Fitness and wellness software giant Mindbody is partnering with ecommerce platform Rokt to deliver more targeted, impactful online ads to its community members, the sides announced on Tuesday.
With the partnership, Mindbody will leverage Rokt’s AI-powered tech to improve the customer experience on its app while also controlling the types of offers eligible to be displayed to its members, with an eye toward delivering ads that speak to the interests of fitness and wellness consumers.
“Rokt’s technology enables us to deliver ad messaging that complements the customer experience rather than disrupts it,” said Mindbody director of strategic partnerships and app ecosystem Alice Shen. “This partnership reinforces our commitment to ensuring post-booking messages are relevant, non-intrusive and thoughtfully curated. We continue to work closely with Rokt to identify brands whose offerings align with our customers’ interests and values.”’
Mindbody says the partnership will enable it to drive additional revenue along with customer engagement and loyalty.
One of the largest software providers in the fitness and wellness industry, Mindbody acquired fitness booking platform ClassPass in 2021, valuing the combined entity at around $3 billion. Today, both Mindbody and ClassPass offer consumer-facing apps that allow fitness and wellness enthusiasts to book classes and experiences. Mindbody also offers software tools for fitness businesses, including some of the biggest brands in the industry
In August, Mindbody and ClassPass CEO Fritz Lanman said the company planned to go public within the next 12-18 months from that date. The software company retained Goldman Sachs to lead its IPO efforts, Lanman said at the time.
Founded in 2012, Rokt offers ecommerce tools for brands including Live Nation, Macy’s and Uber. The company says it expects to power over 6.5 billion transactions in 2025. The firm was valued at $3.5 billion after a secondary offering in January.
With Mindbody, the ecommerce platform gains an important foothold in the fast-growing fitness and wellness industry.
“Mindbody is one of the top wellness platforms in the world, so we’re thrilled to support the company by bringing its members an elevated experience through tailored offers that truly resonate with them and their lifestyle,” said Rokt senior vice president of global enterprise growth Ashley Firmstone. “Given the explosive growth of the wellness industry, this is the ideal moment for Mindbody to expand the ways it helps its members forge healthy habits outside of the fitness studio.”
