Team MPI

What Team MPI does

Team MPI (legal entity Multisport Performance Institute, Inc.) is a private endurance sports coaching company founded in January 2010 by Mark Sortino and John Murray and headquartered at 918 N Haines St, Boise, Idaho. The company designs and delivers personalized coaching for triathletes, open water swimmers, cyclists, runners, and adaptive athletes across distances ranging from sprint triathlons to ultra-endurance events such as Leadville 100 MTB and World Marathon Challenge. Its core methodology is a coach-the-athlete, not the sport philosophy, implemented through recurring coaching subscriptions, hourly one-on-one sessions, custom training plans, small group sessions, and instructor-led camps and clinics. Coaching content is delivered via FinalSurge training logs, Kinesis Integrated strength programming, the CORE Body Temp sensor for heat strain, FORM swim goggles, and the eo SwimBETTER swim power meter, alongside manual coach oversight.

The company monetizes across multiple streams: a Performance Coaching subscription at $350 per month with a $100 setup fee and three-month minimum; hourly coaching at $100 per hour with packaged savings up to 15 percent; customized stand-alone training plans at $100 per four-week block with an eight-week minimum; Coach Mentorship for other coaches at $100 to $700 per package; community and camps priced per athlete or delivered as custom engagements for organizations; and digital gift cards in fixed denominations up to $1,000. Distribution is direct-to-consumer through the teammpi.com e-commerce site with a free coach consultation as the primary conversion mechanism, supplemented by remote delivery (phone, video, email) and regional in-person events in Boise, including the annual free Open Water Swim Clinic and ticketed indoor OW swim clinics.

The company's commercial client base spans a long tail of individual endurance athletes plus institutional relationships with Team Semper Fi / America's Fund, the Challenged Athletes Foundation, Team Red White & Blue, USA Triathlon Paratriathlon, USA Triathlon Coaching Department, Chain Tri Team, and the US Military Endurance Sports affiliate network. Founder Mark Sortino holds USA Triathlon Level III and USA Cycling Level II certifications and has coached Team USA at three consecutive Paralympic Games (Rio 2016, Tokyo 2020, Paris 2024), a credential set that anchors the brand within paratriathlon and adaptive sport coaching. Co-founder John Murray retired in approximately 2018; Mark Sortino continues as sole owner-operator with a small in-house team and a network of occasional collaborators.

Name

Team MPI

Legal name

Multisport Performance Institute, Inc.

Website

https://teammpi.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Team MPI is a Boise, Idaho-based endurance sports coaching company founded in 2010 that delivers personalized triathlon, swimming, cycling, and running coaching to individual athletes and adaptive sports organizations under founder and Paralympic coach Mark Sortino.

Ownership category

akta.pro rank

Product category

Endurance Sports Coaching

NAICS

Sports and Recreation Instruction (61162)

akta.pro primary industry

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

akta.pro secondary industries

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD), Sports Performance Personal Training (HSADAAAF), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Endurance sports coaching
• Triathlon coaching services
• Paratriathlon coaching
• Open water swim clinics
• Personalized training plans

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Performance Coaching Subscription: Monthly subscription at $350/month with a one-time $100 startup fee and minimum 3-month commitment. Includes free training account and unlimited communication with coach. Active-duty military receive 20% discount.
2. Hourly 1v1 Coaching Sessions: One-on-one coaching sessions billed at $100/hour, with discounted 5-session package ($450, 10% savings) and 10-session package ($850, 15% savings). An optional add-on for eo SwimBETTER swim power analysis is available for an additional fee per session.
3. Customized Stand-Alone Training Plans: Custom training plans built around athlete's schedule, abilities, and goals. Billed at $100 per 4-week block with a minimum 8-week commitment. Payment collected upfront.
4. Coach Mentorship for Other Coaches: Mentorship sessions for other endurance coaches, offered in blocks: 1 hour ($100), 3 hours ($250), or 10 hours ($700). Topics include data tracking, elite coaching, camp creation, and business development.
5. Camps, Clinics, and Events: Indoor and outdoor swim clinics and custom camps for organizations. Indoor Open Water Swim Clinic priced at $25 per session. Free Open Water Swim Clinic (annual community event). Custom camps for organizations like Team Semper Fi and Challenged Athletes Foundation.
6. Gift Cards: Digital gift cards sold in denominations of $100, $150, $200, $300, $400, $500, $700, $850, $1,000, or custom amounts, redeemable toward any coaching program.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Team MPI provides personalized endurance sports coaching across triathlon, open water swimming, cycling, running, trail running, mountain biking, and ultra-endurance events. Core deliverables include a flagship monthly Performance Coaching subscription at $350/month, hourly 1v1 sessions at $100/hour, customized stand-alone training plans, small-group clinics, instructor-led camps for organizations, and free monthly Coach Talk community calls for other endurance coaches.

Product overview

Team MPI is an endurance sports coaching company offering a multi-tiered coaching service portfolio. The core offerings include Performance Coaching (comprehensive monthly service at $350 with free Kinesis Integrated and FinalSurge access), Customized Stand-Alone Coaching ($100/4 weeks for custom training plans), Hourly 1v1 Coaching ($100/hour with optional eo SwimBETTER swim power analysis add-on), and Group Coaching ($100/hour for small groups). Supporting services include free monthly Coach Talk Zoom sessions, paid Coach Mentorship for other coaches, Open Water Swim Clinics (free annual outdoor and $25 indoor sessions), and Custom Camps/Clinics for organizations. The company also provides free resources including training zone calculators, swimming/cycling/running philosophy guides, and nutrition information. Equipment recommendations span Essential, Recommended, and Wish List tiers across swim, bike, and run disciplines.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Coaching

Quantifiable outcome

• 75+ camps designed and led since 2010, impacting thousands of athletes
• +2 more outcomes

Named customers8 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

Feature4 records

Partnerships

14 partnerships are on record, tiered core, minor and secondary.

• Kinesis IntegratedcoreTechnology or IntegrationKinesis Integrated is a personalized strength training app designed for endurance athletes. Team MPI Performance Coaching clients receive a free Kinesis Integrated membership, integrated within the coaching program. This partnership enhances the coaching package by adding strength training guidance without additional cost.
• eo SwimBETTER (eolab.com)coreTechnology or Integrationeo SwimBETTER produces swim power meter handsets that measure power in watts during swimming. Team MPI offers eo SwimBETTER as an add-on to Hourly 1v1 Coaching sessions and promotes a discount code (MPIXEO) for athletes purchasing handsets. The partnership provides Team MPI with a differentiated swim analysis technology offering.
• FinalSurgecoreTechnology or IntegrationFinalSurge is an online training log platform. Team MPI Performance Coaching clients receive a free online training account through FinalSurge, used to deliver and track training plans.
• Tri Town (Boise)minorChannel Partner/ Reseller/ DistributorTri Town is a local triathlon shop in downtown Boise. They support Team MPI's open water swim clinic events by offering wetsuit demos and sizing for clinic participants.
• blueseventyminorGTM or Marketing Partnerblueseventy provides wetsuit demos at Team MPI's Open Water Swim Clinic. Athletes can try wetsuits for free during the clinic, and Tri Town Boise facilitates sizing and pickup. blueseventy gains product exposure to an engaged triathlon audience.
• Team Semper Fi / America's FundcoreStrategic or Co-development PartnerTeam Semper Fi and America's Fund are military support organizations. Team MPI has run Triathlon & Cycling Camps as head coach for these organizations since 2010. These partnerships involve custom camp design and delivery for wounded veterans and their families.
• Challenged Athletes Foundation (CAF)coreStrategic or Co-development PartnerChallenged Athletes Foundation provides funding and support for athletes with physical disabilities. Mark Sortino served as Paratriathlon Camp Head Coach for CAF from 2010 to 2016, designing and leading camps for adaptive athletes.
• USA Triathlon Paratriathlon National TeamcoreStrategic or Co-development PartnerMark Sortino has served on the USA Paratriathlon National Coaching Team since its inception, coaching Team USA at the Rio 2016, Tokyo 2020, and Paris 2024 Paralympic Games. This ongoing partnership positions Team MPI at the highest level of paratriathlon coaching.
• Team Red, White & BluesecondaryStrategic or Co-development PartnerTeam RWB is a veteran organization. Team MPI has run Triathlon Camps as coaching staff for Team RWB in Austin, providing endurance coaching to veteran members.
• USAT Coaching DepartmentsecondaryStrategic or Co-development PartnerTeam MPI has worked with USA Triathlon's Coaching Department to create and lead coaching-related camps, seminars, and educational events.
• Chain Tri TeamminorStrategic or Co-development PartnerTeam MPI has designed and led custom camps for Chain Tri Team members, an endurance triathlon team.
• US Military Endurance Sports (USMES)secondaryStrategic or Co-development PartnerMark Sortino serves as an Affiliate Coach for US Military Endurance Sports, providing coaching support for military endurance athletes.
• Maria Simone and Brad Johnson (Coach Talk co-founders)coreStrategic or Co-development PartnerMaria Simone and Brad Johnson co-founded Coach Talk with Mark Sortino. Coach Talk is a free monthly peer session for coaches in endurance sports. All three co-host monthly 45-minute Zoom sessions.
• Andy PottsminorStrategic or Co-development PartnerAndy Potts is a former professional triathlete and resident coach who has worked with Mark Sortino on swimming instruction. He is referenced as a mentor and swimming coach contributor to Team MPI's swimming philosophy.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• D3 Multisport: Triathlon coaching company offering remote coaching, training plans, and paratriathlon expertise under coach Paulo Sousa — directly comparable in disciplines served, paratriathlon specialization, and subscription coaching format.
• purplepatch fitness: Matt Dixon's endurance coaching business providing tiered remote coaching, training plans, and performance programs for triathletes and endurance athletes — comparable D2C coaching service targeting similar age-group and professional endurance customers.
• Endurance Nation: Online endurance coaching community serving triathletes and runners with tiered coaching and training-plan products plus community/camp offerings — comparable in target customer (age-group endurance) and direct-to-consumer distribution model.
• Carmichael Training Systems (CTS): Elite endurance coaching company founded by Chris Carmichael offering personal coaching, training plans, and camps across cycling and triathlon, with similar credential-led positioning and direct-to-consumer subscription model — directly comparable to Team MPI's elite-coach-led endurance service offering.
• Mark Allen Coaching: Six-time Ironman World Champion Mark Allen's endurance coaching brand offering remote triathlon coaching, training plans, and athlete clinics — directly comparable as a credential-led individual-coach-led endurance coaching company.
• QT2 Systems: Long-running triathlon-specific coaching company offering tiered coaching packages (one-off plans through premium monthly coaching), race strategy, and nutrition services — directly comparable in service shape, pricing tiers, and triathlon/endurance focus.

Others

• Final Surge: Online training-log platform integrated into Team MPI's Performance Coaching offering as a bundled tool — adjacent ecosystem participant that is a vendor/partner rather than direct competitor.
• Kinesis Integrated: Personalized strength-training app for endurance athletes bundled free with Team MPI's Performance Coaching — adjacent technology partner that extends the coaching offering rather than competing with it.
• FORM Athletica: Smart swim goggle and analytics brand promoted through Team MPI's equipment recommendations and swim-coaching context — adjacent technology vendor providing training-tech hardware that complements swim coaching rather than competing for the same service dollar.

Broad incumbents

• TrainingPeaks: Dominant training-platform infrastructure provider used by coaches and endurance athletes worldwide for workout planning, analysis, and coaching delivery — comparable as adjacent infrastructure that competes for the same coaching workflow and integrates (rather than competes directly) at the consumer level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TeamMPI
• LinkedInlinkedin.com/company/multisport-performance-institute

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Team MPI