About Us

To be a globally respected endurance community and coaching institution that develops resilient, skilled, and self-driven athletes—across swim, bike, run and triathlon—through world-class systems, culture, and long-term development. 

To build and deliver LTAD-driven coaching programs that:

• develop strong technique, fitness, and decision-making over time,

• balance performance with health, recovery, and real-life constraints,

• create clear pathways from beginner to high performance,

• and foster a supportive community where athletes grow together.

Our values define who we are, how we lead, and the standards we uphold. They guide every decision, every interaction, and every athlete journey we design. These are not just principles—we live them daily.

• Athlete-First: Safety, health, and long-term progress over short-term wins.

• Integrity: Honest guidance, transparent expectations, and ethical coaching.

• Consistency: Process over hype—repeatable habits that create results.

• Excellence in Craft: High standards in technique, planning, and execution.

• Adaptability: Coaching that fits the athlete’s goals, context, and changing life demands.

• Ownership: Athletes learn to think, self-manage, and take responsibility for outcomes.

• Team Spirit: Progress is faster together—support, respect, and shared pride.

• Humility: Stay curious, keep learning, and earn results through work.