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BetterMe Adds Personal Coaching, Shifts to Premium Model

  //health-fitness.news-articles.net/content/2026/ .. s-personal-coaching-shifts-to-premium-model.html
  Published in Health and Fitness on Friday, January 23rd 2026 at 13:45 GMT by New York Post
      Locale: UNITED STATES

Friday, January 23rd, 2026 - Popular fitness app BetterMe is significantly expanding its offerings, introducing direct connections with certified personal coaches to users. This move represents a clear shift towards a more personalized and premium service, but also arrives against the backdrop of previous controversy surrounding the company's marketing practices.

For years, BetterMe has built a substantial user base through its guided fitness and wellness programs. These programs typically encompass structured workout routines and nutritional advice designed to guide users towards their desired outcomes. While effective for many, the company has increasingly recognized the limitations of a purely algorithmic approach to fitness. The new coaching service directly addresses this, offering users the ability to engage in one-on-one interactions with a dedicated professional.

"We've always believed that a one-on-one approach is the most effective way to achieve lasting results," stated a BetterMe spokesperson, highlighting the rationale behind this substantial expansion. "By connecting users directly with our experienced coaches, we're providing them with the support, accountability, and personalization they need to reach their fitness goals."

The promise is compelling: coaches will collaborate with users to create bespoke workout plans tailored to individual needs, limitations, and aspirations. Nutritional guidance will also be a core component of the coaching relationship, helping users optimize their diets to complement their exercise routines. Perhaps even more crucially, coaches will provide ongoing support and motivation - vital components often missing in self-guided fitness journeys. Early reports indicate coaches will utilize in-app messaging and video conferencing for enhanced communication and progress tracking.

This latest development positions BetterMe to compete more directly with traditional personal training, which often comes with a significantly higher price tag. By leveraging technology and scalability, BetterMe aims to provide personalized coaching at a more accessible price point, potentially democratizing access to expert fitness guidance.

However, BetterMe's trajectory hasn't been without its bumps. The company has faced considerable scrutiny and criticism surrounding its marketing techniques. Numerous users have voiced concerns about a lack of transparency regarding pricing and the scope of services offered. These complaints have led to interventions by consumer protection agencies, who have issued warnings related to potentially misleading advertising practices. These warnings largely centered around unclear subscription terms and aggressive marketing that allegedly overstated the benefits of certain programs.

In 2024, BetterMe faced a class-action lawsuit regarding these advertising practices which, while settled out of court, significantly impacted the company's public image. The settlement resulted in increased transparency requirements regarding subscription models and a commitment to revising marketing materials. While the company claims to have implemented these changes, lingering doubts remain amongst some consumers and industry watchdogs.

Despite these controversies, BetterMe retains a significant foothold in the competitive fitness app market. The introduction of personal coaching represents a strategic effort to both enhance the user experience and potentially rehabilitate the company's reputation by focusing on demonstrable value and personalized support. Whether this move will ultimately be successful in silencing critics and attracting a new wave of users remains to be seen. Analysts are closely monitoring user adoption rates of the coaching service and scrutinizing BetterMe's ongoing compliance with revised advertising guidelines. The company's future success will likely depend on its ability to deliver on the promise of personalized fitness and address concerns surrounding transparency and consumer trust. The move signals a growing trend within the digital fitness space: a shift away from generic programs towards more customized and human-centered experiences, even as regulatory pressure continues to increase.