I’m still learning, still running, still showing up.

I’ve spent my career surrounded by sport. For over a decade I’ve worked with some big names in sport as a producer, telling their stories and getting a front-row seat to how professional athletes think, prepare, and perform under pressure. When you spend that long behind the scenes, you start to see the patterns: what gives athletes confidence, how they handle setbacks, and the strategies they use to keep going when it matters most. Most of all though, you see that they are just humans; the same as the rest of us.

Working in sports has definitely had an effect on my own mindset when it comes to running. I came into ultras as an ordinary guy with a lot of doubts and more questions than answers. I wasn’t “born” to be a runner. I had to graft for it. My first long races were messy, painful, and full of hard lessons. But over time I started piecing things together: how to build a race strategy, how to manage energy and mindset, how to adapt on the fly when things go wrong (because in ultras, they always do). Caring less and just getting it done has definitely become my goal – but as I said, I am still learning with every race.

That’s become my strength. I’m good at seeing the big picture and mapping out different pathways to the finish line, then pivoting mid-race if needed. It’s the same skillset I used in my career: planning creative strategies for athletes, brands, and events, then adjusting when reality threw curveballs. Sport is sport at the end of the day, it is unpredictable and you can’t script it, as easier as that’d be! Ultra running isn’t so different. It’s about mindset, preparation, and flexibility.

In terms of coaching, I don’t coach from a pedestal. I am not naive, I have ultras under my belt but there are people out there with hundreds under theirs. This is a work in progress and an opportunity to share my passion for running, whilst still doing exactly that. I coach from the trenches, as someone still training, still racing, still learning. I know what it feels like to juggle work, life, and training. I know what it’s like to hit the wall (in a race and life) question why you’re out there, and still find a way forward.

That’s why my coaching isn’t just about mileage and pace charts. It’s about building confidence, creating smart strategies, and stripping away the fluff. Ordinary people can do extraordinary things. I’ve seen it in the pro world, and I’ve lived it myself.. well, I’m living it.

If we work together, you’ll get more than a training plan. You’ll get a coach who knows how to prepare you physically, support you mentally, and give you practical strategies you can rely on when the race doesn’t go to plan. And if we meet in person, we’ll probably end up chatting recovery, mindset, and life while you’re sitting in compression boots, because the debriefs are just as valuable as the miles.