Trybe Secures $30M to Infuse AI into Global Spa & Leisure Tech

LONDON – January 12, 2026 – Trybe, a software provider for the spa and leisure industry, today announced it has closed a $30 million Series A funding round led by growth equity firm Five Elms Capital. The investment is earmarked to accelerate the company’s global expansion, advance its AI-powered platform, and scale its market presence, signaling a major technological shift for the wellness sector.

A Modern Answer to an Outdated Market

For years, the spa, resort, and wellness industry has been hampered by disparate, inflexible software solutions. Many operators still rely on legacy systems that struggle to manage complex scheduling, integrated payments, and the modern guest's demand for seamless digital interaction. This technological gap often leads to operational inefficiencies, lost revenue, and a fragmented customer experience.

"Spa and leisure operators are facing increasingly complex operations, payments, and guest-experience challenges. Legacy systems simply haven't kept up," said Ricky Daniels, Co-Founder of Trybe, in the announcement. "We built Trybe to give operators a flexible, modern operating system that maximizes revenue, reduces friction, and unlocks exceptional guest experiences."

Founded in 2020, Trybe has positioned itself as a comprehensive, cloud-based alternative. The platform offers an end-to-end suite that integrates online bookings, staff scheduling, membership management, point-of-sale (POS), and guest communications. The company reports rapid growth, now supporting over 325 properties across 33 countries and having processed more than $1.1 billion in revenue volume. This traction has earned it significant industry recognition, including a #3 ranking among the "Top 10 Best Spa Management Software Solutions 2026" by HotelTechReport, validating its impact on a market ripe for disruption.

The Strategic Bet on Vertical SaaS

The $30 million investment comes from Five Elms Capital, a prominent growth investor with over $3 billion in assets under management and a sharp focus on B2B software. The firm’s strategy centers on backing companies with strong product-market fit and platforms that "users love," providing not just capital but also operational expertise to fuel growth.

The decision to lead Trybe's Series A underscores a powerful trend in venture capital: a growing appetite for vertical SaaS—specialized software tailored to the unique needs of a specific industry. As the "experience economy" booms, investors are increasingly targeting the technology that powers it. Five Elms' portfolio shows a pattern of backing such category leaders.

"Trybe stands out as the clear modern alternative in a market long constrained by rigid, outdated systems," noted Ryan Mandl, Partner at Five Elms Capital. "The Trybe team has built a configurable, intuitive platform that customers genuinely love, and their traction across geographies and spa and leisure segments reflects that. We're thrilled to support Trybe as they scale globally, deepen their payments capabilities, and continue building a category-defining product."

Five Elms' involvement extends beyond funding. The firm plans to leverage its in-house value creation team to help Trybe execute strategic initiatives in growth, product development, and AI integration, aiming to solidify its position as an industry leader.

Fueling Innovation with Artificial Intelligence

A key pillar of Trybe's strategy is the integration of artificial intelligence to solve some of the industry's most persistent challenges. The fresh capital will accelerate the development of AI-powered workflows designed to enhance efficiency and revenue. While "AI" has become a ubiquitous buzzword, Trybe's roadmap points to concrete applications that promise tangible benefits for operators.

These innovations include AI-assisted scheduling, which can optimize staff deployment based on demand forecasts, skill sets, and employee availability, helping to mitigate the impact of labor shortages. Another focus is yield management, where machine learning algorithms will analyze historical data, seasonality, and market trends to recommend dynamic pricing for services and packages, ensuring operators maximize revenue during both peak and off-peak periods.

"As we look ahead, we see meaningful opportunities to introduce AI-assisted scheduling, forecasting, and personalization into the platform, capabilities that will further streamline operations and capture revenue previously lost to manual inefficiencies," Daniels explained.

The investment will also advance the platform’s embedded financial products, with plans for enhanced payment settlement flexibility and expanded card-present capabilities for a smoother transaction process. This focus on a deeply integrated system—from booking and operations to finance—is what sets modern platforms apart from older, piecemeal solutions.

Redefining the Global Guest Experience

Ultimately, the goal of this technological evolution is to elevate the guest journey from start to finish. In an increasingly competitive wellness market, where consumers expect personalization and convenience, a superior customer experience is a critical differentiator. The global wellness tourism sector, projected to see expenditures grow at over 16% annually through 2027, is driven by consumers seeking seamless, high-quality experiences.

Trybe's platform already demonstrates a clear impact on guest behavior, with company data showing that 50% of all bookings are made outside of traditional office hours, highlighting the necessity of a robust, 24/7 online booking engine. Furthermore, with 74% of its bookings captured as part of a broader spa package, the system proves adept at encouraging higher-value transactions.

With the new funding, Trybe plans to push this further by developing more sophisticated guest experience tools and personalization features. By leveraging data, the platform can help operators anticipate guest needs, offer tailored recommendations, and foster loyalty through targeted communication. As Trybe expands its footprint across North America, Europe, and the Asia-Pacific region, it aims to standardize this elevated digital experience, enabling spas, resorts, and wellness centers worldwide to meet and exceed the expectations of the modern wellness consumer.