AI, Job Losses and the Future of Personal Training: Are We Prepared?

AI, Job Losses and the Future of Personal Training: Are We Prepared?

Yesterday, Barclays announced plans to cut thousands of jobs as part of a wider restructuring programme, with artificial intelligence and automation playing an increasingly important role in how the bank operates.

And they’re certainly not alone.

Across the world, major organisations are restructuring their workforces as they invest in AI technology, seeking greater productivity, improved efficiency and reduced operating costs.

Amazon has announced approximately 30,000 corporate job cuts across two rounds of redundancies. HSBC has reportedly considered reductions potentially affecting thousands of employees, while HP has outlined plans to reduce its workforce by between 4,000 and 6,000 positions.

Although not all these redundancies can be attributed directly to AI, the direction of travel is becoming increasingly difficult to ignore.

Artificial intelligence is changing the way businesses operate, the skills they require and, potentially, the number of people they need to employ.

Having spent 18 years working in financial services before moving into the health and fitness industry, these developments have certainly caught my attention.

And, as always, my thoughts quickly turn to personal training.

What does this mean for our industry?

Are personal trainers at risk of being replaced?

Could the wider economic consequences of AI actually pose a greater threat?

And, perhaps most importantly, what can we do to protect our livelihoods and prepare for the future?

Here are my thoughts.

1. Will AI Replace Personal Trainers?

In my opinion, no.

At least, not in the traditional sense.

I believe personal training is one of those professions where genuine human connection remains an essential part of the service.

A good personal trainer offers considerably more than an exercise programme.

There’s empathy, understanding, encouragement and accountability.

There’s knowing when to push a client that little bit harder to help them achieve something they didn’t believe they were capable of.

Equally, there’s knowing when to ease off because someone is struggling physically, emotionally or mentally.

There’s sharing experiences, listening to personal challenges, celebrating achievements and sometimes simply being available at the end of the phone when someone needs a little support outside their scheduled sessions.

And, of course, there’s the remarkable ability to spot when someone isn’t being entirely honest about what they’ve been putting in their food diary!

AI can analyse information, generate recommendations and provide feedback.

But can it genuinely replicate the relationships that develop between a personal trainer and their clients?

I’m not convinced.

If you’ve ever watched the UK television series Humans, you’ll have seen an interesting fictional exploration of a society where artificial intelligence and robotics have become remarkably sophisticated.

Even in a world where technology reaches that level, I believe genuine human relationships will continue to hold significant value.

Of course, technology will develop, and some consumers may eventually prefer automated fitness services.

But I don’t believe traditional, face-to-face personal training is about to become obsolete.

However, that doesn’t mean our industry is safe from disruption.

Far from it.

The Immediate Threat: Online Coaching

I believe online coaching is particularly exposed to the changes we’re already witnessing.

And I say that as someone who offers online coaching myself.

Think about what AI can already do.

Applications such as ChatGPT can generate personalised training programmes, suggest nutritional approaches, analyse progress and help users structure their fitness routines.

There are limitations, of course.

The quality of the information provided depends heavily on the information supplied by the user, the questions being asked and the accuracy of the AI’s responses.

AI-generated advice isn’t automatically appropriate, safe or effective simply because it sounds convincing.

Nevertheless, the technology is becoming increasingly accessible.

And fitness technology companies are already developing applications that combine automated programming, activity tracking, nutritional guidance and personalised feedback.

So where does that leave online coaches?

Let’s be clear. I’m not suggesting that online coaching is dead in the water.

There are excellent online coaches providing highly personalised services, regular consultations, detailed progress reviews and genuine professional support.

But I do believe the days of charging substantial fees for little more than a generic programme and an occasional message are numbered.

Even before AI became widely available, there were concerns about the quality of some online coaching services.

Standardised training templates, minimal personalisation and a quick text message or telephone call every four to six weeks.

For some providers, it was relatively easy money.

But what happens when clients realise they can access similar basic programming and information through AI at a fraction of the cost?

And it’s not just programming.

What About Accountability?

Accountability has always been one of the strongest selling points of personal training.

But even that is changing.

AI tools can now be used to establish regular check-ins, reminders and progress reviews.

For example, someone could arrange daily questions such as:

• Did you exercise today?

• What did you do?

• Were you in a calorie deficit?

• How was your recovery?

• Did you sleep well?

• Did you consume enough protein and drink enough water?

  
  

And that’s just scratching the surface.

Although the interaction is with a computer, someone who has committed to recording their progress may still feel motivated to follow through.

Of course, an automated check-in isn’t the same as a professional who understands your circumstances, recognises behavioural patterns and knows how to respond when things aren’t going well.

And that’s precisely my point.

The future of successful online coaching may depend less on the programmes we provide and more on the value of the coaching relationship itself.

Regular communication, meaningful progress reviews, professional judgement, individual attention and genuine human connection will become increasingly important.

Online coaches need to demonstrate why their services offer something that an automated application cannot.

And that raises another uncomfortable question.

As consumers gain access to increasingly sophisticated AI fitness tools, will they continue to pay the same fees for online coaching?

Some undoubtedly will.

Others may not.

The challenge for our industry is ensuring that the value we provide remains clear.

2. The Bigger Threat: What Happens When People Can No Longer Afford Personal Training?

This is the issue I believe could be even more significant.

And, surprisingly, it’s one that I don’t see discussed nearly enough.

AI doesn’t have to replace personal trainers to threaten their livelihoods.

Think about the wider economic consequences of large-scale redundancies.

If thousands of people lose their jobs, what happens to household spending?

What happens when families become concerned about their financial security?

What happens when people who are still employed begin worrying that their own jobs might be next?

They start reviewing their expenditure.

And unfortunately, personal training is not entirely recession-proof.

For many households, personal training is purchased using disposable income.

When finances become difficult, priorities change.

The mortgage or rent still needs paid.

Energy bills still need paid.

The weekly food shopping still needs done.

And when someone is deciding between essential household expenditure and a personal training subscription, we all know which is likely to take priority.

This doesn’t mean people suddenly stop valuing their health.

It means they may need to find more cost effective ways of looking after it.

And personal training businesses could feel the consequences.

Now, to be clear, widespread AI adoption doesn’t automatically mean an economic recession.

Technology can also create employment opportunities, improve productivity and support economic growth.

But if AI-related redundancies increase financial uncertainty or reduce spending power among particular groups of consumers, the fitness industry could experience the effects.

So what can personal trainers do?

Demonstrate Genuine Value

First, we need to become better at communicating the benefits of professional personal training.

Not simply advertising exercise programmes, weight loss or improved fitness.

We need to demonstrate the value of individual attention, professional knowledge, accountability, appropriate progression and the confidence that comes from working with a competent trainer.

The cheapest option isn’t necessarily the best option.

But we also need to recognise that even the best service can become unaffordable when household finances are under pressure.

Which brings me to another consideration.

Adapt Your Business Model

Personal trainers need to remain commercially aware.

We should continually review our target markets, understand changing consumer circumstances and consider whether our services remain accessible to the people we want to help.

That might involve reviewing how services are delivered, exploring different pricing structures or identifying additional opportunities within the market.

It doesn’t necessarily mean reducing prices.

In fact, competing solely on price can create its own problems.

Instead, the challenge is finding ways to maintain profitability while continuing to deliver genuine value.

And this is where I’m going to be a little selfish!

As the founder and director of Evolution Fitness & Athletics Ltd, I have my own business to operate and develop.

Naturally, I’m not going to publish every commercial strategy I’m considering or implementing.

However, this is exactly the type of business-development knowledge I want to share with learners coming through Evolution Fitness Training Academy (EFTA).

Qualifying as a personal trainer is one thing.

Building, sustaining and growing a successful personal training business is another.

And I believe ongoing business support, commercial awareness and the ability to adapt to changing market conditions are becoming increasingly valuable parts of a fitness professional’s development.

3. Beyond Personal Training: How Do We Protect Our Future?

Finally, I want to broaden the conversation beyond the fitness industry.

Because the changes we’re witnessing are not exclusive to personal trainers, banks or technology companies.

Artificial intelligence is no longer something we’re preparing for in the distant future.

It’s here. Now.

And it’s developing at an extraordinary pace.

The question isn’t simply whether AI will replace particular jobs.

It’s how technology will change the nature of employment, the skills businesses require and the opportunities available to individuals.

Some professions will experience significant disruption.

Others will evolve.

New roles, industries and business opportunities will emerge.

But I believe we all have a responsibility to consider how we can remain relevant and financially resilient.

That might mean developing new skills, gaining additional qualifications, learning how to use AI effectively or exploring alternative sources of income.

And for some people, it might mean something considerably bigger.

Why Not Start Your Own Business?

This is something I intend to advocate for much more strongly in the future.

Entrepreneurship.

Rather than viewing technological change purely as a threat, why not consider the opportunities it could create?

We are entering a period where AI can make certain aspects of starting and operating a business considerably more accessible.

Tasks that once required specialist assistance, expensive software or substantial administrative time can increasingly be supported by AI.

Business planning, market research, marketing, administration, financial forecasting and countless other activities can all benefit from these technologies.

Of course, AI doesn’t eliminate the need for professional expertise, investment or sound commercial judgement.

But it can help lower some of the barriers that previously discouraged people from starting businesses.

And I believe that’s worth exploring.

Imagine you’re an accountant working for a major bank and you’re concerned about your future.

Could you eventually establish your own accountancy practice?

Perhaps you’re an IT professional facing redundancy.

Could your skills form the foundation of an independent technology support business?

Or maybe you work in an industry facing substantial technological change.

Rather than resisting that change, could you identify an opportunity to build a business around it?

Why not consider becoming your current or former employer’s competitor?

Now, I appreciate that this won’t be for everyone.

And I can already anticipate some of the responses.

“Not everyone has the skills.”

“Starting a business requires money.”

“It’s not that easy.”

And you know what?

Those are all legitimate concerns.

Starting a business can be surprisingly easy depending on what you are doing.

But running a successful business can be considerably more difficult.

I know that from experience.

There are financial pressures, setbacks, difficult decisions and periods when things simply don’t go according to plan.

You need determination, resilience, adaptability and the ability to remain composed when circumstances become challenging.

Passion helps, but passion alone doesn’t pay the bills.

Nor does entrepreneurship automatically provide greater financial security than employment.

A business owner can be just as exposed to economic uncertainty as an employee, sometimes more so.

But I also believe people frequently underestimate what they’re capable of learning and achieving.

Don’t have the necessary skills?

Explore how you could develop them.

Concerned about the costs?

Research alternative business models, funding opportunities or ways to begin on a smaller scale.

Unsure where to start?

Use the technology now available to help you research, plan and evaluate your options.

AI cannot guarantee business success.

But it can be an incredibly useful tool for someone willing to learn.

And you don’t necessarily need to resign from your current employment to begin exploring an idea.

For many people, developing a business gradually alongside existing employment may be a far more sensible approach.

The important thing is recognising that you have options.

My Final Thoughts

I don’t believe artificial intelligence should be viewed exclusively as a threat.

Nor do I believe we should dismiss the genuine concerns surrounding employment, economic disruption and financial security.

There will be opportunities.

There will be challenges.

And there will undoubtedly be people and businesses that struggle to adapt.

For personal trainers, I believe the immediate priority is demonstrating the value of genuine professional coaching while recognising the commercial pressures that could emerge from wider economic changes.

For people working in other industries, the challenge may involve developing new skills, embracing technology or considering opportunities beyond traditional employment.

And for those with entrepreneurial ambitions, perhaps now is the time to begin exploring what’s possible.

Not because starting a business guarantees security.

But because developing new capabilities and creating additional opportunities may help us become less dependent on circumstances beyond our control.

The future of employment is changing. The question is whether we’re prepared to change with it.

I’m genuinely interested in hearing your thoughts.

Do you believe AI represents a greater opportunity or threat to your profession?

And what, if anything, are you doing today to prepare for the future?