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.
A personal conversation with Joe about your goals and the support you need.
TRAIN. RECOVER. EVOLVE.
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.
01 / ENDURANCE
Train with purpose.
Structured cardio or swim, bike and run training that starts at your level and builds towards your chosen challenge.
02 / STRENGTH
Build a stronger body.
Strength work alongside your endurance training, helping you build muscle, move confidently and become more capable in everyday life.
03 / NUTRITION
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.
04 / BODY COMPOSITION
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.
05 / SLEEP & RECOVERY
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.
06 / ONGOING COACHING
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.
CONFIDENCEStart where you are.
A clear starting point, realistic priorities and a progression you can understand.
CAPABILITYBuild towards your challenge.
Purposeful training, supported by strength, nutrition and recovery.
LONGEVITYTake it beyond race day.
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.
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.
A first 10K. A stronger marathon. A finish line that once felt out of reach. Different goals, supported by coaching that brings the whole picture together.
MARK / RACE NUTRITION
Fuel the challenge
A marathon finish. More left to give.
At 25.9 miles of Snowdon Marathon, Mark still had something in reserve. He finished in 4 hours 50 minutes and credited his bespoke 48-hour carb load with changing how he felt compared with previous races.
“Joe designed a bespoke 48 hour carb load which was an absolute game changer”— Mark, after Snowdon Marathon
Read Mark’s story
The challenge
Preparing for a demanding marathon and arriving with the energy to see it through.
The coaching
A bespoke carbohydrate-loading plan for the 48 hours before the race.
The difference Mark felt
Despite walking a 2.5-mile hill, Mark said he had “lots left to give” near the finish and felt markedly different from previous races.
GARRY / FIRST FINISH LINE
Build belief through progress
“I can’t run.” Then he finished 10K.
Two years earlier, Garry weighed around 135kg and hadn’t run since childhood. His first attempt at 1km left him exhausted. With a plan, regular check-ins and support from Joe and the coaching team, he went on to complete his first Swansea Bay 10K.
“sometimes the thing you think you can't do is just the thing you haven't done yet.”— Garry, after his first 10K
Read Garry’s story
The starting point
Garry described himself as firmly in the “I can’t run” camp, even after he had started making progress in the gym.
The approach
Following the plan, building consistency, using daily and weekly check-ins, and getting back on track when things slipped.
The milestone
His first 10K finish. Garry thanked Joe, Sharon, Owain, Callum, Will and the gym community for their encouragement and accountability.
DONNA / RETURN TO THE FINISH LINE
A DNF wasn’t the end
The red carpet. Made real.
After a 70.3 DNF, Donna joined Joe for coaching and went on to finish IRONMAN 70.3 Sardegna. Her feedback brings the service to life: manageable training, clear bike-fuelling guidance, strength work and a coach checking in every week.
“Thank you 🙏 you made my red carpet real.”— Donna, in her message to Joe
Read Donna’s story
The goal
Return after a DNF and turn the ambition of a 70.3 finish into a reality.
The coaching
Monthly training programmes, guidance on how much carbohydrate to take on the bike and when, weight training, and weekly conversations about how training was going.
In Donna’s words
“The program you give me every month was spot on, I never once thought it was too much”
“Weight training made a difference as well.”
HER STARTING POINTHER NEXT CHAPTER
FLISS / NUTRITION & STRENGTH
From weight loss to a 70.3 finish.
Fliss’s progress went beyond the scales. Joe supported her with nutrition for weight loss, fuelling for training and race day, and gym training. Alongside the changes in her body composition came a bigger milestone: completing an IRONMAN 70.3.
THE SUPPORT BEHIND THE PROGRESS
Weight-loss nutrition. Training & race fuelling. Gym training.
Read Fliss’s story
The starting point
A weight-loss journey that grew into a much bigger challenge.
Joe’s role
Support with everyday nutrition for weight loss, nutrition to fuel training and race day, and gym training. These were the areas Joe coached alongside Fliss’s endurance journey.
The milestone
Changes in body composition, followed by a finish on the IRONMAN 70.3 Swansea carpet.
FLISS / IRONMAN 70.3 SWANSEA FINISHER
Your starting point doesn’t have to define your 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.
Do I need to be fit already?
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 reach Joe’s contact details. Open an email or copy his address into your preferred email service. 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.
