In short: AZFit has a free plan and costs $49.99 a month for 50 athletes. TrueCoach has no free plan and costs $57.99 a month for 20 clients or $136.99 for 50, billed yearly, with custom pricing above 50. TrueCoach offers a 3,000+ exercise video library and direct Garmin and WHOOP connections; AZFit adds AI analysis, a recovery read and a full coaching website.
What you pay
TrueCoach has no free plan (there is a 14-day trial). Billed yearly, its Standard plan is $57.99 a month for up to 20 clients and Pro is $136.99 a month for up to 50; beyond 50 you talk to sales. Payments and nutrition tracking are included, and the branded app and wearables start on Standard.
AZFit is free with one athlete, $29.99 for 25, $49.99 for 50 and $69.99 for 100 — no sales call at 51.
| At 50 athletes | A month | What that buys | A year |
|---|---|---|---|
| AZFit | $49.99 | Everything above is on the plan | $599.88 ($499.99 paid yearly) |
| TrueCoach | $136.99 | Pro plan, billed yearly; nutrition tracking and payments included | $1,643.88 |
Side by side
| Feature | AZFit | TrueCoach |
|---|---|---|
| What it costs | ||
| Free plan | 1 athlete | None — 14-day trial |
| At 50 athletes, a month | $49.99 | $136.99, billed yearly |
| At 100 athletes, a month | $69.99 | Contact sales — plans stop at 50 |
| Set-up fee | None | None |
| Included, or extra? | ||
| Nutrition | Included — periodised to the training, with fluid and electrolytes | Habit & nutrition tracking, Standard plan and up |
| Taking payments from athletes | Included — Stripe, 0% commission | Included |
| Athlete app in your brand | Included, in your colours · your own store listing $150 once | Standard plan and up |
| Coaching website | Included, with free trials and your prices | Public coach profile, Standard and up |
| Coaching intelligence | ||
| AI analysis | Zoobia — a weekly read on every athlete and a note on every workout | — |
| Training load | Session-RPE load and acute:chronic ratio | — |
| Recovery read from HRV, resting HR & sleep | A named training state and the change to make | — |
| Device & app sync | Apple Health & Google Health Connect — Strava, Garmin, Apple Watch and more; direct Garmin, Oura & Strava accounts in Q1 2027 | Apple, Garmin, WHOOP, MyFitnessPal |
Where TrueCoach is stronger
- A polished client experience and a 3,000+ exercise video library.
- Direct Garmin and WHOOP connections on Standard and up, and a MyFitnessPal integration.
- A 90-day money-back guarantee on first-time yearly plans.
Where AZFit is different
- A free plan and room to grow — 25, 50 and 100 athletes on flat prices, with the price per athlete falling as you add them.
- Zoobia writes a weekly read on every athlete and a note on every completed workout.
- A recovery read from HRV, resting heart rate and sleep, turned into a named training state and the change to make.
- Periodised nutrition and per-session fuelling — carbohydrate scaled to the day’s training, plus fluid and electrolytes before and after each session.
- A full coaching website with free trials and your prices, not only a profile page.
Common questions
Does AZFit have a free plan?
Yes — one athlete, no card and no time limit. TrueCoach has a 14-day trial and no free plan.
What happens above 50 clients?
TrueCoach’s plans stop at 50 and larger rosters talk to sales. AZFit’s Team plan covers 100 athletes for $69.99 a month.
Can I move my clients over from TrueCoach?
Yes. Send them your AZFit invite link and they join your roster in the app with your name on it. There is no automatic import from TrueCoach yet, so programmes are rebuilt in the AZFit plan builder.
Prices are each vendor's list prices in US dollars, checked September 2026 on their own pricing pages and help centres; monthly billing unless noted. Sources: TrueCoach pricing. "—" means the vendor doesn't list that feature on its plan or pricing page — it may exist elsewhere, so check with them. Spotted something out of date? Tell us at support@azfit.app and we'll correct it.