Artificial Intelligence in the Fitness Industry - Interview with Tomás Agrimbau

As part of our partnership with Amalgama, we interviewed Tomás Agrimbau, co-founder of the digital innovation agency, about the real impact of artificial intelligence (AI) in the fitness and wellness sector. Through their work with gyms, chains, wearable brands, and tech startups (mainly in the United States) Tomás shares a clear vision: AI is not an end in itself, but a strategic tool to transform experiences, optimize operations, and increase profitability.

Where is AI advancing the fastest in fitness and wellness?

The first strong adoptions happened in marketing and sales, mainly because that’s where the return on investment is most direct and fastest to measure.

Tomás points out four typical cases where AI is already creating value:

• Automation of campaigns and hyper-personalized segmentations.

• Improved lead conversion (with traceability and automation).

• Commercial actions based on behavioral patterns.

• Customer retention and automatic referral programs.

Another growing field is data analytics. Today, there are platforms that provide valuable insights about users, facility usage, or campaigns without depending on a technical team. This democratizes access to information and speeds up decision-making.Lastly, conversational assistants are gaining ground, integrating with CRMs and booking systems to respond instantly and efficiently to members and prospects.

Where has its potential not yet been fully tapped?

The greatest opportunity lies in the training experience and personalization.

Although most data today (biometrics, habits, goals) is easily measurable, very few companies use AI to truly personalize routines in real time.In addition, Tomás identifies two other areas with high potential:

• Operational efficiency: automatic class scheduling, optimization of human resources, maintenance prediction, and dynamic timetable adjustments based on demand.

• Community management: detecting participation patterns, connecting users and coaches, and early identification of dropout signals.

Is there resistance to implementation?

Yes, especially among operational teams: front desk, instructors, coordinators.

According to Tomás, strategic teams are usually open to exploring AI, but at the operational level, there remains a fear of being replaced. This is a common pattern with technologies that involve changes in routine.

Where can AI create the greatest impact?

AI can be transformative if it focuses on enhancing human value, not replacing it.”Based on his experience, these are the three areas with the greatest potential for sports centers:

1. Personalized experience AI that adapts routines, suggests activities, and synchronizes wearable data to offer unique experiences.

2. Retention and revenue Anticipating dropout patterns and triggering personalized responses can have a greater financial impact than any acquisition campaign.

3. Operational efficiency Automating repetitive tasks frees the team to focus on what truly matters: the user experience.

Tomás sums it up like this:

AI is a strategic lever that, when well implemented, can enhance the member experience, strengthen the business, and raise the standard of the entire industry.

Thank you so much Tomás for your insights!

At FitLink, we believe in the value of technological innovation when it aligns with the human experience and is developed in contact with their users . That’s why we’re proud to work alongside Amalgama, helping fitness and health companies turn digital ideas into profitable realities.