GLP-1s, AI Coaches & Market Saturation: The 3 Shifts That Could End Your Fitness Business in 2026!

So we'll start with the first shift.

and the one that is the most relevant to the general population, and that's GLP-1s.

The scale of adoption of GLP-1s, Ozempic in particular, Mongero now retitutride to a degree, and how fast it's growing has been absolutely mind-blowing.

More so than I think anything else on this list in terms of the speed of adoption.

And one of the questions that comes back from some mentees, people that are in my circle, the group mastermind is, will it kill personal training? Will it kill fitness? And the advice I give each time is this is here to support you as a coach and as a trainer.

And what it means is your role has shifted.

And if you're trying to compete with the results of a GLP-1, let's just say it was Olympic, you are going to lose 100 times out of 100.

You cannot compete with the results as a personal trainer, as an online coach, as somebody working in the fitness industry.

But what you can do is cater to the downsides of what a GLP-1 doesn't do.

And that is filtering of information.

That is accountability that they've got a human to go back to on a weekend when life felt stressful and the GLP-1 wasn't doing as much of its job as it did on previous days.

Or minimizing the negative impact, the digestive distress, the GI discomfort, the mineral deficiency from potentially... having a reduction of food nutrient quality because they're not hungry.

And that all adds up to a different type of service that you offer as a personal trainer.

When I had Johan Hari on this podcast, Johan's a friend of mine, he's been on three times, multiple New York Times bestselling author, came on to talk about his book, The Magic Pill, before he went on Oprah.

And he was speaking about how he used those in Pick himself.

and all these negative impacts that are associated, but he liked the fact that he was losing weight.

But he said something very illuminating on that episode.

He said, I'm still eating KFC every day.

I'm just eating way less of the KFC because I'm not hungry.

And off air, this wasn't something everyone was privy to.

I was kind of giving him some tips and advice.

I said, look, you're going to have some serious nutrient deficiencies, Johan, be careful with this.

in regards to the negative impact of being on a GLP-1 for a long period of time.

Again, conversation for another podcast for another day.

But when you are a personal trainer, when you are a coach, when you're working in the fitness industry, you have to, to quote Wayne Gretzky, skate to where the puck is going.