and spas—to consumer-facing apps like ClassPass and EGYM’s Wellpass corporate wellness marketplace. The deal includes $785 million in new investment from firms including Affinity Partners, Vista Equity Partners, Temasek, and L Catterton.
A Unified Fitness Ecosystem
The combined company now serves millions of users across 30+ countries, integrating 40,000 businesses on Mindbody, 88,000 venues on ClassPass, 20,000 employer partners through EGYM Wellpass, and 33,000 fitness locations with EGYM equipment. This positions Playlist to control multiple layers of the industry, from operational software to equipment and user experience.
Playlist has already deployed AI tools, including Mindbody’s Messenger AI for automated customer service, ClassPass’s SmartTools for dynamic class allocation, and EGYM Genius, which personalizes workout plans based on member goals and available equipment. The company has not disclosed further AI developments.
Strategic Shift from IPO Plans
The merger marks a pivot from Playlist’s earlier 2024 IPO ambitions, when it operated as Mindbody-ClassPass. The rebrand to Playlist in 2025 signaled a broader strategy to consolidate the fitness tech landscape. The deal also expands EGYM’s reach, particularly in North America and Asia, where its presence had been limited. The new funding will support these growth initiatives and fuel AI innovation.
The consolidation trend extends beyond this merger. Recent industry moves include MyFitnessPal’s acquisition of Cal AI and Strava’s purchases of The Breakaway and Runna, reflecting a broader push toward AI integration and platform expansion in fitness technology.
Read more: techcrunch.com