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Keep it Real

Your voice helps ensure that coaching remains about people, not just data; about insight, not just metrics; about support, not just software.

Keep It Real Campaign.jpg

A Call for Transparency

The rise of automated programmes and AI plans have created a smokescreen. The fitness industry now markets convenience as care. This shift risks eroding the very thing that makes coaching meaningful: the human connection.

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​Somewhere along the way, the words “coach” and “personalised,” have been hijacked by apps that promise insights, tweaks, and plans at the click of a button. While technology can support progress, it cannot replace the intuition, experience, and adaptability of a real coach. One who knows you, your body, your schedule, and your goals.

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That’s why we’re launching our #KeepItReal campaign.​ This is a call for transparency, fairness, and honesty in how fitness technology presents itself. It’s a campaign for clarity about what technology can — and cannot — do. And it’s a rallying cry to protect the human side of coaching.

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Join us. Share your voice. Let’s take the word “coach” back. Let’s #KeepItReal.

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:

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.

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
When you first saw the term ‘coach’ used, what did you think it meant?
What did you actually experience?
When you saw that the app offered a “personalised plan,” what did you expect that to mean?
Did the use of the word ‘coach’ feel clear or misleading?
Did the word ‘coach’ or 'personalised' influence your decision to download, pay for, or use the service?

Evidence Upload

Your Perspective

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