What Mile2Marathon Coaching does

Mile2Marathon Coaching Inc. (M2M) is a privately held Canadian running coaching company founded in 2016 and headquartered in Ottawa, Ontario. The company provides personal coaching, customized race training plans, and in-person group workouts to runners of all abilities across road, track, trail, and ultra distances, and has served over 3,500 runners across five Canadian cities (Vancouver, Ottawa, Burnaby, Kingston, and Gatineau) with remote coaching delivered globally. The coaching roster is its principal asset, including Olympians Dylan Wykes (London 2012, marathon), Lisa Harvey (Barcelona 1992, 10,000m), Lucas Bruchet (2016 and 2020, 5000m), Briana Scott (2024 Paris, 5000m), and Jessica Brockerville (London 2012), alongside national champions and credentialed distance coaches.

The core technology stack is minimal: M2M has no proprietary platform and relies on the third-party FinalSurge platform for subscription, plan, and pass purchases, and on Strava for community clubs and route sharing. The product portfolio spans Personal Coaching (CA$180/month subscription with a CA$100 setup fee), Custom Race Plans (CA$160-350 one-time, 8-20 weeks), Group Workouts (CA$40-70/month varying by city), Triathlon Coaching, Strength Training, Corporate Coaching, M2M Minis (youth, ages 5-12), the M2M Yukon Trail Camp 2026, and trail/ultra specialty coaching. Revenue is generated through recurring subscriptions, one-time plan purchases, and co-branded New Balance merchandise sold through the M2M Shop.

The go-to-market motion is community-led: prospective runners experience coaching through free or low-cost group workouts in their local city, then convert into personal coaching or custom plans. Marketing runs through Strava city clubs, Instagram, and an email newsletter, with co-marketing through the New Balance partnership. The company operates with 11-50 employees, has disclosed no funding rounds, and is independently owned by its co-founders and coaching staff.

Name

Mile2Marathon Coaching

Legal name

Mile2Marathon Coaching Inc.

Website

https://mile2marathon.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Running Coaching Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Endurance & Running/Cycling Training (HSADAAAG), Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Running coaching services
• Personalized race training plans
• Triathlon coaching programs
• Trail and ultra coaching
• Youth running development

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Coaching Subscription: Monthly recurring subscription at CA$180/month with CA$100 start-up fee, providing tailored training plans, expert advice, and ongoing coach support. Auto-renews monthly.
2. Custom Race Plans: One-time purchase of 8 to 20 week customized race training plans written by M2M coaches. Prices range from CA$160 (8-week) to CA$350 (20-week).
3. Group Workout Memberships: Monthly or multi-month passes for scheduled group workouts. Vancouver/Ottawa/Burnaby: CA$70/month for 2 workouts/week (or CA$50 student rate, CA$240 for 4 months). Gatineau/Kingston: CA$40/month for 1 workout/week.
4. Merchandise Sales: Co-branded New Balance apparel and M2M branded merchandise sold through the M2M shop including running shorts, t-shirts, socks, and gift cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mile2Marathon provides personalized running and triathlon coaching services led by elite-level athletes, offering monthly personal coaching subscriptions, one-time custom race plans, group workouts, strength training, multi-day camps, corporate coaching, and youth (M2M Minis) programming. Coaching is delivered both in person across five Canadian cities and remotely worldwide using online training tools such as FinalSurge and Strava. The company also sells branded running apparel and gear through its e-commerce store.

Product overview

Mile2Marathon is a running coaching company offering a portfolio of services including Personal Coaching (one-on-one coaching with tailored training plans), Custom Race Plans (8-20 week customized plans), and Group Workouts (in-person sessions in multiple Canadian cities). Additional services include Strength Training, Personal Triathlon Coaching, Camps, Corporate Coaching, M2M Minis (youth program for ages 5-12), and specialized coaching for mountain, ultra, and trail runners. The company is headquartered in Ottawa and serves runners globally, with group workout locations in Burnaby, Gatineau, Kingston, Ottawa, and Vancouver.

Differentiator

Problem solved

Functional benefit

Brands

• M2M Minis: A running program for 5 to 12 year olds sharing joy of running with kids through fun and purposeful practices.
• M2M Shop
• M2M Yukon Trail Camp

Products and services

• Personal Coaching Recurring monthly subscription service that matches individual runners with a dedicated Mile2Marathon coach for personalized road race training, ongoing feedback, and goal race preparation. Designed for amateur to competitive road runners who want coach-led accountability and a structured plan.
• Custom Race Plans One-time purchase of a custom-written training plan produced by a Mile2Marathon coach for a specific goal race, without the recurring communication of full personal coaching. Targeted at runners who want a structured plan but do not require ongoing coach interaction.
• Group Workouts Coach-led in-person group running workouts delivered across multiple Canadian cities as a complement to or entry point for the company's personal coaching offerings.
• Strength Training Monthly subscription program delivering runner-specific strength training programming to complement running coaching and reduce injury risk.
• Personal Triathlon Coaching Recurring monthly coaching subscription for triathletes, providing integrated swim, bike, and run programming delivered by Mile2Marathon triathlon coaches such as Lucas Bruchet for Olympic-distance to Ironman race preparation.
• Coaching for Mountain, Ultra, and Trail Runners Specialized coaching subscription for trail and ultra-endurance runners, providing terrain-specific training and fueling guidance for mountain, ultra, and trail race preparation.
• Camps (e.g., Yukon Trail Camp) Multi-day immersive running camps — such as the Yukon Trail Camp — that bring runners together for coached in-person training, with fees charged per camper.
• Corporate Coaching Contracted coaching services delivered to organizations seeking running, fitness, or wellness programming for their employees, typically as part of corporate wellness initiatives.
• M2M Minis (Youth Running Program) Monthly subscription youth running development program offering coach-led group running sessions in Canadian cities for young athletes, with payment made by parents on their behalf.
• Mile2Marathon Branded Apparel and Merchandise Branded running apparel and gear sold directly through the Mile2Marathon e-commerce store, providing a secondary revenue stream and reinforcing the brand among coaching clients and fans.

Quantifiable outcome

• 3500+ runners served
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• New BalancecoreGTM or Marketing PartnerCo-branded merchandise partnership producing New Balance x M2M running apparel including shorts, t-shirts, long sleeve shirts, and singlets. Partnership provides revenue through merchandise sales and brand exposure through New Balance's retail distribution.
• RunOttawaminorGTM or Marketing PartnerRunOttawa sponsors M2M Minis Ottawa program, providing CA$10 race entries for Tamarack Ottawa Race Weekend events and 10% discount for M2M Minis parents on RunOttawa events.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Strava: Global running and cycling community with built-in training plans, challenges, and route discovery. Mile2Marathon already operates Strava clubs; Strava's free training plan feature is a broad competitive substitute for entry-level runners.
• TrainingPeaks: Established endurance training platform used by coaches and athletes for structured training plans, workout analysis, and coaching delivery. Comparable as the broader endurance coaching platform layer and a potential competitor/partner depending on which tier of the market they target.
• Runkeeper (ASICS): Long-running run-tracking app with personalized training plans and audio coaching. A mass-market digital coaching alternative in the same recreational runner segment.
• Nike Run Club: Free Nike-branded running app offering guided runs, training plans, and coach-led audio coaching. A free mass-market incumbent that competes for the same recreational runner via a fully digital product and a global brand.

Direct peers

• Runna: App-based personalized running coaching and training plans for runners of all levels. Comparable in target customer (amateur to competitive runners) and core product (personalized training plans) but competes via a fully digital, scalable technology platform rather than human coaches.
• RunnersConnect: Online running coaching and training plans service focused on personalized coaching for distance runners. Comparable in coach-led, plan-based product offering and adult distance-runner customer base.
• The Run Experience: Online running coaching and training community serving amateur runners seeking structured guidance. Direct comparable in online coaching delivery model and target market of adult recreational runners preparing for races.
• McMillan Running: Premium running coaching service offering personalized online coaching and training plans from credentialed coaches. Closest direct comparable to Mile2Marathon in the high-touch, coach-led endurance coaching segment, with similar pricing model and adult-runner target customer.

Others

• Coros Training Plan / Coaching: Running watch brand with structured training plans and coach-built workout content integrated into its devices. Thematically adjacent, providing free structured training content to the same runner persona via hardware.

Regional players

• Coach Parry: South Africa-based premium running and triathlon coaching service offering online personalized coaching. Comparable in coach-led, distance-running coaching model, but primarily serves African and international markets rather than Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mile2marathon
• LinkedInlinkedin.com/company/mile2marathon-coaching-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 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 Mile2Marathon Coaching