Not a monthly contract.A €45 race-week plan.
Most of the people who message you do not want a coach. They want someone to look at twelve weeks of Strava and tell them whether the plan holds, and what to run on the day. Your roster is capped at twenty and lives in TrainingPeaks; this is the layer for everyone else: a free pace calculator that fills the list, a €45 review with a three-day deadline, a letter about how the pros actually trained, a race-strategy call and a €10 Discord where the debriefs happen.
Free to start. You keep 80%. Unanswered reviews refund themselves at the deadline.
Training paces, a 16-week outline as PDF · you're tagged “marathon · Dec” · one letter a week
The calculator
that builds the list.
Goal race, recent result, hours a week, email. The PDF goes out instantly; the contact lands in your CRM tagged by distance and race month. Eight weeks before Valencia you email everyone tagged “marathon · Dec” about the race-week review and the strategy call, and nobody in the spring-half cohort hears about it. No Stripe needed to publish it.
How lead forms and the CRM workSplits, fuelling,
and one decision at 32 km.
The €45 form asks for the Strava or TrainingPeaks link, the race, the goal and the weather you expect. You send back the pacing plan by segment, the fuelling schedule and the one decision the athlete will have to make late in the race. Written, sent from the inbox, deadline visible to both of you. It is the sheet they screenshot onto their forearm.
Buyer notified · €36 to your balance · 1 Dec
Five products,
switched on in this order.
Monthly coaching at $99–399 stays in TrainingPeaks; a 20% take on that would be worse than the per-athlete fee you already complain about. The list, the one-off reviews, the letter, the call and the Discord are what you switch on here.
- 1Day one · Leads & CRM
Pace calculator & 16-week plan free
Goal race and date, recent result, hours a week, email. PDF out instantly; contact tagged by distance and race month. Email a race cohort eight weeks out. The letter opt-in is on the same form.
- 2Day one · Forms & Requests
Review my training block / race-week pacing €45 · 3 days
Strava or TrainingPeaks link, the race, the goal, expected conditions, one question. A written block review or a pacing plan back within three days or an automatic refund. Cap it at fifteen a week in marathon season.
- 3Week three · Newsletter
Training science + how the pros trained €8 / month
Weekly. One study turned into one decision, free; the breakdown of how a pro's block was actually built, paid. The agent drafts from the papers and the public training logs you flag; you write the decisions.
- 4Week four · Bookings
Race-strategy call €120 · 45 min
Intake: the race, the goal, the training file, the last two race results. Google Meet, reminders at 24 h and 1 h, your cancellation policy enforced. Opens six weeks before the big city marathons.
- 5Week six · Community
Race-debrief Discord €10 / month
A debrief channel for race weekends, a weekly Q&A thread, a monthly goal-setting call. Yearly plan on at €100. Priced where running communities already are; ApplyForm grants and revokes the role as people pay and leave.
#52 — Double-threshold weeks, and what Ingebrigtsen's block looked like without the mythology
Lactate-guided threshold at 2.5–3.5 mmol twice in one day vs one longer session: similar aerobic gains, lower injury rate in the double group over 12 weeks. Decision: sub-3:00 athletes on the roster get one double-threshold Tuesday per fortnight, nobody else does.
A public 10-week block before a 2:04 marathon, day by day: 78% easy, 4 sessions at marathon pace longer than 25 km, one race. Where it is copyable for a 3:15 runner and where it is not.
3 × 3 km at half-marathon pace with 90-second float, not jog. Eight weeks out from a marathon, once a week for three weeks.
“My long runs are fine but I fall apart at 30 km in races.” — Fuelling, not fitness. You take one gel in a 32 km training run and six in the race; practise the race, not the run.
Race-strategy call open for the December marathons, five slots · the debrief channel has the Berlin thread · applyform.app/c/coach-ines
What the weekly issue
actually contains.
One study turned into a decision you made for real athletes, one breakdown of how a pro actually built a block, one workout, one reader question, one link. The study and the workout are free, which is what gets it forwarded in the run-club chat; the pro breakdown and the answered question are the €8 part, which is what gets it renewed.
The running letters this competes with charge $5–11 a month. The agent drafts the digest from what you flag during the week; you write the decisions.
The weekly rhythm
that keeps runners.
Running communities pay little and leave quickly after a race unless there is a reason to stay for the next one. A €10 Discord is priced for that: a debrief channel that fills every race weekend, a weekly thread with a real answer in it, and a monthly call where the next goal gets set. Access follows payment automatically; you run the rhythm.
- MondayLong-run debrief thread
Members post the weekend's run and one question. You reply with one line each; anything longer becomes a €45 review.
- ThursdayQ&A thread, answered within a day
Fuelling, shoes, niggles. The niggle answers end with “see a physio if it lasts a week”, every time.
- Race weekendsDebrief channel
Splits, what went wrong at 32 km, what to do next. The busiest channel in the server; the reason people renew for the next block.
- MonthlyGoal-setting call, 45 minutes
Pick the next race, set the block. The call is where race-strategy bookings and reviews come from.
Numbers from
the market.
Weekly check-ins at $99, unlimited contact at $199, head coach at $399. Some athletes stay a decade, many stay one or two months around a race.
Coaches sell 12–16-week plans at $49.99–199.99. A €45 review of the athlete's own block is the same price point, with a person attached.
Stride Central $5, Sweat Elite $10 with a Discord, Endurance Mastery $11. The €8 letter and the €10 Discord sit inside that band.
Thirty-five million joined in 2025 alone. Strava is where your athletes already are; it is discovery, not a way to get paid.
Plus a $99 activation and $9 per premium athlete; twenty athletes cost about $130–170 a month. Keep the roster there, put the rest here.
Rosters cap around twenty with a two-month minimum. The €45 review and the €120 call are how you serve the next two hundred.
Market figures from published industry and platform data, September 2026, rounded. Your prices, volume and retention will differ.
“Won't a €45 review
cost me monthly athletes?”
The people who buy a review were never going to sign a monthly contract; your roster is full anyway. A review looks at one block or one race. The athletes who buy two reviews and a strategy call in a year are the ones you move onto the waitlist when a spot opens, and the call intake has already told you what they need.
Coaching, not treatment. The form and the Discord description say it: a niggle that lasts a week goes to a physio, and you do not diagnose from a Strava file. Say when to stop running, never what the injury is. The agent keeps the wording on that side of the line.
The deliverable is the plan, on the page and on time. No “PB guaranteed” language anywhere; the agent will not write it and you should not either. A written plan with the decision at 32 km in it is very hard to dispute.
Cap the review at fifteen a week in October and April and let the form close itself. Open the strategy call six weeks before the big city races. The letter and the Discord carry the winter, and the yearly plan smooths the rest.
Sell the race-week plan,
not another contract.
Tell the agent your Strava or Instagram handle. It reads your content, proposes the pace calculator, the review form and the letter with prices from your niche, and sets them up when you create the account.