Replify, a Seattle startup that uses agentic AI to help fitness operators automate member and prospect communications, is being acquired by Dallas-based ABC Fitness, the companies announced Monday.
Replify’s software handles phone calls, emails, chats, and texts for health and wellness businesses, including inbound customer messages as well as proactive outbound marketing.
The idea is to help gyms, recreational facilities, tanning salons, and other businesses improve customer service and free up staff to focus on other tasks.
ABC Fitness is a technology provider for fitness businesses with a global customer base of more than 30,000 businesses and 40 million members. It already shares customers with Replify, including Gold’s Gym, UFC Gym, and Club 24.
Replify’s platform supports approximately 35 languages across voice, and more than 100 across text and chat. ABC Fitness’ software is used in more than 100 countries.
Replify was founded in 2023 as heyLibby by CEO Tony Small and CTO Anna Rodriguez. Zillow co-founder and former CEO Spencer Rascoff, who worked with Small and Rodriguez at the Seattle real estate company, joined as co-founder, investor and advisor. He incubated the startup out of his Los Angeles-based firm 75 & Sunny Labs.
Replify raised $4.5 million in an April 2025 seed round led by French firm Aglae Ventures and Silicon Valley-based Vertical Venture Partners. The company raised $6.7 million total in three years.
“Replify was built to help fitness operators be present at every moment a prospect or member is ready to engage,” Small said in a statement. “By joining ABC Fitness, we can bring our AI agents to a larger global ecosystem and help more operators capture demand, support their teams and grow with less manual work.”
Small and Rodriguez and the 12-member Replify team are joining ABC Fitness, which employs nearly 2,000 people, according to its website. Small will be senior VP of AI strategy and Rodriguez will be VP of engineering, with both reporting to ABC Fitness President Khal Rai.
The goal for the Replify team is to lead the advancement of the agentic layer of ABC’s Intelligent Operating System and continue innovation in agentic AI capabilities, Rodriguez told GeekWire.
Terms of the deal were not released.
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