Booker
“Can a specialist spa-and-salon SaaS retain its brand identity while being fully absorbed into the Mindbody/Playlist wellness platform stack?”
Founded2007
HQSan Luis Obispo, CA (parent: Mindbody/Playlist); originally New York, NY
Total raised$83M (pre-acquisition)
Latest roundAcquired by Mindbody (2018, $150M)
IndustryVertical SaaS / Spa & Salon Management
The story
Booker started in 2007 (as GramercyOne) as an all-in-one management platform for local service businesses, then narrowed its focus onto spas and salons. After a $35M Series C in 2015 and a short-lived embedded lending experiment with Bond Street in 2016, Booker was acquired by Mindbody in 2018 for ~$150M. Today, Booker is essentially a Mindbody product line under the Playlist corporate parent — payments, developer APIs, and support all run on Mindbody infrastructure rather than Booker's own.
Last 12 months
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Product timeline
2007
Founded as GramercyOne, an all-in-one local services commerce platform.· founding
2015
Raised $35M Series C led by Medina Capital, bringing total funding to $80M+.· funding
2016
Partnered with Bond Street to offer embedded lending to Booker merchants (later discontinued).· lending
2018
Acquired by Mindbody for ~$150M.· acquisition
2026
Operates under Playlist umbrella alongside Mindbody and ClassPass; payments run via Mindbody Processing.· pivot
The stack
2 layers disclosed in Booker’s embedded-finance stack
Sponsor bank
in the full report
Accounting gap: significant
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.