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About James
My endurance journey began as a National-level swimmer, before transitioning into rowing, and later endurance running, where I completed over 30 marathons and 2 Ultras. That progression ultimately led me to triathlon, where I’ve competed extensively across both middle- and long-distance racing. My racing experience includes 12 Ironman and 17 Ironman 70.3 events, along with qualification at both Ironman 70.3 and full-distance Ironman World Championships, and The Challenge Championships.
I have represented Great Britain as an Age Group athlete at multiple World and European Championships, earning a Silver Medal at the World Championships. These experiences at the highest levels of age-group competition have shaped my understanding of performance, preparation, and the fine details that matter on race day.
As a coach, I believe successful endurance training goes far beyond simply following a plan. I focus on long-term development, injury prevention, and helping athletes build habits that last beyond a single season. I work closely with each athlete to create clear goals, provide ongoing feedback, and adjust training as you grow, so you’re always moving forward with purpose. My approach focuses on individualised programming, sustainable progression, and adapting training to fit the realities of everyday life. I work closely with athletes to build durability, improve performance, develop the mental resilience and skills required for racing, while minimising long-term burnout.
Whether you’re new to triathlon or chasing qualification, my goal is to provide clear direction, consistent support, and coaching that evolves with you. Endurance sport should be challenging, but it should also be deeply rewarding and I’m passionate about helping athletes enjoy the process while achieving their goals, and becoming “BE THE BEST THAT YOU CAN BE”.
Endurance Sport Coaching Institute – Coaching Qualification
Loughborough University – Teaching Qualification
Experience – Over a decade competing in Triathlon
Coaching Philosophy
Coaching Qualifications
Helping athletes Be the Best That You Can Be
Individualised, sustainable training
Long-term athlete development
Injury prevention & burnout reduction
Performance, resilience & race-day execution
Coaching Mission
Race Teams
I'm proud and honoured to be member of two fantastic Race Teams. Thank you to both for your continued support.
Ambassador Positions
Sponsor
Thank you gotti's UK division for their continued support.
I'm fortunate to be able to represent some leading brands and experts in our sport. As a coached athlete I'm able to offer discounts on some of these fantastic partners. Discounts can be offered on most brands for James Oswald Coached athletes.
