How to Win Against AI Coaching

I've been thinking a lot about AI and coaching lately. The world is changing and it's understandable to be concerned about the future of your coaching business. It's natural and reasonable to wonder about the future role of a coach. The best advice I think I can give is to keep moving forward, embrace and experiment with AI, while avoiding the dangers of having a 'head in the sand' approach.

Just to be clear, when I talk about competing against AI, I am specifically talking about the platforms and tools that try to replace the coach by coaching athletes directly. You should of course leverage AI to help you do things faster, easier and better.

Don't try to compete directly against AI. In other words, you won't beat AI coaching at it's own game.

Instead, focus on what AI can't do well and emphasize the unique value you bring as a coach.

AI can help crunch numbers, analyze trends, and provide workout suggestions, but it's still limited in its ability to truly understand the unique needs of each athlete. The real power of coaching comes from the human insight, empathy, and adaptability that no AI can fully replicate. But here’s the truth: coaching has always been about more than just data and prescriptions. It's about connection. It's about the moments you share with your athletes—the victories, the setbacks, and everything in between.

The future of coaching isn't about competing with AI. It's about doubling down on what AI can't do: creating meaningful relationships, fostering trust, and building communities through shared experiences.

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Let's explore how you, as a coach, can cultivate these deep relationships that make your clients feel valued—and why this human touch is irreplaceable.

Promoting Shared Experiences: The Competitive Edge

1. Group Challenges: Build Unity Through Collective Goals

Create opportunities where your clients work towards a shared goal, like a virtual relay challenge where they each contribute to a collective target, such as covering enough miles to circle the perimeter of your country. This kind of activity helps foster a deeper sense of camaraderie and provides a tangible goal that connects everyone's effort. It gives each athlete a sense of belonging and a shared purpose—something far beyond what AI can offer. This is just an example, you can probably come up with a more interesting idea than I can that will resonate with your own clients.

These group challenges can be physical, like accumulating miles, or even lifestyle-focused, such as "one-week nutrition cleanup" or "seven-day mobility streak." The key is to foster a feeling of team accomplishment, where everyone’s efforts matter.

2. Share the Struggle: Virtual and In-Person Meetups

Whether it's a weekly group Zoom call to discuss challenges or an in-person meet-up for a long ride, the key to deep relationships is shared experience—especially during important parts of a training cycle. As a coach, organizing these group touchpoints gives athletes the space to share their highs and lows, learn from each other, and cheer one another on. You can even use group Zwift or Velocity rides for a virtual version of this type of meetup.

Think of these as more than just a chance to provide training advice. They're an opportunity to let athletes bond over the ups and downs of their training. When someone shares the struggle of a disappointing race result or celebrating a break out performance, it’s something everyone can connect to—building a culture that brings the team closer.

3. The Power of Stories

Every athlete has a story. As a coach, highlighting these stories—through newsletters, blog posts, or social media—shows your clients that they are seen and valued. It also brings the community together as they witness each other’s journeys.

Consider telling the story of a client who overcame obstacles to achieve their goal, or sharing small moments of progress from different members. These stories don’t just create pride in the athlete being featured—they inspire others and remind everyone why they’re in this together.

4. Create Buddy Systems

AI can analyze performance data, but it can't look an athlete in the eyes and say, "I know this is tough, but I've got your back." Pairing clients as accountability partners brings a whole new level of connection. These buddies can check in on each other, provide emotional support, and celebrate wins, big or small. This sense of camaraderie is what keeps athletes engaged beyond the metrics.

Encourage athletes to communicate regularly with their buddy, whether through text, video chat, or even during warm-ups before a training session. These partnerships turn solo efforts into a shared journey, creating bonds that last well beyond the initial coaching plan.

5. Coach-Athlete Adventures

One of the most powerful shared experiences you can create is the adventure you personally lead. Organize something different—maybe a local cycling challenge, a group trail run, a big race that everyone commits to, or even a fun 'mystery workout' that involves a mix of activities. These adventures not only break the routine but also allow you and your athletes to interact in a non-training, more relaxed setting.

These real-life, out-of-the-ordinary experiences help athletes see each other and you in a new light. This is where lifelong memories are made, and it’s in these moments that deep, trusting relationships are forged.

The Human Touch: Your True Superpower

AI can be useful for prescribing workouts and analyzing data, but it cannot replace the magic that happens when people come together. It can’t replicate the camaraderie of a shared adventure or the unspoken support of a teammate nodding alongside you in a tough workout.

Your true value as a coach lies in your ability to create those experiences that make your athletes feel like part of something bigger. When clients know that their coach sees them, understands them, and wants to build a real connection with them—that’s where loyalty is born. And in an AI-driven world, that human connection is your unbeatable competitive advantage.