Ultra Running Coach for Cardiff, Ogmore Valley & South Wales
TRAINING THAT ADAPTS
WHEN LIFE GETS IN THE WAY
Most training plans expect you to live like a professional athlete. But you have a demanding career, a family, and endless real-world commitments. Trying to force a rigid, copy-and-paste schedule into a chaotic life is a fast track to injury and burnout.
You don’t need more random mileage – you need a smart, adaptable training plan. At PFM Coaching I combine science-backed, BSc Honours approach with real-world experience gained from crossing over 30 ultra-marathon finish lines (including 100 and 200-mile events). I build plans that adapt as your life happens, ensuring you progress without burning out.
Whether you’re training for your first 5K or your first 100-miler, I’m an ultra running coach South Wales runners trust, coaching face-to-face across Cardiff, Ogmore Valley, Bridgend, the Vale of Glamorgan and South Wales, plus athletes online throughout the UK and beyond.
as featured in
GQ MAGAZINE | RUNNING LIFESTYLE MEDIA | THE CATHERINE LORIMER PODCAST
WHO IS THIS FOR
the improver
You are already running consistently but your times have stalled. You want structured speed work, a plan built around your real week, and a coach who adjusts it as you progress, so you can chase new personal bests.
THE BUCKET-LISTER
You are stepping up to a big milestone, like your first half or full marathon. You need a safe, well-structured build that fits around your life, with training races along the way and a coach who adjusts the plan when things change.
The Ultra Runner
You want to race an ultra, not just survive it, whether you are chasing a finish or a time. You want pacing, fuelling and terrain planned properly, and a coach who has been there and knows what the distance demands.
THE RESILIENT RUNNER
You are stuck in a frustrating cycle of training, getting injured, recovering, and starting over. You need science-backed loading strategies, smart pacing, and smart volume management to build a resilient body that lasts the distance.
How It Works
1. We Talk
We start with a free initial consultation to fully break down your running history, goals, and lifestyle. No pressure, no judgement – just a real conversation to map out your goals and see if we’re a coaching fit.
2. I Build the Plan
Next, I design a science-backed training plan tailored entirely around your busy life. Delivered straight to you via Endogusto, every run and workout includes custom pacing, targets, and calculated metrics to completely remove the guesswork.
3. We Adapt
Life happens, endurance training isn’t linear. Through active daily data monitoring and constant communication, we adjust on the go. If you travel, get stuck at work, or face a minor niggle, I adjust your plan so you arrive at the starting line in great shape.
RUNNERS WHO SMASHED THEIR GOALS
“Having used different training programs, apps, and experts before, Steve’s coaching was a real game changer. I’ve gone from aiming for 5K to completing my first full marathon, with PBs along the way. There’s no comparison between those tools and Steve’s genuinely human, adaptable approach. His passion, empathy, and commitment to his athletes have made all the difference – the results have been fantastic.”
Yianny T – Marathoner & Busy Professional
“He is so dedicated to his athletes and wants to see them thrive and reach their goal. Steve has most certainly done that for me.”
Angharad – Ultra Marathoner – 100 Mile Finisher
“The experience of being coached by Steve is beyond my expectations, no app or plan compares. Even with a busy life, I improved at every distance I aimed for: 5K, 10K, half, and full marathon. His plans are detailed, affordable, and adapted perfectly to me and my husband. I’m so proud to be one of his students from the Philippines – 10/10 service!”
Maan G – PBs from 5k to Marathon
“Working with Steven definitely got me there and I am totally indebted to him for believing in me and supporting me all the way”
Heather Morgan – Marathon Runner
“Easy to follow instructions and such a in depth insight into training, attention to detail was brilliant. Definitely made a difference to my ultra training and gave me everything I needed to improve my fitness and conquer my running goals”
Leanne Parsons – Ultra Runner
