Garmin Acquires TrainingPeaks and TrainHeroic: What It Means for Coaches

By Bruna, augo Co-founder & CEO

Dear augo community,

Garmin acquired TrainingPeaks and TrainHeroic on July 22, 2026. Needless to say, this is a major move in the industry.

In this article

  • What the Garmin acquisition of TrainingPeaks and TrainHeroic means for endurance coaches, and what is still an open question.

  • Why the coaching software market was due for a change, and what we owe to the platforms that built it.

  • The era we think comes next: coaches working with AI, seeing beyond power and zones, and spending more time talking to athletes.

  • The five principles augo commits to — coach-first, device-agnostic, data ownership, whole-athlete data, and serious UX/UI.

What happens next is an open question

Whether TrainingPeaks tilts toward Garmin devices, or Garmin tilts toward AI coaching, we don't know. What we do know is that the market is changing. And we think it's about time.

Technology today is nothing like it was 20 years ago, when TrainingPeaks started. What they built was revolutionary, and the value they created for coaches around the world is worth celebrating.

The next era of coaching software

But their technology is not what will bring coaches into the next era. The era where coaches work with AI to deliver even higher quality coaching. The era where coaches see beyond power numbers, threshold values, and zones, and account for athlete feel, psychology, and nutrition. The era where coaches spend less time on manual work and clicking, and more time talking to their athletes. We are here to make that happen.

We know this is an uncertain moment for some, but we want to assure you that this move only opens room for what comes next, and we are here to build it: from coaches, with coaches, for coaches.

Principles we stand by

  • augo is coach-first by design. We will never use coach data to train models served directly to athletes.

  • augo is device-agnostic. Garmin, Coros, Polar, Wahoo, Zwift: all equal.

  • You own your data at augo, and you can export it in full, any time.

  • augo goes beyond what wearables collect. Power, pace, and heart rate are one part of coaching. Feel, nutrition, and recovery data let coaches see the whole athlete.

  • augo invests heavily in UX/UI, because coaches and athletes both deserve a frictionless experience.

It's early days

It's early days, but we are confident we're building the future of coaching. If you want to learn more about augo, our roadmap, our vision, or anything in between, reach out — I'd love to talk.

Warm regards,

Bruna, Co-founder & CEO

Further reading