Why I Started Coaching
Coaching started for me the same way it starts for many others—with a deep personal investment in the sport.
I was the athlete who asked too many questions, wanted to understand the “why” behind every workout, and found myself just as energized by helping others hit a PR as I was about my own goals. Over time, this curiosity turned into a calling, and that calling has since become a business, a lifestyle, and a way to give back to the sport that shaped me.
Starting a coaching side hustle isn’t just about turning your passion into income—it’s about stepping into a role of service, mentorship, and education.
I’ve coached everyone from first-time 5K runners to Boston qualifiers, marathon medalists, and elite youth athletes. And the most rewarding part? Watching an athlete begin to believe in themselves because you helped them get there.
That’s the “why” behind everything we do.
Do You Need to Be Certified?
This is one of the first questions I get from prospective coaches. The short answer: No, but it helps.
A certification isn’t required to be a great coach, but it does show that you’re committed to professional development and standards. I hold multiple certifications, including USATF, UESCA, and TrainingPeaks Level 2. Each one offers something unique—from biomechanics to performance metrics to nutritional considerations. That said, certification is only the start.
The best coaches I know are lifelong learners. They read, attend clinics, ask questions, and stay current on emerging research. A cert might get your foot in the door, but your curiosity and commitment are what keep you growing.
If you’re just starting out, choose one certification that aligns with your philosophy and clientele. I also highly recommend reading this TrainingPeaks article on certification pathways that breaks down where to start and how to grow: What Certifications Do I Need As a Running Coach?
What to Offer and How Much to Charge
Determining your coaching fees is often a challenging task for new coaches.
Begin by evaluating factors such as your time commitment, level of expertise, and the specific clientele you aim to serve.
Offering a spectrum of services—from static training plans to fully personalized, one-on-one coaching—can cater to diverse athlete needs.
Static plans provide a passive income stream, but may lack the individualized feedback many athletes seek.
Implementing a tiered pricing model based on the degree of interaction and customization is often effective. For instance, TrainingPeaks’ Coach Match program offers structured packages that can serve as a reference:
These packages illustrate how varying levels of communication and plan customization can be structured to meet different athlete preferences.
Effectively communicating your value is crucial. Beyond delivering workouts, you’re providing accountability, strategic planning, emotional support, and a roadmap to help athletes achieve their goals.
Athletes invest not just in a training plan but your expertise and guidance as well. By clearly articulating the benefits and support you offer, you can justify your pricing and attract clients who appreciate the comprehensive value you bring to their athletic journey.
For tips on how to showcase your value as a coach, check out this guide: How to Identify and Create Value as an Endurance Coach
Growing Your Roster: Tools & Systems to Stay Organized
Once you’re coaching more than one or two athletes, systems matter.
I’ve tested many platforms, but for running coaches, TrainingPeaks is still the gold standard for monitoring and delivering workouts. It’s intuitive, powerful, and athlete-friendly.
You can build structured workouts, analyze HR data, power, cadence, and more—all in one place. It also makes it easy to scale, so you can go from coaching a few runners to building a full roster without compromising quality.
But beyond the tech, you need a workflow that allows for consistency. I recommend blocking off time each week to review data, adjust plans, and send notes.
The Power of Simple Systems
For the past seven years, I’ve relied on a single tool to track and manage “the long view” of my athletes’ training: a simple Excel spreadsheet with conditional formatting.
At one point, I managed a roster of over 30 adult athletes and another 15–20 high school and collegiate athletes across the country. Having a streamlined system was essential.
In the spreadsheet, I mark each week I’ve planned with an “X” and add short notes that hold meaning for me. I’ll include race names, note rest weeks, injuries, illness, or anything else that might impact training. It’s a mental shortcut—a quick reference that helps me stay dialed in before an athlete call and keeps me grounded in where each person is in their journey toward their next big goal.
Delivering the plan is one thing—but providing context and support is what sets you apart. If your athletes feel seen and supported, they’re more likely to stay and refer others.
Finding Athletes and Marketing Yourself
Finding athletes begins with finding your niche.
When I first started, I wanted to coach everyone. That worked for a while, but the moment I narrowed my focus to endurance runners—particularly those chasing PRs and Boston qualifiers—I saw my business grow faster and more sustainably.
Specializing allows you to speak directly to the needs, language, and pain points of a specific group of athletes.
When it comes to marketing yourself, having an online presence helps amplify your voice. You don’t need to go viral on Instagram or launch a YouTube channel right away, but you do need a digital footprint.
A simple website, a few well-written blog posts, and a consistent presence on a platform where your athletes spend time (often Instagram or Strava) is more than enough to start.
Share tips, insights, and testimonials. Authenticity will always outshine flashy marketing. If you have something meaningful to say, your people will find you.
Retaining Your Athletes
Athlete retention comes down to two things: results and relationships.
Helping athletes reach their goals will always be the best marketing tool you have—but building a strong relationship is what keeps them around long after the race is over.
Ask about their life outside of training. Check in on their recovery. Let them know you care about them as a person, not just a performer.
Coaching Is Personal—But It’s Still a Business
From a business standpoint, it’s crucial to stay organized. Use contracts, track payments, and protect your time. Set clear boundaries around availability, response times, and scope of service.
Coaching is deeply personal work—but it’s stil work. Treat it like a business from day one, and you’ll save yourself countless headaches down the road.
There are dozens of resources out there—from books like The Business of Coaching to online forums of fellow endurance coaches. Don’t go it alone.
The Coach’s Business and Community Handbook is a great place to start.
Final Thoughts: Build Something Meaningful
Coaching is a beautiful way to pay forward the lessons you’ve learned through sport. It’s also a craft that requires patience, humility, and a willingness to keep learning.
If you’re considering launching your own side hustle in the running space, I encourage you to start.
Start imperfectly.
Start small.
But start with intention.
There is no greater reward than helping someone unlock their potential—and there is no better time than now to build something meaningful.
Whether you’re guiding first-timers across the finish line or sharpening an elite athlete’s race strategy, your work matters. And if you do it well, it won’t feel like a hustle—it’ll feel like home.
