James Finlay
Running Coaching

1-2-1 Performance Coaching

For Runners Who Want More.

1-2-1 Performance Coaching
for Runners Who Want More.

As a self-coached 2:42 marathoner, 15:54 5k runner and multi-format ultra-distance athlete, I've spent years refining the principles that drive success built for the Long Run.

My goal is to help ambitious runners unlock their potential through intelligent, sustainable coaching that fits their life, not the other way around.

Let's discuss your goals →
James Finlay running at night

Built for Real People
with Big Goals

High-performance coaching for busy lives.

  • Personalised training that works around your commitments.
  • Guidance on running, nutrition and strength training.
  • Flexible plans that work around your Race Schedules.
  • 24/7 Support for every single client.

No guesswork. No cookie-cutter plans.
Just a smarter path to better running.

Make My Mistakes Your
Greatest Advantage.

I've been the injured runner. The overtrainer. The marathon DNF. The athlete who worked hard but lacked direction.

I have learnt what no textbook can teach you. Together we will progress faster, train smarter and avoid the setbacks that once held me back.

How to Get Things Running

  1. 01 Complete Contact Form
  2. 02 Scheduled Introduction Call
  3. 03 Onboarding onto TrainingPeaks
  4. 04 Progress and Adjust
Get Started →

My Coaching Philosophy

My goal is simple: to increase both the quality and enjoyment of your training so that you can achieve things you once thought were out of reach.

I want to help you become fitter, faster, healthier, injury-resistant and more confident. Not through short-term fixes, but through sustainable habits and intelligent training that continue delivering results long after the next race is over.

All I ask from you is commitment.

Bring your dedication, your curiosity, and a willingness to trust the process.

I'll bring the experience, support, accountability, and guidance to help you get where you want to go.

Sign Up Here →
James Finlay at a race

Your Personal Bests are my Personal Interests

From first finish lines to elite start lines, my coaching is built around helping ambitious runners achieve more. Whether your goal is:

  • A faster 5k
  • Your debut half marathon
  • A new marathon PB
  • Tackling the demands of trail and ultra-distance racing

We'll develop a personalised approach that fits your goals, experience and lifestyle. Having competed across road, trail and backyard ultra events myself, I understand that every distance presents its own challenges - but the principles of intelligent training, consistency and adaptability remain the foundation of success.

Sign Up Here →
James Finlay racing
What sort of runners do you coach?

I work with ambitious runners of all abilities, from those looking to build consistency and complete their first event, to experienced athletes chasing personal bests and elite start pens. The common factor isn't ability level, it's the desire to improve and a willingness to commit to the process.

What events do you coach?

I coach runners targeting everything from 5k through to the marathon, as well as trail ultras and backyard ultra events. Whether you're preparing for a fast road race, your first marathon, or a long-distance endurance challenge, your training will be tailored to the specific demands of your event and goals.

How often do you communicate & update training plans?

I will analyse your data throughout the week on Training Peaks - plans are reviewed and updated (if necessary) each week based on your progress, feedback and life commitments. Coaching isn't about rigidly following a plan regardless of circumstances , it's about adapting intelligently when needed. You'll have a weekly feedback video shared with you alongside 24/7 support on WhatsApp to ensure your training continues moving in the right direction.

What is TrainingPeaks?

TrainingPeaks is the platform I use to deliver and manage your training. It allows you to view your sessions, track your progress, leave commentary and feedback all in one place. Think of it as your personalised training hub, designed to make performing simple, accessible and effective.

How does nutrition and strength play a part?

Running performance isn't built by running alone. Appropriate nutrition helps you fuel training, recover effectively and perform on race day, while strength training improves resilience, running economy and long-term progression. These areas can often feel overwhelming, so I'll help simplify them and integrate them into your programme in a way that suits your goals, experience and lifestyle.

Let's Find Out What
You're Really Capable Of.

Book an Introductory Call →