A Gym Software Giant Bought L.A.'s Replify. No Price Was Disclosed.

Replify, the L.A. startup whose AI agents answer gym phone calls, sold to ABC Fitness three years after launching as HeyLibby.

Replify, a Los Angeles startup whose AI agents pick up the phone when a gym's front desk can't, has been acquired by ABC Fitness. ABC Fitness sells operating software to gyms and studios. The deal was reported by dot.LA, the Los Angeles startup and venture newsletter, on July 31, 2026. Neither company disclosed a price.

The pitch is the call nobody gets to. Gym and wellness staff are usually busy with the customers standing in front of them, dot.LA reported, so calls, texts and emails from people who might join sit unanswered, and the membership that would have come from them doesn't.

Replify's virtual agents run across phone, text, email and chat, the outlet reported: answering questions, qualifying leads, booking tours and classes, following up on missed calls and running outbound campaigns.

It didn't start out in fitness. The company launched in 2023 as HeyLibby, a general-purpose assistant for small businesses, built by former Zillow colleagues Spencer Rascoff, Tony Small and Anna Rodriguez inside Rascoff's incubator, 75 & Sunny Labs, with a target market that could have included any small operator with an inbox — real estate agents, contractors, hairstylists, event planners.

Then it narrowed. The team pointed the product at fitness and wellness, raised a $4.5 million seed round in 2025 and rebranded as Replify, the outlet reported, adding Gold's Gym and UFC Gym as customers.

The performance figures come from the company, not an audit.

Replify says its customers ended up with as much as 10 times the leads they had before. Sales cycles that used to run roughly 30 days now close in as few as three to five, the company says.

What ABC brings is reach. It provides software to more than 30,000 fitness businesses whose memberships total over 40 million people worldwide, dot.LA reported — a customer list a three-year-old startup wasn't going to assemble on its own.

ABC plans to fold Replify into its platform, offering gyms an always-on AI front desk and taking the technology to a larger global customer base, the outlet reported.

Source: dot.la, retrieved September 13, 2026.