New ISSA report shows FitPro is not handing over coaching to robots. So far, they are using AI to cut down on the heavy lifting and enhance the human side of coaching that technology cannot touch.
Artificial intelligence is infiltrating every corner of the economy, and soft-spoken Sam Altman hints that everything is about to change rapidly. But a personal trainer? They don't care, they incorporate AI into their workflow, and they stay focused on the coaching part that only humans can do.
This is the theme that runs through the International Sports Science Association's (ISSA) new Human Advantage Report. This report surveyed 90 students and alumni to understand how AI is reshaping (but far from replacing) personal training.
And here's the twist. While the use of AI is rapidly increasing, the human side of coaching is becoming even more valuable.
Trainers reduce the tedium of the job while focusing on skills that algorithms can't touch. Meanwhile, demand for trainers continues to grow, with U.S. employment projected to grow 12% from 2024 to 2034, well above the national average.
“This mix reflects professions that have neither blindly accepted AI nor rejected it outright,” the report said. “Instead, trainers are testing tools in practice with a clear focus on time, efficiency, and client value.”
AI joins the mix instead of leading the show
According to ISSA, approximately 52% of trainers already use AI daily or several times a week, with curiosity being the top motivator at 39%, followed by time savings at 34%. The most common uses fall directly into the time-consuming backend tasks that keep your coaching business running, such as programming ideas, content and marketing support, scheduling, and organization.
It's paying off, too. According to the ISSA report, approximately 70% said AI has increased their productivity, with one-third saying the impact has been significant, allowing trainers to spend more time communicating with clients and developing their business.
And when we look to the future, we see real optimism. Approximately 64% believe that AI will increase the value of being a certified trainer over the next five years, while only approximately 13% believe that it will decrease the value.
Relationships still win
ISSA's report is frank about the limits of automation, noting that motivation, trust, emotional recognition, and real-time form correction are consistently cited as tasks that AI cannot replicate.
The emotion recognition aspect is perhaps one of the most overlooked aspects, as fitness coaches work in a rare space of vulnerability and empowerment. Clients want change but may be feeling anxious and on top of that they are often dealing with all the other pressures going on in their lives.
That gravitational pull on humans may only become stronger. In a world where AI can imitate almost anything, people are already drawn to things that are human-like.
A recent report from app developer Sudor found that fitness creators who stayed true to their core personalities and real-world teaching philosophies experienced stronger engagement and long-term growth than creators who followed trends and high production values. Perhaps this is an indication that as technology becomes louder, people are looking for tangible authenticity.
Chatter about AI seems to be everywhere, but 64% of trainers say their clients never mention AI during their sessions. When problems arise, trainers take on a leadership role and help clients choose tools without letting technology derail the fundamentals.
A growing market for both sides
Yet, as ISSA points out, two things are expanding simultaneously: the human workforce and the AI tools designed to support it, from meal planning to exploring new exercise habits. The global AI personal trainer market is expected to grow from approximately $16.9 billion in 2025 to more than $35 billion by 2030.
At the same time, labor forecasts show that trainers' jobs are increasing, not decreasing. ISSA notes that the demand for qualified personal trainers will continue to grow as more people prioritize their health.
ISSA also said that the most talented fitness professionals will not only use AI, but also help shape how it is used and where their experience can be leveraged. This may include providing feedback to technology partners on what actually works for clients, advocating for inclusive datasets that reflect a variety of bodies, ages, and abilities, and advocating for the safety and transparency of algorithmic recommendations.
Ultimately, ISSA concludes that the findings are not utopian or alarmist, but grounded and realistic.
“As AI evolves, ISSA will continue to uphold a simple principle: The future of fitness will be human-driven and enabled by technology, not the other way around,” the report concludes.
