Our Digital Transformation Story
Alex McClureSr. Product Manager Platform & APIs
Good afternoon everyone,Its good to be here at an API conference
People who care!Lead MINDBODYs Platform & APIs strategyWere on
this digital transformation journey ourselves, and wanted to share
MINDBODY is the worlds leading provider of business management
software for the wellness and beauty industry.
For MINDBODY, the one thing that weve always valued the most has
been our relationships with our customers. That is such an integral
part of our story because one of the keys to our growth has ben in
adding adding so many new features to our core software in order to
make our subscribers successful, one business at a time.
MINDBODY HQ in San Luis Obispo, CA4 hours south of San
Who is MINDBODY?Were a software company in San Luis ObispoIts an
amazing city about 4 hours south of here.
Our genesis had a humble mission:
Improve the Wellness of the World,by leveraging technology
While we arent sending rockets to mars, investing self driving
cars, or creating the worlds next big cloud,
we are doing something just as difficult influencing human
A story that begins before mobile before the Cloud before
App Builder1 Subscribers Database at a Time
Like many of you, our story doesnt begin in the clouds. It didnt
begin on mobile. Didnt even begin on the web.
round circular things that most people only refer to as coasters
or free frisbees these days. We were founded out of our CEOs garage
back in 2001.
Then transitioned to make our software available online through
a web browserIntegrated payments solution
About 5 years ago introduced APIs that allowed our subscribers
to access their dataThat ended up being pretty useful for mobile
apps that we were beginning to create7
all 3rd party logos and brands are trademarks of their
respective ownersAPIs powering Fitness Mobile Apps
Some really, really neat use cases began popping up.All of a
sudden there were entire companies getting started, all based on
our APIs, filling in our product gaps. Here is a picture of a few
examples of Fitness Mobile Apps in action.
Entirely branded mobile applications for our joint customers.
Video 1: Fitness Mobile Apps
Previously recorded demonstration of Fitness Mobile Apps in
Zenrez: Flexible FitnessEmma: CRM & Marketing
ToolsClassPass: Complete Workout VarietyPerkville: Loyalty &
As our evolution continued, we now have an online marketplace of
These solutions have been built by our partners and ISVs in our
Examples include Emma, who has built a really powerful CRM &
Marketing platform. ClassPass: Who offers a terrific way for people
to get fit at a variety of businesses.Then there is Zenrez, who
allows you to look for great deals at fitness studios in your
area.And loyalty rewards programs by companies like Perkville.
A History of Evolving AssetsOnline AvailabilityIntegrated
As our story evolved, so did our realization of what our
greatest assets are.
We were one of the first online Software as a Service companies
in the wellness industry. We made it really, really easy to get
One of the first to offer an integrated payments solution. Our
asset then? Integration with everything you need to run a
Even building a commonly used SaaS solution, used by tens of
thousands of subscribersISVs can have one consistent set of APIs
that they write towards and reach all of those businessesTo engage
with our consumers Our Asset was the ability for developers to
learn 1 Software as a Service system, and then reach a network of
thousands of subscribers.
But over time we began asking... What is our most important
asset?Did you hear it? I just mentioned it
Our SaaS powers over 55,000 businesses which serve over 31M
consumers.What is our Greatest Asset?
What has been our greatest asset?
Its our SaaS offering, right?12
Our SaaS powers over 55,000 businesses which serve over 31M
consumers.The Digital Transformation MomentThe most diverse
collection of real time fitness classes, spas, salons and wellness
services in the world
What if we challenged that idea?
Do you know what 55,000 businesses in the health and wellness
space represents?The most diverse collection of real time fitness
classes, spas, salons, and wellness services in the world.
Do you know how many amazing health and wellness applications
can get created when we begin thinking about a user base 55,000
businesses and and 31M consumers?
An Incredible Network Effect14
more than 55,000 businessesreach their 31M consumersMINDBODY
MINDBODY builds the software that allows over 55,000 businesses
to successfully engage with their consumers14
Public APIs: Were No Longer Capped by our Own Resources15
more than 55,000 businessesany developer, any experienceAPIs
We dont have to create every type of user experience that is our
thereOur single greatest asset is not just our software anymoreIt
is our network of businesses that use our softwareTheir real time
scheduling availabilityTheir dataNow available, to the entire
APIs to enable ISVs to connect and build for multiple
You know why that is so powerful?!?!
I dont have to be limited by our resources and budget
constraints anymoreI dont have to be limited by our own R&D
The platform mentality is to enable the world of developers and
businesses with the tools they need to make their own investments,
to follow their own passions, and create a win-win for
The Digital Transformation Moment16
more than 55,000 businessesAPIs
The really neat thing though, is that when you have that kind of
thinking APIs end up benefiting your internal teams as well.Frees
passionate teams members to work on projects that they reall care
One example of that is our MINDBODY App.
Video 2: MINDBODY App17
Growth Moments when Externalizing APIs18
The Developers Experience IS the product. Enabling Hello World
in 5 minutes is important!(developers are people, too)
This involved lots of cultural shifts internally because we had
to begin realizing that our API IS the product.Partners, especially
companies with consumer networks of their own, that want to enhance
their offerings they expect modern REST APIs.They expect
quality.How many developers in this room can attest that standards
matter.Response codes matterPerformance and uptime matters.Being
able to get started with a Hello World app in 5 minutes or less
You know what? If I were to be honest. This was really really
hard for us. There was pain here. This was culture. Sometimes it
feels like youre challenging the status quo when you advocate for
developer experience, that, at times might be perceived as
competition to your core offering. 19
The single most important thing 20
But do you want to know what the single most important thing
Developers Want Easy Access to21
more than 55,000 businessesover 31M consumers
when were building APIs that connect over 55,000 businesses and
31M consumers to 3rd party applications.
Without Having to Become Experts in our Core Software
In our core software
Yes they want to know about it
But not necessarily learn all of the intracicies of what we
The (other) single most important thing 23
Internal Developers != External Developers24
Dialogue Between Internal Developers
Hey John, we didnt have time to implement constraints around the
number of records you can call, so, make sure you dont go above
25 Yep. You had better put that on the backlog But OK.
Along comes Kevin, an External Developer
I wonder if this endpoint will let me call 1,000,000 records
Internally !!! W.T.-
We would have caught the rest of that sentence except for the
poor system went down
Productized APIs start becoming trendy...27
All around the office, developers began wearing API t-shirts.
The t-shirts began getting everywhere. Our team decided to hire a
technical writer to make sure that all of our APIs were being
properly documented. He began wearing API t-shirts!
Then we would start walking around the campus and, we dont even
know this guy, but even he is wearing a t-shirt.28
API stickers all over our weight rooms29
Even brock went and got a tatoo on his back saying he loves
Demand for APIsThe Worlds Best API Management GatewayA Business
Model that WorksAPI Ninja T-Shirts
So lets review
Now we have digital assetsWe have these things Everything is
APIs are Enabling Digital Transformation32
Now were fully ready for digital transformation
Lets talk about what that looks like going forward32
employers offering rewards based upon actual gym attendance
Were connecting corporate wellness programs with these digital
Integrating the Worlds Leading Fitness Apps
We recently announced a partnership with Under Armour. Exciting
because of their focus on technology and digital apps.They own
MyFitnessPal, Under Armour Record, MapMyFitness, etc. A user base
that numbers in the millions. Were working together to help create
a healthier world by seamlessly connecting the largest health and
fitness community (Under Armour) to our clients inventory of
fitness activities.Well be announcing a lot more very soon, so stay
tuned. Really excited about the experience were creating for
fitness enthusiasts. 34
An Affiliate API to Book Fitness Classes Anywhere35
Wouldnt it be neat if you could book a fitness class or a
massage at the studio right next to where you just booked your
What if if you were traveling and your travel companion app was
smart enough to tell you the closest crossfit box doing the same
workout of the day as your home box?
That is now possible with our Affiliate API. A complete package
and product to enable these types of experiences for 3rd parties.
What can we now aspire towards?36
What other things are we aspiring towards?These are our pie in
the sky ideas, so to speak.
Messenger Bot, Siri, Alexa, Assistant37Siri, Alexa, Assistant,
Jarvis and Iron Man are registered trademarks of Apple, Amazon,
Google & Marvel, respectively.
Wouldnt it be neat if you could chat with a messenger bot, or
say, Hey Siri, Hey Alexa, Hey Assistant and book into a class that
your friends are booking into?
Or I dont know what if you were using your favorite search
engine and wanted to find a pilates class nearby? 37
Personalized Workouts Based upon your DNA?38
Why not? If dating services are experimenting with consumer DNA
testing, why shouldnt your health gym?38
Are you ready for the most exciting piece of innovation?39
Are you ready for the most exciting pieces of innovation?
Do you want to know what it is that inspires us to come into the
office every day and build out these APIs and an awesome developer
Do you want to know how well look back years from now well be
thinking, wow, that is so much cooler than we imagined.
Do you want to know what that thing is?39
It has yet to even be built or invented
Thats the greatest part about innovation with APIsThats the
greatest part about building platforms!
Digital Transformation Drives Innovation41
The future holds so many possibilities. And that is the really
really exciting partWhen we build platforms and APIs, the best
innovation happens when companies and teams start brainstorming
ideas and collaborating together.
Thats the best part about digital transformation.