ABC Fitness Acquires Agentic AI Platform Used by Gold’s Gym, UFC Gym

The acquisition of Replify comes as the fit tech giant doubles down on its goal of providing tools that allow gym operators to embed AI into their workflows

ABC Fitness has acquired agentic AI platform Replify, marking the next step in the fitness software giant’s mission of embedding artificial intelligence directly into operators’ behind-the-scenes workflows.

The acquisition incorporates Replify’s AI agents into member and prospective client communications, helping fitness operators manage communications across voice, text, email and chat to help with lead capture and qualification, tour booking, class scheduling support, missed-call follow-up and outbound engagement.

While the process is meant to boost member support and retention, it importantly frees staff to focus on in-person connections and relationship-building. Operators including Gold’s Gym, UFC Gym and Club 24 have already begun using both platforms to support their businesses.

“AI will be most valuable in fitness when it removes operational complexity without lessening the human connection that drives member engagement,” said ABC Fitness CEO Bill Davis. 

“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,” Davis added. “This acquisition advances our Intelligent Operating System and strengthens our ability to deliver practical AI directly inside the workflows our customers use every day.”

Financial terms of the deal weren’t disclosed.

The fit tech giant — whose software is used in over 100 countries globally — has already been embracing AI to improve how it serves fitness operators. That includes its Churn Predictor AI tool, which synthesizes member data to proactively identify individuals at risk of canceling.

Folding Replify’s tech into ABC Fitness’ AI-powered operating infrastructure, the brand will help operators respond faster to demand, reduce repetitive front-desk work and free up staff, as the agentic AI supports booking and maintains consistent follow-up without requiring teams to manually manage every interaction.

Replify revealed that early results from current customers show notable potential improvement through the use of agentic AI, with fitness businesses capturing 10x more leads and cutting their sales cycle from 30 days to as few as 3-5 days.

“Replify was built to help fitness operators be present at every moment a prospect or member is ready to engage,” said Replify co-founder and CEO Tony Small. “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.”

Fit Tech Firms Race to Embed Agentic AI

The deal comes as agentic AI emerges as a key tool throughout the fitness and wellness industry, as brands look to capitalize on the tech’s ability to take action automatically — identifying potential problems and taking steps to solve them — without manual oversight.

Zenoti introduced its own AI agents last year, trained to automate routine tasks and accelerate growth. In wellness, the Tom Brady-backed telehealth platform eMed utilizes agentic AI — which raised $200 million in funding at a $2 billion-plus valuation — to help support patients through their GLP-1 journeys, strengthen its balance sheet and help employers reduce healthcare costs.

Technogym is also getting in on what it’s calling the “agentic AI revolution,” recently rolling out its own AI Ecosystem featuring Adaptive Training workout programs, the Technogym AI Coach and an AI Assistant to help operators and trainers identify potential drop-out signals and simplify operational tasks.

Meanwhile, startups including HireBob.ai and SalesRevv have raised millions in funding to bring agentic AI solutions to fitness operators.