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AI Coaching or Real Coaching? Help us Understand the Difference

We’re exploring how people interpret the word “coach” and the phrase "personalised plan" when it’s used by AI-powered fitness and running apps. Your experiences will help shape clearer advertising standards and protect the integrity of real human coaching.

This short survey takes 3–5 minutes. All responses are anonymised unless you choose to share contact details for follow-up.

About You

Are you completing this as a:*

Runner / consumer of coaching apps

Professional coach / trainer

Both

Other

How long have you been involved in running or coaching?*

Sharing your name and email address is optional and will only be used if we need clarification about your response. Your details will never be shared externally.

First name

Last name

Email

Experience with “AI Coaching”

Have you used or seen any apps that describe themselves as an ‘AI coach’ or ‘virtual coach’ or as creating 'personalised plans'?*

Yes

No

Which app(s) or services are you referring to?

When you first saw the term ‘coach’ used, what did you think it meant?

I expected guidance from a real human

I thought it was AI but human-like

I wasn’t sure

Other

What did you actually experience?

Direct input from a human coach

Fully automated AI or app responses

A mix of both

Not sure

When you saw that the app offered a “personalised plan,” what did you expect that to mean?*

A real coach would tailor the plan to my goals and adjust it based on progress

The app would automatically adapt my plan using data from my runs

I’d receive ongoing check-ins or feedback from a human coach

It would just create a one-off plan based on my input (e.g. distance, pace, time)

I was aware the plan was AI-generated and only a general guideline

I felt confident to adapt or ignore parts of the plan as needed

I felt compelled to stick to the plan, even when it didn’t feel right for me

I wasn’t sure what “personalised” meant

Did the use of the word ‘coach’ feel clear or misleading?*

Clear — I knew it was AI

Slightly misleading

Clearly misleading

Did the word ‘coach’ or 'personalised' influence your decision to download, pay for, or use the service?

10. Did you experience any confusion, disappointment, or negative outcomes as a result?*

Evidence Upload

Please upload any screenshots, app descriptions, or ads showing an AI product using the word “coach” or "personalised". If relevant, upload any examples that clearly differentiate AI from human coaching — good examples matter too.

Add any relevant links (app store pages, ads, websites).

Your Perspective

In your own words, what does the word ‘coach’ mean to you?*

In your own words, what does the phrase 'personalised plan' mean to you?*

Should AI products be allowed to use the word ‘coach’ or 'personalised'? Why or why not?*

For Coaches Only

From your professional experience, what do you believe most runners think a “personalised plan” means when it’s offered by an AI or app-based “coach”?

They expect a human coach to design and adapt it for them

They think the plan will automatically adjust to their progress like a real coach would

They assume the plan reflects their full training picture (e.g. recovery, nutrition, stress)

They understand it’s AI-generated and should be treated as a general guideline

They overestimate how tailored or safe the plan really is

They feel pressure to follow it rigidly, even when it might not suit their condition or goals

They’re not sure what “personalised” actually means

Other

Have you worked with any athletes or clients who have been negatively affected by AI-driven “coaching” apps or automated personalised plans?

Yes — I’ve supported clients who were injured or overtrained after following an AI-generated plan

Yes — I’ve seen issues related to disordered eating, RED-S (Relative Energy Deficiency in Sport), or under-fueling

Yes — I’ve seen mental-health effects such as guilt, burnout, or anxiety about “sticking to the plan”

Not personally, but I’ve heard of such cases from colleagues

No — I haven’t seen these issues directly

Prefer not to say

Please describe what you observed (anonymously — no client details). What factors do you think contributed to the issue, and how did you address it?

How has AI’s use of the word ‘coach’ affected your profession, clients, or business?

Consent statement:

I understand that my responses may be anonymised and included in research or advocacy documents submitted to regulators such as the Advertising Standards Authority (ASA).

*T&Cs

REAL HUMAN. QUALIFIED. INSURED. CONTACTABLE. EMPATHY INCLUDED. PLAN 100% HANDMADE, HOLISTIC & PERSONALISED. ACCOUNTABILITY & HONESTY WILL APPLY.

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