• Gym World
  • Posts
  • AI in gyms: what you need to know in 2026

AI in gyms: what you need to know in 2026

Mark Fisher on making AI work in your gym

Author

John Franklin
January 30, 2026

Happy Friday Gym World,

AI can make your gym run smarter if you know how to use it right. Most owners don’t.

We wanted to find out what works best with AI in gyms, so we talked to our good friend Mark Fisher. He ran the wildest gym in NYC for 13 years, sold it, and now coaches hundreds of gym owners around the world. Mark says AI is something every gym owner should pay attention to in 2026.

Here’s what he had to say.

Where most gym owners go wrong with AI

Mark sees a lot of gyms not using AI to its full potential. Some barely use it at all, which means they miss chances to save time, reduce repetitive work, and make their day-to-day operations easier.

And then there are other owners who rely on AI too much. A common mistake is copying emails, blog posts, or programming straight from AI without editing. That content can feel generic and take away the personal touch that makes a gym stand out.

💬 Mark says it’s easy to spot AI content. It often follows certain writing patterns, like phrases such as “it’s not [X], it’s [Y]” or overusing punctuation like em dashes.

Trusting AI blindly is another trap. AI may know what needs to be done, but it can’t always execute tasks the way you want. Its outputs tend to miss important details, and even research or analysis need a human eye to make sure everything is accurate.

💬 Pro Tip: Use AI as a helper and let it support your work, but always add your human touch. That’s what will make your gym stand out in a world full of AI slop.

How gym owners are using AI right now

When used strategically and with care, AI can be a powerful tool in your gym. According to Mark, these are the three ways it works best:

  1. First drafts: AI can get your ideas flowing and help you avoid starting from a blank page. This works well for emails, programming, follow-up messages, or blog posts.

  2. Editing and reviewing: If something is already written, AI can help polish it or check it for clarity.

  3. Summaries and analysis: Putting data into AI can reveal patterns, trends, or insights you might have missed on your own.

There are lots of AI tools out there, and each comes with its strengths and weaknesses. Mark suggests trying a few, picking the one that works best for you, paying for the premium version—trust me, it’s worth it—and using it consistently.

 💬 FYI: Mark prefers Claude because it stays focused and doesn’t suggest endless next steps. ChatGPT can feel like a never-ending loop.

Get your content noticed

AI plays a bigger role in how people find gyms online. Google can create AI summaries that show parts of your content before someone even clicks, which is especially important for local searches.

For gym owners, that means vague claims like “the best gym in [city]” aren’t enough to rank anymore. AI looks for proof, context, and clarity when deciding what content to show prospects. Content without these may rank lower or be ignored in AI-generated summaries.

So if you want to rank, Mark recommends doing three things:

  • Show proof: Include examples, member results, or data to back up your claims.

  • Keep it clear and human: Write in a way that is easy to read and reflects your gym’s personality.

  • Organize for understanding: Use headings, FAQs, and clear sections so members and AI can quickly find the key points.

💬 Helpful Resources: Learn more about how AI evaluates content and what makes your gym’s website credible with these guides: AI and SEO for gym owners and making your content clear and trustworthy.

Why humans still matter

Even as AI becomes more common, certain parts of your gym will always need a human touch. AI can’t replace accountability, social interaction, or the emotional support members get from a real person.

Here’s why this matters:

  • Coaching and behavior change: AI can suggest programming or reminders, but humans are essential for motivating members, noticing when someone is struggling, and helping them stick to their goals.

  • Member experience: Your personality, your staff’s energy, and the way you respond to individual needs can’t be replicated by a tool. These interactions build loyalty and keep members coming back.

  • Premium services: Some members, especially younger adults, may even prefer human-led coaching and are willing to pay more for it. AI can’t compete with that personal connection.

Ready to make AI work for your gym?

It’s easy to get lost in all the AI hype. The trick is learning how to use it to make your life easier without losing the human touch your members love.

Mark is hosting a free webinar to help gym owners do just that. He’ll show you how to use AI in 2026 to run your gym smarter, help more people, and save hours every week.

It’s happening Thursday, February 12th at 11am ET.

Sign up here — you won’t regret it.

‘til next week,

j