What Carmichael Training Systems does

Carmichael Training Systems (CTS) is a privately held endurance sports coaching company founded in 1999 by Chris Carmichael and headquartered in Colorado Springs, Colorado. The company delivers personalized coaching, training camps, educational content, and digital membership services to endurance athletes across three primary disciplines: cycling, ultrarunning, and triathlon, with an additional mountain biking skills offering. CTS operates a network of 60+ vetted coaches structured by expertise level (Expert through Premier), serving athletes ranging from recreational enthusiasts to elite professionals, with documented Olympic, World Championship, and podium finishes at Western States 100, UTMB, and Hardrock 100 among its coached athletes.

The core coaching business is delivered via the TrainingPeaks platform, with all coaching tiers including a Premium TrainingPeaks account; CTS also integrates with Garmin, Wahoo, Zwift, Strava, and 100+ fitness devices for data ingestion and workout delivery. The product portfolio spans four subscription coaching tiers priced from $225/month (Select) to $1,295+/month (Platinum), a $24.99/month self-service TrainRight Membership with 800+ workouts, $375/month nutrition coaching, immersive multi-day training camps across Colorado, Florida, California, Hawaii, and North Carolina, and a 2024-launched High-Performance Program for elite ultrarunners led by Jason Koop.

Revenue is generated primarily through recurring monthly coaching subscriptions and the membership product, supplemented by one-time camp and event fees, premium add-ons (nutrition, sweat testing, performance testing), book sales (The Time-Crunched Cyclist; Training Essentials for Ultrarunning), and premium Bucket List Events. Distribution is direct-to-consumer via trainright.com, supported by content marketing (blog, podcasts, newsletter), social channels, referral partnerships (TrainingPeaks, Strava), and event-driven sales. The company has served 10,000+ athletes over its 25+ year operating history and is founder-led with no disclosed institutional equity capital beyond a 2002 transaction involving Gefinor Capital.

Name

Carmichael Training Systems

Legal name

Carmichael Training Systems

Website

https://trainright.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Carmichael Training Systems is a privately held endurance sports coaching company founded in 1999 that delivers personalized coaching, training camps, and digital membership services to cyclists, ultrarunners, and triathletes worldwide via a network of 60+ vetted coaches and the TrainingPeaks platform.

Ownership category

akta.pro rank

Product category

Endurance Sports Coaching

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Endurance & Running/Cycling Training (HSADAAAG)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Endurance coaching
• Cycling coaching
• Ultrarunning coaching
• Triathlon coaching
• Training camps

Headquarters

HQ city

Santa Ynez

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. One-on-One Coaching Subscriptions: Monthly recurring coaching subscriptions with tiered pricing (Select, Premium, Ultimate, Platinum). Revenue generated through month-to-month or discounted 12-month commitment plans. Includes personalized training plans, workout analysis, coach communication, and TrainingPeaks Premium account.
2. Training Camps: Group training camps in iconic destinations (Grand Masters Florida, Santa Ynez Spring Training, Brevard Performance, Memorial Day Colorado Ultra, Maui Miles). Multi-day immersive experiences with coaching, meals, and accommodation included.
3. Private Camps: Fully customized private camp experiences designed for individual athletes or groups, starting with blank-sheet consultation. Premium pricing for bespoke training experiences at athlete-chosen locations.
4. Nutrition Coaching: Specialized nutrition coaching by Stephanie Howe (PhD, Nutrition & Exercise Science) with 3-month minimum commitment. Includes intake consultation, nutrition analysis, workout/race nutrition plans, meal recommendations, and ongoing support.
5. TrainRight Membership: Self-service membership providing access to training plans, CTS Workout Library (800+ workouts), Premium TrainingPeaks account, private forum, Strava clubs, and partner discounts at $24.99/month.
6. MTB Skills Clinics: Mountain bike skills instruction in Brevard, NC with certified instructors. Customized curriculum from fundamental skills to advanced techniques. Flexible duration from hours to multi-day sessions.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Carmichael Training Systems (CTS) provides personalized one-on-one endurance coaching in cycling, ultrarunning, and triathlon, delivered remotely via the TrainingPeaks platform with tiered service levels (Select, Premium, Ultimate, Platinum). The core offering is complemented by immersive group training camps, private custom camps, MTB skills clinics, Bucket List Events, a High-Performance Program for elite ultrarunners, 1-on-1 nutrition coaching, and the TrainRight self-service digital membership.

Product overview

Carmichael Training Systems (CTS) is an endurance sports coaching company offering a comprehensive portfolio of products and services for cyclists, ultrarunners, and triathletes. The core offering consists of personalized one-on-one coaching across three sports (Cycling, Ultrarunning, Triathlon) with tiered service levels (Select, Premium, Ultimate, Platinum) ranging from $225/month to $1295+/month, delivered via TrainingPeaks. This is supplemented by immersive training camps (cycling and ultrarunning), private custom camps, MTB skills clinics, and the TrainRight Membership—a $24.99/month self-service digital platform providing 800+ structured workouts, training plans, and Premium TrainingPeaks access. Premium offerings include a High-Performance Program for elite ultrarunners and nutrition coaching with Ph.D. experts. Additional products include the Bucket List Events (epic endurance challenges), performance testing, sweat testing, and educational content via The Train Right Blog and CTS Podcasts. The company has served over 10,000 athletes over 25+ years and is led by founder Chris Carmichael.

Differentiator

Problem solved

Functional benefit

Products and services

• CTS Cycling Coaching Personalized one-on-one online cycling coaching with custom training plans delivered via TrainingPeaks, including workout analysis, regular coach communication, and tiered service levels from Select to Platinum.
• CTS Ultrarunning Coaching Expert ultramarathon coaching offering custom-built training programs tailored to race distance, terrain, and conditions, with coaches experienced in events like Western States 100 and Hardrock 100.
• CTS Triathlon Coaching Comprehensive triathlon coaching covering swim, bike, and run disciplines with personalized training plans for all distances from first-time triathletes to Ironman competitors.
• Coaching Packages (Select, Premium, Ultimate, Platinum) Tiered coaching service levels: Select ($225-245/month) for recreational athletes, Premium ($370-410/month) for seasoned athletes, Ultimate ($660-735/month) for experienced athletes, and Platinum ($1,295+/month) for fully customizable elite coaching.
• CTS Training Camps World-class multi-day training camps in iconic destinations including cycling and ultrarunning camps, featuring professional coaching, professional-grade support, meals, and immersive athlete experiences.
• CTS Private Camps Custom-designed private camp experiences built specifically for individual athletes or groups, focusing on specific skills or performance areas with personalized curriculum at athlete-chosen locations.
• CTS MTB Skills Clinics Mountain bike skills coaching clinics offering personalized instruction in fundamentals, cornering, braking, wheel lifts, drops, and technical terrain, based in Brevard, North Carolina with access to Pisgah and DuPont trail systems.
• CTS Bucket List Events Epic endurance challenges including Maui Miles Cycling Experience and Golden State Epic, offering life-changing experiences with professional coaching, mechanics, and full support at iconic global cycling destinations.
• TrainRight Membership Self-service digital membership providing science-based training plans, 800+ structured workouts, Premium TrainingPeaks account, video library, private forum with coach access, and Strava club membership for $24.99/month.
• CTS High-Performance Program Comprehensive elite ultrarunning program integrating coach-led training, nutrition, mental skills, strength conditioning, physical therapy, and physiological testing under High-Performance Director Jason Koop, with qualification minimums (UTMB >800 men, >675 women).
• CTS Nutrition Coaching 1-on-1 nutrition coaching with Ph.D.-level coaches offering personalized nutrition analysis, workout and race-day nutrition plans, meal recommendations, and ongoing support at $375/month with 3-month minimum commitment.
• CTS Sweat Testing Laboratory sweat testing service to determine individual sodium and electrolyte loss for personalized hydration strategy.
• CTS Performance Testing Physiological performance testing services to measure fitness metrics and provide data-driven training insights.

Quantifiable outcome

• Athlete FTP improvements of 35+ watts in documented case studies
• +2 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• TrainingPeakscoreTechnology or IntegrationTrainingPeaks is CTS's preferred platform for workout delivery, athlete data tracking, and training calendar management. All coaching packages include Premium TrainingPeaks accounts. Athletes upload workout data for coach analysis. Two-way account linking allows existing TrainingPeaks users to maintain data continuity when joining CTS.
• USA CyclingcoreStrategic or Co-development PartnerCTS coaches have worked with USA Cycling and the US Olympic team as sports science consultants. Coach Renee Eastman previously worked with USA Cycling and US Olympic team. Company maintains connections to Olympic Training Center.
• StravaminorGTM or Marketing PartnerListed as a CTS Partner Company in referral sources. Athletes discover CTS through Strava. TrainRight Membership includes Strava clubs for community engagement.
• Various Endurance Brands (CTS Athlete Perks)minorGTM or Marketing PartnerTrainRight Membership includes discounts on partner products (20-50% off). CTS coaching athletes receive 5% off camps and partner product discounts. Partnership program provides value-add to members while creating brand relationships.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• QT2 Systems: Triathlon and running coaching company with personalized subscriptions, nutrition coaching, and training camps. Direct competitor in endurance coaching with similar tiered pricing and TrainingPeaks-based delivery.
• FasCat Coaching: Boulder-based endurance coaching company offering personalized cycling, triathlon, and mountain bike coaching via TrainingPeaks. Directly comparable to CTS in target customer, delivery model (subscription coaching with tiered pricing), and sport focus.
• Endurance Nation: Online triathlon and run coaching community offering training plans, coaching subscriptions, and camps. Comparable to CTS in subscription triathlon coaching and event-based community engagement.
• Peaks Coaching Group: Endurance coaching firm specializing in cycling, running, and triathlon coaching with tiered subscriptions and TrainingPeaks delivery. Closely matches CTS's subscription structure and athlete segments across endurance disciplines.
• D3 Multisport: Triathlon-specific coaching company offering personalized training plans for triathletes of all levels. Directly comparable to CTS's triathlon coaching line in both customer base and coaching methodology.

Broad incumbents

• Strava: Global endurance athlete social network and training-tracking platform with subscription tiers and a coaching marketplace. Overlaps with CTS in serving endurance athletes and increasingly provides community and training plan offerings.
• WHOOP: Subscription wearable and fitness coaching platform offering AI-driven training recommendations and human coaching add-ons. Broad incumbent in personalized fitness coaching, increasingly encroaching on endurance coaching territory with data-driven guidance.
• TrainingPeaks: Endurance training platform that powers CTS's coaching delivery and offers its own coaching marketplace connecting athletes to independent coaches. Comparable as both a core platform partner and a broader incumbent in the endurance coaching ecosystem.

Emerging players

• Team Roar Coaching: Running-specific coaching platform offering personalized subscriptions for distance runners, including marathon and ultra training. Comparable to CTS's ultrarunning coaching line with similar subscription model and athlete segments.

Others

• USA Cycling: National governing body for cycling in the US with which CTS coaches have consulted and the US Olympic team has collaborated. Adjacent organization connected via sport governance, athlete pipelines, and elite coaching ecosystem partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trainright
• Facebookfacebook.com/CarmichaelTrainingSystems
• LinkedInlinkedin.com/company/carmichael-training-systems

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Carmichael Training Systems