The Endurance Coaching Business Podcast

HYROX has moved from “fitness racing” to a specific, mainstream target for runners and triathletes — and it’s showing up inside the coaching market fast. More endurance coaches are quietly adding HYROX blocks, hybrid memberships, and “run + strength” packages to keep athletes engaged (especially when triathlon feels a long way off).

In this episode, Cam makes the case that endurance coaches should take HYROX seriously — not just as a training format, but as a retention and growth lever for your business.

Because if your athlete leaves your ecosystem for 8–16 weeks to join a gym program or HYROX-specifi...

AI training apps, “smart” plans, and chatbot coaches are everywhere right now.

If you’ve ever wondered:

…you’re not alone.

In this episode/article, we dig into a different angle you probably aren’t hearing:

We unpack why being a business owner is often safer than being an employee in an AI-driven world—and how endurance coaches can use AI as a power tool...

In this episode, we dig into the real reasons athletes disengage — and the simple systems endurance coaches can use to boost engagement without adding more work. You’ll learn how to create a coaching experience that keeps athletes connected, motivated, and coming back.

We cover:

AI tools are popping up everywhere in endurance coaching. Most of them promise smart plans, automatic analysis, and dashboards that claim to know everything about fatigue and form.

But here’s the real question: are these tools supporting coaches or replacing them?

In this episode, we break down:

Sales in a coaching business isn’t about being pushy, it’s about having the guts to put yourself out there and take the hits that come with it. In this episode, I break down what it really feels like to sell your coaching programs, the unsubscribes, the criticism, and all the punches in the face. While they aren’t proof you’re growing, they’re requirements for it.

I share a real-life example from a coach who launched her program and saw her email list rise and fall like a rollercoaster, the raw, honest side of sales most...

After more than a decade building Training Tilt, I’ve started to realize that maybe knowing your weaknesses isn’t what holds you back — it’s your blind spots. 

The things you don’t yet know are there can quietly limit your growth as a coach and a business owner.

In this episode, I share some personal reflections on:

✅ How strengths, weaknesses, and blind spots actually work together
✅ What I’ve learned about awareness after 10+ years building Training Tilt
✅ How seeing yourself more clearly can unlock sustainable growth

💬 Whether you’re a coach or a cr...

AI is changing the coaching landscape—but not in the way many people think. A few months ago, we explored the AI Coaching Hype Cycle, and now that the dust has settled, it’s time to revisit how coaches can actually use AI in their businesses.

In this episode of Endurance Coaching Business, we dive into two very different approaches:

We’ll cover:

🎥 New Coaching Dashboard + Announcement Features | Training Tilt Update

In this quick update, Cam from Training Tilt walks through two powerful new features that help endurance coaches save time and communicate more effectively with their athletes:

✅ Coaching Dashboard – View multiple clients in one place. See upcoming workouts, recent sessions, events, and training plans all in a single, scrollable view.

✅ Announcements – Push short, timely messages directly to your clients' dashboards. Great for weekly plan updates, race reminders, or any key info you want to share.

Whether you're a solo coach or managing a...

🚀 New Coaching Dashboard Sneak Peek!

We’ve just rolled out the first part of our brand-new Coaching Dashboard — designed to give you a fast, clear snapshot of multiple athletes’ training, events, and recent work in one place. In this video, I walk you through:

✅ Adding up to 10 athletes for side-by-side tracking
✅ Viewing upcoming workouts, training plans, and events
✅ Checking recent activity with quick access to full workout analysis & messaging
✅ How this looks for both coaches and athletes on web and (soon) in the mobile app

This is part one of a multi-stage rel...

In this video/podcast, I discuss the recent Ironman x TriDot split and its implications for the coaching industry. Here are the key points:

In this episode, I unpack one of the most misunderstood tools in the business toolkit: paid advertising.

A lot of coaches think paid ads are the shortcut to filling up their roster or selling out their programs—but that’s only part of the story (and honestly, the least effective part when done in isolation).

I dig into:

How to Build Trust and Get Clients Through Communities (Without Being Salesy)

If you’ve ever wondered how to actually get clients without constantly promoting yourself, this episode is for you.

We’re diving into the idea of building trust within the communities where your ideal clients already spend their time—whether that’s online in Facebook groups or Strava clubs, or in person at local races, expos, or club runs.

In this episode, you’ll learn:

We’ve just shipped a bunch of quality‑of‑life improvements to the Training Tilt mobile apps! Both Android and iOS are rolling out now (iOS finishing its staged release over the next few days), and White‑Label/Ultimate Plan customers will see their custom apps update in the coming week.

In this episode, I walk you through:

– Calendar now always jumps to today instead of sometimes scrolling randomly

– Social‑group image uploads on Android work again

– Workout‑description links are clickable on every device

– New h...

Unlock the power of webinars to grow your coaching business!

In this episode, I break down exactly why live webinars are such a game changer for coaches — whether you’re helping runners avoid common training mistakes or guiding triathletes on race-day fueling. Webinars let you connect with potential clients in real-time, share valuable insights, and build genuine trust (way more than static content ever could).

I’ll walk you through the WAVE Framework (Welcome, Align, Value, Engage), so you can structure your webinar like a pro and keep your audience hooked from start to fin...

In this episode, we dive into why email marketing is still one of the most effective tools coaches can use to build deeper relationships and grow their business — without feeling pushy.

Key points we cover:

Challenges are powerful, structured programs designed to engage and motivate participants while highlighting your coaching expertise. They serve as an effective entry point for potential clients, offering a taste of your coaching style and helping athletes prepare for specific goals or local events.

In this episode, we discuss how to design impactful fitness challenges that attract your ideal audience, from beginners looking to build confidence to seasoned athletes targeting higher performance levels. We cover the essential steps for creating successful challenges:

Challenges are powerful, structured programs designed to engage and motivate participants while highlighting your coaching expertise. They serve as an effective entry point for potential clients, offering a taste of your coaching style and helping athletes prepare for specific goals or local events.

In this episode, we discuss how to design impactful fitness challenges that attract your ideal audience, from beginners looking to build confidence to seasoned athletes targeting higher performance levels. We cover the essential steps for creating successful challenges:

Content Marketing for Coaches: Build Authority & Attract Clients
Content marketing is one of the best ways for endurance coaches to establish authority, build trust, and attract new clients. In this episode, we explore how to create and share valuable content across blogs, videos, social media, and podcasts to connect with your audience and ultimately grow your business.

Key Topics Covered:

All coaches know how powerful referrals from their existing customers are for attracting new clients. But most coaches leave it up to chance. The concept of one of your customers telling other people about you is related to the marketing term “Social Proof”

Social proof is essential in building trust and credibility with potential clients by showcasing the real-world success of people similar to them. This approach highlights the effectiveness of your coaching and makes it relatable, increasing the likelihood of engagement. By sharing testimonials and case studies from clients who mirror your target audience, you underline the...

Are you ready to expand your coaching business and reach new clients? In the first episode of our nine-part series, we dive into the power of strategic partnerships. Learn how collaborating with complementary businesses or brands can tap into established communities, creating valuable connections and boosting your visibility. 

Hey everyone, welcome back to the show! Today, we're diving into the less-than-stellar side of TrainingPeaks—a platform that seems designed to keep coaches stuck in the crowd. If you’re all about losing your unique brand, letting athletes wander off to a marketplace, and dealing with sluggish tech when you need it most, this episode is for you. We'll break down eight reasons why
TrainingPeaks might be exactly what you don’t want, and then we'll chat about an alternative that puts you in the driver's seat.

Episode Bullet Points

Happy New Year and welcome to 2025. Now is the perfect time to set your coaching business up for its best year yet. A strong start isn’t just about planning—it’s about taking action and getting the support you need to succeed. Whether you’re looking to scale, streamline, or completely reshape your business, the right guidance can make all the difference.

The best athletes have coaches to guide them, push them, and hold them accountable—and the same principle applies to running a successful coaching business. Whether you’re just starting out or looking to refine your...

We've released a lot of features and improvements since our last update. Thanks to all our coaches who have contributed to the roadmap and the development of our platform so far. We've come a long way since our basic website builder and training plan builder in 2014. You can follow along with road map and progress here in our roadmap and feedback tool.

More details in the episode but here is a quick list of improvements:

In this episode, we explore why clear communication is the cornerstone of effective coaching. Discover how to simplify your process, document effectively, and communicate with clarity to empower your athletes and improve their results.

Think Clearly: Simplify the Complex

Document Clearly: Build a Roadmap for Success

In this episode, endurance coach and business mentor Michelle Lake shares invaluable insights for endurance coaches looking to grow their businesses. Michelle discusses her transition from competitive athlete to coaching and then to helping other coaches create sustainable and profitable coaching businesses. Some of the key takeaways include:

In this episode, we dive into how major endurance coaching platforms, like TrainingPeaks, often overshadow coaches' individual brands. We explore the impact of platform-centric interactions on athlete loyalty and how these dynamics can influence the coach-athlete relationship. Discover how you can elevate your coaching business above the noise and ensure your brand is always front and center.

Key Points:

How do you win against AI Coaching?

I've been thinking a lot about AI and coaching lately. It's natural and reasonable to wonder about the future role of a coach.

Just to be clear, when I talk about competing against AI, I am specifically talking about the platforms and tools that try to replace the coach by coaching athletes directly. You should of course leverage AI to help you do things faster, easier and better.

Don't try to compete directly against AI. In other words, you won't beat AI coaching at it's own...

Introduction

In this episode, we dive into the key strategies coaches can use to help athletes navigate the ups and downs of major races. From managing expectations early to celebrating every effort, learn how to support athletes through their toughest moments and foster resilience for long-term growth.

Manage Expectations Early

Setting realistic goals and managing expectations starts well before race day. This section explores the importance of regular conversations, realistic performance forecasting, and planning for potential setbacks, all to help athletes face challenges with confidence.

Offer a Supportive Post-Race Space

In this episode, we break down the key stages of branding for endurance coaches

Branding Isn’t Important When You Start Out
Initially, focus on delivering quality coaching and building relationships. Branding can wait until you’ve got a solid client base and at least some consistent revenue.

Your Brand Is Your Service
Early branding is about how you deliver your coaching, not just logos or color schemes. Your service, philosophy, and client interactions form the core of your brand.

Branding Isn’t Your Logo or Business Card
A brand goes b...

AI doesn't do a good job of coaching, ignore what the direct-to-athlete platforms tell you about it. They are talking their own book. They won’t replace good coaches any time soon, if ever. Right now, they are just a much better version of a generic training plan.

All tech goes through a hype cycle, AI is no different and the AI hype cycle is probably going to be the most extreme tech hype cycle we’ve ever had.

I’ve already seen signs of athletes who were initially very excited, begin to lose interest.

In this episode of the "Endurance Coaching Business" podcast, Cam sat down with Taylor Thomas, founder of Thomas Endurance Coaching (TEC) and the Growth Circle accelerator program. They delved into the common struggles endurance coaches face when scaling their businesses and shared actionable insights to help coaches turn their passion into a profitable, sustainable career.

1. Building a Scalable Business Model

What do Starbucks and Coaching businesses have in common? Apart from being coffee lovers?

Apps and automation is one thing.

That’s pretty broad so you are probably wondering how that is relevant for you as a coach.

Well both Starbucks and coaches have the advantage of being able to add a lot of technology and automation to the way they deliver their products and services to their customers.

Equally, they both are in danger of adding too much automation, to the detriment of the relationships they have with those customers.

Recently, I wrote a post about how some coaching platforms weren't operating in the best interest of coaches After that, I asked my email list to come and comment on one of my LinkedIn posts to help me get some traction. Only two people did. This made me realize something: not many coaches are using LinkedIn, or I hadn’t quite built enough credit with my audience yet. Probably a little bit of both.

I suspect most coaches are spending more time on platforms like Instagram, where engagement is high. This engagement feels great, but there is a...

The best coaches are not the cheapest, and the cheapest coaches are not the best.

One of the biggest mistakes coaches make is underpricing their services. I see it everywhere, coaches promoting the high quality of their service but charging cheap prices.

Cheapest and best? Nup, there is no such thing. Highest and Best is what is real.

The hard truth: you can’t be cheapest and best. If you’re trying to offer the best for the lowest price, you're setting yourself up for burnout, dissatisfaction, and ultimately, failure.

Here’s why...

Our AI Coaching Assistant can now help coaches with their writing by suggesting comments to add to completed activities or help with replies to your clients.

The goal of the assistant in this case is not to automate comments to your clients but rather a way to speed up the process and save you from having to type all of what you wanted to say.

The assistant is aware of the clients details including their training zones and some other specific information about their training. This enables the assistant to be more accurate when suggesting...

In this episode, I discuss a topic that's been on my mind: the "Bait and Switch" tactics some coaching platforms use. These platforms often offer seemingly great deals with cheap or "free for coaches" subscriptions and lucrative referral programs. But there's a catch—they also sell plans and self-coaching services directly to athletes, potentially cutting you out after you've brought your athletes onto their platform.

I share my thoughts on why it's essential to be aware of these tactics and to choose platforms that genuinely support you as a coach. I also recount a story about a co...

Lately, my focus has been scattered, thinking about multiple tasks at once. I'm revisiting 'Exhaust the Body - Tame the Mind' to see how it helps with my mental clarity.

You can read the full blog here https://trainingtilt.com/exhaust-the-body-tame-the-mind

You can watch the video version here https://youtu.be/LgKWVYfu6lk

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

Today's episode dives into the often-discussed topic of TrainingPeaks' pricing. While some coaches find it on the pricier side, we're taking a closer look at the value it offers, especially given its extensive features tailored for endurance coaching. Sure, it's not without its flaws, particularly in how it serves the coaching community, but there's no denying it's a powerful tool designed with specific needs in mind.

We also touch on the unfair comparison between TrainingPeaks and the everyday consumer apps we're all used to. Given that TrainingPeaks serves a niche, professional market with unique demands, its pricing...

Ever heard of the business phrase "selling sawdust"? It's a marketing concept drawn from a very traditional business, sawmills. A by-product of milling timber is of course sawdust. Sawdust is a product in itself but sawdust is not made to sell, it’s just created as part of the process of making a different product.

The sawdust is not wasted though, it’s sold and used for many things including gardening, smoking meat, animal bedding, oil spill cleanup, packaging and even crafts and DIY projects. All this to say it, doesn’t go to waste and can add to...

In this episode, we're diving into something that's been buzzing around our world lately - the shutdown of Today’s Plan. It's not just big news because it shakes up the coaching software scene; it's also a moment that makes us think about what it means for all of us in this niche, especially for folks like me running Training Tilt and coaching businesses in general.

Here’s what we’re chatting about: