Joe's Coaching


Joe’s one-on-one coaching.

As I maintain my roster of one-on-one athletes, I limit my clients to a certain type of person. I’m looking for motivated adult athletes who:

  1. Want to reach their potential as an endurance athlete
  2. Value balance between training life (family, work, community)
  3. Are committed to learning, pushing themselves, and growing
  4. Are focused on a short-term goal (an event in 2020)
  5. Are focused on long-term goals (improve health so you increase chances of living a longer, healthier life)


If this describes you, read on!

My programs are structured around a periodized, incremental schedule. The minimum amount of time I work with an athlete is 28 weeks (7 4-week blocks). For most athletes, we start with a foundation period. This may last between 8 to 16 weeks depending on your current level of fitness. We focus on technique, strength, and establishing a strong fitness base to work from. Laboratory and/or field testing will occur frequently to monitor progress and make sure the training stress is appropriate. Once you have reached certain benchmarks, we move to the build period. The build period is timed 12 to 16 weeks away from your event.


The rationale for this system is to:

  1. Establish an adequate level of baseline fitness so you can physically handle the training necessary to get ready for your event and
  2. Allow for a systematic, safe progression to avoid injury and overtraining.


Here’s what you can expect from my one-on-one coaching:


Personal Attention

  • I work with a limited number of people to allow my attention to be fully present on YOU and YOUR training
  • If we are a good fit, then you receive a fully-customized, bespoke training program


Season Planning

  • Race Schedule
  • Yearly Training Plan
  • Weekly Routine
  • Phase periodization
  • Training program details are provided through the TrainingPeaks platform
  • Equipment selection


Performance Testing

  • Health Risk Index
  • Laboratory and/or field testing to establish fitness levels


Race-specific planning (fueling and pacing)

  • You will have a plan for every one of your races
  • You will have a customized fueling strategy provided through the CORE Nutrition Analysis
  • Customized pacing strategy


Weekly assessment and feedback

  • Unlimited access with Joe via text, email, phone, and Skype/Facetime.
  • Weekly conversation via phone or Skype/Facetime



  • Joe puts faith in you. You are committed.
  • You can put faith in Joe.
  • Trust that you have one of the most insightful minds in endurance training working on your behalf.
  • No more spending time stressing about how to train, put your trust in Joe’s plan and spend your time training, not thinking about HOW to train.
  • You will not need to stress about what to wear, what to eat during training, what to eat after training, when to take time off when to push it, what pace to swim, bike, and run, and no stress about trying to figure out your training plan by yourself.
  • All information is filtered and curated, so you get the things that matter and omit all the unnecessary details.



  • MULTISPORT: $450/month. 6 month minimum commitment.
  • SINGLE SPORT: $250/month. 6 month minimum commitment.


Establishing a coaching relationship depends on two things:

  1. Are we a good fit? In other words, do I feel like I can help you and do you feel like you can trust me?
  2. Do I have openings? I limit my roster to FIVE clients at a time. 


To start the conversation to see if we are a good fit, please email  


Some success stories from athletes who have worked with Joe:


Not every athlete believes they can be “elite.” But I define “elite” as being the best you can be. Accomplishing YOUR dreams. This is what I’m looking for in someone I coach.

Over my 24-year coaching career, I’ve helped many athletes reach this “elite” status. These are not athletes that came to me as “already elite.” Rather, these athletes were motivated and talented, but had not put together the training to reach their potential. The thing that made them successful is that they bought into the program and committed.

The first thing I told each of them was, “I can show them the path, but you have to walk it.” I promised them, if they walked the path, great thing would happen. And they did…

  • Angie Turner qualified for the 2012 Olympic Trials in the marathon at 42 years of age after taking over 20 years off of running.
  • Rodney Adkison won the 50-54 age group and placed 24th overall at Ironman Louisville in 9:35:40.
  • Jackie Pierce went from newbie triathlete to 5th place at Ironman Canada, an Ironman champion, and a pro card.
  • Luke Hermes spent four months focusing on sprint triathlons and because USAT Clydesdale National Champion!
  • Altea Jokisch ran a 2:46 marathon in her first year competing at the marathon distance.
  • Rob Chalfant was a National Champion in his first year competing in triathlons.
  • Lisa Becharas went from talented newbie to one of the best amateur triathletes in the U.S., a 70.3 champion, now a pro triathlete.
  • Dana Riederer unveiled his potential with a string of OVERALL top-10s, including 4th at Ironman Muskoka, 6th at Steelhead 70.3, 1st at Lake Geneva, and a trip to Kona for the Ironman World Championships. 
  • Karen Reider went from not being able to finish a sprint triathlon because of fear of swimming to completing an Ironman.
  • Andrew Kirk broke his collarbone 10 weeks from Ironman Arizona. On a modified program, he recovered and went 10:11 to set a PR.
  • Many other age group adults realized their “inner-elite” and finished their first long-course race, qualified for USAT Nationals, qualified for ITU Worlds, and Ironman World Championships.


Are you next??



“I ran track and cross-county during high school and college, but I walked away when the pressure of winning became too stressful. Running wasn’t fun anymore. Twenty years later, I was nearing 40 and decided to start working out again. With motivation from a local multi-sport group, my love of running returned, and I developed a new interest: triathlon. I found running and triathlon training plans online and competed to the best of my ability. I was inspired by my promising results and inspired by watching others, including fellow Columbian Joe Company. Joe, formerly a professional triathlete, races effortlessly and smoothly; he’s fast and exciting to watch. I thought to myself: “One day, I want to race as fast as him.” Time passed, and I finished my second half-marathon in 1:25. Pleased with that time, I decided to complete a marathon. I turned to Joe Company for advice: he believed I could go sub-3, so I asked him to be my coach. Joe’s coaching has been the best decision I’ve made; his guidance is superior to the best training equipment in the world. Joe’s presence is calming, which gave me confidence in myself. His coaching philosophy is: less is more, quality (high intensity) over quantity. Such workouts have worked greatly in my favor. I’ve taken 10 minutes off my duathlon time, 3 minutes off 10k and nearly half an hour off my Olympic distance triathlon time (2:43 to 2:16). My first marathon couldn’t have gone better. Our target time was 2:58, and I crossed the finish line in 2:57 flat. Thanks to Joe, I am mentally and physically tough and in the best shape of my life. I hope to continue working with Joe as I train for the Boston marathon and triathlon Nationals and Worlds.”

Angie T.

“I’ve been working with Joe Company since 2015. In that time Joe has coached me to P.R.’s in the 5k, marathon and trail 50k. He’s coached me to finishes at Zion 100k, Georgia Death Race 74 miler and Bighorn100 mile. Using the most current, science-based training methods, he’s brought me from an often injured wanna-be ultra runner, to finishing some of the toughest trail ultras in North America while allowing me to be present in every other aspect of life!!”


Ryan L.