Playlist, the parent company of Mindbody, ClassPass, Booker, EGYM and Kite, has launched Customized Websites to provide wellness and skin care business owners with a premium website.
Playlist officially launched in 2025. It was founded with the vision to become the world’s operating system for wellness entrepreneurs, giving them tools and the support they need to build great businesses. This includes system-of-record software, payments, hardware, AI-powered services and a firehose of end-user demand. Customized Websites expands on Playlist’s mission by providing a website that is functional, SEO-optimized and fully integrates into existing Playlist software.
Customized Websites enables wellness and skin care professionals to have a professionally designed website that is tailored to their brand and services, and is ready to use within days. Playlist handles the ongoing maintenance and updates to the site. Customized Websites gives Mindbody and Booker customers a fully maintained website at no additional cost, making a cost effective option for solo skincare and wellness professionals.
“For a solo esthetician, that means never having to design, build, or maintain a website alone. The new site integrates directly with Mindbody or Booker, automatically syncing pricing and schedules so clients can book directly. For operators on Mindbody Ultimate plans, it also comes with automatic bundling of Attentive, a personalized SMS and email marketing integration, and AI Concierge,” said Zach Apter, Chief Strategy Officer at Playlist.
Customized Websites is the second AI-powered service to launch on the Playlist platform. The first is AI Concierge, a 24/7 front desk assistant for operators. Apter said that both Customized Websites and AI Concierge are examples of how Playlist is solving specific operational and growth challenges for business, instead of having operators stitch tools together themselves, which for a solo professional can be time consuming. Another complement to these tools is AI Insights, a suite of AI-powered tools that turns operators’ business data into plain-language insights and recommendations. All three tools are meant to help operators better understand their business, attract and convert new clients, and manage client interactions.
Hundreds of websites were launched during the pilot and the results were positive, with one beta customer seeing their bookings increase more than double in the month after their website launched. Operators who participated in the pilot also said that using Customized Websites saved them time and enabled them to focus on running and growing their business.
