As Australians increasingly seek personalised support to improve their health, finances and overall wellbeing, new research from global nutrition and food tracking app MyFitnessPal reveals that coaching has become a trusted tool nationwide, but one that remains out of reach for many. According to the survey findings, nearly seven in 10 Australians surveyed have either worked with a coach themselves or know someone who has regularly used one before, with 74% saying coaching has helped them achieve their long-term goals. The findings come as MyFitnessPal launches AI Coach, a new in-app feature offering on-demand, real-time nutrition guidance. The survey of 1,011 Australians also found that while the majority believe coaches are beneficial, a range of barriers are preventing most from seeking support. More than half (53%) said coaching is often too expensive, while not knowing how to find a good coach (19%), lack of trust in the quality of advice (18%), and time constraints (18%) also adds to the list of barriers.

“Australians clearly understand the value of coaching that feels tailored to their individual circumstances and goals, whether that’s improving their nutrition, managing their finances or building healthier habits” MyFitnessPal Ambassador and Nutritionist Michaela Sparrow commented “The challenge is that there are still practical barriers that can make ongoing support difficult to access. Traditional coaching is not always affordable, convenient or available at the exact moment someone needs to access advice – all factors that can influence whether someone seeks help in the first place.”

The research also found some Australians remain hesitant to openly discuss using certain types of coaching, with more than half (56%) saying they would be embarrassed to tell someone they had a dating coach, compared to 16%  who said the same about business, health and nutrition coaching. Despite these barriers, Australians continue to place significant value on personalised advice, with 82% of those who have used or currently use coaching spending between $10-$100 per week. Health (30%) and finance (27%) ranked as the most sought-after areas of professional or personal advice, followed by nutrition (20%).

“When it comes to nutrition specifically, many people are already taking steps to better understand their habits, whether that’s tracking their meals, monitoring their protein intake or trying to build healthier routines,” Sparrow commented “What’s often missing isn’t motivation, but confidence in what to do at the right time. Access to credible, personalised guidance can help people turn information into meaningful action and make healthier choices that are sustainable over time. MyFitnessPal’s AI Coach is designed to act like an on-demand nutrition coach in your pocket, providing guidance grounded in your own logged behavior over time. Whether you’re trying to choose the best takeout option, looking for recipes that align with your nutrition goals or finding simple ways to increase your protein intake, AI Coach can help take the guesswork out of daily nutrition choices by providing clear, personalised suggestions you can act on straight away.”