Matthew Januszek and Mo Iqbal are joined on LIFTS by Kinsey Livingston, VP of Sales at Mindbody and ClassPass, for a data-rich conversation built around the findings of ClassPass's 2024 annual look-back report. LIFTS — the industry show Matthew and Mo co-host to spotlight the Latest Industry Fitness Trends and Stories — is exactly the right home for an episode grounded in hard numbers.

The episode covers the ClassPass and Mindbody merger, the explosive growth of Pilates, shifting consumer demographics, the rise of body scan bookings, and what the data signals for fitness operators heading into 2025. If you want to understand where fitness consumers are actually putting their time and money, this episode delivers.

What This Episode Covers

Kinsey Livingston serves as VP of Sales at Mindbody and ClassPass — two platforms that, following their merger, now sit at the center of how millions of fitness consumers discover, book, and pay for classes worldwide. Her vantage point spans both the consumer behavior data that ClassPass aggregates and the operator relationships that Mindbody powers.

The ClassPass annual report she helps contextualize in this episode is one of the fitness industry's most closely watched data publications, offering a ground-level view of which workout formats are surging, which demographics are shifting, and which trends are quietly gaining momentum before they go mainstream.

Key Moments from the Conversation

• The ClassPass and Mindbody merger is explained in practical terms — what the integration meant for the platforms and what it signals for fitness operators who rely on one or both services.
• Pilates registered a significant year-over-year increase, making it the top workout on the platform — a finding that has major implications for boutique studio operators and equipment manufacturers alike.
• Low-impact training and holistic wellness experiences are growing in tandem with Pilates, pointing to a broader consumer shift toward recovery-oriented and longevity-focused fitness.
• Social media's influence on fitness accessibility is quantified through the report, with data suggesting that platforms are genuinely lowering the barrier to trying new workout formats.
• The ClassPass user base is skewing older, with a notable shift in demographics toward age groups that have historically been underserved by boutique fitness marketing.
• Tuesday emerges as the single busiest day for fitness reservations on the platform — a granular but operationally useful finding for studio managers and schedulers.
• Body scan bookings saw a significant increase, reflecting growing consumer appetite for personalized fitness data and biometric self-knowledge.
• Community-centered activities are gaining traction on the platform, signaling that the definition of fitness is broadening beyond traditional workout formats.

Why This Conversation Matters

For fitness industry professionals — from boutique studio owners to equipment manufacturers like Escape Fitness USA — annual data reports like this one are among the most reliable signals available about where consumer energy is flowing. Matthew and Mo built LIFTS specifically to surface this kind of intelligence in a format that busy operators can actually act on.

The Pilates surge in particular has direct implications for facility design, programming, and equipment investment. Understanding the data behind the trend — rather than just observing it anecdotally — is exactly the kind of edge that separates operators who lead from those who follow.

▶  Watch the full episode on YouTube

Related Episodes & Interviews

• goGLOW →
• Anthony Vennare →
• The Performance Medicine Era →