Trybe

Five Nines Digital Ltd, doing business as Trybe is a UK-based company providing integrated operational booking software tailored for the spa, leisure, and activity sectors, facilitating automation and efficiency in business operations. Founded in 2020 by co-founders Ricky Daniels, Steve Porter, and Will Taylor-Jackson, Five Nines Digital Ltd, doing business as Trybe specializes in operational booking solutions for the leisure sector. The company is headquartered in London, UK. In August 2025, Trybe raised USD 30 million in series A funding from investor Five Elms Capital.

Trybe offers an integrated operational booking software designed specifically for the spa, leisure, and activity sectors. The platform enables businesses to automate their booking processes, manage calendars, schedules, payments, and memberships all within a single interface. Trybe’s core functionalities include an online booking engine, front and back office management tools, digital intake forms, and customizable email automation for guest communications. The software aims to address challenges such as inefficient manual booking procedures and the need for real-time updates across departments, thereby enhancing the overall guest experience.

Trybe serves a diverse client base that includes hotels, spas, wellness centers, and resorts across multiple geographic markets, such as the United Kingdom, Ireland, the United States, Australia, and France. Trybe generates revenue through a subscription-based model that allows clients to access its suite of operational management tools. Clients typically engage in multi-year contracts that offer tiered pricing based on the level of service, which may include features such as dynamic packages and membership management. Transactions are structured primarily as B2B agreements, where clients—such as hospitality and leisure facilities—pay a recurring fee for the software services.

Specific pricing details for the various products and features are tailored to the needs of individual clients, providing flexibility in terms of services utilized. In 2023, Trybe processed substantial booking volumes, showcasing its effectiveness and market adoption within the sectors it serves. The company will use the August 2025 funding to expand globally, accelerate development of its next-generation platform, incorporate AI-powered workflows to enhance guest experiences, and scale its go-to-market organization to meet increasing demand.