What Rogue Running does

Rogue Running is a privately held, founder-owned running coaching company founded in August 2004 in Austin, Texas, by Carolyn Mangold, Ruth England, and others. The company operates a multi-format training ecosystem combining in-person coached running groups in Austin (Downtown, Northside, South Austin), Cedar Park, and the Dallas Metroplex with virtual programs (Rogue Rising, Renegades Worldwide, Team Rogue Virtual, She Squad, Virtual 1:1 Coaching) and a branded merchandise line (Rogue Gear). The underlying coaching methodology is a proprietary Agile Training framework applying Scrum-style iterative planning, sprint cycles, and frequent coach-athlete check-ins to adapt programming based on objective and subjective feedback. Athlete-level cohorts are tiered from beginner (Couch to 5K, Level 1) through intermediate (Level 2) to advanced (Level 3, Team Rogue AM/PM, 55-85 miles/week) and specialty groups including trail, evening, and women-specific training.

The business model is overwhelmingly subscription-recurring. Standard in-person group memberships are priced at $95/month, advanced programs at $125/month, and virtual 1:1 coaching at $175-250/month with a $100 registration fee; hourly coaching is available at $100 and merchandise at $20-$80 per item. Go-to-market is community-led: members discover the brand through word-of-mouth, the long-running Running Rogue podcast, coach personal social media, and community events, then convert via direct website sign-up. A 13-partner virtual ecosystem spanning nutrition, physical therapy, strength, mental health, sports medicine, and bodywork extends the value proposition and increases switching costs. The company has no disclosed external funding, no parent, and operates with 11-50 employees across approximately eight physical training locations in Texas plus virtual global reach.

Name

Rogue Running

Legal name

Rogue Running

Website

https://roguerunning.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Rogue Running is a founder-owned Austin-based running coaching company founded in 2004 that delivers subscription-based in-person and virtual coached training programs to recreational and competitive runners across Texas and globally.

Ownership category

akta.pro rank

Product category

Running Coaching Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD)

akta.pro secondary industries

Sports-Specific Group Conditioning (HSADABAK), Online/Remote Personal Training & Programming (HSADAAAM), Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD)

Keywords

• Running coaching services
• Marathon training programs
• Half marathon coaching
• Trail running programs
• Running group memberships

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Training Program Memberships: Monthly recurring subscription memberships for coached running groups at various levels. Members pay recurring monthly fees ranging from $95-$125 depending on group level. Includes access to coached workouts, long runs, training plans, and community features.
2. Virtual 1:1 Coaching: Premium individual coaching service at $175-250/month with $100 one-time registration fee, or $100/hour for ala carte sessions. Includes individualized training plans, weekly analysis, and direct coach communication.
3. Gear and Apparel Sales: E-commerce sales of branded merchandise including hoodies, singlets, trucker hats, arm sleeves, beanies, and training books. One-time product purchases at various price points ($20-$80).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rogue Running offers coached running training programs delivered through in-person community groups in Austin, Cedar Park, and Dallas, alongside virtual group training and personalized 1:1 coaching. Programs cover distances from 5K to ultramarathon and are structured across beginner, intermediate, and advanced levels under a proprietary Agile Training Methodology. The company also sells branded apparel and merchandise through the Rogue Gear e-commerce store.

Product overview

Rogue Running is a running coaching service offering a multi-format training ecosystem. The core offering includes in-person coached training groups across Austin (Downtown, North, and South locations), Cedar Park, and Dallas Metroplex areas, alongside virtual coaching programs. Virtual offerings comprise 1:1 personalized coaching and multiple virtual group training programs (Rogue Rising, Renegades Worldwide, Team Rogue Virtual). All training is underpinned by the proprietary Agile Training Methodology, an adaptive coaching approach using Scrum principles. Training groups are structured into Level 1 (beginner), Level 2 (intermediate), and Level 3 (advanced) programs, with specialty groups for various distances and focuses including trail running, evening training, and women's-specific coaching. The company also operates a merchandise line (Rogue Gear) selling branded apparel and the Running the Rogue Way book.

Differentiator

Problem solved

Functional benefit

Brands

• Running Rogue Podcast: The official podcast of Rogue Running, featuring coaching insights, athlete stories, and training principles.

Products and services

• In-Person Training Groups Year-round coached running groups meeting in Austin, Cedar Park, and Dallas areas. Groups include Level 1, Level 2, and Level 3 training with various pace groups and training focuses for marathon, half marathon, 5K, 10K, trail running, and specialty formats. Designed for adult individual runners seeking community-based coached training.
• Virtual 1:1 Coaching Individualized virtual coaching service offering personalized adaptive training plans, weekly workout analysis, regular 1:1 coach-athlete sessions, and unlimited coach communication. Priced at $175-250/month plus a $100 registration fee. Includes foundational strength programming, nutritional guidance, weekly analysis, race strategy, and recovery plans.
• Virtual Group Training (Rogue Rising / Renegades Worldwide) Remote coached group training including Rogue Rising (dedicated athletes from beginner to marathon), Renegades Worldwide (advanced, 40-80 miles/week, with members from multiple continents), and Team Rogue Virtual (advanced marathon training). Includes weekly podcast-based coaching, training resources, and community access.
• She Squad Virtual Women's Half Marathon Training Women's virtual half marathon training program that adapts to female hormone changes based on principles from Stacy Sims' ROAR book. Limited to 10 participants with personalized coaching, priced at $125/month.
• Team Rogue Trail Coached trail and ultra running training program led by two-time USATF trail runner of the year Nicole Bitter and Rogue Trail Series Race Director Mallory Brooks. Serves members and partners staging the Rogue Trail Series races.
• Hourly Coaching (Ala Carte) On-demand ala carte coaching at $100/hour covering mental training, run coaching, strength training, race plans, recovery plans, and nutrition strategies, available without a monthly subscription commitment.
• Rogue Gear Merchandise Branded apparel and merchandise store selling hoodies, singlets, women's crops, beanies, arm sleeves, trucker hats, long sleeves, and training books at $20-$80 per item through the Rogue Gear e-commerce storefront with pickup options at Austin and Dallas locations.

Quantifiable outcome

• Athletes achieve personal records and Boston Marathon qualifications through structured coaching programs
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tracksmith: Premium running apparel brand built around a community and amateur-racing identity. Comparable to Rogue's branded merchandise and 'run-family' positioning rather than its coaching product, but a relevant premium-end competitor for the same runner demographic.
• On Running: Global running footwear and apparel brand with a strong community and event-sponsorship footprint. Comparable to Rogue as a premium running lifestyle brand targeting affluent, committed runners, though On is product-led rather than service-led.
• Fleet Feet: National running specialty retailer that also offers in-store training programs and is a direct channel partner for Rogue's Dallas merchandise pickup. The dominant incumbent in the running retail and local-training category.
• Strava: Global social fitness platform with training plans, community, and a paid subscription tier. Rogue already integrates with Strava via private groups; Strava is the largest free/cheap substitute to Rogue's coaching subscription.
• Nike Run Club: Free Nike-owned running app with guided runs, training plans, and a large social community. The most visible free-tier competitor to Rogue's premium coaching products.

Direct peers

• Mile High Run Club: Indoor running studio offering treadmill-based coached group classes in NYC with tiered memberships. Comparable to Rogue in pricing structure and group-coaching model, though facility-based rather than outdoor.
• Hudson Miles Running: New York City-based group and 1:1 running coaching business that grew from a single city into multiple locations with premium community-led positioning. A regional group-coaching peer analogous to Rogue's Austin/Dallas model.
• RunnersConnect: Online running coaching and community platform with structured training plans, coaching certifications, and a content-driven GTM. Directly comparable to Rogue's virtual group programs and premium coaching tiers.
• McMillan Running: Premium online running coaching company offering personalized training plans and 1:1 coaching, with a strong brand and similar elite-credentialed coach positioning. The closest direct competitor to Rogue's virtual 1:1 line.
• Team RunRun: Online running coaching community with a Heavy Mileage philosophy, coached by Tom Fleming. Comparable to Rogue's Renegades Worldwide advanced virtual group in terms of high-mileage runner targeting and premium pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/roguerunning
• Facebookfacebook.com/roguerunning
• LinkedInlinkedin.com/company/rogue-running

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Rogue Running