What running coaches sell online and how to structure it
Three products cover most running businesses. A race plan sold once: 12 weeks to a half marathon as weeks and modules, with date based access that follows the race date, a free preview week and lifetime access to the plan. A running club as a subscription: a library of strength, mobility and drill sessions that grows every month, with a monthly, 6 month or annual price on the same product and a free trial for new members. A challenge with a fixed start date: 30 days of consistency with daily sessions, a deadline and a limited number of places.
The program builder supports all three from templates. Prices in the examples on this page are illustrations; you set your own.
- Race plan. weeks and modules, date based access, preview week, one-time price or installments through Stripe.
- Club. monthly, 3 month, 6 month and annual on one product, trial for new members only, pause instead of cancel.
- Challenge. fixed start date, quantity limit, deadline, and the next level offered at the finish.
- Bundles. the plan plus the club at a discount, or an order bump with a strength module at checkout (Pro).
The running sessions and the sessions runners skip
A run itself happens outside, so the lesson for a run is a text or video card with the target, the structure of the intervals and the pace guidance, plus a check-in afterwards. Where the app earns its place is everything around the run: the 15 minute hip and glute routine, the calf raises and single leg work, the drills before a quality session and the mobility after a long run. Those run in the guided player with a per exercise countdown, a rest timer, a preview of the next move and alternatives for a runner with a sore Achilles or no equipment.
Intervals and rounds in the player cover treadmill and track sessions when a runner prefers to follow the app, and the mood and pain check-in after a session, stored only with consent, tells you who needs a message before the injury does.
Why a quiz beats a plan catalog
A runner choosing between six plans on a page picks the wrong one or leaves. The quiz funnel asks the questions a coach would ask: the goal race and date, the current weekly volume, the longest recent run, the days available and any injury history. Branching rules send a 40 km per week runner with a spring marathon to the 16 week plan and a beginner to the 10K program, each with its own offer. Email capture comes before or after the result with a separate marketing consent, and the analytics show where people drop off.
Keeping runners on the plan until race day
The retention engine runs 16 rules and 64 editable templates in English and Ukrainian from day one. For a runner the relevant ones are the week one habit confirmation after three sessions, the streak at risk message the day before it breaks, inactivity at 3, 7 and 14 days with a pause offer, and the milestones at 7, 14, 21, 50 and 100 sessions. Streaks follow the cadence of the plan, so a rest day never breaks one, and two freezes a month cover a cold or a travel week.
For the club, the billing side runs on its own: a reminder before every charge, card expiry warnings, retries on day 1, 2 and 3 after a failed payment with a one tap card update, and a win-back at day 30 for members who left.
After the race: the next program
A runner who finished a half marathon plan is the best lead for the marathon plan or the club. The upsell funnels do this without a manual campaign: halfway through the plan, one free session of the next program; at the finish, the next level with a completion bonus or up to 20% off for 5 days; after three sessions in the first week of a one-time plan, the club with the plan price counted toward the first month. Each student has one active funnel at a time and receives at most two offer emails a week. The dashboard then shows LTV per plan and per cohort and what each mechanic earned.