Arena Sports, the Seattle-area multi-location sports facility operator, automated about 70% of its member communications using Replify's AI software.
As of July 27, that software belongs to a Dallas company with 2,000 employees and 40 million fitness members on its platform worldwide.
ABC Fitness announced Monday that it acquired Replify, the three-year-old Seattle AI company founded by former Zillow executives Tony Small and Anna Rodriguez.
The entire 12-person Replify team is joining ABC Fitness. Small becomes senior vice president of AI strategy and Rodriguez becomes vice president of engineering, both reporting to ABC Fitness President Khal Rai.
"Customers expect instant responses, and with Replify, we can provide that 24/7," Bryan Graff, director of operations at Arena Sports, said in April 2025 when Replify announced its seed round. "It has dramatically reduced our missed calls and improved our ability to serve customers efficiently, whether they call, email, text, or chat."
Seattle Sun Tan was also an early Replify customer. The software handles phone calls, emails, chats, and texts for gyms and wellness businesses, managing both inbound customer messages and outbound marketing in approximately 35 languages by voice and more than 100 by text.
Financial terms were not disclosed.
Replify raised $6.7 million total over three years, including a $4.5 million seed round in April 2025 led by Aglae Ventures, the venture capital arm of the Arnault family office behind LVMH, and Silicon Valley-based Vertical Venture Partners.
The company had more than $200,000 in annual recurring revenue and over 1,000 customers as of that seed round, according to GeekWire.
The startup launched in 2023 under the name heyLibby. Spencer Rascoff, the Zillow co-founder who is now CEO of Match Group, co-founded the company with Small and Rodriguez and incubated it through his Los Angeles-based firm 75 & Sunny Labs.
Small spent more than eight years at Zillow overseeing its Premier Agent business and five years at Amazon before that. Rodriguez led teams managing third-party applications at Zillow for more than four years before stints at Slalom and Avalara.
Small told GeekWire that by joining ABC Fitness, Replify can bring its AI agents to a larger global ecosystem and help more operators capture demand and grow with less manual work.
ABC Fitness already shared customers with Replify, including Gold's Gym, UFC Gym, and Club 24. The acquirer provides software to more than 30,000 fitness businesses in over 100 countries.
Rodriguez told GeekWire the team's goal is to lead development of the agentic layer of ABC's Intelligent Operating System, expanding the AI automation capabilities across that global footprint.
