By reimagining access to funding, Mindbody Capital gives franchises the freedom to innovate, expand and shape the future of the industry.
Consumer expectations are shifting fast. Today’s members want experiences that are more personal, connected and holistic, and operators across the fitness and wellness spectrum are racing to keep up.
According to the 2025 Mindbody State of the Industry Report, 28% of operators identified holistic wellness as the defining trend of the year, while many pointed to AI and personalization as critical growth tools. Businesses that embrace innovation, the report found, are not only performing better, they’re expanding, hiring and launching new services at higher rates than their peers.
But innovation requires funding. And for franchise operators in particular, access to capital can make or break that growth.
That’s where Mindbody Capital comes in — a financial service designed to help fitness and wellness businesses invest, expand and evolve without the roadblocks of traditional lending.
Redefining Capital for the Wellness Economy
Alice Shen (credit: Mindbody)
“Franchise operators know that access to capital can make or break growth,” says Alice Shen, Director of Strategic Partnerships and App Ecosystem at Mindbody. “Yet traditional financing options often aren’t built for our industry — they’re slow, require extensive credit checks and rarely account for the unique revenue cycles of fitness, beauty and wellness businesses.”
That gap is what led to the creation of Mindbody Capital. Instead of rigid loans or lengthy applications, Mindbody offers a merchant cash advance (MCA) program that gives operators fast, reliable capital that fits the ebb and flow of their business.
“With the MCA, Mindbody Capital is helping operators invest in expansion, staffing and growth opportunities the moment they arise,” Shen says
Funds are typically deposited within one to two business days and can be used for nearly any business purpose — from payroll and marketing to renovations or new locations.
And because operators face the daily fluctuations of attendance, seasonality and competition, the payment structure is flexible also.
“Instead of rigid monthly payments, repayment happens automatically as a percentage of daily sales,” Shen explains. “Franchisees pay less during slower months and more when revenue is strong. It’s a model that helps locations stay financially stable and agile, even as they navigate the natural highs and lows of business.”
That flexibility transforms cash flow management into a strategic advantage. Operators can move quickly on opportunities — without the strain of fixed-term loans or the uncertainty of traditional credit approval.
Removing the Red Tape
credit: Mindbody
Mindbody Capital isn’t a loan; it’s revenue-based financing. Eligible Mindbody customers see pre-approved offers directly in their software dashboard, based on real-time sales data — no credit checks, no collateral, no application.
“Approval is based solely on the performance of the business,” says Shen.
For operators, that simplicity translates into time saved and confidence gained. “It removes the administrative burden and risk of traditional financing,” Shen explains. “Owners can focus on running their locations and supporting their teams while maintaining predictable, transparent financial management.”
The goal, she says, is democratization. By removing traditional gatekeepers, Mindbody Capital gives smaller and emerging franchises the same opportunities to grow as established brands.
“That’s especially powerful for new or independently owned locations, where access to capital can make the difference between maintaining momentum and missing key opportunities.”
The early results are striking. Since launch, Mindbody Capital has already funded over $140 million to customers across fitness, wellness, and beauty.
“Franchise owners are using Mindbody Capital to stay competitive and scale efficiently,” Shen says. “The most common use case we saw this year was investment in payroll and hiring to maintain exceptional service across locations.”
Others have used funding to refresh their spaces, expand capacity or add new modalities — from recovery suites to infrared therapy.
“Because payments automatically flex with sales, franchisees can confidently invest in these initiatives without straining their cash flow,” Shen adds.
In a fast-changing market, that agility can make the difference between keeping pace and leading it.
Why Now?
credit: Mindbody
“We believe that more operators are exploring holistic and personalized innovations as certain consumer expectations may be shifting,” Shen says.
In that sense, capital is becoming more than financial security — it’s a strategic lever for growth, helping franchises act on opportunities faster and with more confidence.
As wellness concepts expand to include recovery, longevity, and holistic health models, the demand for flexible capital will only intensify. Tools like Mindbody Capital empower owners to move at the speed of innovation.
“By removing barriers to access and offering a flexible, tailored solution, we’re hoping to help drive the whole industry further,” Shen says.
Mindbody Capital represents more than a funding option — it’s a shift in what financial empowerment looks like for the modern wellness entrepreneur. Because when growth capital moves as dynamically as the industry itself, innovation doesn’t just become possible — it becomes inevitable.
This article originally appeared in ATN’s Franchise Landscape 2025: Insights Into Fitness& Wellness Growth report, which explores how how boutique concepts, HVLP operators and multi-brand franchisors are reshaping the industry, from Pilates and barre studios to big-box gyms. Download the free report.
