EP #315 Brad Dieter: AI, Ozempic, and The Industry Bull Whip
Jul 9, 2024
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Brad Dieter, co-owner and CEO of Macros Inc. and a leading voice in fitness coaching, shares his insights on the future of the industry. He discusses the impact of AI, emphasizing the need for ethical considerations in its use. Brad also navigates the complexities surrounding Ozempic and similar GLP-1 drugs, highlighting their role in weight management and muscle preservation. Additionally, he underscores the significance of professional networking and community engagement for career growth, while introducing exciting plans for an upcoming conference.
Building a strong network among coaches enhances collaboration, knowledge sharing, and ultimately improves the quality of client services in the fitness industry.
The rise of AI presents both opportunities and ethical concerns in coaching, as it risks commoditizing services while demanding transparency to maintain authenticity.
The increasing popularity of GLP-1 drugs for weight loss highlights the need for coaches to focus on long-term client outcomes rather than short-term solutions.
Deep dives
The Value of Networking in the Coaching Industry
Building a strong network is essential in the fitness coaching industry, as the landscape is both vast and surprisingly small. Many clients require the services of coaches, making collaboration rather than competition beneficial for all. Coaches can significantly enhance their careers by supporting one another, sharing knowledge, and creating connections to collectively provide better services. This camaraderie not only aids individual growth but also contributes to the overall quality of coaching available to clients.
The Impact of AI on Coaching Practices
AI technology is becoming increasingly relevant in coaching, presenting both opportunities and ethical dilemmas. While AI can streamline certain processes, its use raises concerns regarding authenticity and the potential for misleading clients if not transparently acknowledged. In particular, the commoditization of coaching through AI risks homogenizing services, which could diminish the unique value personal coaches offer. This situation underscores the importance of ethical practices among coaches while navigating the evolving technological landscape.
Exploring the Role of GLP-1 Agonist Drugs
GLP-1 agonist drugs are increasingly popular for weight loss, which has sparked discussions around their ethical use. While there are claims that they are 'cheating', understanding their effectiveness in managing chronic weight-related issues is crucial. These medications, while effective, are not innovative solutions; rather, they represent a continuation of a long history of appetite-suppressing drugs. Coaches must focus on the long-term outcomes for their clients, ensuring they maintain lean muscle while utilizing such treatments.
Consumer Trends in Fitness Coaching
The fitness industry is witnessing a significant shift back towards in-person experiences as consumers seek more personalized interactions. Following the surge in online coaching during the pandemic, many are now returning to traditional gym and personal trainer settings, spurring growth in these areas. This change reflects broader consumer behavior, where clients may prefer individualized attention over large-scale online services. The data shows that in-person personal training is thriving, even as online fitness companies face revenue declines.
Maintaining Authenticity in a Growing Industry
Amid the competitive landscape of fitness coaching, maintaining authenticity becomes a vital strategy for long-term success. The push for scaling businesses can dilute personal connections with clients, leading some to overlook the potential benefits of a tailored coaching approach. A sustainable business model in the fitness industry often hinges on providing genuine, individualized support rather than conforming to norms of rapid growth. Coaches should prioritize their values and authenticity, ensuring that they build meaningful relationships with clients while navigating broader market trends.
Brad Dieter returns with nuanced thoughts on a variety of current and forward facing industry topics including:
-How AI will affect our industry
-Coaching clients on Ozempic and related GLP-1 drugs
-The importance of your network in your career
-What Brad means by the "industry bull whip"
-And what Brad has in store for his appearance as a speaker at my Sept 13-14 event, The Evolve Strength - Business and Coaching Conference. I hope you'll join us here in Edmonton, or watch live virtually.
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