How AI Empowers People to Improve Fitness Operations

AI is transforming everything from coaching and retention to operations and personalization—not by replacing people, but by empowering them to deliver more meaningful experiences.

AI may stand for Artificial Intelligence, but savvy operators are increasingly viewing it as “Augmented Intelligence.”

In the fitness industry, success with AI depends on knowing how to use it to augment—not replace—the capabilities of staff, instructors, personal coaches and back-office teams. The goal is to push everyone in the industry to perform at their highest potential while keeping human connection and real-world interactions at the center of the experience. 

That was the key takeaway from the panel discussion, “Inside the AI Revolution in Fitness,” at the ATN Innovation Summit 2026, which discussed using AI for everything from customer acquisition and retention, creating personalized training journeys and member experiences, and gathering data for franchise partners. 

In short: AI is in, humans are still in. 

“AI is not a replacement for the human element, but a copilot,” Walter Gjergja, master, Zing AI Coach, told moderator Andy Swansburg, chief AI officer of Xplor Technologies, noting that even if a client trains once a week with a coach, ancillary data gathered on their off days—activities, sports, nutrition, rest, etc.—can be repackaged into a training guide for future classes or personal training sessions.

As AI increases personalization and the customer experience, the end result is higher satisfaction and higher retention: the holy grail for fitness operators.

“AI can put coaches on the right side of the process, ranging from fitness tests and scans that can compute into a fitness journey,” said Gjergha, adding that it has resulted in about 10-times more retention for him.

AI can also perform mundane back-office duties, giving staff extra time back each day to focus on what they do best: improving and personalizing the client experience. This can mean extra moments to welcome clients or answer questions at the front desk, or giving instructors more time to creatively interact with regulars or help newcomers feel less intimidated. It’s all about using AI to drive the human element. 

“One of the things we’re doing now [with the extra time AI gives back to the team] is celebrating client milestones—be it a birthday, class milestone or third class with an instructor trial,” said Chris Farnsworth, founder and CEO, LiveMetta Pilates and Yoga. 

Surmounting AI Resistance

Before AI can work its magic, proper staff onboarding and training are essential to maximize AI usage and adoption. Not only will staff need technical training to use and apply AI properly, but getting people to change their ways can be a real struggle, especially with so much fear surrounding AI.

“Seventy percent of the hurdle is the people and the change management process,” said Jason Breazeale, vice president of technology, Burn Boot Camp, which has about 450 gyms across the United States and uses a lot of AI data to improve operations for franchises. “Change management is the biggest thing we’ve got to solve. Fitness operators need to talk about how AI will empower people, and not drive fear, measurement and mandate into the system,” he said. 

Not all clients react to AI the same way, either, and operators need to be sensitive to that fact. Tone is also essential when mapping out AI-programmed consumer coaching. “Users belong to different cohorts and respond in different ways,” said Ghergja. “Some people want a drill sergeant, while others are more motivated by a caring voice. But AI is becoming aware of those emotional levers.” 

Operators have also found that Gen Z doesn’t always want to talk to an AI chatbot, and is “pressing zero to talk to a person,” said Breazeale. In response, Burn Boot Camp is building AI solutions that can then escalate through human interaction, where the most important relationship happens. 

LiveMetta Pilates and Yoga has new clients fill out a questionnaire about experience level, preferred class times, class format, etc., and they’ll receive push notifications when an applicable class comes up. If they want to book via the app they can, but they can also book at the front desk with an associate if they prefer. 

“We skew older in our demographic to the 35 to 55 or five age group, some of which like tech while others would rather not have an app,” said Farnsworth. Having the ability to create something in between is huge for retention.”