The online fitness industry is going through a major transition - largely driven by AI - and most coaches are underestimating how significant that shift will be.Ash argues that the industry is splitting into two clear directions: “trainer-style” services (programs, nutrition plans, data-driven adjustments) and coaching change (human connection, behaviour change, and decision-making support). In his view, the future belongs to coaches who firmly sit in the second category.A friend of Behaviour Change Coach for over a decade, Ash has had visibility across thousands of fitness businesses and, through his own ventures, has always seen major industry shifts, long before they happen.In the episode we discuss systems and coaching, we explore why marketing is becoming harder, but how coaches can still stand out, and why the traditional push for scaled businesses isn’t actually what most coaches want. Instead, lean, sustainable six-figure businesses are often more realistic… and more desirable, he argues. We also touch on his offering, Daily Rounds - his new software tool for business that removes thinking from the day and improves decision fatigue, so overall, one not to miss.Follow Ash On:Facebook: https://www.facebook.com/ashptdninjaInstagram: https://www.instagram.com/ashburleigh/LinkedIn: https://www.linkedin.com/in/ash-burleigh-183496208/