# AI Sports Coaching Platforms DICK'S Launches Coach AI for Personalized Athlete Guidance By Mursal Rahman | Written with AI assistance | Published 2026-06-05 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/AI-sports-coaching-platforms References: [retailtechnology](https://www.retailtechnology.co.uk/news/8689/dickas-winning-with-agentic-ai/) & [prnewswire](https://www.prnewswire.com/news-releases/dicks-sporting-goods-introduces-coach-by-dicks-an-agentic-ai-conversational-experience-to-support-athletes-at-every-stage-302780351.html)  AI sports coaching platforms are reshaping how athletes access training guidance and product recommendations by bringing personalized support into digital environments. Coach by DICK'S extends the expertise of [DICK'S Sporting Goods](https://www.trendhunter.com/trends/gamechanger-film-room) associates into a [conversational AI experience](https://www.trendhunter.com/trends/aipowered-coaching-platform) within the retailer's mobile app. Powered by [agentic](https://www.trendhunter.com/trends/instacart-ai-solutions) AI, the tool provides tailored product suggestions, training advice, and sport-specific recommendations based on an athlete's goals, skill level, interests, and behaviors. Rather than serving solely as a shopping assistant, the platform acts as an ongoing digital companion that adapts to users throughout their athletic journey. This development highlights how retailers are evolving from transactional sellers into service-oriented partners. For brands, AI-powered coaching tools create opportunities to strengthen customer relationships, improve product discovery, and deliver more personalized experiences at scale. As consumers increasingly expect customized guidance, conversational AI may become a key differentiator for retailers seeking to build loyalty, engagement, and long-term customer value. Image Credit: DICK'S Sporting Goods ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 65% | Activity: 66% | Freshness: 80% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What's Driving This Trend - **Conversational Athlete Assistants:** AI-powered sports companions are creating new service models where personalized training guidance, product discovery, and performance support merge inside everyday retail apps. - **Agentic Retail Coaching:** Retailers are using adaptive AI agents to move beyond transactions, turning customer data into ongoing guidance that strengthens loyalty and deepens engagement. - **Personalized Performance Commerce:** Customized recommendations tied to goals, skill levels, and behaviors are reshaping shopping experiences into continuous athletic development ecosystems. ### Who This Affects Most - **Sporting Goods Retail:** Digital coaching platforms give sporting goods retailers a pathway to differentiate through expert-like guidance, personalized product matching, and long-term customer relationships. - **Fitness Technology:** Connected training tools are expanding as AI coaching systems combine behavioral insights, sport-specific advice, and adaptive support for athletes at different ability levels. - **Mobile Commerce:** App-based conversational experiences are transforming mobile commerce into a guided service channel where shoppers receive contextual recommendations and ongoing assistance. ## Related on Trend Hunter - [AI-Powered Coaching Solutions](https://www.trendhunter.com/trends/max-ai.md) - [AI Fitness Coaches](https://www.trendhunter.com/trends/my-ai-trainer.md) - [In-App Ai Fitness Coaches](https://www.trendhunter.com/trends/new-york-sports-club.md) - [AI-Powered Life Coach Platforms](https://www.trendhunter.com/trends/step-life-coach.md) - [AI Fitness Coaches](https://www.trendhunter.com/trends/jim-ai-personal-trainer.md) - [AI Investment Assistants](https://www.trendhunter.com/trends/coachbot.md) - [Flexible Training App Features](https://www.trendhunter.com/trends/edge-ai.md) - [AI-Powered Health App Features](https://www.trendhunter.com/trends/dario-health-app.md) - [Conversational AI Coaches](https://www.trendhunter.com/trends/fitbit-personal-health-coach.md)