Hi, I’m Ben Pulham, but
our athletes call me Coach!

Coach Ben Pulham, running in Singapore

After I ended my professional triathlon career following the Olympic Trials in 2007, I founded Coached to help amateur athletes optimise, track and enjoy their training.

During my racing career, I was fortunate to work with some of the world’s leading coaches and train alongside some of the best athletes on the planet.

This high-performance environment taught me a great deal about how to structure training and its peripherals, and Coached is my platform for sharing what I have learned.

We Believe In Health

Good health is the foundation for success in athletics and life. Many athletes who train hard do so
at the expense of good health.

The Coached Approach

We believe in a personal and holistic approach to health and performance. Our programmes focus on five key areas that contribute to health and performance.





Race Execution

Each area must be developed for an athlete to reach their full potential. Pushing yourself to the limit can compromise recovery, suppress immune function and fat burning and lead to high rates of colds, flu, injury and burnout. There is a better way.

What We Are Not

At Coached, we are defined as much by what we are not, as what we are.

We are not a quick fix

While many of our athletes see great results in a short time, we do not believe in achieving
a short-term result at the expense of long-term athlete development.

We don’t ‘smash’ athletes

Training that consistently places high pressure on athletes is simply ineffective and unsustainable.
Worse, it leads to injury and long-term ill effects.

We are not ‘one-size-fits-all’

Athletes looking to fulfil their potential and get the best out of their training do best with personalised programmes that fit their experience, abilities, and aptitudes.

We are not just training

We believe that training is only one piece of the puzzle when it comes to performance.
We teach our athletes about mindset, training, nutrition, recovery and race execution.

We do not claim to have all the answers—only a place to start

We are continually learning from our athletes and other experts in their field.
When we see a better way, we try to adopt it.

We do not focus exclusively on results

While we want our athletes to achieve great results, we believe that they are the
outcome of focused preparation. We teach our athletes the process of training, eating, recovery
and racing, knowing that exceptional results will take care of themselves.

We don’t believe in ‘fads’

While we are always open to better ways of doing things, we believe in scientifically
grounded and evidence-based training, nutrition and recovery strategies.

We are not elitist

Any athlete who puts in the work and executes their process to
the best of their ability earns our respect.

Sound Like a good fit?

We Give A Damn

Treating people right is fundamental to how we do business. We treat our athletes as we’d want to be treated, we treat each other like family, and we treat ourselves to a good day’s work and a good night’s sleep.

Our goals have always been the same: Stay healthy, be fit, have fun, do exceptional work, build the best product in the business, experiment, pay attention to the details, treat people right, tell the truth, have a positive impact on the world around us, give back, and keep learning.

Always At Your Service

If you have a general question for us, drop us an email at [email protected],
and we’ll get back to you within a business day.

We love sharing our ideas on training, nutrition, recovery, mindset and race execution with the
world. You can read up on what we’ve been thinking lately on our company blog.

You can also follow along on Instagram @coached.fitness  and Facebook @coached.

If you’re just browsing, enjoy your stay. If you’d like to become a Coached athlete, we’d love
to have you. Either way, thanks for visiting Coached.