Train with purpose.
Structured cardio or swim, bike and run training that starts at your level and builds towards your chosen challenge.
Complete coaching. Endurance. Strength. Wellbeing.
In your best shape.
For your event.
For life.
Your training, nutrition, strength and recovery. Expert guidance, a clear direction and ongoing support, brought together around you—so you can perform at your event and feel better in everyday life.
DISCUSS YOUR COACHING ↗A personal conversation with Joe about your goals and the support you need.
13+ YEARS OF COACHING EXPERIENCEDELIVERED ONLINE · BUILT AROUND YOUR LIFEYOUR FIRST FINISH LINE & BEYOND
The Black Sheep approach
Your event gives you a goal.
Your coaching looks at the whole of you.
01 / The complete service
Everything working
towards a stronger you.
Training well is one part of the picture. How you eat, sleep, recover and fit it all around your life matters too. Black Sheep brings those pieces into one coaching relationship, with guidance on what to do and support putting it into practice.
Build a stronger body.
Strength work alongside your endurance training, helping you build muscle, move confidently and become more capable in everyday life.
Eat for your whole life.
Practical support with everyday food choices as well as training and race fuelling. Know how to nourish yourself and support your goals.
Feel good in your shape.
Work towards losing unwanted body fat or building muscle, where relevant, with an approach that supports your training and long-term habits.
Make room to recover.
Guidance on sleep routines, stress and recovery, helping you understand what leaves you drained and build habits that support your energy.
Have someone in your corner.
Regular check-ins, feedback and adjustments. A coach who helps you make sense of your progress and navigate the weeks that don’t go to plan.
One clear direction.
Support with the whole picture.
You shouldn’t have to piece together separate advice for every part of your goal. Your coaching connects training, nutrition and daily habits, so each decision supports the next.
02 / The coaching experience
Clarity from the start.
Support as you evolve.
A service that takes the guesswork out of getting started and helps you build the confidence to keep going.
- 01
A thorough starting point.
We look at your goals, experience, available time, nutrition and recovery habits. Your event matters, and so does the life your coaching needs to fit into.
- 02
A connected approach.
Your training, strength and everyday habits work together. You understand your priorities, what to focus on and how they support the bigger goal.
- 03
Review. Refine. Progress.
Regular check-ins turn your feedback into useful action. We review how you’re responding and adjust your training and habits as your circumstances change.
- 04
Progress you can carry forward.
Build the knowledge and routines to feel fitter, stronger and more confident beyond race day. Your finish line is a milestone in a healthier life.
03 / Your ambition
Your first finish line.
Your next big challenge.
Your first 5K, a marathon, your first triathlon, IRONMAN 70.3 or full IRONMAN. Bring the ambition. We’ll help you develop the fitness, strength and habits to work towards it. You don’t need to arrive already fit or experienced.
A clear starting point, realistic priorities and a progression you can understand.
Purposeful training, supported by strength, nutrition and recovery.
Develop habits that support how you feel, move and live after your event.
Taking on your first triathlon
or IRONMAN?
Swim, bike and run are planned together, alongside strength and support with fuelling, body composition, sleep and recovery. A coordinated approach to preparing for your event and looking after yourself along the way.
Discuss your event with Joe ↗
04 / The experience behind your coaching
Coaching experience.
Applied to your life.
Good coaching means understanding the person, making sound decisions and helping them put those decisions into practice.
13+years of coaching experience
Armycoaching background
I’m Joe Williams. For over 13 years, I’ve helped people work towards their fitness and strength goals. My Army coaching background informs an approach built on clear direction, consistency and accountability.
Your coaching looks beyond the sessions you complete. We consider your food choices, energy, sleep, stress and recovery, and work on practical changes that fit your circumstances. You’ll understand what you’re working on, why it matters and where to focus next.
I also understand the demands of endurance training first-hand, having completed multiple IRONMAN and IRONMAN 70.3 events, including Lanzarote, Copenhagen and Wales within four months in 2025. That experience adds context to the coaching; your needs determine the approach.
My role is to bring the pieces together, give you honest feedback and help you build progress you can sustain.
TALK TO JOE ↗05 / Beyond the finish line
Arrive at your event feeling prepared.
Build a body—and a way of living—you feel good in long after it.
06 / The details
A clear start.
How is this different from buying a training plan?
Your training is one part of the service. Coaching brings together endurance, strength, nutrition, body composition, sleep and recovery, with regular reviews and practical guidance. You have support applying the plan to your life and adjusting it as you progress.
No. You might be working towards your first finish line or starting by building fitness and confidence. We begin at your current level, with a plan that reflects your experience and available time.
I’ve signed up for my first triathlon. Is this for me?
Yes. We’ll plan swim, bike and run training around your event, current ability and available time, together with gym-based strength and recovery. We can also work on nutrition, weight loss, sleep and everyday habits. You don’t need to arrive as an experienced triathlete.
Do you coach IRONMAN 70.3 and full IRONMAN?
Yes. Coaching can support your first IRONMAN 70.3 or full IRONMAN, with swim, bike and run planning matched to your event, current experience and available time. Strength, fuelling, sleep and recovery are part of the plan too.
Is this only for triathletes?
No. Your goal could be a first 5K, a longer run, a charity event, a triathlon, IRONMAN 70.3, full IRONMAN or another personal challenge. Coaching is delivered online and considers your fitness, strength, nutrition and everyday wellbeing.
Can I work on losing weight as well?
Yes. Weight loss and body confidence can be part of your coaching alongside your finish-line goal. We’ll work on practical nutrition and habits that support your training and a sustainable approach to progress.
Will we look at sleep and recovery too?
Yes. Sleep routines, stress and recovery habits are part of the bigger picture. We’ll identify practical changes that fit your circumstances, alongside your training and nutrition.
Can the plan fit around work and family?
Your available time and other commitments are part of the planning conversation. The aim is purposeful, realistic training, with adjustments when circumstances change.
How much does coaching cost?
We’ll discuss the support you need and confirm the coaching fee and terms before you commit. Email Joe to start the conversation.
How do I enquire?
Use any enquiry button to open an email to Joe. Tell him your goal, a little about your current training and what you’d like help with. Please keep medical or other sensitive details out of your initial enquiry.
Your next chapter
Let’s build
the whole picture.
Tell Joe what you’re working towards and what you’d like to change. We’ll talk through your goals, the support you need and whether Black Sheep Coaching is the right fit.
START YOUR COACHING CONVERSATION ↗Speak directly with Joe. Your coaching fee and terms are confirmed before you commit.
BLACK SHEEP COACHING
Endurance. Strength. Nutrition.
Recovery. Confidence. Life.