A new ISSA report shows that fitpros aren’t handing coaching over to robots. So far, they’re using AI to cut busywork and reinforce the human side of coaching that tech can’t touch
Artificial intelligence is pouring into every corner of the economy, with a soft-spoken Sam Altman hinting that everything is about to change rapidly. Personal trainers, though? They’re unbothered, folding AI into their workflow and staying laser-focused on the parts of coaching only humans can do.
That’s the thread running through the International Sports Sciences Association (ISSA)’s new Human Advantage report, which surveyed 90 students and graduates to understand how AI is reshaping (but nowhere near replacing) personal training.
And here’s the twist: AI use is climbing fast, yet the human side of coaching is becoming even more valuable.
Trainers are leaning into the skills algorithms can’t touch, even as they offload the tedious parts of the job. Meanwhile, demand for trainers keeps rising, with U.S. employment projected to grow 12% from 2024 through 2034, far above the national average.
“This mix reflects a profession that is neither blindly embracing nor uniformly rejecting AI,” the report notes. “Instead, trainers are testing tools pragmatically, with a clear eye toward time, efficiency and client value.”
AI Is In the Mix, Not Running the Show
Already, roughly 52% of trainers use AI daily or several times a week, ISSA found, with curiosity as the top motivator at 39% followed closely by time savings at 34%. The most common uses fall squarely into the time-consuming back-end work that keeps a coaching business running: programming ideas, content and marketing support, scheduling and organization.
It’s paying off, too. ISSA reports that about 70% say AI has improved their productivity, with one third calling the impact significant, freeing trainers up for client communication or business development.
And looking ahead, there is real optimism: roughly 64% believe AI will increase the value of being a certified trainer over the next five years, while only around 13% think it will erode it.
The Human Connection Still Wins
ISSA’s report is blunt about the limits of automation, noting that motivation, rapport, emotional awareness and real-time form correction are consistently cited as tasks AI cannot replicate.
The emotional awareness aspect is perhaps one of the most overlooked points, as fitness coaches work in a rare space that’s both vulnerable and encouraging. Clients show up wanting to change but may feel insecure, and on top of that, they’re often managing the pressures of everything else happening in their lives.
That human pull may only strengthen. In a world where AI can mimic almost anything, people are already gravitating toward what feels human.
A recent report from app development company Sudor found that fitness creators who stayed true to their core personalities and real-world teaching philosophies saw stronger engagement and long-term growth than those who chased trends or high production value, perhaps signaling that as tech gets louder, people look for something real to hold onto.
Even with AI chatter seemingly everywhere, 64% of trainers say clients haven’t raised AI at all in their sessions. When it does come up, trainers take on a guiding role, helping clients choose tools without letting tech derail the fundamentals.
A Market Growing on Both Sides
Still, as ISSA notes, two things are expanding at the same time: the human workforce and the AI tools designed to support it, from meal planning to exploring new exercise routines. The global AI personal trainer market is projected to grow from about $16.9 billion in 2025 to more than $35 billion by 2030.
At the same time, labor forecasts show trainer jobs increasing, not shrinking. ISSA points out that demand for qualified personal trainers will continue to grow as more people prioritize health and wellness.
Encouragingly, ISSA also notes that the most effective fitness professionals will not just use AI but will help shape how it is used, a place where their experience can shine. It may include providing feedback to tech partners on what actually helps clients, advocating for inclusive datasets that reflect diverse bodies, ages and abilities, and insisting on safety and transparency in algorithmic recommendations.
Ultimately, ISSA sums it up by saying its survey findings are neither utopian nor alarmist but grounded and pragmatic.
“As AI evolves, ISSA will continue to champion a simple principle: the future of fitness is human-led and tech-enabled, not the other way around,” the report concludes.
