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 & PayPal, 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.
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. "—" 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 hello@azfit.app and we'll correct it.