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An Endurance Coach’s Guide to Resource Creation & Lead Generation

BY Jen Rulon

The best things in life are free! Build relationships of trust by creating free resources and see major gains in your business growth.

Let’s look at the big picture right now. If we have shelter, food on the table and opportunities to still workout, then we are doing just fine. Since we are living in different times right now, as coaches, we need to focus on opportunities to offer our community help.


Have you heard of the “Know, Like, Trust” Factor? This concept has been around for quite some time and is mentioned frequently by online marketers. Let’s break the KLT factor down in the triathlon coaching space:


As a coach, you want athletes to know who you are and how you run your business, but let’s flip it. As a coach, you’re also trying to figure out who your potential athletes are and who you can work with.

For example, let’s say you work with long-distance athletes but realize that more athletes are coming your way because you started offering Strength Home Classes via Zoom. You realize that you did a decent job on the strength workouts, and people are getting to know that not only do you coach long-distance but you also coach strength sessions. You are getting to know your potential clients as they are getting to know you.


The like factor is pretty important as a coach. Potential athletes need to learn to like you before they can buy from you. That “likeability” factor is pretty important in the world of coaching, services, therapy, products, etc. If you don’t like it, you won’t buy it.

Use the same example from above. You are offering a strength class to help during these tough times. You start getting followers and people start realizing, “Hey, this Coach is a Cool Cat!” This potential athlete reaches out to his/her friends to tell them about your program and how you’re helping athletes during this time. They jump on. You get my point. 


The trust factor is crucial. The more these potential athletes know who you are, the more they will share their pain points about their triathlon journey. You can chat with these athletes and determine if your coaching will suit them or not. 

Again, use the same example from above. Let’s say after two-to-three months of offering the strength classes, five people tried them out. They saw a change in their body and mind. Heck, maybe they saw their power increase. These athletes realize: “If this coach helped me improve in two months, what will this coach do for me for my triathlon training next year?”

These potential athletes got to know you. Then they realized, “This is a Cool Cat and/or kitten!” 🙂 Then they trusted you to buy from you. 

Put It into Action

Now you’re likely thinking, “Great information Jen, so what do you suggest we actually do to help athletes and potential athletes?” Here are five quick ideas that you could offer your athletes and potential athletes to get through this time period:

  1. Offer membership to your tri club for free. Get them in your community, and connect with other members.
  2. Offer a discounted non-customized program for their potential race. Maybe they don’t know what race they are doing BUT you can offer the plan to get them started. For example, a 12-week base plan
  3. Offer a 30-minute call to see if your potential athletes just need to talk. Let’s be real. We triathletes are very social and now we don’t have that option. So, jump on a Zoom call with them and figure out what they need help with and how you can be a part of that process.
  4. Got a private Facebook group? Open it up to the public. We need more community than ever. I just recently opened up my Master Your Coaching Business again and I love connecting with other coaches and seeing how we do things differently. 
  5. Collaborate with other coaches and help your athletes out. For example, I have had coaches come to chat with my team to talk about dry land swimming, mental toughness, and nutrition. Reach out to coaches who can not only help your athletes become better athletes but who knows, maybe they can help you become a better coach. 

Our goal as coaches during this time is to provide, to help and to guide athletes during this unknown time. Step it up. Be a “Cool Cat and Kitten!” (Sorry, I couldn’t help myself.)

Let us know what you are doing differently as a coach to help athletes keep moving and being motivated!

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About Jen Rulon

Jen Rulon has been a triathlon coach for 22+ years and the owner of JenRulon.com. She received her Masters in Kinesiology with an emphasis in Exercise Science. You can find her knowledge as an author and speaker ranging from Triathlete Magazine, Runners World, on the TEDx Stage, Men’s Journal Online and the New York Times. 

Jen is the author of the book “Self-Motivation Strategies for Women,” highlighting how she has lived her life through passion, grit, and heart but now applies this method to the athletes that she coaches.

She also practices what she preaches–she’s a 15x Ironman Triathlete who qualified and participated in the World Championship in Kona, Hawaii, on October 14, 2017.

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