Challenging Events Club

Endurance sport is a weird and wonderful world. 

From what lycra to wear, what training plans to follow and even what nutrition plan to use. As endurance athletes, we know exactly what it’s like. 

As coaches, we’ve refined our coaching to ensure those that we work with, get the right information and the appropriate accountability to succeed. 

This is why we created the Challenging Events Club (CEC) 

To give you the information that you need, when you need it. 

To prevent the freeze of inaction as you wonder what plan to follow or what session you need to do each day. 

CEC is the place where you can gain not just knowledge through webinars and coach calls, but planning from our wealth of training plans, from your first ever 5k, to your multiple middle distance finish.

We even take the stress out of the taper, (don't know what that is? no worries we can help with that too!) with specific plans to prepare you for, and  to help you recover from, event day. 

Club members are guaranteed early access to event entries, ensuring you get the cheapest race entries, plus we throw in free event finish line photos too, no more paying for expensive race photos.

You’ll get access to strength and conditioning videos to help you get faster and stronger and the best part… 

A minimum of £10 of your monthly subscription goes straight back to you as a race voucher, join the club for a year, and you’ll get at least £120 in vouchers which will cover the cost of any of our events up to middle distance. 

Read on to find out all of the details....

Meet the Team

Kelly Wickens


Not only is Kelly the Challenging Events Event Director, having delivered well over 30 events, after 4 years working for British Triathlon, she is also a British Triathlon Coach, STA Open water swim coach and runs the open water swimming venue - HOWL multisports.
Kelly has coached at two triathlon clubs mainly taking the top lanes, group open water sessions and also coaches a number of athletes on a 1-2-1 basis.

Kelly specialises in swimming, particularly open water swimming and stoke analysis.

  “I LOVE Triathlon and enjoy the opportunities it brings to travel and compete with the GB age group team. I've had 8 international starts and stood on podium twice at the ETU Aquathlons, however its not my racing that gives me a buzz, its being a part of someone else’s journey, guiding them to outcomes they didnt think possible” 

Qualifications - Level 2 (Dip) British Triathlon, STA Level 2 open water, RLSS Beach Lifeguard.
PS.... She's the coach out of the three that brings the PARTY !


head coach

Ant has well over 15 years of 1-2-1 coaching experience and founded the very successful Runcamp and HURTBOX.

Ant has coached 100s of endurance athletes, from those beginning their journey to British Age Group athletes, ultra athletes, Ironman Kona athletes and age group winners.

Not only an excellent coach, Ant is a brilliant athlete himself.  2019 saw him win his age group at IM Marbs 70.3 getting that magic coin for the World champs in Nice.

 He became British Triathlon Duathlon Champ, Silver medalist in the British Triathlon Standard Champs and a Bronze at the British Triathlon Sprint Champs. Ant also had an Elite start at Outlaw Half.

A long list of qualifications includes British Triathlon Level 2 Dip, STA level 2 Open Water coach.

Coach Ant has been selected as one of the few athletes on the Accenture UK and British Triathlon' #AthleteGenome project.

Tom Dickinson


Tom started out as a Swim/ Runner. He grew up swimming 6 times a week- with his favorite session starting at 6am on a Saturday morning. He says, ‘it started the weekend off right!’

His running came from being at school in Yorkshire and Cross-Country was a staple of the northern athlete’s diet.
Being from Yorkshire it was only a matter of time before he linked the two sports together and added a bike.

Alongside coaching, Tom has an MSc in Sport Science and Performance Coaching. Tom has developed his coaching style with the underpinning theory in 3 Key areas: Biomechanics, Physiology, S&C.

“Not all of us are in it to win gold medals- Triathlon is an all-inclusive sport. My job is to help you become the best version of yourself!”

Tom is also British Triathlon level 2 coach, STA Open water level 2 coach.

Just don't ask him why is he is "Mr TT"....

Coach Chat

You will be able to gain access to the expertise of your coach, with a 30 minute call each month on silver and gold memberships.

These can be chats about: training plans, injuries, well-being, life admin, recovery, race day fuelling, expertise, additions to your training plan, goal setting and keeping you motivated and on track.


As a silver (or above) member you will have access to our regular webinars where we will discuss all aspects of training, and the occasional special guest.

Individual Training 

If you are a gold member you will get access to our individual training programs.

Virtually meet with your coach in one-on-one sessions to maximise your training and focus on your specific goals.

And there is more!

Need a training plan for one of our events? You get access to training plans for all of our different types of event. If you are a silver or gold member, you will have access to event specific plans through Training Peaks; a training app designed for triathlon, cycling and running. There might even be the old special treat every now and then..

Let us help YOU to

be extraordinary


All the club benefits abovePriority access,
Finish line photos,
Group support,
Entry vouchers,
S&C library,
Group rides

more details

Click to see them

5% Discount CE Kit

5% Discount HurtBox Online

Vouchers worth up to an extra 5%


From £20 a month


All the club benefits abovePriority access,
Finish line photos,
Group support,
Entry vouchers,
S&C library,
Group rides

more details

Click to see them

10% Discount CE Kit

10% Off HurtBox Online

Vouchers worth up to an extra 10%

Coach Chat

Group Training Plan 

From £45 A MONTH


All the club benefits abovePriority access,
Finish line photos,
Group support,
Entry vouchers,
S&C library,
Group rides

more details

Click to see them

15% Discount CE Kit

15% Off HurtBox Online

Vouchers worth up to an extra 15%

Coach Chat

Personalised Training Plan

FROM £120 a month

Base Membership

Just looking to save some money? We also have a Base Membership which doesn't give you access to the videos, but does give you vouchers that are worth more than you pay.