Mindbody Report Shows Strong Optimism as 72% of Fitness Operators Expect Growth in 2025
Krissy Vann | Host, All Things Fitness and Wellness
Mindbody has published its 2025 State of the Industry Report, a global survey of more than 1,400 fitness, wellness, and beauty business leaders. Benchmarked against responses from over 1,000 businesses in other industries, the report tracks operator sentiment, investment strategies, and market trends shaping the year ahead.
The findings reflect widespread confidence in the sector. Seventy-two percent of operators said they are optimistic about performance this year. Among businesses actively investing in technology, confidence rises to 81 percent. The results point to a growing belief that wellness has shifted from a discretionary purchase to a lifestyle priority.
Artificial intelligence emerged as a defining factor in growth strategies. Operators using AI were more likely to expand their footprint through new locations, services, and staff hires. Only four percent of those surveyed reported reducing headcount, suggesting that AI is functioning as an accelerator rather than a replacement.
Revenue diversification is also gaining pace. One in three businesses said they plan to introduce retail offerings in 2025, while close to 30 percent expect to launch events or retreats. These initiatives highlight the sector’s search for fresh income streams beyond traditional memberships.
Personalization remains a critical tool for client retention. Fifty-six percent of operators identified personalized outreach as their most effective strategy, and many are turning to loyalty programs as a way to strengthen long-term engagement.
Marketing data reveals shifting dynamics in customer acquisition. Instagram continues to lead, cited by 63 percent of businesses as their most effective channel. TikTok, in contrast, was used by only 7 percent of operators, underscoring the platform’s untapped potential for reaching younger audiences. SMS messaging is also emerging as a competitive engagement tool, with adoption levels now rivaling email.
“This year’s findings show an industry that’s not only adapting but thriving—pairing innovation with trust to drive growth,” said Fritz Lanman, chief executive officer 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.”
The report depicts a sector that is resilient, confident, and evolving rapidly in response to consumer demand. With AI adoption accelerating, new revenue models on the rise, and marketing strategies in transition, operators are preparing for a year of growth and continued change.
