Coaching in the Age of AI: Staying Human in a High-Tech World

In today’s fast-paced world of sports and fitness there’s a shiny new tool at every corner - AI dashboards, smart watches, biomechanical sensors, readiness scores and machine-generated training plans. But as exciting as all this sounds, are we at risk of losing something more fundamental? The human side of coaching?

That’s the question sports scientist Martin Buchheit recently posed in his article on what he calls Sports Science 3.0 - a call to balance tech innovation with timeless coaching wisdom. And it couldn't come at a better time.

From Data-Driven to Data-Informed

Technology in sport has evolved rapidly. We’ve gone from clipboards to GPS trackers, from heart rate monitors to AI-generated performance predictions. But Buchheit cautions: while tools have improved, the thinking behind them hasn't always kept pace. Coaches can end up relying on tech simply because it’s new and not because it actually improves outcomes.

To avoid this, we need to stop being data-driven and start being data-informed.

In practice, this means using data to support, not replace, your coaching instincts. A wearable might tell you your athlete is recovered, but their body language, motivation and mood may suggest otherwise. That’s where the ‘biopsychosocial model’ comes in.

What is the Biopsychosocial Model?

The biopsychosocial approach to coaching takes into account three key dimensions:

• Biological: physical readiness, sleep, nutrition, recovery

• Psychological: mindset, confidence, motivation, stress

• Social: relationships, support systems, training environment

True performance lies at the intersection of all three. You can read more on the model here: Biopsychosocial Coaching | TrainingPeaks

3 Ways to Integrate AI Without Losing the Human Element

1. Start with the athlete, not the algorithm

Use AI tools to spot trends, but have conversations to understand the why behind them. Is that performance dip due to overtraining or is your athlete stressed about an upcoming exam or personal issue?

2. Use tech to enhance connection - not replace it

AI can free up time on data crunching, allowing you to spend more time on the parts of coaching that matter most: building trust, setting goals and offering feedback.

3. Choose tools that adapt to your coaching style

Not every tech solution is one-size-fits-all. Choose platforms that give you flexibility to integrate your own philosophies, allow for athlete input, and respect context - not just cold numbers.

Final Thought: The Art + Science of Coaching

AI is here to stay and it should be embraced. But let’s not forget, coaching is just as much art as it is science. Your ability to listen, to empathize and to read between the numbers will always be your greatest strength.

In this Sports Science 3.0 era, the best coaches won’t be those who know the most tech, but those who know how to use it without losing their human touch.

Bevan McKinnon / May 2025