17/08/2026
A couple of years ago I remember having a conversation with someone who was convinced online fitness coaching was basically finished.
AI was coming.
Within a couple of years, people wouldn’t need coaches anymore.
And you know what?
They were partly right.
AI can already write you a pretty bloody good training program.
It can calculate your calories and macros.
It can give you recipes, analyse your training, explain exercises and answer almost any fitness question you can think of.
And it’ll be significantly better at all of that in another few years.
But there’s one problem…
Most people were never struggling because they didn’t have enough information.
We’ve had workouts on the internet for decades.
We’ve known for a very long time that lifting weights, moving regularly, eating mostly decent food and getting enough sleep is good for us.
Yet people still struggle to do it consistently.
Because humans are complicated.
Life gets busy.
Motivation disappears.
We make excuses.
We negotiate with ourselves.
We have good weeks and s**t weeks.
And sometimes we need another human being who knows us well enough to say…
“Mate. I know you’ve got more in you than this.”
That’s coaching.
So do I think AI will change the fitness industry?
Absolutely.
Do I think it’ll replace some coaches?
Probably.
But I think it’ll also make the value of actual human coaching more obvious than ever.