Life Time Scales In-Club Nutrition Coaching

The luxury operator is rolling out Dynamic Nutrition Coaching, featuring specialized guidance across its 190-plus clubs

While much of the fitness industry races to “AI-ify” nutrition guidance, Life Time is doing something different. It’s scaling up its human coaches.

The athletic country club operator is rolling out Dynamic Nutrition Coaching across its more than 190 clubs, delivered by more than 500 nutrition coaches nationwide. It’s the latest service to land under Life Time’s “Dynamic” umbrella, joining Dynamic Personal Training and Dynamic Stretch.

Members start with a complimentary consultation and personalized assessment, then work one-on-one with a Life Time nutrition coach to build a custom plan. Many also begin with the upscale operator’s resting and active metabolic assessments, Life Time said, which give members a clearer picture of how their bodies actually use energy.

“Nutrition advice is everywhere, but most people don’t need more information — they need a plan built for their goals, lifestyle and body,” Life Time Health senior director Anika Christ said. “Without understanding their baseline or having the right support and accountability, lasting progress can be difficult to achieve. Dynamic Nutrition Coaching gives members personalized guidance and sustainable strategies designed to help them see real results.”

Dynamic Personal Training, in particular, has become a meaningful revenue driver, one that Life Time founder and CEO Bahram Akradi has said is generating “record-breaking” revenue in some clubs month after month. With the addition of Dynamic Nutrition Coaching, Life Time is taking the in-club experience further, giving members a way to pair nutrition guidance with Dynamic Personal Training and Dynamic Stretch.

The launch arrives on the heels of another strong quarter for Life Time and continued membership demand.

But make no mistake: despite its new nutrition coaching offering human guidance, Life Time is not cooling on AI. The operator has gone big on L.AI.C (pronounced “lay-see”), its Microsoft-built AI companion embedded in LT Digital, its free app available to non-members. L.AI.C generates workouts, fields health and wellness questions, suggests supplements and points users toward classes.

It also stands to reason that Dynamic Nutrition Coaching will serve the growing number of GLP-1 users, with one in eight currently taking a weight loss medication. Akradi recently called the blockbuster drugs a “home run” for the fitness industry, but flagged strength training and proper fueling as important factors to prevent muscle loss.

Life Time’s Miora clinic, its longevity arm, prescribes the drugs in select clubs. Miora will eventually live in every Life Time location.