Mindbody, which also owns Booker and Classpass has revealed a new parent brand for the three companies – Playlist – while stressing that each Playlist business will continue to operate as it does today, with no changes to its products or services.

The name was chosen to reflect its mission to bring "personalisation, discovery and joy" into everyday life.

Mindbody currently has 40,000 businesses signed up, while Classpass says it has 73,000 partners and consumer engagement in 30 countries. Numbers for Booker have not been published.

The plan will be to move to shared infrastructure and AI-powered apps as part of a refresh of the systems that underpin the three services, which were originally built on different platforms.

The company has been funnelling budget into building new systems for some time, reducing headcount and global marketing outreach to do so.

The original logic of the acquisition of Classpass and Booker by Mindbody was to service the needs of spa, wellness and health and fitness operator customers via Mindbody and Booker, while feeding them consumer leads and business through Classpass.

CEO, Fritz Lanman said: "We've evolved into a suite of businesses, each curated to serve different customers, categories and needs and the launch of Playlist represents our ambition to go even further.

"We're not just connecting brands; we're building the infrastructure behind the world's most meaningful wellness experiences."

Lanman said the aim is to empower fitness, wellness and lifestyle businesses with the tools, reach and infrastructure they need to thrive in an increasingly experience-driven world and to inspire consumers to 'get off their screens and discover the things that move them'.

"Just like a curated music playlist, these businesses enable people to select their own mix of fitness, wellness and lifestyle offerings that align with how they want to live, move, and feel," he explained. "We want to help them create a playlist for life and deliver greater value to both businesses and consumers."

The company's full name is Playlist Technologies.

Mindbody was acquired by Vista Equity Partners in 2019, making it likely the launch of the Playlist brand and new AI functionality is part of a move to line the company up for sale.

Find out more at www.playlist.com