When I first started coaching, I tested out a bunch of coaching platforms.
You know the type: sleek apps where clients can log food, track workouts, and sync metrics from Apple Health, Garmin, or Fitbit.
On the surface, it’s a dream for both sides—coaches get neat, organized data, and clients get everything in one place.
Sounds perfect, right?
Well… not quite.
The Dark Side of Automation
These platforms aren’t really designed around coaching. They’re designed around automation.
Here’s how it works:
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A new client signs up.
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The system sends them an automated questionnaire.
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Payments run automatically.
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Their account is set up instantly.
So far, so good—admin work is boring anyway. But then it goes further:
Coaches can pre-load automated programs, scheduled messages, automated check-ins, even pre-written responses for “client motivation.” In other words, it’s entirely possible to “coach” 500 clients… without ever actually talking to them.
And yes—some coaches do exactly that.
Enter AI
At the same time all this was happening, AI was starting to be integrated into these platforms.
Now, instead of sending the same cookie-cutter plan to everyone, AI can:
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Read your questionnaire.
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Generate a personalized workout plan.
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Create a tailored meal plan.
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Write your weekly check-in feedback.
And here’s the thing: some of the AI-generated programs I’ve seen… honestly, they weren’t bad. Some could’ve passed as my own work.
Which means it’s now genuinely possible for a “coach” to run 500 clients with completely different plans—without lifting a finger.
So… Who’s Really Coaching You?
If you’re hiring a coach, ask yourself:
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Do they actually respond to you, or do the replies feel templated?
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Do your programs evolve based on real conversations and feedback, or are they just “updated” automatically?
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Have you had a single real conversation with them outside the app?
Because if not, you might not have a coach at all. You might have a very expensive AI subscription with a human name attached to it.
Why I Don’t Use These Platforms Anymore
I got into coaching for the love of the sport, the challenge of problem-solving for each individual, and the satisfaction of seeing someone progress because of our work together.
Automation kills that.
It makes coaching a transaction instead of a relationship.
And in my opinion, the moment you remove the human from coaching, you’ve already lost half the value.
If you want AI, there are cheaper ways to get it.
If you want a coach, make sure you’re actually getting one.
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