As fitness enters a “high-tech, high-touch” era, new data highlights the growing importance of human expertise and involvement in turning information into meaningful outcomes.
New data from the National Academy of Sports Medicine (NASM) reveals a shift that contradicts much of the current discussion surrounding artificial intelligence in fitness.
While the use of AI among trainers is rapidly increasing, there are also growing concerns about the long-term impact AI will have on the profession. At the same time, client expectations are evolving toward greater emphasis on human connection, accountability, and behavioral support.
Taken together, the findings point to clear conclusions. AI is not diminishing the role of trainers. We are reinforcing it.
According to a NASM survey, 92.1% of millennial trainers cite mental health and stress management as a top priority. They are seeing the impact and impact and the need to approach clients differently.
“People are coming in with more things in their lives than ever before,” said Mike Fantigrassi, head of product at NASM. “They may want to lose weight or have more energy, but they’re also dealing with stress, lack of sleep, time constraints, and competing priorities. It’s no longer just about training.”
There is no doubt that the use of AI tools is becoming more common across professions. According to data from NASM, 44.5% of millennial trainers report using AI tools at least once a week for tasks such as program design, marketing, and communications. Despite its adoption, 43.5% of those same trainers rank AI as the biggest threat to the future of personal training.
Fantigrassi sees that tension as a reflection of how the role has been defined historically.
Where roles are being redefined
“There is a concern that some of the services that trainers provide, such as program creation, could be duplicated. That’s where a lot of the anxiety comes from,” Fantigrassi says.
However, these features are becoming less central to how clients evaluate their experiences.
“AI can calculate programs and outline plans in seconds. That’s true,” Fantigrassi says. “What it doesn’t do is navigate behavioral changes.”
This distinction has become even more important as the industry moves further toward a wellness-driven model. Clients are no longer looking for isolated solutions. They want guidance that reflects the complexity of their daily lives.
From stress and recovery to sleep and mental health, the factors that influence results go far beyond sets and reps. Trainers are increasingly expected to be aware of these variables and adjust accordingly.
“Before, the focus was on the training itself,” Fantigrassi says. “Today it’s important to understand what the person actually needs in that moment. If they haven’t slept well or are under a lot of stress, the right approach for the day might not be to force them into a tough workout. AI can’t identify that.”
Fantigrassi describes the future of fitness as “high-tech, high-touch,” a model where technology supports the process and human expertise drives the results.
high tech, high touch
“AI is very effective at handling the information side of fitness, including programming frameworks, tracking, and data collection,” he says. “What’s more valuable is the implementation. How you apply that information in a way that actually helps the person in front of you.”
In fact, that shift is already changing the way trainers work.
“Trainers are using AI to alleviate some of the tedium of the job,” Fantigrassi said. “This allows our clients to focus on relationships, understanding their ‘why,’ and helping them maintain consistency over time.”
Consistency remains one of the most important challenges in fitness, he points out.
“People often know what they should do,” he says. “The gap is to enable them to actually do it, and that’s where accountability, empathy and coaching come in.”
NASM has been building toward this evolution for years, incorporating behavior change and wellness coaching into our educational model. Founded in 1987 and widely recognized as a global leader in evidence-based certification, the organization has long emphasized the importance of individualized programming through its Optimum Performance Training (OPT) model. The framework is increasingly expanding to include a deeper focus on human behavior.
“The next phase of our training focuses on building true partnerships with our clients,” says Fantigrassi. “It’s about sharing responsibility and helping people develop the skills to sustain progress.”
human operating system
With the rise of wearables and health tracking tools, clients have access to more information than ever before. It remains human responsibility to transform that data into meaningful action.
“Clients can bring in data from their Oura Ring, their Apple Watch, and any number of devices,” Fantigrassi says. “The trainer’s role is to help children understand what that means and how to adjust their behavior accordingly.”
Fantigrassi calls this role the “human operating system.” This concept reflects the trainer’s ability to connect different aspects of a client’s life and guide decision-making in a practical and actionable way.
“Trainers can help you see the big picture, including movement, nutrition, recovery, stress, sleep, and social connections. They can help you prioritize what’s actually important and focus on the things that will have the biggest impact.”
This perspective is difficult to recreate through technology alone.
“Clients often share things with their trainers that they wouldn’t share in any other setting,” Fantigrassi says. “There is a level of trust and continuity there that is incredibly valuable.”
That level of trust is also starting to show up in broader data.
In a 2025 survey of high-net-worth individuals looking at their satisfaction with a variety of professional services, from wealth management to private education and household support, personal trainers were rated highest overall, with an average satisfaction score of 9.3 out of 10. Nearly three-quarters of respondents identify training as one of the most important services in life.
The findings confirm what is becoming increasingly clear across the industry. As access to information expands, the value of interpretation, guidance, and accountability continues to grow.
Trainers continue to play a central role in clarifying the complexities for clients as they navigate an ever-growing landscape of tools, data, and wellness options.
“People are looking for someone to help them figure it all out,” Fantigrassi says. “Not just what to do, but how to do it in a way that fits their lives.”
