The fitness sector could soon have a huge disruptor on its hands, if rumours of Google's plans prove correct.

A number of unconfirmed reports suggest that the tech giant is working on an artificial intelligence-based fitness and wellbeing coach.

If true, the new service would have a head start in providing personalised wellness services – simply due to the data it holds for a huge number of people who already use its services, from gmail and search histories to a plethora of other products.

It is understood that the new "Google Coach" wellness service would be able to compile users’ personal data to recommend workout routines, meal plans and other wellness-related advice.

Used in tandem with its location services, Google would also be able to offer a holistic, interactive wellness experience by suggesting healthy meals or places of exercise based on the user's location.

Google already has a a health-tracking platform – called Google Fit – which uses sensors in a user's activity tracker or mobile device to record physical fitness activities.

The new coach service is likely to live on the same Wear OS platform as Google Fit, which is designed for smartwatches and other wearables.

It has even been suggested that 'Google Coach' could be introduced as part of a new piece of hardware – a Google-branded smartwatch.

Health Club Management has contacted Google for comment/confirmation.