Social Media, Fitness, and the Question of Trust
With the rapid rise of social media platforms like Instagram, Facebook, and TikTok, the fitness industry has expanded into a space that’s more visible — and influential — than ever before. Every day, our feeds are filled with personal trainers, fitness personalities, and self-proclaimed experts sharing workouts, nutrition tips, and lifestyle advice. While this level of access can be motivating and inspiring, it also raises an important question: who should we trust when it comes to our health, performance, and long-term wellbeing?
In many cases, having a strong online presence or a certain “look” has become enough for someone to position themselves as a personal trainer, nutrition coach, or wellness expert. Unfortunately, appearance and popularity don’t always reflect education, experience, or a genuine understanding of how the human body works. As a result, we’re seeing more people offering advice with little formal training or evidence-based knowledge behind it.
Social media platforms are powerful tools for shaping perception. Trends are created, promoted, and discarded at incredible speed — often driven by algorithms rather than accuracy. A well-edited TikTok video or a confident Instagram reel can sometimes feel more convincing than years of study or hands-on coaching experience. We’ve even seen how easily online credibility can be manufactured, whether through fake reviews, inflated follower counts, or the illusion of high demand. In an environment like this, misinformation can spread quickly and quietly.
This system also makes it possible for almost anyone to brand themselves as a personal trainer or nutrition coach with very few barriers to entry. Short, fast-track qualifications, minimal prerequisites, and trend-based content can quickly create the appearance of expertise. While many people entering the industry have good intentions, the lack of depth in education and regulation means poor or incomplete advice can easily slip through — and when it comes to health and movement, that can be genuinely harmful.
A related concern is the growing reliance on AI-generated training plans, nutrition advice, and automated coaching apps. Used correctly, AI is a brilliant tool. It can help analyse data, identify trends, support planning, and improve efficiency for both coaches and athletes. However, AI lacks context, judgement, and human understanding. It cannot see how someone moves, recognise subtle compensations, understand emotional stress, or adapt in real time to pain, fatigue, or confidence levels.
Coaching is not just about sets, reps, or macros — it’s about communication, observation, and decision-making. Removing the human element from coaching risks turning complex individuals into generic data points. A skilled coach provides feedback, reassurance, accountability, and progression that simply can’t be replicated by an algorithm alone. AI should support coaching, not replace it.
Fast-track qualification providers also play a role in this issue. Organisations offering short, intensive personal training courses often market them as sufficient to work safely and effectively in the industry. While these courses can be a useful introduction, they are frequently open to anyone with the money to enrol, regardless of their movement competency, coaching ability, or understanding of anatomy and physiology. This can lead to trainers prescribing exercises, loads, or nutrition strategies without fully appreciating individual risk or long-term consequences.
The impact goes beyond simple confusion — it can be dangerous. Poor exercise technique, inappropriate programming, or unqualified nutrition advice can increase injury risk, contribute to long-term health issues, and erode trust in genuinely qualified professionals. As conflicting information becomes more common, many people turn to search engines, social media, or AI tools for guidance, often without knowing how to separate credible advice from trends or opinion.
This leaves the industry at a crossroads. Fitness has never been more accessible, but it has also never been more diluted. Without clearer standards and better education around what makes a qualified professional, it becomes harder for people to know who to listen to, what services are worth paying for, and what advice is truly in their best interest.
We’d love to hear your thoughts.
Have you taken part in short-term or fast-track fitness courses? What did you find helpful, and where did they fall short? How do you feel about AI-driven coaching and online fitness advice? And what do you think should be done to protect the public while still encouraging people to train, move, and improve their health?
We believe meaningful progress in fitness and health comes from education, experience, and human connection. Technology and social media can be powerful tools when used responsibly — but they should never replace critical thinking, proper coaching, and accountability.
Please share your thoughts below.