It's the gym, the trainer, the social environment, and a million other things you wouldn't think of until you have boots on the ground, eg a language model can't sign a vendor liability contract. People thought the rise of the internet would kill gyms because anyone can download the routine for an Olympic athlete for free. Turns out access to information is not the same as execution. It happened multiple times with websites/apps/Peloton. Every time fitness culture skyrocketed and gyms have benefited.