Is AI going to take your clients?
Not if you’re a great coach.
And—good news—you can use AI to free up your time so you can be an even better coach.
Robot Relationships?
I recently listed 10 reasons why I’m optimistic about 2026 (read them all here), and I included AI because it’s a tool, not a competitor. That concept deserves some extra attention.
It’s obvious that AI use is becoming increasingly common, but consumers are selective in their endorsement, and the bots just aren’t getting unquestioning trust across the board.
A September 2025 Pew Research Center article revealed that people support AI use most when we let the robots sift through huge piles of data and perform tedious research at high speed.
Example: If AI can produce more predictable weather forecasts or prevent fraud in benefits claims, people are all in. People are also behind AI as a tool to develop new medicines.
But they draw the line at relationships—and as a fitness coach, you are very much in the relationship business.
Pew reported that the majority of people do not believe AI should have any role in areas such as religion, matchmaking and government, and they’re hesitant to accept its assistance in the realm of mental health.
A large number of people—57% of respondents in the Pew study—think AI comes with high risks. Their main concern: They worry that AI will erode “human abilities and connections.”
What does that mean for you as a gym owner?
A guy who wants to fob into a vacant gym at 2 a.m. to bench-press alone might be drawn to a robot’s pec-blasting routine (which is no doubt the same as the routines magazines have been cranking out for decades).
A guy who desperately needs accountability and encouragement to lose 15 lb. before his high-school reunion? He’s still yours.
If you spend any time on marketing, you probably already know that real connections are the soul of a coaching gym. A prospective client who books a consultation and receives a generic “see you Tuesday” from a bot is less likely to show than a client who receives a video text in which you say “here’s where you park” and ask “do you want a coffee or a water when you arrive?”
People who are considering coaching gyms just don’t want a robo-coach—but they will work with a real coach who uses robots to improve overall service.
Yes, you can use AI to improve your business. Just don’t make it the face of your business.
Here’s the key question to put you right in the sweet spot:
👉 Is this AI usage helping me serve clients better and faster or is it coming between me and my clients?
- AI can suggest programming for you: “Phil should do 5 sets of 5 back squats on Monday this week as part of his four-week lower-body strength progression.”
- After you review and tailor the prescription, AI can present it on a clear, professional document that replaces your scrawling on a clipboard.
- AI can’t look Phil in the eye and say, “I know you were disappointed to miss 200 lb. last week in Set 3, so I adjusted the progression to build your confidence as we approach that number. We’re going to nail it today.”
- And AI shouldn’t send Phil an automated message that reads “congrats on your birthday! I hope it’s full of stuff you enjoy with awesome peeps.” You should send a genuine message that strengthens your connection to Phil—and AI can schedule the reminder so you don’t forget.
Be Real and Build Connections
I want you to run a modern, efficient fitness business. You should use AI and any other tool that helps you deliver better service.
Offload grunt work, research, accounting, admin, facility management, scheduling—the hidden stuff.
Never offload coaching and connection.
Those are yours. They are at the heart of your coaching practice.
And if you prioritize these key elements, your clients will remain yours for years, no matter how much AI is integrated into daily life.
