Fit Tech Giant Outlines How Brands Can Go From Ai Curious To Ai Capable

As AI adoption accelerates across fitness and wellness, the real differentiator is no longer whether companies use artificial intelligence, but how thoughtfully they implement it

It’s not if, but how.

AI is here to stay, but how companies incorporate it is the make-or-break factor. Nearly half of U.S. workers already use some form of AI, while more than half of U.S. businesses have implemented AI or given employees access to AI tools. What happens next will determine whether organizations’ AI efforts stagnate or gain a competitive edge.

During the panel “Implementing AI: From the Inside Out” at the ATN Innovation Summit 2026, executives from fit tech giant ABC Fitness discussed how the 30,000 operators they serve are approaching AI adoption.

Rachana Jain, ABC Fitness’ chief people officer, said successful AI implementation relies on three things. The first is access, making AI tools and training available across the organization. The second is governance, ensuring employees use AI appropriately and within compliance guidelines. The third is understanding interdependencies and how AI connects functions across the business.

“You have to allow folks to have the sandboxes for AI experimentation, give them a rule book where you can talk about the do’s and the don’ts, and think through how to evolve (and connect) all the business processes,” she said.

Machine Learning Requires Human Learning

AI transformation is ultimately a cultural transformation, argued ABC Fitness chief marketing officer Lacey Ford. While AI is powered by machine learning, she noted, human learning is just as important.

“Don’t underestimate the power of bringing your people along,” Ford said. “It starts with the team —different ways of working, and the willingness to try, fail, experiment and try again.”

Once employees move past their initial fear of AI, they can start to embrace its potential. At its most practical level, AI gives front-line staff, instructors and trainers more time to focus on what excites them most (and that’s unlikely to be administrative tasks like billing or collections).

Fitness is, after all, a human business, and that human connection is what keeps gym members — and teams — engaged.

“A huge potential of AI is surfacing insights and connecting the dots, so when you go speak with a member, that conversation is as personalized as possible,” said Madeline Verbeten, ABC Fitness director of product operations. 

“AI brings different data points together to recommend the outreach a person needs based on where they are in their journey, their program or their lifecycle,” Verbeten said.

The right interaction at the front desk can have a significant impact on member retention, making timely, personalized outreach even more valuable. Data also works proactively. ABC Fitness’ Churn Predictor AI tool, for example, synthesizes member data to identify individuals at risk of canceling before it’s too late.

“So instead of spending all the time trying to identify (at-risk members), you have that list and can shift to action, remediation and retention-focused conversations,” Verbeten explained.

Put Foundational Elements in Place

One common mistake, the panelists said, is thinking about AI as a collection of point productivity tools. Instead, organizations should embed AI across the entire member lifecycle, giving teams insights to make better decisions faster.

Another misstep is not having foundational elements ready, because without the right data, governance and processes in place, even advanced AI initiatives can fall short.

And while AI moves quickly, implementation shouldn’t be rushed.

“There’s a fine line between speed and intentionality,” Ford said. “It doesn’t matter how fast the engineering teams develop something if it’s not moving in the right direction or the company isn’t measuring the why and how behind customer outcomes.”

More from ATN

• Mark Mastrov joins the ATN Disrupt Podcast to discuss his return to the business he founded and his outlook on the fitness industry.
• Anthony Geisler Reflects on Sequel Brands’ 1-Year Anniversary in an exclusive interview.
• Technology is no longer a future consideration for fitness and wellness operators For all the details, read the 2026 Technology and Innovation Outlook.
• Want the industry edge? Join ATN Pro for unlimited access, exclusive analysis and event perks.