Top 5 Takeaways from Mindbody’s 2025 State of the Industry Report

The fitness and wellness industry has proven its staying power in 2025. Demand continues to grow as businesses navigate short-term pressures with discipline and creativity. 

Technology, and especially artificial intelligence, has emerged as a clear differentiator. Businesses leveraging new tech are scaling more assertively, expanding their offerings, hiring talent, and outpacing competitors. But innovation goes far beyond software. Operators are experimenting with bundled memberships, inventive loyalty programs, retail-as-engagement strategies, and community-driven events that connect wellness to lifestyle in fresh and compelling ways. 

Here are the top 5 takeaways from Mindbody's 2025 State of the Industry Report. 

1. Optimism in the fitness and wellness industry persists, especially among technology investors

Despite ongoing talk of inflation and a possible recession, most fitness and wellness businesses remain confident about the year ahead. Nearly three-quarters (72%) say they're optimistic about performance, while only 9% describe themselves as pessimistic. 

Survey data also shows that businesses actively investing in tech are 1.6x more likely to describe themselves as very optimistic. Half of tech-forward operators report being "very optimistic," compared to just 31% of those holding back. By embracing smarter software, automation, and data-driven insights, these businesses are improving efficiency, supporting staff, and staying agile in uncertain times. 

2. Investments in AI provide a competitive advantage

Businesses that are openly adopting technology, such as AI, are seeing the benefits. AI is becoming a catalyst for growth, with adopters far more likely to be in expansion mode compared to their peers: 

• 54% of AI users plan to expand marketing efforts, vs. 37% of non-users
• 42% will add new services, vs. 32%
• 46% expect to hire more staff, vs. 32%
• 21% plan to open new locations, vs. 14%  

These numbers show that AI is more than a tool for efficiency; it's a catalyst for growth. Businesses that embrace AI unlock new opportunities for innovation, giving them a stronger edge in a rapidly changing marketplace.  

3. AI isn't killing jobs

If there's one myth this year's data busts, it's that AI will take away jobs. Despite the hype, only 4% of fitness & wellness businesses have reduced staff because of AI, the lowest of any industry surveyed.  

Instead, AI is being used as a productivity tool: nearly one in four operators say it's making their staff more efficient, and 38% firmly state they have no plans to use AI for headcount reduction.

4. SMS is a sleeping giant

Businesses today have countless ways to reach clients. Phone calls can feel taxing and intrusive, while social media algorithms are constantly shifting—but one thing remains consistent: consumers read their texts. As a result, SMS has grown in popularity as a direct, reliable way for businesses to connect with their audiences. 

Currently, 37% of fitness and wellness operators use SMS at least once a month, and many say it now rivals email as their most effective engagement channel. 

5. Holistic wellness is now the baseline

Holistic wellness is no longer a niche—it's becoming a defining focus for the fitness and wellness industry in 2025. More than a quarter of operators (28%) identify it as the top trend shaping the sector this year, while 20% predict it is an area that will grow the fastest over the next year.

The industry is resilient, evolving, and ready for what’s next

Fitness and wellness businesses are navigating uncertainty with optimism, adaptability, and innovation. By leaning into technology, enhancing experiences, and innovating with pricing and partnerships, operators are positioning themselves to thrive in 2025 and beyond.