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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteSeattle startup heyLibby announced a $4.5 million seed round on April 2, 2025, to expand its AI communication tools for gyms and other wellness businesses. It later changed its name to Replify, and ABC Fitness announced its acquisition of Replify on July 27, 2026. The acquisition terms were not disclosed. GeekWire’s 2025 funding report and its 2026 acquisition report make this a dated funding milestone with a consequential later update—not a profile of an independent startup still operating under its original name.
What heyLibby built
heyLibby developed vertical AI software for health, fitness, recreation and wellness operators. Its assistants handled inbound phone calls, emails, texts and website or live chats, as well as tasks such as qualifying leads, booking appointments and following up with prospective customers.
The pitch was to automate repetitive communication, not simply to replace a front desk. Staff at a gym or studio may be checking in members while calls arrive from prospective customers asking about prices, hours, classes or bookings. An assistant that can respond promptly may reduce the number of inquiries left unanswered and give employees more time with people at the facility.
Gyms and tanning salons were examples of the broader market, not the only businesses heyLibby targeted. Its positioning also included recreation facilities, yoga studios and other wellness operators. Spencer Rascoff, an investor and adviser who incubated the company through Los Angeles-based 75 & Sunny Labs, characterized health and wellness as a large category with substantial customer-service demands and distracted front-desk teams, according to GeekWire.
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What the seed round and early traction showed
The $4.5 million financing
On April 2, 2025, heyLibby announced a $4.5 million seed round led by Aglaé Ventures and Vertical Venture Partners. It was a seed financing, not a Series A. The later acquisition report said Replify had raised $6.7 million in total over three years, making the 2025 round one part of its fundraising history.
Public reporting does not establish the company’s valuation, investor ownership, use-of-proceeds breakdown, or whether the financing included debt or secondary transactions. It also does not provide the customer count, net retention, gross margin or churn figures needed to evaluate the business’s unit economics.
Customers and reported operating metrics
At the time of the 2025 report, named customers included Arena Sports, Seattle Sun Tan and Desert Sun Tanning Salon. CEO Tony Small said Arena Sports automated approximately 70% of its communications through the product. The company also reported more than $200,000 in annual recurring revenue (ARR) and said it operated in the United States, with plans to expand into Western Europe and Canada.
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These are time-specific, company-reported figures conveyed by GeekWire, not independently audited results. The 70% figure is an automation claim for Arena Sports; it does not by itself show how the company defined a communication, how many interactions required staff intervention or whether the result applied to other customers.
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Small said more than half of heyLibby’s revenue came from its white-label business, in which other businesses could sell or embed the product. That suggests distribution through partners was an important part of the model alongside direct sales to gyms. It does not, on its own, reveal how many end customers used the software, who owned those customer relationships or how revenue was divided between the startup and its partners.
Who founded heyLibby and what technology did it use?
The founding team included CEO Tony Small and Anna Rodriguez, who was initially described as a co-founder and later identified as CTO in the acquisition coverage. Small and Rodriguez had worked at Zillow. Rascoff, Zillow’s former CEO, was a co-founder, investor and adviser who incubated the company through 75 & Sunny Labs. GeekWire’s reports provide additional career background, but do not establish that those previous roles alone drove the startup’s commercial results.
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GeekWire reported in 2025 that heyLibby used a combination of back-end AI infrastructure that included ChatGPT and ElevenLabs. That historical description does not establish that either vendor supplied the whole product, that heyLibby trained its own foundation model, or that the same services remain in Replify’s current technology stack.
What changed when heyLibby became Replify?
The company changed its name to Replify. Its current website presents a broader platform for gyms, clubs, studios and wellness brands, with AI receptionist, sales follow-up, billing and collections assistance, and AI VoIP capabilities. The site describes features including lead capture, appointment booking, follow-up across phone, SMS and email, live transfers to staff, and integrations with ABC Fitness, ClubReady, Mindbody, APIs and Zapier. Replify’s site is the source for these current product descriptions: Replify.ai.
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The company’s website displays customer stories and performance figures, including claims about leads, automation and hours saved. Those are vendor marketing claims or customer testimonials, not independently established performance averages. The site directs prospective buyers to book a demo; no public self-serve pricing was visible as of August 18, 2026. It also advertises no setup fees, white-glove service and cancellation anytime—terms to confirm directly rather than treat as independently verified.
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What the ABC Fitness acquisition means
ABC Fitness announced in July 2026 that it was acquiring Replify. The deal terms were not released, so the transaction’s value, investor returns and any revenue multiple are unknown. GeekWire reported that Replify had raised $6.7 million in total. It also reported that ABC Fitness serves more than 30,000 businesses and 40 million members globally, while Replify’s platform supports approximately 35 languages for voice and more than 100 for text and chat. Those scale and language figures are attributed to the acquisition coverage, not independently verified here.
The strategic question has shifted from whether a small startup can sell communication automation to wellness operators to whether its tools can become an AI layer within a large fitness-software ecosystem. ABC Fitness could offer distribution and integration opportunities. For customers, acquisition also makes continuity worth checking: product roadmap, contract terms, data ownership, support arrangements and migration plans may change when ownership changes. The available reporting does not establish how Replify will be sold or supported after the deal.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to assess the business case—and the competitive landscape
heyLibby entered a market that included established wellness-software providers as well as newer AI vendors. GeekWire named Zenoti as a competitor; its reporting does not support describing heyLibby or Replify as the first or only AI assistant for gyms. Buyers may also compare a specialized agent with features in their existing fitness-management platform, a general conversational-AI or contact-center provider, or a custom agent connected to their CRM, phone and scheduling systems.
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The relevant choice is not just which product sounds most human. An operator should test how well it fits real workflows and what happens when automation reaches its limits:
- Integration and coverage: Confirm compatibility with the membership-management platform, CRM, phone system and booking tools. Test class, tour and appointment scheduling across locations and brand-specific policies.
- Human oversight: Ask whether staff can review or correct answers, take a live transfer, and handle unusual membership, refund, freeze or cancellation cases. Find out how the system identifies emergencies and routes them to a person.
- Accuracy and escalation: Test answers about prices, hours, availability and policies, plus calls in noisy environments or with cross-talk. Ask what happens when information is stale, a location is misidentified, or a customer asks for a human.
- Privacy and outreach controls: Ask whether calls are recorded or transcribed, where information is stored, and what consent and opt-out controls apply to automated voice and SMS outreach. Confirm how billing questions are handled without exposing sensitive information.
- Measurement and cost: Define what counts as an automated interaction or captured lead, and examine results over a stated period. Compare pricing by location, seat, call, minute, message, lead or custom contract; no public Replify price was visible on its website as of August 18, 2026.
- Operational resilience: Check for duplicate messages across systems, integration failures, vendor lock-in risks during phone-number or CRM migration, and the process for preserving service if ownership or product plans change.
Automation can reduce routine workload, but it also raises the cost of a confidently wrong answer. A specialized product may understand gym workflows better than a general chatbot; a broader platform may offer more integrated business-management features. A white-label channel can extend distribution, while making the end-customer relationship less direct. Replify’s acquisition could improve reach, but customers should establish which integrations and support commitments apply to their own account.
What the reported traction does—and does not—prove
The named customers, reported ARR and Arena Sports automation figure are evidence of early commercial activity by the time of the April 2025 funding announcement. They do not establish broad product-market fit. The reporting does not disclose retention, paying-location count, average contract value, implementation time, gross margin or revenue growth. Those measures would help determine whether early interest translated into durable customer economics.
Likewise, current website testimonials and performance claims may help buyers decide what to test, but they should not be generalized across operators without consistent definitions and independent validation. An automation rate can mean different things depending on whether it counts simple replies, fully resolved issues or interactions that never needed staff follow-up.
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