Kaizer Started With a Sunday Problem
Kaizer started when a coach told us what almost everyone in the industry eventually faces: as client volume grows, true personalization gets harder to sustain without burning out. This is the story of how we moved from that bottleneck to a system that scales quality without turning coaching into admin work.
Glossary
- Personalization at scale
- Maintaining individualized coaching quality while client volume grows.
- Adherence
- How consistently a client follows the training plan over time.
- Progressive overload
- Gradually increasing load, volume, or challenge to sustain adaptation.
- Operational capacity
- How many clients a coaching system can support without quality decay.
Most great coaches don't lose clients because they don't care.
They lose them because scaling care is brutally hard.
The fitness industry kept growing after the pandemic: according to the Health & Fitness Association, global memberships rose 6% in 2024 and revenue grew 8%. In HFA's latest published benchmark (April 7, 2025, covering 2024), U.S. gym membership was also up 20% vs 2019, confirming post-pandemic expansion into early 2026. (Global 2025) (U.S. 2019-2024)
The bottleneck most coaches face is operational:
A coach who creates personalized routines, tracks performance and updates training week after week accumulates repetitive programming work. As the roster grows, updating weights and reps client by client competes with the time available for coaching them.
That does not stop coaches from taking more clients. It changes the quality they can sustain.
That is how the industry quietly drifts into generic programming: same structure, same progression, same template for people with very different goals and constraints.
Personalization should not be a luxury for elite athletes. It should be the baseline for anyone paying for a personalized service.
How weekly programming load scales
As client volume increases, manual programming hours rise linearly. The bottleneck is not demand, it's operational time.
The conversation that triggered everything
Kaizer did not start as a theory. It started as a real conversation.
In late 2024, during a chat with his personal trainer, Agustín Anfosso (Kaizer's CEO) heard something obvious and frustrating: scaling high-quality coaching felt almost impossible. The coach was turning down clients to avoid lowering quality.
From the client side, Agustín had the same friction: spreadsheet-based plans were hard to follow on mobile, hard to track, and hard to understand week over week.
A messy start
Kaizer LLC was founded in 2024 by Agustín Anfosso, Pedro Guarga and Octavio Serpe.
We were building something that did not really exist in practice: software that helps coaches scale personalization without turning coaching into admin work. No clear map, constant improvisation, real-time learning.
Our first prototype was basic: AI that delivered plans in spreadsheets. That made one structural issue obvious: much of the market still runs on formats that are hard to follow and even harder to adjust week to week without confusion.
When it clicked
The breakthrough came when we realized something simple but powerful:
With text inputs, we could generate hyper-personalized routines that reflected real client constraints and updated week over week based on performance, goals, preferences, experience level, injuries, and limitations.
That is when we understood the core: this was not about AI-generated content. It was about turning real-world constraints into correct programming, fast.
The team
To build Kaizer the right way, Agustín partnered with:
- Pedro Guarga (Co-Founder, COO & Head of AI) — Master's in Artificial Intelligence and experience at Invisible Technologies, leading a critical layer of the product.
- Octavio Serpe (Co-Founder & CTO) — engineer trained at one of LATAM's top universities and former Senior Engineer at Mercado Libre.
From day one, the focus was clear: speed for coaches without compromising quality.
The first proof it worked
Early trials confirmed that centralizing programming and tracking reduces repetitive work without taking the decision away from the trainer.
The lesson was concrete: technology had to support the coach's judgment, not replace it.
The first clients
We did not grow through ads or big partnerships in the beginning.
We grew through direct conversations, one by one.
Those direct conversations helped turn real programming and tracking needs into verifiable product decisions.
The mistake we made early on
One of our early assumptions was that adoption would be immediate.
They didn't.
People are skeptical of new tools, even when the upside is obvious. The pattern repeats in every tech cycle: unfamiliar feels risky until it becomes normal.
We learned a core rule: building trust matters as much as building product.
Where Kaizer is today
Today, Kaizer brings together 1200+ trainers, operates in 20+ countries and has recorded +150,000 generated routines.
Our goal isn't to replace coaches.
It's to give them leverage: less time on repetitive planning, more time on coaching, accountability, and client outcomes.
Current platform growth
Real scale with sustained personalization.
Great coaches don't lose clients because they don't care. They lose them because scaling care is brutally hard.
References
Market figures and operating context used in this article.
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