Garmin’s cautious AI strategy sets it apart from competitors rushing to integrate large language models into every feature. While many fitness and health platforms now tout AI coaches and advisors, Garmin has limited its use of the term to a single feature: Active Intelligence within its Connect+ platform. According to Garmin, this feature provides AI-powered feedback and advice in the Connect app, with insights that become tailored to the user over time.
An Engineering-Led Approach to AI
Brad Trenkle, Garmin’s COO, explained that the company’s engineering focus drives a pragmatic and discerning approach to AI. He noted that any application of the technology—whether in products or internal processes—must maintain a strong sense of authenticity. This philosophy contrasts with the often sycophantic tone of some AI front-ends in health and fitness apps.
Garmin’s emphasis on authenticity aligns with its human-first identity, reinforced by its July acquisition of TrainingPeaks. While TrainingPeaks incorporates some AI-based technologies, its core value lies in connecting athletes with real human coaches. The platform serves both coaches and athletes, offering a business model that diverges from the trend of relying solely on AI-generated training plans.
Offering Customers a Choice
Trenkle described the TrainingPeaks acquisition as a way to give customers options. Those who prefer working with a human coach can do so through the platform, ensuring Garmin meets customers where they are. This dual approach—offering both AI-driven insights and human expertise—reflects the company’s understanding that different users have different needs.
Active Intelligence, which received a mixed reception at launch, uses LLM technology to generate easily digestible summaries of user data, reducing the mental effort required to interpret stats. However, Connect+ is not solely about AI; it also includes expert coach videos, Livetrack location sharing, and offline Trails, all for a $6.99 monthly fee.
Trenkle acknowledged that some customers want simple, basic answers about their data that AI can provide, while others seek the motivation and accountability that come from a human coach. He expressed confidence in Garmin’s ability to understand its user base, citing the company’s vertical integration and the fact that its employees are also customers.
A Balanced Path Forward
As Garmin continues to explore AI’s role, it remains committed to a thoughtful integration that respects its engineering roots and customer preferences. The company’s approach—dabbling in AI while upholding human coaching—may serve as a model for others in the industry, demonstrating that technology can enhance rather than replace authentic human connection.
