CEO’s message
Today is a big day for us. Blokki is being released to everyone. We have been working toward this moment for a long time, but for me this is not just about launching a new piece of software. Blokki was born from a problem I first saw in my own work more than 15 years ago, and later kept seeing again and again in other coaches’ everyday reality.
I studied sports science while also working as a coach. The more clients I had, the more time went into the work the client does not always see: planning and updating programs, analyzing training and data, tracking progress, and preparing for what comes next. The equation was difficult. I wanted to deliver as good and as personalized coaching as possible, but at the same time that very work took time away from the most important part of all: the client.
Later I worked in health technology, and over the years I have had thousands of conversations with entrepreneurs and coaches in the wellbeing industry. The same challenges kept coming up. How do you deliver high-quality, personalized coaching while keeping the work profitable and leaving enough time for the rest of life too? For many, the workday does not end with the last client meeting. After that, the laptop opens again, programs get updated, client data is reviewed, and the next days are prepared. In the worst case, the same laptop comes along on vacation as well. One question stayed with me through all of those experiences: could a coach do truly great work without the job consuming nearly all of their available time?
We believe the coach’s role will become even more important
When people talk about AI, the focus often lands on everything humans might no longer need to do. We approach Blokki from a different angle. We believe that the more technology develops, the more valuable the human role in coaching becomes. AI can process huge amounts of data, analyze training and recovery, prepare programs, track progress, and surface insights that would take a person a lot of time to work through.
But that is not the core of coaching. A coach needs to know their clients, listen well, ask the right questions, motivate, challenge, and sometimes understand things that no data point can reveal. That is why we did not build Blokki as an AI coach. We built AI for coaches.
A one-person business should not feel like a one-person business
Many personal trainers effectively work alone. The same person is the coach, programmer, customer service agent, analyst, salesperson, and entrepreneur. As the client base grows, all the background work grows too. That is the change we want to bring. We think of Blokki a bit like a coach’s own team, one that analyzes, prepares, follows up, and highlights what matters while the coach focuses on their clients.
AI does not lead the coaching process, however. The coach leads. Blokki works on their behalf. Our goal is that in the future a one-person coaching business can operate in a way that previously would have required a full team. The time saved can then go toward what matters most to each coach: better client work, growing the business, developing their own skills, or simply not having to open the laptop at night.
We also want to raise the value of coaching work
As we have built Blokki, it has become increasingly clear that this is not only about saving a coach’s time. We want to help change how personal training is seen. A good coach is not someone who only writes workout plans. They help people solve problems that matter to them and achieve things that can have a huge impact on their lives.
That is why we also want to help coaches build better services and more profitable businesses. Technology should make it possible for a coach to serve clients better without constantly having to do more work.
This is where the next phase begins
Blokki AI Oy was founded in 2025, but the work that led to today’s launch began much earlier. Along the way, Blokki has been built together with more than a hundred coaches and informed by ideas from more than 250 professionals in the field. Even so, this feels more like a starting line than a finish line.
Our goal is big. We want to build a new standard for personalized coaching and help make coaching a profession where people can do excellent work, build a profitable business, and still keep room for the rest of life. Technology will change the coaching industry one way or another. We want to make sure that change makes the coach more important, not unnecessary.
Best regards,
Janne Hautala
CEO and Founder
Blokki AI Oy