Elite Trail Team

What Elite Trail Team does

Elite Trail Team (ETT), operated by The Elite Trail Team Ltd and based in Loughborough, UK, is a private multidisciplinary high-performance sports organization supporting elite trail, fell, mountain, and ultra running athletes. Founded in 2022 by Doug Stewart, who serves as Performance Director, the team integrates credentialed practitioners across endurance coaching, high-performance dietetics, sports psychology, sleep science, running biomechanics, strength and conditioning, and physiology testing at Loughborough University. Its primary public offering is the ETT Runclub — a free online community on Circle that delivers exclusive content, athlete Q&As, partner discounts, and access to periodised training plans built by Doug Stewart and distributed through the TrainingPeaks platform. The team's athletes have produced measurable competitive outcomes, including UTMB World Series wins and podiums, Team GB&NI representation at World and European championships, and British Ultra titles.

Name

Elite Trail Team

Legal name

The Elite Trail Team Ltd

Website

https://elitetrailteam.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Endurance Sports Performance Services

NAICS

Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211), Fitness and Recreational Sports Centers (713940)

SIC

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

akta.pro primary industry

Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD)

akta.pro secondary industries

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD), Endurance & Running/Cycling Training (HSADAAAG), Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Endurance sports coaching
• Trail running support
• Sports nutrition services
• Sports psychology coaching
• Athlete performance optimisation

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Elite Athlete Sponsorships & Endorsements: ETT athletes receive sponsorship and endorsement support through brand partnerships. Athletes feature partner brands (e.g., Nduranz, TrainingPeaks, Pelotan, TrailSkin, Altra, Inov-8, Petzl, Sungod, Dymlab, Leki, Moggans, Hexis) in exchange for brand visibility and product support.
2. Training Plan Subscriptions via TrainingPeaks: ETT training plans created by Doug Stewart are delivered through TrainingPeaks platform. The team offers exclusive partner discounts on TrainingPeaks Premium subscriptions to ETT Runclub members.
3. ETT Runclub Membership: Free online community on Circle providing exclusive content, Q&A sessions, training plans, partner discounts, and community chat. Discount codes and exclusive access to partner products/services are provided as member perks.
4. Coaching & Consulting Services: Doug Stewart operates TMR Coaching providing professional endurance coaching to a mix of professional and non-professional athletes, coaching runners to wins and podiums in UTMB World Series events and national representation.
5. Performance Partner Fees: Brands including Nduranz, TrainingPeaks, Train.Red, Pelotan, TrailSkin, and Hexis pay to be official performance or training partners of ETT, providing athletes with products and services in exchange for branding, promotion, and athlete endorsements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Elite Trail Team provides elite trail and mountain runners with integrated multidisciplinary coaching and scientific performance support, combining periodised training plans with expertise in nutrition, sports psychology, sleep, biomechanics, strength and conditioning, and physiology testing. Its consumer-facing ETT Runclub free community delivers training plans, athlete Q&As, and partner discounts, while Performance Partner brand sponsorships fund athlete support.

Product overview

Elite Trail Team operates as a high-performance sports organization for trail and ultra running athletes, rather than a traditional software product company. The organization offers a unified ecosystem of athlete support services built around its multidisciplinary Performance Panel of world-class experts. The primary consumer-facing product is the ETT Runclub—a free online community that provides access to exclusive content, periodised training plans delivered via TrainingPeaks, live athlete Q&A sessions, and exclusive partner discounts. The team's performance practitioners provide integrated support across nutrition, sports psychology, sleep optimization, biomechanics, strength and conditioning, and physiology testing.

Differentiator

Problem solved

Functional benefit

Products and services

• ETT Runclub Free online community platform providing trail and ultra runners with exclusive content, periodised training plans, athlete Q&A sessions, partner discounts, and community chat features.
• ETT Training Plans Periodised training plans authored by Doug Stewart, delivered through TrainingPeaks, integrating strength and conditioning protocols for trail and ultra running athletes.
• Multidisciplinary Performance Panel Services Integrated multidisciplinary support bundle covering high performance nutrition (Rebecca Dent), sports psychology (Dr Josephine Perry), sleep science (Dr Charlotte Edelsten), running biomechanics (Dr Chris Bramah), strength and conditioning (Dr Richard Blagrove), and physiology testing at Loughborough University for elite trail and ultra running athletes.
• TMR Coaching (Professional Endurance Coaching) Professional endurance coaching service operated by Doug Stewart providing personalised coaching to a mix of professional and non-professional athletes, with a track record of podium finishes and wins at UTMB World Series events.

Quantifiable outcome

• Chelsea Creak's UTMB Performance Index improved from 563 (2021) to 677 (2024) since joining ETT in 2023
• +3 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core, supporting and minor.

• NduranzcoreGTM or Marketing Partner · 28 November 2025Endurance nutrition brand providing science-based fuelling and recovery products (gels, drinks, recovery formulas). Nduranz supplies ETT athletes with Informed Sport batch-tested nutrition products. Extended partnership for 3 years from 2026 following a successful first season. Products contain 45g carbohydrate per unit. ETT Performance Director Doug and High Performance Dietitian Rebecca cite Nduranz as key to athlete nutrition success. Nduranz Founder Valentin Gorsek notes the partnership provides product development insights shared via blog and podcast.
• TrailSkinsupportingGTM or Marketing Partner · 8 August 2025UK-based natural anti-chafe and recovery skincare brand for endurance athletes. Products prevent blisters, hotspots, and skin damage. Formulas are sweat-resistant, breathable, and made with natural ingredients (shea butter, beeswax, zinc oxide). Handmade in the UK. Keith Wigley cited TrailSkin as part of his UTS 100k podium preparation.
• PelotansupportingGTM or Marketing Partner · 17 July 2025High-performance sun protection brand created for athletes. Pelotan offers up to 8 hours of broad spectrum UVA/UVB protection in a single application. Products are lightweight, sweat and water resistant. ETT athletes use Pelotan for long outdoor endurance events. Special ETT discount offered to Runclub members.
• Train.RedcoreTechnology or Integration · 27 May 2025Muscle oxygen sensor manufacturer using Near InfraRed Spectroscopy (NIRS) to measure muscle oxygen levels and provide real-time insights into muscle oxygen utilisation. Devices are portable and suited to trail running demands. ETT athletes use Train.Red during daily training sessions on trails and indoors. Kris wore the sensor during his winning UTS 50k run 2025.
• HexiscoreTechnology or Integration · 30 July 2024Cutting-edge nutrition tech app delivering intelligent personalised fuelling plans based on nutritional periodisation. Uses Carb Coding system to calculate optimal fuelling strategies. Used by ETT High Performance Dietitian Rebecca Dent to enhance athlete fuelling before, during, and after training and racing. Dynamically adapts to each workout in real time.
• TrainingPeakscoreGTM or Marketing PartnerLeading training planning platform through which ETT delivers periodised training plans created by Performance Director Doug Stewart. ETT Runclub members receive exclusive discount codes for TrainingPeaks Premium subscriptions. Promoted as a Performance Partner on the ETT website.
• Extra Mile Health (Performance Practitioner)coreStrategic or Co-development PartnerPerformance practitioner providing sports nutrition services. Listed alongside other performance practitioners on ETT website footer.
• TMR Coaching (Doug Stewart)coreStrategic or Co-development PartnerProfessional endurance coaching service led by ETT Performance Director Doug Stewart. Co-ordinates athlete support and coaches all team athletes.
• High Performance Dietitian (Rebecca Dent)coreStrategic or Co-development PartnerHigh Performance Dietitian Rebecca Dent provides sports nutrition support to ETT athletes. She holds BSc in Applied Human Nutrition (Dietetics) and MSc in Sport Nutrition from Loughborough University. Registered with HCPC, member of BDA. Previously worked at Sport Scotland Institute of Sport.
• Performance in Mind (Dr Josephine Perry)coreStrategic or Co-development PartnerSports psychology practice led by Dr Josephine Perry, Chartered Sport and Exercise Psychologist. Supports ETT athletes with confidence, race mindset, and performance anxiety management.
• High Performance Sleep (Dr Charlotte Edelsten)coreStrategic or Co-development PartnerSleep science specialist Dr Charlotte Edelsten provides sleep optimisation support to ETT athletes. PhD in sleep science, CBT-i coach (gold standard insomnia therapy), postdoctoral position at Geneva University Hospital.
• EcologiminorOthersEnvironmental sustainability partner. ETT is partnered with Ecologi to plant trees for every race completed by team athletes. Displayed on the ETT website footer.

Scale indicators4 records

Recent moves6 records

Direct peers

• TMR Coaching: Doug Stewart's professional endurance coaching business and ETT's sister entity. TMR coaches runners to wins and podiums in UTMB World Series events with overlapping methodology and overlapping athlete roster.
• Tinman Elite: Elite coaching collective that delivers periodised training and integrated sports science support to a small athlete roster of professional runners. Closely mirrors ETT's multidisciplinary-coaching, sponsorship-funded model in endurance performance.
• On Athletics Club: On Running's elite running collective providing coaching, sports science, and performance support to a small roster of professional athletes. Mirrors ETT's model of integrating coaching, physiology, and recovery for elite endurance athletes.
• inov-8 Athlete Ambassadors: UK-based trail and fell running footwear brand with a roster of elite trail/ultra athlete ambassadors. Overlaps with ETT on athlete-recruitment geography (UK trail running) and event calendar (UTMB World Series, UK fell races).
• HOKA NAZ Elite: Elite professional running team sponsored by HOKA with multidisciplinary coaching, sports science, and athlete-development support. Closest comparable in structure (small elite squad with integrated performance support) to ETT in endurance running.
• Salomon Trail Running Athlete Team: Trail/ultra sponsorship team for Salomon with elite international trail runners competing across UTMB and World Mountain & Trail Championships. Directly comparable athlete-roster profile to ETT and a competitor for the same talent pool.

Others

• TrainingPeaks: Coaching/training-planning platform through which ETT delivers Doug Stewart's periodised training plans. Functions as an ecosystem enabler and affiliate partner, and is itself a competitor in the coaching-plan distribution layer where ETT Runclub members subscribe.
• Sport Scotland Institute of Sport: National high-performance institute delivering multidisciplinary sport-science support to Scottish and GB athletes, including nutrition, physiology, psychology, and performance analysis. Comparable delivery model to ETT's panel from the public-sector high-performance sport side.

Broad incumbents

• Altra Red Team / Athlete Program: Altra's elite trail and ultra athlete sponsorship program. Comparable as an OEM-funded athlete team in the trail/ultra space; competes with ETT for athlete attention and sponsor-mindshare in the trail category.
• The North Face Global Athlete Team: Large global outdoor brand athlete team spanning trail running, climbing, and skiing. Provides elite trail runners with sponsorship, product, and event support; a broader incumbent competing for the same elite-athlete signings.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/elitetrailteam
• Instagraminstagram.com/elitetrailteam
• YouTubeyoutube.com/@elitetrailteam
• LinkedInlinkedin.com/company/elitetrailteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Elite Trail Team