On March 31, 2026, the merger between Playlist (ClassPass, Mindbody, Booker) and EGYM officially created the most powerful fitness tech entity on the market, valued at $7.5 billion. For gym operators, it's a moment to understand: their primary tech stack is concentrating in one hand.
Key Takeaways
- Playlist-EGYM merger: $7.5B, closed March 31, 2026
- Combined entity: ClassPass (88,000+ venues), Mindbody (40,000+ businesses), EGYM Wellpass (20,000+ employer partners), EGYM equipment (33,000+ locations)
- Strategic focus: AI (Mindbody Messenger AI + EGYM Genius), North America + Asia expansion
- For operators: B2B fitness tech is consolidating — leverage and pricing implications ahead
Who the new entity is
The merger unites two distinct types of players. Playlist on the software/marketplace side: Mindbody is the dominant CRM + booking system for gyms and studios, while ClassPass gives access to 88,000 venues worldwide. EGYM on the smart hardware side: connected AI equipment, plus Wellpass (formerly Urban Sports Club), which lets employers offer gym access to their employees.
The combination produces something new: a full fitness OS covering equipment, management software, B2C distribution (ClassPass), and B2B employer distribution (Wellpass). For a gym, that's potentially every customer experience touchpoint — and all back-office tech — in one stack.
What it actually changes for operators
The first impact is commercial. ClassPass is a significant acquisition channel for many studios — but partnership terms are set by Playlist/EGYM. With a larger, better-funded entity, individual operators' negotiating position is structurally weaker. That's a dependency dynamic worth watching.
The second impact is technological. EGYM Genius (AI workout optimization) and Mindbody Messenger AI will integrate into a unified stack. For gyms already using Mindbody or EGYM, that's potentially added value. For those using other tools, it's pressure to switch stacks to access the best features.
Key takeaways
- The Playlist-EGYM merger creates the most complete B2B fitness stack on the market — management, distribution, equipment, employer wellness.
- For operators: less negotiating leverage with ClassPass, but potentially more integrated tech value.
- AI (EGYM Genius + Mindbody AI) will become a central commercial argument — operators need to evaluate how to connect to it.
- Fitness tech consolidation continues: in 3-5 years, 2-3 players will dominate the global B2B market.