Who this is for
First 50K/100K/100M, or coming back from a DNF.
Busy life, limited time — want clarity and accountability.
Ready to do the boring work that gets you across the line.
Kieron — Grit. Endurance. Ultra COACH
Kieron, a DNF ultra coach, builds runners who finish what they start. A sports science grad from the University of Chester and founder of DNF (Do Not Fail), he lives the thing he coaches: disciplined miles, honest effort, and zero drama. He ran his first ultra, a 100K, just five weeks after a marathon, then kept stacking results across 50K–100K, marathons, and big trail days. That “show up, then show up again” mindset sits at the core of his coaching.
Coaching philosophy
As an ultra coach, Kieron’s programming blends structured TrainingPeaks plans with real-world flexibility. Weekly check-ins adjust the plan to the week you actually had. Long-run dress rehearsals nail fueling and electrolytes before race day.
Course-specific strategy climbs, descents, aid-station timing, and turns uncertainty into a checklist. When the wheels wobble (they will), you’ll get clear cues, not clichés.
Who Kieron is great for
He works with everyday athletes who want to make the jump: from roads to trails, from marathon to ultra, from “I hope” to “I know.” As an ultra coach, expect simple plans executed well, time-on-feet over ego, and practical systems that cut down on needless DNFs, fuel that actually fits your gut, pacing that respects the terrain, and recovery that keeps you durable.
Strengths
He’s big on the unglamorous stuff: hill economy, strength you can feel on tired legs, and recovery done right. He believes progress is built in boring consistency, not miracle workouts. And because he leads the DNF community, you’re never just following a plan, you’re surrounded by runners who get it.
What athletes say his coaching feels like: clear targets, fewer decisions, more belief. Tough love when you need it, calm structure when it counts. Great ultra coach.
What you get each month
Personalised 4-week plan built in TrainingPeaks (structured workouts, targets, comments) - Worth £120
Weekly check-in + adjustments (voice/text): we fix the week you actually had - Worth £50
Race fuelling & electrolytes plan (g/hr + mg/hr targets that fit - Worth £50
Course strategy (pacing by terrain, aid-station timing, drop-bag plan) - Worth £80
Race-week protocol (taper, carb-load, sleep, nerves) - Worth £60
Accountability nudges when the wheels wobble - Worth £50 to Priceless
Early access to DNF tools, challenges, and partner discounts - Worth £50
Total Value: ~ £460
Pricing: £99/month — limited time offer.
The DNF Method
what actually moves the needle
Mind: anti-DNF tactics, “quit scripts,” pressure-proof pacing.
Miles: time-on-feet, back-to-backs, terrain-matched vert.
Fuel: carbs + electrolytes per hour, gut training, simple rules.
Course-specific: night running, heat/cold, technical skills.
Dress rehearsals: test kit, shoes, fuelling, drop-bag flow.
How it works (simple + selective)
Apply: Complete form below.
Fit Call (20–30 min): we map goals, risks, and non-negotiables. If it’s not a fit, I’ll say so.
Baseline & Build: TrainingPeaks set-up, zones dialled, first 4-week block inside 48 hours.
Execute + Adjust: weekly check-ins, live tweaks, no ego.
Dress Rehearsal: full kit + fuelling test under fatigue.
Race-Week War Room: pacing plan, aid-station timing, mental scripts.
Debrief: lessons, recovery plan, next target.
Straight-up promise
You’ll always know what to do, why you’re doing it, and how it gets you to the finish. No fluff. No guesswork.
Guarantee – “Worth It”: Do the first 4 weeks (hit 80% of sessions).
If you feel it wasn’t worth £99, I’ll credit your next month. Zero drama.