Personal training franchise in Bentonville uses robotics, AI to optimize workouts

The Exercise Coach, an Illinois-based personal training franchise, opened its second Arkansas location on July 6 at 812 S.W. Raintree Lane in Bentonville, just off Walton Boulevard.

This “smart fitness studio” forgoes traditional equipment in favor of artificial intelligence-enabled machines that adapt to the user’s abilities.

Each week, clients receive strength and interval cardio training in two 20-minute sessions, working one-on-one with a trainer (the studio limits semi-private training to four clients per trainer).

Peter Gordon, 52, of Bella Vista is the location’s head trainer. Gordon has been a teacher and coach for more than 28 years. He relocated from Colorado and considered teaching in Arkansas, but he said he jumped at the opportunity to become a personal trainer at The Exercise Coach when it became available.

“I have worked with many personal trainers as a coach, and I have always felt it would be a great profession to help people better themselves,” he said. Gordon coached football for more than 20 years and baseball for nine years. “In my previous years of teaching and coaching, I believe that I had a very positive influence in helping build people’s confidence and abilities. I truly want to help people better their lives physically and mentally.”

Founded in 2000, The Exercise Coach began franchising in 2011 and now has more than 150 studios nationally.

Valerie Gunsaulis is the franchise owner in Northwest Arkansas. She signed a five-year lease with the Bentonville building owner and has plans to open at least three more locations in the region in the next five years.

The Exercise Coach also has a location in Little Rock.