What LPC Inc does

LPC Inc, operating as Loaring Personal Coaching (LPC), is a privately held Canadian endurance-sports coaching and retail business founded in 2007 and headquartered in Guelph, Ontario, with a satellite training-camp footprint in Kissimmee/Orlando, Florida. The company delivers personalized online and in-person coaching services to triathletes and runners of all abilities, anchored by a credentialed coaching bench led by Head Coach James Loaring, supported by Mark Linseman (nutrition/fueling specialist), Alexandra Coates (former Canadian ITU Elite Triathlete), and Rebecca Dolson. Core service offerings include subscription-style online coaching, one-on-one consultations, hydration and fueling consultations, swim video analysis with above/underwater capture and coach voice-over feedback, an annual campLPC Florida training camp, and a portfolio of in-person and Zwift-based group workouts.

Underlying technology is deliberately lean: athlete training plan delivery and tracking run on the third-party TrainingPeaks platform, virtual group sessions are conducted through Zwift, and the company operates its own Weebly-hosted e-commerce storefront at shopLPC.ca for apparel and equipment sales. The product line spans branded triathlon, cycling, and running apparel (including collaborations with PEARL iZUMi, Champion System, Brooks, and New Balance), Finis swim training equipment, casual wear, gift certificates, and event registrations. Pricing is denominated in Canadian dollars and ranges from CAD$20 tech shirts to CAD$950 camp registrations, with CAD$140 annual triathlon club memberships as the primary recurring revenue hook.

The business model combines professional-services revenue (coaching subscriptions and consultations, ~CAD$75-150 per hour), subscription/membership recurring revenue (LPC Triathlon Club annual and seasonal memberships), one-time event revenue (campLPC registrations capped at 30 participants, time trial series, virtual events, clinics), hardware/apparel sales through shopLPC, and sponsorship revenue via the not-for-profit LPC Hurdle Project (Gold CAD$500+ to Title CAD$15,000+ tiers). Distribution is direct-to-consumer: owned website, owned e-commerce storefront, in-person coaching in Guelph, the annual Florida camp, and partnerships with Triathlon Ontario (club sanctioning) plus Florida venue partners (Emerald Island Resort, Orange Lake Resort, National Training Center, Lake Louisa State Park). Customer segments span amateur triathletes, runners, club members, youth/junior athletes, and a smaller cohort of elite/professional athletes supported through the Hurdle Project. The LPC Triathlon Club is the reigning Triathlon Ontario Club Champion and has won both Provincial and National Club Championships, providing the principal brand credential.

Name

LPC Inc

Legal name

Loaring Personal Coaching

Website

https://teamlpc.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

LPC Inc is a Guelph, Ontario-based private coaching and retail business (founded 2007) that delivers personalized online and in-person triathlon and running coaching, swim video analysis, an annual Florida training camp, and branded apparel, serving athletes from beginners to elites via its teamLPC, shopLPC, campLPC, and LPC Triathlon Club brands.

Ownership category

akta.pro rank

Product category

Triathlon and Running Coaching Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), General Health Coaching (HSADAGAA), General Nutrition Coaching (HSADAFAA)

Keywords

• Triathlon coaching services
• Running coaching services
• Endurance sports training
• Swim video analysis
• Performance apparel retail

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Coaching Services: Personalized online and in-person coaching services for triathletes and runners of all abilities
2. Coaching Consultations: 1-on-1 personalized consultations with coaches; Hydration & Fueling consultations; Swim video analysis sessions
3. Club Memberships: LPC Triathlon Club annual and seasonal memberships offering group training access, discounts, and club benefits
4. Florida Triathlon Camp: Annual training camps in Florida with accommodations, transportation, and bike transport add-on services
5. Triathlon E-commerce: Performance swim/bike/run apparel, triathlon accessories, casual wear, and swim equipment sold through shopLPC.ca
6. Events: Time trial series, virtual events, triathlon clinics, and event-based revenue including registration fees

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Loaring Personal Coaching (LPC) provides personalized online and in-person coaching services for triathletes and runners of all abilities, from beginner to elite. The company supplements coaching with swim video analysis, hydration and fueling consultations, an annual Florida triathlon training camp, a Triathlon Ontario-sanctioned triathlon club with membership-based group training, and an e-commerce store (shopLPC) selling branded performance apparel and swim equipment.

Product overview

LPC (Loaring Personal Coaching) operates as a triathlon and running coaching business with an integrated e-commerce platform (shopLPC). The core offering centers on personalized coaching services for triathletes and runners of all abilities, supplemented by the LPC Triathlon Club (a Triathlon Ontario sanctioned not-for-profit club), and the LPC Hurdle Project (elite athlete support program). The shopLPC retail component features branded performance apparel across three core collections: Triathlon (trisuits, tri tops, tri shorts from LPC and PEARL iZUMi), Cycling (jerseys, bibs, jackets, caps, warmers), and Running (singlets, jackets, shirts, caps, socks), plus casual wear. Swim training equipment includes Finis brand paddles, snorkels, fins, and fulcrums. Services include the annual campLPC Florida training camp, 1-on-1 consultations, hydration & fueling consultations, swim video analysis sessions, bike time trial events, and club memberships. All products and services are available through the Weebly-based e-commerce store with Canadian Dollar pricing.

Differentiator

Problem solved

Functional benefit

Brands

• shopLPC: E-commerce store featuring performance swim/bike/run apparel, triathlon accessories, and casual wear. Operates at shoplpc.ca.
• teamLPC
• campLPC
• LPC Hurdle Project

Products and services

• Online and In-Person Coaching Services Personalized subscription-based coaching delivered online and in-person by LPC coaches for triathletes and runners of all abilities, with individualized training plans managed through the TrainingPeaks platform.
• 1-on-1 Personalized Consultation
• Hydration & Fueling Consultation One-hour consultation with Coach Mark Linseman (Masters in Exercise Nutrition & Metabolism) to help athletes optimize hydration and fueling strategies for training and racing. Priced at CA$75-150.
• Swim Video Analysis Session Video capture service recording above and underwater swim stroke by coaches James Loaring and Mark Linseman, with edited footage and personalized voice-over feedback uploaded to a secure web page. Limited to 10 participants per session. Priced at CA$100 per session plus HST.
• LPC Florida Triathlon Camp (campLPC) Week-long triathlon training camp in Kissimmee/Clermont/Orlando, Florida offering personalized swim/bike/run sessions, video analysis, seminars, and coaching for all ability levels. Includes accommodations, airport transportation, and bike transport add-ons. Priced at CA$750-950 plus add-ons.
• LPC Triathlon Club Membership Not-for-profit Triathlon Ontario sanctioned club membership offering access to group training sessions, Zwift virtual events, LPC resources, event discounts, and club-sponsored apparel at cost pricing. Annual membership CA$140; seasonal memberships CA$40-140.
• LPC Bike Time Trial Series Weekly cycling time trial events held at Badenoch Soccer Field, open to triathletes and cyclists of all abilities, with staggered starts and optional donations to the LPC Hurdle Project.
• LPC Hurdle Project Not-for-profit high-performance support program for elite and aspiring triathletes/runners providing discounted coaching, monetary race support, and product sponsorship from supporting partners. Sponsorship tiers from CA$500 to CA$15,000+.
• Gift Certificate Gift certificates available in denominations of CA$25, $50, $100, $250, and $500, valid as store credit for any LPC product, coaching service, clinic, camp, or event with no expiration.
• Triathlon Apparel Performance triathlon apparel collection including branded trisuits, tri tops, and tri shorts from LPC and PEARL iZUMi (Elite Pursuit and P.R.O. lines), featuring aerodynamic fabrics, UV protection, and quick-dry chamois. Prices range from CA$110-400.
• Cycling Apparel Cycling apparel including LPC branded jerseys, bibs, shorts, winter jackets, and wind vests by Champion System and PEARL iZUMi, featuring WindGuard, Aero, and thermal fabric technologies. Prices range from CA$75-350.
• Running Apparel Running apparel collection featuring run singlets, tech shirts by Brooks and New Balance, wind guard jackets, arm warmers, and caps with UPF50+ UV protection and moisture-wicking fabrics. Prices range from CA$10-350.
• Swim Equipment Swim training equipment including Finis brand Freestyler hand paddles, Swimmer's snorkel, Forearm Fulcrums, Agility paddles, Bolster paddles, Z2 Gold Zoomers fins, and LPC branded latex swim caps for technique development and training.

Segments5 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

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Triathlon OntariocoreStrategic or Co-development PartnerLPC Triathlon Club is a Triathlon Ontario Sanctioned Club. Triathlon Ontario provides insurance and sanctioning coverage for LPC Triathlon Club Group Sessions and Clinics. Club members receive a $10 discount toward annual Triathlon Ontario Membership.
• Emerald Island ResortcoreOthersCamp accommodations for campLPC Florida training camp. Located only three miles from Walt Disney World in Kissimmee, Florida. Features pool, games room, high speed wireless Internet, big screen HDTV, washer/dryer.
• Orange Lake ResortcoreOthersProvides access to 375-meter River Island Pool for triathlon-specific swimming and lazy river relaxation for campLPC participants.
• National Training Center (NTC)coreOthersTechnical pool swims featuring stroke correction, above water and underwater video analysis, and open water simulations take place at NTC. Lunch provided during seminars.
• Lake Louisa State ParkminorOthersOpen water swims and brick workouts (cycling and running intervals) take place at Lake Louisa State Park, featuring a rolling 7-mile bike loop.
• Champion SystemcoreTechnology or IntegrationSupplier of custom cycling and triathlon apparel including jerseys, shorts, jackets, and trisuits. Products feature CS Tech, CS WindGuard, and other proprietary fabrics.
• PEARL iZUMicoreTechnology or IntegrationPremium triathlon and cycling apparel supplier featuring Elite Pursuit trisuits, cycling jerseys, and tri shorts in the LPC product line.
• Calvary Baptist ChurchminorOthersLocation for Wednesday evening bike/run brick workouts and Saturday morning group bike sessions in Guelph (454 Arkell Rd).
• Loaring Physiotherapy & Health CentreminorStrategic or Co-development PartnerRelated health and physiotherapy center, possibly for athlete referrals and integrated care.
• TrainingPeakscoreTechnology or IntegrationPlatform used for athlete login and workout management. LPC athletes access personalized TrainingPeaks accounts for training plans.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LifeSport Coaching: Canada-based endurance coaching company (Vancouver) offering personalized triathlon, cycling, and running coaching with a roster of credentialed coaches. Closest geographic and service-model peer to LPC's Guelph-based operation.
• Mark Allen Coaching: Online triathlon coaching run by six-time Ironman World Champion Mark Allen, offering personalized and group coaching for triathletes. Comparable to LPC in the model of elite-athlete-led personalized coaching for endurance athletes.
• Carmichael Training Systems: Long-standing endurance coaching company founded by Olympic coach Chris Carmichael, offering personalized triathlon, cycling, and running coaching. Comparable to LPC in online personalized coaching for triathletes and runners, with a similarly credentialed coach founder.
• QT2 Systems: One of the largest online triathlon and endurance coaching companies in North America, offering personalized coaching plans, nutrition, and race preparation for triathletes of all levels. Directly comparable to LPC's subscription-based online coaching model and triathlete customer base.
• Endurance Nation: Online triathlon and endurance coaching platform offering group and personalized coaching programs for triathletes and runners, plus destination training camps. Comparable to LPC in online coaching subscriptions and structured training camps.

Broad incumbents

• IRONMAN (World Triathlon Corporation): Global operator of triathlon events, race series, and branded coaching/club programs that touches the same triathlete customer base as LPC. Comparable as a broad incumbent defining the competitive landscape, though it does not offer LPC's personalized 1:1 coaching model.

Emerging players

• XPRO Triathlon Coaching: Online triathlon coaching platform offering personalized training plans for triathletes and endurance athletes, with structured programs by ability level. Comparable emerging peer in the online personalized triathlon coaching category.

Others

• TrainingPeaks: Workout planning and analytics platform used by endurance coaches and athletes globally, and the actual platform LPC athletes log into. Not a direct competitor but a critical infrastructure partner and indirect benchmark for endurance-coaching tooling.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LoaringPersonalCoaching
• LinkedInlinkedin.com/company/lpc-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 LPC Inc