ABC Fitness announced it has acquired Replify, an agentic AI platform built to help fitness operators automate member and prospect communications through virtual AI agents. The acquisition advances the agentic layer of the ABC Fitness Intelligent Operating System, bringing practical, cutting-edge AI capabilities directly into the workflows gyms, studios, and health clubs use to grow, serve members and operate more efficiently.
Replify helps fitness businesses manage high-volume communications across voice, text, email and chat, including AI reception, lead capture and qualification, tour booking, class scheduling support, missed-call follow-up and outbound engagement. By adding Replify’s capabilities to ABC Fitness’ AI-powered operating infrastructure, ABC Fitness will help operators respond faster to demand, reduce repetitive front-desk work and give teams more time to focus on the human relationships that drive member engagement, retention and growth.
“AI will be most valuable in fitness when it removes operational complexity without lessening the human connection that drives member engagement,” said Bill Davis, the CEO of ABC Fitness. “Replify brings ABC Fitness proven agentic AI capabilities that help operators respond faster, automate repetitive work effectively, and create more consistent experiences for prospects and members. This acquisition advances our Intelligent Operating System and strengthens our ability to deliver practical AI directly inside the workflows our customers use every day.”
For fitness operators, speed and personalization are increasingly critical to growth. Leads often arrive after hours, while staff are serving members, teaching or managing day-to-day operations. Replify’s virtual AI agents are designed to help operators capture those moments in real time, qualify interest, support booking and maintain consistent follow-up without requiring teams to manually manage every interaction. The result is a more responsive operating model that supports growth while preserving the in-person connection at the center of fitness.
“Replify was built to help fitness operators be present at every moment a prospect or member is ready to engage,” said Tony Small, a co-founder and CEO of Replify. “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.”
Together, ABC Fitness and Replify are already supporting fitness operators such as Gold’s Gym, UFC Gym, and Club 24 using both platforms, showing how virtual AI agents can complement ABC Fitness’ club and member management solutions by helping teams capture demand, respond faster and maintain more consistent member and prospect communications. Early results from current Replify customers show the potential impact of agentic AI in fitness, with businesses capturing 10x more leads and reducing their sales cycle from 30 days to as few as three to five days.
The platform supports approximately 35 languages across voice, and 100-plus across text and chat, helping fitness businesses extend timely communication support across diverse member communities and markets, matching ABC Fitness’ software which is used in over 100 countries globally.
The acquisition builds on ABC Fitness’ broader strategy to embed intelligence across the systems fitness businesses already use, from member acquisition and engagement to payments, retention and daily operations. Rather than treating AI as a standalone feature, including future agents that will be instrumental in our solutions that helps operators move from reactive workflows to proactive action, using AI to automate routine work, surface timely insights and support more consistent member experiences at scale.
