Playlist and EGYM Merge: A Fitness Giant Emerges

Playlist and EGYM Join Forces to Transform the Fitness Industry

The fitness industry is undergoing a major transformation with the merger of Playlist, the parent company of fitness brands such as Booker, ClassPass, and Mindbody, with EGYM, a startup specializing in smart gym equipment and AI-driven training plans. This deal, announced on Tuesday, values the new entity at $7.5 billion, marking one of the largest consolidations in the sector to date.

A Strategic Integration

The merger, initially revealed in January, is now official. EGYM will operate under the umbrella of Playlist, with shared leadership between Fritz Lanman, co-founder of Playlist, and Philipp Roesch-Schlanderer, CEO of EGYM. This union aims to create an integrated platform covering all aspects of fitness, from software for gyms and studios to the consumer app ClassPass. By integrating EGYM alongside B2B platforms like Booker, which supports spas and salons, and Mindbody, which offers widely used software for gyms and studios, Playlist is assembling multiple layers of the industry into a single system.

A Global Reach

The merged company aims to reach millions of users in over 30 countries. It encompasses more than 40,000 businesses on Mindbody, 88,000 locations via ClassPass, 20,000 employer partners with EGYM Wellpass, and 33,000 sites equipped with EGYM equipment. This integration allows Playlist to cover everything from the operation of fitness businesses to how users discover and book classes, how workouts are delivered in gyms, and even how employers offer fitness as a benefit.

Investments and Expansion

An additional investment of $785 million, led by Affinity Partners of Jared Kushner, as well as Vista Equity Partners, Temasek, and L Catterton, will support EGYM's expansion in North America and Asia, where its presence had previously been relatively limited. Playlist has already integrated several AI features, such as Mindbody's Messenger AI, which helps brands respond to inquiries and booking requests, and ClassPass's SmartTools, which use machine learning to determine how many spots should be allocated for each class. EGYM Genius allows gyms to offer personalized training plans that adapt to members' goals and the equipment available in their facility.

Market Context

This merger fits into a trend of consolidation in the fitness sector, with recent acquisitions such as MyFitnessPal buying Cal AI, an AI-based calorie counting app, and Strava acquiring two apps: the cycling app The Breakaway and the running app Runna. EGYM also strengthened its presence by acquiring FitReserve, based in the United States, in 2024.

Strategic Shift

Prior to this merger, Playlist, known as Mindbody-ClassPass, was considering an IPO. In 2024, the company operated under this name and explored a potential public offering. In 2025, it was instead rebranded as Playlist, consolidating its three main businesses under a single identity. The company has not disclosed details about future AI features, but the agreement includes funding aimed at supporting future AI efforts and helping EGYM expand further.