Clear coaching Support
Simple proven sessions, defined contact call times and text support all week.
SIGN UP OFFER: Full sign-up on PREMIUM COACHING and get £375 CFD optimisation as a join-up bonus
Personal Coaching
High trust
Endorsements, experience and decades working with media, brands and companies.
Proven results
Every element of athlete support provided - best shown by athlete testimonials.
Coaching packages
Choose the level of support that matches your budget, goals, and how much direct interaction you want.
Entry level
Formerly SIMPLE
Simple Support
Cost-effective support for busy people on a lower coaching budget.
£200/ 6 months
or 12 × £37 monthly direct debit (if preferred)
Availability for 1 client
- 30-minute call once a month (health / weight-loss / progress questions)
- Online program in simple spreadsheet format tailored to your needs
- Supplementation guidance for energy, recovery, and weight loss (if required)
- Access to JBST VAULT with articles and factsheets
- 6-month minimum period
- Heart Rate Zone tools, book recommendations and weight-loss tools
- E-interaction: text/WhatsApp messages between calls
Optional extras (additional cost - 33% off standard prices)
EDGE blood testing · Max HR/POWER test (1h) · Bike-Fit Video consultation (1h)
Most flexible
Formerly EXTRA
Optimum Fitness
Reactive, progressive coaching for busy professionals who want regular expert guidance.
£475/ 6 months
£880 per annum · £85 monthly direct debit after 1 year
Availability for 2 clients
- 6 or 12 month period with weekly updates to program or session menu
- Proprietary HR zone tools, benchmark tests and analysis
- Weekly pre-booked 25-minute call (mobile / FaceTime / WhatsApp)
- Flexible for time-zone changes
- E-interaction: text/WhatsApp messages between calls
- Ideal for specific goal-setting and regular accountability
Optional testing with Joe (North Devon)
Max HR/Power test · Bike fit (training bike) · AiRO optimise (race bike) · FlowBio AHi test
Most popular high-end
Formerly PREMIUM
Peak Performance
Comprehensive performance coaching with coach-initiated weekly calls and deeper support for marginal gains.
£630/ 6 months
1150 per annum · £110 monthly direct debit after 1 year (if preferred)
Availability for 1 client
- 6 or 12 month period with weekly update to program/session menu
- Optimised diet and equipment recommendations for marginal gains
- Proprietary diary, full ergogenic support and performance analysis
- Weekly 30-45-minute call slot
- Unlimited WhatsApp/text support
- Ideal for athletes targeting peak performance outcomes
Optimum Fitness Lite (bi-weekly call)
A lighter-touch version of Optimum Fitness for athletes who still want
personalised guidance with less frequent calls.
£320 / 6 months · £560 / year (£55 monthly DD)
Peak Performance PLUS (limited-sign-up service)
Annual sign-up gets all PP services plus:
- Bike fit with AiRO check-over (or second-bike fitting) at Southfork Cycles (2h)
- FLOWBIO Sweat and CORE temperature Test (2h) or loan
- Exclusive 12-run CFD analysis to optimise your race bike position
Quick compare
| Package | Calls | Programming updates | Messaging support | Best for | Price anchor |
|---|---|---|---|---|---|
| Simple Support | 1 × 30 min / month | Spreadsheet program tailored to user needs | 4 messages between calls | Budget-conscious / busy / foundational support | £200 / 6 months |
| Optimum Fitness | 1 × 25 min / week | Weekly updates / reactive planning | 4-8 messages between calls | Busy professionals wanting regular optimisation | £475 / 6 months (£880 p.a.) |
| Peak Performance | 1 × 30-45 min / week (fully flexible) | Weekly updates + deeper performance support | Unlimited WhatsApp/texts | Athletes aiming for peak performance and marginal gains | £630 / 6 months |
About Joe and his experience
About Joe
Joe is an endurance coach and athlete using a Health, Fitness and Performance model, with thousands of clients coached over 35 years.
Including working with athletes such as legendary cyclist Graeme Obree, Ironman podium pro's Scott Neyedli, Phil Graves & Brooke Gillies.
Experience
Coaching experience, magazine work, partnerships (including Precision Hydration, CORE and NOPINZ), and authored/co-authored books.
Click the button below to see a full listing.
FAQs
Which coaching package should I choose?
Start with Simple Support if budget is the main limiter, Optimum Fitness for regular accountability and reactive planning, and Peak Performance if you want deeper coaching support and marginal-gains guidance.
Can I add testing or aero support later?
Yes. Optional testing in North Devon (including Max HR/Power, CORETEMP and FlowBio AHi testing) can be added whenever you want it.
How should I enquire?
Use the simple form to make first contact and we will get back to you within 48 hours..