APEX Coaching & Consulting, LLC

What APEX Coaching & Consulting, LLC does

APEX Coaching & Consulting, LLC (operating as APEX Performance since its 2025 rebrand) is a Boulder, Colorado-based endurance sports coaching and sports science services firm founded in 1999 by Neal Henderson. The company serves cyclists, triathletes, and multisport athletes ranging from recreational competitors to Olympians, with a stated client base spanning hundreds of athletes across all skill levels. Core offerings include one-on-one coaching subscriptions priced at $400–$1,500 per month, custom 12-week training plans delivered via TrainingPeaks ($399–$699), the Velocity connected online training platform with live and on-demand workouts, and a physical Performance Center providing bike fitting, lactate profile testing, VO2 testing, DEXA body composition scans, and CFD aerodynamics analysis.

The technology stack integrates partner platforms (TrainingPeaks, Velocity, AiRO CFD, Retül 3D motion capture, LEOMO Type-R motion analysis, Wahoo KICKR, Mindbody scheduling) with in-house sports science expertise rather than proprietary core technology. The business model is a hybrid of high-touch subscription coaching, one-time custom plan purchases, and individual performance service appointments, with discounted sport science bundles offered to coached athletes to drive retention and cross-sell. Revenue is generated directly through the company website, in-person appointments at the Boulder Performance Center, and self-serve Velocity subscriptions.

Distribution combines sales-led direct consultation calls for premium coaching, community-led organic growth via the Reach Your APEX podcast, blog content, and free community rides, and product-led growth through Velocity's 2-week free trial. The firm operates with a small team of approximately 8 employees and credentialed coaches including former Olympians and World Champions, with no external institutional funding and founder-led ownership.

Name

APEX Coaching & Consulting, LLC

Legal name

APEX Coaching & Consulting, LLC

Website

https://apexcoachingco.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

APEX Performance (formerly APEX Coaching & Consulting) is a Boulder, Colorado-based endurance sports coaching and sports science services firm serving cyclists, triathletes, and multisport athletes, offering one-on-one coaching subscriptions, custom training plans, the Velocity online platform, and an in-house Performance Center for testing, bike fitting, and aerodynamics analysis.

Ownership category

akta.pro rank

Product category

Endurance Sports Coaching

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Bike Fit, Performance & Training Retail/Studios (CRAMAHAI), Cycling/Spin Classes (HSADABAE), Strength & Conditioning / Athletic Performance Training (HSADAEAB)

Keywords

• Endurance sports coaching
• Cycling coaching services
• Triathlon coaching
• Sports science testing
• Bike fitting services

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. One-on-One Coaching: Monthly subscription coaching services with tiered pricing based on coach level. Neal Henderson's Elite coaching ranges $1000-$1500/month including weekly training schedules, annual overview, and regular contact. Other coaches offer starting at $400/month with training schedules and TrainingPeaks integration.
2. Custom Training Plans: One-time purchase of 12-week custom training plans delivered via TrainingPeaks. Includes initial consultation call. Cycling plans start at $399, Multisport plans at $499. Three-call option available at higher price points.
3. Velocity Online Training Subscriptions: Subscription-based access to live and on-demand cycling workouts. Free 2-week trial available. 3-months access included with training plans. Platform connects with smart trainers for interactive training sessions.
4. Performance Center Services: Individual service appointments for physiology testing, bike fitting, DEXA scans, and massage therapy. Offered as standalone appointments or bundled with coaching services at discounted rates for coached athletes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

APEX delivers personalized one-on-one endurance sports coaching for cyclists, triathletes, and multisport athletes, anchored by the Velocity online training platform and an integrated Boulder-based Performance Center offering physiology testing, DEXA scans, 3D Retul bike fitting, and AiRO CFD aerodynamics analysis. The company also sells 12-week custom training plans via TrainingPeaks and supplements coaching with sports science services like lactate profiling, strength and movement coaching, and massage therapy.

Product overview

APEX Performance (formerly APEX Coaching & Consulting) is an athlete-centered coaching organization offering a comprehensive suite of endurance sports services centered around One-on-One Coaching and the Velocity Online Training platform. The portfolio includes Custom Training Plans for cyclists and multisport athletes, Performance Center services (bike fitting, DEXA scans, physiological testing), and specialized offerings like Lactate Profile Testing and Foundation Training classes. The company recently launched AiRO CFD Aerodynamics Analysis in partnership with AiRO, combining 3D Retül bike fitting with computational fluid dynamics analysis. Coaching is delivered primarily in-person in Boulder, CO, with remote options through TrainingPeaks plan delivery and Velocity online workouts. The 'Hub Concept' integrates multiple services and coaches to provide holistic athlete development.

Differentiator

Problem solved

Functional benefit

Products and services

• One-on-One Coaching Premium subscription coaching service providing weekly personalized training schedules, data analysis, phone and email contact, and monthly meetings, with access to Performance Center sport science services at discounted rates.
• Custom Training Plans 12-week customized cycling or multisport training plans delivered via TrainingPeaks, starting with an interview call and optional follow-up coaching calls (1-call or 3-call options).
• Velocity Online Training Connected online cycling subscription offering live coach-led workouts and 100+ on-demand cycling workouts plus strength, stability, and mobility sessions, accessible via web and iPad.
• Performance Center Services In-person services at the Boulder Performance Center covering bike fitting (including Retul 3D), physiology testing (lactate profiling, VO2 max, fuel utilization, Wingate), DEXA body composition and bone density scans, CFD aerodynamics analysis, and massage therapy, sold as standalone appointments or bundled with coaching.
• Foundation Training Certified Foundations Training method focusing on posterior muscular chain activation, hip anchoring, spine decompression, and movement correction, offered as a paid group class at the APEX Power House.
• AiRO CFD Aerodynamics Analysis Computational Fluid Dynamics (CFD) powered aerodynamics service analyzing cycling position and simulating up to 10 different position or equipment changes to reduce drag and improve speed, offered standalone or combined with Retul bike fitting.

Quantifiable outcome

• Olympic medalists coached across multiple Games
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AiRO (Announced Partnership)coreTechnology or Integration · 18 August 2025AiRO announced partnership with Renowned Coach Neal Henderson and APEX Coaching to elevate aerodynamics analysis services.
• AiROcoreTechnology or IntegrationAiRO powered CFD aerodynamics analysis services offered at APEX Performance Center. Partnership enables computational fluid dynamics analysis for cycling position optimization, equipment simulation, and drag reduction analysis.
• TrainingPeakscoreTechnology or IntegrationTraining plans and coaching delivered via TrainingPeaks platform. Athletes required to upload training data and access plans through TrainingPeaks Premium integration.
• Blanca BikesminorGTM or Marketing PartnerPartner logo displayed on APEX Performance Partners section of website, indicating collaborative relationship.
• Boulder Bicycle WorksminorGTM or Marketing PartnerLocal Boulder bike shop partner, located next to APEX headquarters. Assisted with building Taylor Knibb's replacement bike.
• Ride for Racial JusticeminorGTM or Marketing PartnerNon-profit cycling organization promoting access and community for BIPOC cyclists. APEX supports through partnership and promotion.
• Davis Phinney Foundation for Parkinson'sminorGTM or Marketing PartnerFoundation focused on Parkinson's disease awareness through cycling. APEX supports as partner organization.
• Colorado MultisportminorStrategic or Co-development PartnerProvided demo bike for Taylor Knibb after crash, enabling rapid bike replacement for competition. Local Boulder partner.
• VelocitycoreTechnology or IntegrationPlatform partner for online cycling workouts. APEX coaches deliver live and on-demand training sessions through Velocity platform.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Zwift: Mass-market virtual cycling platform with structured training plans, group workouts, and increasingly AI-driven coaching features. Represents a scaled, lower-priced substitute for APEX's Velocity on-demand workout subscription and competes for the same recreational cyclist's training dollars.
• Wahoo Fitness: Smart trainer and cycling ecosystem company whose KICKR trainers integrate with Velocity and similar platforms. Provides the hardware layer for indoor cycling training and increasingly offers its own coaching content and workouts — adjacent to APEX's Velocity subscription product.

Direct peers

• PurplePatch Fitness: Endurance coaching firm founded by coach Matt Dixon (formerly with Team RadioShack/Nissan) offering cycling, triathlon, and running coaching. Comparable high-touch coaching model with subscription tiers and sport-science-informed programming aimed at amateur-to-professional endurance athletes.
• Carmichael Training Systems (CTS): Premier endurance coaching company founded by Olympic coach Chris Carmichael. Offers similar one-on-one coaching, custom training plans, and performance camps for cyclists, triathletes, and runners — directly comparable service model, pricing tier, and elite-athlete positioning to APEX.
• Watt Cycling / Hunter Allen Cycling: Hunter Allen is a prominent power-based cycling coach offering one-on-one coaching, training plans, and performance analysis for cyclists. Directly comparable to APEX's cycling coaching and power-meter-driven training methodology.
• Source Endurance: Endurance sports coaching company specializing in triathlon, cycling, and running coaching with a data-driven methodology. Direct competitor for amateur-to-professional endurance athletes seeking structured coaching similar to APEX's tiered coaching offerings.
• Peaks Coaching Group: Boulder, CO-based endurance coaching firm offering one-on-one cycling, triathlon, and running coaching with a science-driven approach. Closely comparable in target customer (amateur-to-elite endurance athletes), TrainingPeaks-based delivery, and Boulder geographic hub.

Others

• AiRO: CFD aerodynamics technology partner powering APEX's newly launched aerodynamics analysis service. Functions as an enabling technology provider; comparable relationship to how Retül operates as bike-fitting technology provider to the broader coaching industry.
• Retül (Specialized): 3D motion-capture bike fitting technology used by APEX for professional bike fitting services. Functions as a technology partner enabling APEX's bike-fit offering while also licensing the same technology to competing coaching and bike-shop operators.
• TrainingPeaks: Endurance training platform that APEX uses as a core integration for delivering training plans and coaching data. Functions as both a partner (technology/integration) and adjacent ecosystem player that hosts competitor coaches' plans, making it a critical channel and competitive surface.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@APEXCoachingco/podcasts
• Instagraminstagram.com/apexcoachingco
• LinkedInlinkedin.com/company/apex-coaching-&-consulting-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 APEX Coaching & Consulting, LLC