Fitness & Wellness Industry Is Overwhelmingly Optimistic About Performance, Mindbody's 2025 State of the Industry Report Finds

New research shows AI adoption, diversified revenue, and holistic wellness are shaping the industry's next chapter

Mindbody, the leading experience technology platform for the fitness, wellness, and beauty industries, today released its 2025 State of the Industry Report. Based on insights from more than 1,400 industry decision-makers worldwide-benchmarked against a survey of over 1,000 businesses in other industries-the report explores where operators are investing, how they're innovating, and the strategies they see as most critical for future success.

"This year's findings show an industry that's not only adapting but thriving-pairing innovation with trust to drive growth," said Fritz Lanman, CEO of Playlist, Mindbody's parent brand. "AI is fueling expansion, new revenue streams are reshaping business models, and personalization is strengthening retention. We're proud to provide the technology that powers this progress, helping businesses succeed and enabling consumers to live healthier, more connected lives."

Highlights from the 2025 Report:

• Optimism in the face of uncertainty: Nearly three-quarters of operators (72%) are confident about performance this year, signaling wellness has shifted from a luxury to a lifestyle priority. Businesses proactively investing in technology are even more optimistic (81%).
• AI as a growth engine: Businesses investing in AI are more likely to expand-opening new locations, adding services, and hiring staff-while just 4% report reducing headcount.
• Revenue diversification accelerates: One in three businesses plan to add retail, and nearly 30% plan to launch events and retreats as new revenue streams.
• Personalization drives retention: Over half of operators (56%) say personalized outreach is their most effective retention strategy, with loyalty programs gaining traction as long-term growth tools.
• Marketing evolution: Instagram dominates as the top acquisition channel (63%), while TikTok (7%) lags behind, revealing an opportunity for operators to reach younger audiences. SMS is also emerging as a powerful direct engagement tool, rivaling email.

The 2025 State of the Industry Report captures a sector that's resilient, optimistic, and evolving quickly to meet changing consumer expectations. Looking ahead, operators can expect innovation in AI, new revenue models, and growing consumer demand for holistic experiences.

For more information and to access the full report, visit: https://www.mindbodyonline.com/business/education/research-report/2025-state-industry-report

About Mindbody

Mindbody is a leading experience technology platform for the fitness, wellness, and beauty industries. For more than 20 years, Mindbody has empowered businesses-from local studios to global franchises-to thrive by streamlining operations and driving growth. More than 2.8 million active users turn to the Mindbody app to discover, book, and buy wellness experiences across thousands of gyms, studios, spas, salons, and integrative health centers worldwide. For more information on how Mindbody is powering the world's fitness and wellness businesses and connecting them with more consumers, more effectively, than anyone else, visit https://www.mindbodyonline.com.