Dallas-based technology provider ABC Fitness announced on Monday that it has acquired Replify, a Seattle-based artificial intelligence startup specializing in automated member and prospective client communications for health and wellness centers.
The acquisition integrates Replify’s agentic AI technology into ABC Fitness’s global platform, aiming to automate routine interactions and proactive outreach for gym operators worldwide.
While the financial terms of the deal were not publicly disclosed, the acquisition represents a major strategic push into artificial intelligence for one of the fitness industry’s largest management software providers.
Founding History and Operational Background
Replify was initially established in 2023 under the name heyLibby by Chief Executive Officer Tony Small and Chief Technology Officer Anna Rodriguez.
Former Zillow Chief Executive Officer and co-founder Spencer Rascoff later joined as a co-founder, investor, and advisor, incubating the startup out of his Los Angeles-based venture firm, 75 & Sunny Labs.
Over three years of operations, the Seattle startup successfully secured a total of $6.7 million in venture capital funding.
Its funding trajectory culminated in a $4.5 million seed financing round in April 2025, which was co-led by French investment firm Aglaé Ventures and Silicon Valley-based Vertical Venture Partners.
Replify developed software engineered to handle comprehensive customer service duties, managing phone calls, text messages, emails, and web chats for fitness businesses.
The platform supports automated responses to inbound customer inquiries as well as targeted outbound marketing campaigns designed to convert prospective leads.
To accommodate international business needs, Replify developed voice communication capabilities in approximately 35 languages and text-based communication in more than 100 languages.
Integration and Executive Leadership Transition
Under the terms of the acquisition, the entire 12-person Replify team will transition to ABC Fitness, joining an enterprise that currently employs nearly 2,000 people globally.
Small will step into the role of Senior Vice President of AI Strategy at ABC Fitness, while Rodriguez will serve as Vice President of Engineering.
Both executives will report directly to ABC Fitness President Khal Rai, according to company announcements.
In statement details provided to media outlets, Rodriguez confirmed that the Replify team will focus on expanding the agentic AI capabilities within ABC’s Intelligent Operating System.
Prior to the official acquisition, the two companies already shared a notable enterprise customer base, providing technology services to major fitness chains such as Gold’s Gym, UFC Gym, and Club 24.
Industry Impact and Broader Economic Context
The fitness and recreational facility sector has faced persistent administrative staffing challenges in recent years, driving demand for operational automation.
ABC Fitness currently maintains a massive operational footprint, providing management and technology solutions to more than 30,000 businesses and approximately 40 million gym members across 100 countries.
Integrating agentic AI allows health clubs, tanning salons, and recreational centers to automate front-desk communication and lead acquisition around the clock.
By handling repetitive inquiries and customer service bookings automatically, the software aims to free facility personnel to focus on physical operations and on-site member experiences.
According to industry reports, this acquisition highlights a growing trend among enterprise software providers to incorporate specialized conversational and task-oriented AI into established core management products.
Future Outlook for Fitness Technology
With Replify’s workforce now integrated, the market will observe how rapidly ABC Fitness deploys agentic AI across its existing international network.
The deployment is anticipated to bolster lead capture, accelerate sales conversion pipelines, and streamline routine member service protocols across diverse global markets.
As autonomous AI software continues to mature, further consolidation between niche AI startups and established enterprise software vendors is expected across the broader hospitality and service management sectors.
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