Evoke Endurance

What Evoke Endurance does

Evoke Endurance is a Boulder, Colorado-based coaching company that delivers personalized mountain and endurance training programs to individual athletes across six primary verticals: mountaineers, climbers, skiers, trail and ultrarunners, backcountry hunters, and military and tactical athletes. The company was founded by Scott Johnston, who developed the underlying training methodology over 20+ years and previously co-founded Uphill Athlete alongside Steve House; Evoke Endurance formed when Johnston and 17 of the original Uphill Athlete coaches launched the new entity. Its core product is high-touch monthly coaching priced at $350/month, delivered through the TrainingPeaks platform with a premium subscription bundled in, plus tiered complementary offerings including custom training plans at $32/week (currently restricted to military athletes due to capacity), stock training plans at $55-$80, one-off consultation calls at $75 per 30 minutes, and three published books sold through Amazon.

The business operates a direct-to-consumer, product-led growth model with a free content funnel (196+ resource articles, 130+ podcast episodes on Apple Podcasts and Spotify, an active Reddit community at r/evokeendurance, and social presence across Instagram, YouTube, Facebook, and X) designed to convert athletes from free resources into paid plans and ultimately into premium coaching subscriptions. Revenue streams combine recurring monthly subscriptions (coaching), pay-as-you-go subscriptions (custom plans), one-time digital licenses (stock plans and books), and professional services (consult calls). The firm is privately held, founder-owned, and self-funded with no disclosed institutional investors, no funding rounds, no M&A activity, and no parent company structure, and its legal entity Evoke Endurance LLC is domiciled in Montana. The company claims documented outcomes including 500+ major mountain summits, 2 Western States 100 winners, UTMB winners, 3 Piolets d'Or winners, and 4 Olympians coached, plus 3,000+ everyday athletes served.

Name

Evoke Endurance

Legal name

Evoke Endurance LLC

Website

https://evokeendurance.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Evoke Endurance is a Boulder, Colorado-based mountain and endurance coaching company serving individual athletes across mountaineering, climbing, skiing, ultrarunning, hunting, and military verticals. It delivers personalized training via TrainingPeaks and monetizes through coaching subscriptions, stock plans, consultations, and books.

Ownership category

akta.pro rank

Product category

Endurance Sports Coaching

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

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

Keywords

• Endurance coaching
• Mountain sports training
• Personalized training plans
• Ultrarunning coaching
• Mountaineering coaching

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Coaching Subscription: High-touch personalized coaching at $350/month. Includes daily training monitoring, 1-2 week programming blocks, one-hour intake call, constant feedback and tailoring, TrainingPeaks premium subscription.
2. Custom Training Plans: Coach-customized training plans sold in 1-week blocks at $32/week with 6-week minimum. Currently limited to military athletes only due to capacity. Includes phone support options.
3. Stock Training Plans: Pre-made training plans ranging from $55-$80. Plans cover mountaineering, climbing, skiing, ultrarunning, hunting, and military fitness. One-time purchase with lifetime access.
4. Consultation Calls: One-off phone consultations with coaches at $75/30 minutes. Provides personalized support outside formal coaching relationships.
5. Books and Publications: Published books including 'Training for the New Alpinism' and 'Training for the Uphill Athlete' sold through Amazon and major booksellers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Evoke Endurance sells personalized endurance and mountain sports coaching delivered by a collective of 20+ named coaches. The portfolio spans full-service monthly coaching ($350/month), custom training plans ($32/week minimum, currently military-only), one-off consult calls ($75/30 min), and pre-made stock training plans ($55-$80) covering mountaineering, climbing, skiing, ultrarunning, hunting, and military fitness. Plans are delivered through the TrainingPeaks platform with premium subscriptions included for coaching clients.

Product overview

Evoke Endurance is a coaching services company offering a tiered product portfolio centered on personalized endurance and mountain sports training. The core offerings include coaching services ($350/month), custom training plans ($32/week minimum), consult calls ($75/30 min), and stock training plans ($55-$80). Supporting products include training books (Training for the New Alpinism, Training for the Uphill Athlete, My Old Man and The Mountain), the EvokeCast podcast, and a free resource library. The company serves mountaineers, climbers, skiers, trail/ultrarunners, backcountry hunters, and military athletes. Training is delivered through TrainingPeaks platform. Coaching intake and training plan delivery represent the primary customer touchpoints.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Service Coaching
• Custom Training Plans
• Consult Calls
• Stock Training Plans
• Training for the New Alpinism (Book)
• Training for the Uphill Athlete (Book)
• My Old Man and The Mountain (Book)
• EvokeCast Podcast

Quantifiable outcome

• 500+ major mountain summits including Everest, K2, Denali, Rainier, Mt. Blanc, Aconcagua
• +6 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• TrainingPeakscoreTechnology or IntegrationTrainingPeaks is the primary platform for delivering training plans and monitoring athlete progress. Evoke provides premium TrainingPeaks subscriptions to coaching clients as part of the service. The platform handles all training data, workout logging, and athlete-coach communication.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• McMillan Running: Online running coaching service offering personalized training plans and coached programs. Comparable to Evoke Endurance in coaching-as-service model, tiered pricing, and use of training platforms for plan delivery.
• RunnersConnect: Online running coaching and training plan company serving distance runners. Comparable in tiered subscription coaching model and focus on personalized endurance training for serious athletes.
• Carmichael Training Systems (CTS): Premier endurance coaching company founded by Chris Carmichael, offering personalized coaching for cyclists, triathletes, and runners. Closest comparable to Evoke Endurance in business model: tiered coaching subscriptions, elite-credentialed coaches, and direct-to-consumer delivery.
• The Run Experience: Online running coaching program with structured training plans and coached tiers. Comparable in serving self-directed runners who want professional structure, with both lower-tier and higher-touch offerings.
• MOTTIV Performance Training: Online endurance coaching focused on triathletes, runners, and adventure athletes. Comparable in remote 1:1 coaching model, tiered pricing, and emphasis on personalized plans for ambitious endurance goals.

Broad incumbents

• WHOOP: Performance wearable and coaching subscription serving endurance and fitness athletes. Comparable as a recurring-revenue endurance-coaching brand, though WHOOP leads with hardware while Evoke leads with personalized coaching.
• iFit: Connected fitness platform with trainer-led endurance and strength content. Comparable as a broader incumbent in subscription endurance/fitness coaching, though iFit emphasizes treadmill content versus outdoor mountain sports.
• Strava: Global endurance athlete social and tracking platform with subscription and coaching features. Comparable as a broader incumbent serving endurance athletes, though Strava is platform-led while Evoke is service-led.
• TrainingPeaks: Endurance training platform used by coaches and athletes worldwide, and Evoke Endurance's primary delivery partner. Comparable as a broader incumbent in the endurance coaching ecosystem with overlapping audience but different business model (platform vs. coaching service).

Others

• Madison Mountaineering: High-end expedition company offering guided climbs of Everest, Denali, and other major peaks; listed as an Evoke Endurance customer. Comparable as an adjacent business in the premium mountain sports market with overlapping customer base of ambitious alpinists.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/evokeendurance
• YouTubeyoutube.com/@evokeendurance4964
• Facebookfacebook.com/evokeendurance
• Instagraminstagram.com/evokeendurance
• LinkedInlinkedin.com/company/evoke-endurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 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 Evoke Endurance