Call it a contradiction or an irony, but as AI gains traction as an essential part of the member journey, the human connection is becoming even more important.

“AI can help manage calendars, follow up with leads, write emails, and create and schedule social content,” says Jenny Liebl, senior product developer and master trainer at the International Sports Sciences Association (ISSA). “It doesn’t replace what humans do—it just shifts how we work.”

As reported in HFB’s companion piece, “5 Ways AI Is Reshaping the Member Journey,” fitness professionals are increasingly dependent on AI systems. According to a 2025 survey by ISSA, more than half of fitness professionals use AI tools daily or several times weekly, with 70% reporting that it has improved their efficiency and productivity.

American Council on Exercise (ACE) CEO Cedric Bryant, PhD, FACSM, acknowledges the value of this shift. “AI can handle administrative tasks so trainers can spend more time engaging with clients. The relationship should always remain at the center of the experience.”

This improved efficiency can be quickly negated if there’s more “artificial” than “intelligence” in the process. People are inundated with screens, chatbots, and AI-produced content all day, every day. Younger generations, in particular, are increasingly turning to more human-connected interactions.

For those hungry for in-person socialization, trainers and gyms can play a vital role. The Les Mills 2026 Global Fitness Report, based on input from 10,000 fitness consumers across five continents, found that 52% prefer working with a human trainer over an AI coach.

To thrive today, trainers must strike a smart balance between high tech and high touch.

Accountable to Whom, Not What

AI can generate a detailed, structured workout plan in seconds. But instant access doesn’t equal adoption.

“Anybody can find as much information as they want from AI,” Liebl says. “The hard part is knowing what to do with it, how to make sense of it, and how it fits into your life.”

Liebl points to someone she met recently who used AI to create a solid eight-week training routine but still hadn’t started it weeks later.

“That highlights the gap,” she says. “The plan was there, but she didn’t take action. Clearly, having the information wasn’t enough—she needed to be motivated differently.”

While AI excels at delivering programs, human coaches translate them into sustainable behavior change.

“AI is very good at delivering the ‘what’—workouts, progressions, and personalization,” Bryant notes. “That frees up fitness professionals to focus on the ‘why’ and ‘how’ of behavior change and guide clients beyond just short-term results.”

That means helping clients build habits, navigate setbacks, and stay engaged over time. This is particularly important because the Les Mills report found that 41% of consumers struggle with motivation and view exercise as a chore.

“Adherence isn’t a programming problem—it’s a human one,” Bryant says. “Life gets in the way, and people need encouragement and accountability. Human connection creates emotional investment that helps them keep showing up. AI can’t replicate this relational bond that drives consistency.”

Sherri McMillan, owner of Northwest Personal Training in Vancouver, Washington, sees this play out daily. “Being accountable to another human—or even a group—is different and stronger than being accountable to an app or a device.”

She recommends that trainers further build this bond through:

• Personalized client check-ins on nutrition, sleep, and stress;

• Highlighting progress and planting a vision of future accomplishments;

• Early intervention when motivation dips; and

• Consistent scheduling.

It’s way more than counting reps, Bryant says. “Real accountability involves trust, support, and shared expectations, which are inherently human.”