A few weeks ago, I was wrapping up a keynote when someone raised their hand and asked the question I have been hearing in every room I walk into lately. Are we going to lose our fitness jobs to AI?
I told them what I actually believe.
AI is not going to take your job. A person who knows how to use AI efficiently is going to take it. That one sentence changes the whole conversation because it changes the question. The question stops being whether to engage with the technology and starts being how to engage with it without losing what made you valuable before it arrived.
One year ago, this felt like a conversation about the future. It does not feel that way anymore. AI workout generators are producing periodized training plans in the time it takes a client to describe their goal. AI avatars are showing up in the market, positioned as coaching substitutes rather than tools. Every week, something new gets announced, and the window to understand what the previous thing meant closes before it fully opens. For a lot of coaches, that pace stopped feeling like an opportunity and started feeling like something they could not keep up with, no matter what they did.
That feeling has a name. And it is worth understanding before it gets mistaken for something else.
Learn more in my Coach360 article here.
