53% say coaching is too expensive

Coaching remains out of reach for many Australians, even though 74% said it helps people meet long-term goals.

MyFitnessPal published the research in Sydney, Australia, on 10 July 2026.

The survey of 1,011 Australians found that 53% see coaching as too expensive.

Nearly seven in 10 people surveyed had either used a coach themselves or knew someone who had used one regularly.

Other barriers also emerged. Some 19% did not know how to find a good coach, while 18% doubted the quality of advice and another 18% cited time constraints.

MyFitnessPal released the findings as it launched AI Coach, a new in-app feature that offers on-demand, real-time nutrition guidance.

The company tied the launch to demand for personalised support on health, finances and overall wellbeing.

Michaela Sparrow on coaching barriers

Health ranked as the top area where Australians want professional or personal advice at 30%. Finance followed at 27%, and nutrition ranked third at 20%.

Among current and former coaching users, 82% spend between $10 and $100 a week.

MyFitnessPal ambassador and nutritionist Michaela Sparrow said Australians value support that fits their own goals, including nutrition, finances and healthier habits.

She argued that practical barriers still make ongoing support hard to access.

Traditional coaching is not always affordable, convenient or available when people need advice, Sparrow added.

The survey also found stigma around some coaching types. More than half, 56%, said they would feel embarrassed to tell someone they had a dating coach.

By comparison, 16% said they would feel the same about business, health or nutrition coaching.

Sparrow said many people already track meals, monitor protein intake and try to build healthier routines.

“What’s often missing isn’t motivation, but confidence in what to do at the right time,” Sparrow said.

She added that credible, personalised guidance can help people turn information into action and make healthier choices that last.