Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Recreational U.S. runners ages 25-35 with race experience who want personalized marathon coaching to finish strong or set a PR.
They value tailored plans, accountability, injury prevention, and coaching that fits work, life, and training schedules.

Audience Type

B2C
Recreational runners moving from 5K, 10K, or half marathon to marathon distance
Marathon runners seeking a first finish or a personal best
Fitness-focused professionals who want structured coaching and support

Needs – Primary Buying Considerations

Personalized plans matched to current fitness, pace, goals, and weekly schedule
Clear path from shorter races to marathon readiness
Injury prevention through smart mileage, recovery, and progression
Accountability from 1:1 coaching and consistent check-ins
Nutrition guidance that supports endurance and recovery
Flexible support with optional in-person sessions
Affordable weekly pricing with visible progress

Demographics

Age Range: 25-35
Gender: All genders; slight skew toward active men and women in run clubs
Geography: United States; strongest fit in metro and suburban areas with active race scenes
Income Level: Above-average income; comfortable paying for fitness and coaching
Profession: Young professionals, managers, healthcare, tech, finance, education, and similar careers

Psychographics

Lifestyle: Active, health-conscious, goal-oriented, and engaged in local races or run clubs
What they value: Performance gains, expert guidance, efficiency, community, and confidence on race day
Pain Points: Plateaued progress, confusing training advice, injury fears, and balancing training with busy schedules
Buying Behavior: Researches coaches on social media, trusts proof and testimonials, and responds to relatable advice
Buying Behavior: Likely to try low-cost weekly coaching before committing long term

Secondary Target Market

Experienced half marathon runners ages 30-45 preparing for their first full marathon after several shorter races.
Higher schedule pressure from work or family increases demand for efficient, customized coaching.
More motivated by confidence, completion, and injury avoidance than aggressive time goals.

2. My Message to My Target Audience

Refined Elevator Pitch

Marathoner provides runners with focused marathon training through personalized coaching, so they can race with confidence.

Understanding Their Pain Points

Generic plans ignore your pace, schedule, and recovery needs
You want to level up from shorter races to the marathon
Overtraining, injuries, and guesswork keep slowing progress

Transformation

Train with a plan built for your goals, fitness, and life
Feel prepared, supported, and confident before race day
Run farther, recover smarter, and perform at your best

Unique Selling Proposition (USP)

Personalized marathon plans, not one-size-fits-all programs
1:1 support, in-person sessions, and nutrition guidance
Built around your goals to help you finish strong or set a PR

Brand Values & One-Liners

Built for the Distance.
Your race. Your pace. Your plan.
Smarter training. Stronger finish.
Coaching that fits your life.
Go farther with confidence.

Tone

Encouraging, expert, and grounded. Marathoner should feel personal, motivating, and fully invested in every runner's progress.

Hero Text Idea

Flag Text: US Marathon Runners
Main Headline: Personalized marathon coaching built around your goals.
Sub Headline: Train smarter with a plan that fits your pace, schedule, and race goals. Show up strong, prepared, and ready to go the distance.
CTA: Start Your Training Plan

3. The Media I Will Use to Reach my Target Market

Website

Build on Squarespace or Wix for low-cost launch and easy booking
Mobile-first design; runners discover coaches on Instagram and at events
Hero CTA: Start Your Training Plan
Add quiz: Marathon ready or need a custom plan?
Add Calendly for free consults and in-person session booking
Add Stripe for weekly plan checkout
Feature coach bio, method, testimonials, and sample week
Create pages for first marathon and PR coaching
Track consult bookings, quiz starts, checkouts, and contact form leads
Install GA4, Meta Pixel, and Google Search Console from day one

Social Media

Focus on Instagram, Strava, and YouTube Shorts
Secondary channel: TikTok if short-form creation is sustainable
Post Instagram Reels 3x weekly on training tips and runner mistakes
Post carousels 2x weekly with pacing, fueling, and recovery advice
Share Stories daily with workouts, polls, and client check-ins
Create a Strava club for weekly mileage challenges and community proof
Post Strava updates 3x weekly with routes, workouts, and event invites
Publish YouTube Shorts 2x weekly from Reel content
Use local race hashtags and metro run club tags on each post
DM new followers who engage with marathon content with a soft invite

Paid Advertising

Start with Meta lead ads targeting runners 25-45 in key metro areas
Offer free 15-minute race plan consult as lead magnet
Run Instagram story ads with coach talking to camera
Test Reel ads around first marathon fears and PR plateaus
Use interest targeting: Strava, Runner's World, marathons, half marathons
Retarget site visitors and video viewers with consult offer
Run Google Search ads for marathon coach near me and online marathon coach
Focus Google on high-intent exact match keywords only
Cap spend on one metro area first to build local proof
Pause broad awareness if consult cost is too high

Content Recommendations

First marathon mistakes to avoid in the final 8 weeks
How to move from half marathon to full marathon safely
Signs your training plan is too generic for your goal
Marathon fueling basics for busy professionals
How to prevent common marathon overuse injuries
What a custom marathon plan includes week to week
How to train for a marathon with a full-time job
When to book a coach before your goal race
PR vs finish goal: how your training should change
What to do if you miss a long run

SEO and Content

Target keywords: online marathon coach, marathon coach near me
Target keywords: first marathon training plan, custom marathon plan
Create city pages for local in-person coaching in target metros
Publish one blog weekly tied to search intent and social clips
Build comparison page: custom coaching vs generic marathon apps
Create race pages for major U.S. marathons and training timelines
Add FAQ schema on coaching, pricing, and in-person sessions
Collect Google reviews from early clients and beta testers
Set up Google Business Profile if serving a local metro area

Podcasts

Pitch guest spots on Ali on the Run Show
Pitch guest spots on Marathon Training Academy
Pitch guest spots on Another Mother Runner
Pitch guest spots on The Strength Running Podcast
Pitch guest spots on Run to the Top Podcast
Pitch local wellness and fitness podcasts in launch city
Topic: from half marathon to full without burnout
Topic: why personalized plans beat generic mileage charts

Directories

Create Google Business Profile for local coaching visibility
List on Yelp under personal trainers or running coach categories
Build a coach profile on TrainingPeaks Coach Directory
Build a coach profile on Final Surge coach listings
Create a business page on Strava with club link
Join local Chamber of Commerce directory in launch city
List on ClassPass only if offering in-person sessions

Partnerships & Outreach

Partner with local run clubs for free marathon prep workshops
Partner with specialty run stores like Fleet Feet for clinics
Partner with physical therapists treating runners for referrals
Partner with sports dietitians for co-branded fueling guides
Partner with race photographers for tagged content and lead sharing
Partner with yoga and mobility studios for runner recovery events
Offer free pace strategy talks to half marathon training groups
Build referral swaps with triathlon and endurance gyms
Sponsor water tables at local half marathons and 10Ks

Offline and Local Media

Attend packet pickups for local half marathons and marathons
Hand out one-page marathon readiness guides with QR to consult
Host monthly long runs in local parks with post-run Q and A
Offer free pre-race shakeout runs before target local races
Place flyers in run stores, gyms, PT clinics, and coffee shops
Use table signage at community races: Built for the Distance.
Speak at corporate wellness groups with endurance goals
Pitch local TV lifestyle segments before marathon season

Online Events

Host monthly webinar: First Marathon Game Plan
Host workshop: How to train for a marathon with a busy schedule
Run live Instagram Q and A before major race weekends
Offer free virtual gait and goal review for attendees
Collect emails through Zoom registration and follow-up offer

Online Networking

Engage in r Running, r AdvancedRunning, and r marathon_training
Join Facebook groups for local run clubs and marathon runners
Be active in Strava club comments and challenge threads
Answer training questions in LetsRun forum training sections
Join Discord fitness groups only if endurance channels are active
Lead with advice, not pitches, then invite to consult by DM

Cold Outreach

DM runners who post half marathon medals and full marathon goals
Message local run club admins with free clinic offer
Email PT clinics about runner injury prevention referral swaps
Email HR teams at tech firms with marathon lunch and learns
Outreach to race directors for expo table or email sponsor slots
Follow up all event contacts within 24 hours with consult link

During (Lead)

1. My Lead Capture System

Lead Magnet

Marathon Readiness Quiz with score, risk flags, and next-step recommendation
Best for IG, Meta lead ads, run club QR codes, and website hero CTA
Free 7-Day Marathon Training Plan for half marathon runners moving up
Shows coaching style and builds trust with first-time marathon prospects
Marathon Fueling Cheat Sheet for long runs, race week, and recovery
Strong fit for busy professionals wanting simple nutrition guidance
First Marathon Mistakes Guide: 10 errors that lead to burnout or injury
Great for cold traffic from Reels, Shorts, and search content
Free 15-min Race Plan Consult with pace, goal, and schedule review
Best for warm leads from events, retargeting, and high-intent search
Local event handout: Marathon Readiness one-pager with QR to quiz
Use at packet pickups, shakeout runs, and run club workshops

Tripwire Offer

$9 Custom Week Audit with plan feedback based on current mileage and goal race
Includes one voice note review and 3 training fixes to build trust fast
$7 Race Pace Calculator + mini strategy sheet for first marathon runners
Good upsell after quiz for leads not ready for full coaching
$10 30-min Virtual Goal Mapping Session with next 8-week roadmap
Converts consult seekers into paid leads and filters serious prospects

Welcome Sequence

Email 1: Deliver lead magnet and CTA to book a 15-min consult
Email 2: Share coach story and who Marathoner is best for
Email 3: Teach one win on pacing, recovery, or fueling
Email 4: Show sample personalized training week and support format
Email 5: Share objection busters on time, injury fears, and cost
Email 6: Invite to tripwire or consult with limited weekly spots
Send over 7 days; shorten to 3 days for consult or quiz hot leads
Add SMS reminder only for booked consults and webinar registrants

Segmentation

Tag by goal: first marathon, PR attempt, return after break
Tag by race distance history: 5K, 10K, half, full
Tag by timeline: under 12 weeks, 12-20 weeks, 20+ weeks
Tag by intent: quiz lead, consult lead, event lead, ad lead, referral
Tag by training risk: injury concern, low mileage base, time-crunched
Tag by support need: nutrition help, accountability, in-person interest
Tag by geography for local in-person sessions and metro event invites
Score leads by consult booked, emails clicked, and tripwire purchase

Chatbot and Automation

Use a simple site quiz funnel instead of a generic chatbot at launch
Homepage CTA: Find Your Marathon Plan in 2 Minutes
Quiz outcomes route to consult, tripwire, or free 7-day plan
Auto-send consult link after quiz results with matching message
Trigger event follow-up within 24 hours after QR form capture
Send no-show consult reminder with rebook link after 2 hours
Retarget quiz starters who did not finish with IG and Meta ads
Add Calendly intake fields for goal race, pace, mileage, and injury history
Use one CRM with tags, email automation, and pipeline from day one
Track source, quiz completion, consult rate, tripwire rate, and close rate
Start with low-cost CRM like HubSpot Free or MailerLite plus Zapier
Create pipeline stages: New Lead, Engaged, Consult Booked, Trial, Client

2. My Lead Nurturing System

Marketing CRM

Start with HubSpot Free for forms, email, tags, and basic automation
Use Calendly + HubSpot for consult booking and contact sync
Add Zapier only if quiz or payment tools need contact syncing
Create tags for goal, race history, timeline, source, and injury concern
Build lists for quiz leads, consult leads, event leads, and tripwire buyers
Upgrade to HubSpot Starter when email automation limits are hit

Sales CRM

Use HubSpot Free pipeline for consult-based sales tracking
Pipeline stages: New Lead, Engaged, Consult Booked, Trial, Client, Lost
Auto-create deal when consult is booked through Calendly
Log source on every lead: IG, Strava, event, referral, Meta, Google
Add task reminders for 24-hour post-consult follow-up
Track close rate by lead source and by marathon goal segment

Automated Follow-Ups

Welcome sequence for quiz or guide leads over 7 days, 6 emails total
Email 1: deliver lead magnet + consult CTA within 5 minutes
Email 2: coach story + who this is for on day 2
Email 3: pacing, fueling, or recovery lesson on day 3
Email 4: sample custom training week on day 5
Email 5: objections on time, injury, and cost on day 6
Email 6: invite to $9 week audit or consult on day 7
Shorten to 3-day sequence for hot quiz leads under 20 weeks to race
Consult booking reminders: 24 hours and 2 hours before via email
SMS reminder for booked consults only via Calendly text reminders
No-show flow: send rebook link 2 hours after missed consult
Tripwire buyers get 3-email upsell to weekly coaching over 5 days
Event QR leads get same-day follow-up with consult link and quiz CTA
Reactivation flow after 45 days inactive with race-season check-in email
Trigger nurture by timeline: under 12 weeks gets urgency-focused emails

Newsletter

Send 2x monthly newsletter to all active non-client leads
Pillars: marathon tips, client wins, race prep, fueling, recovery
Include one coach note and one CTA per issue
Segment by first marathon vs PR goal for examples and advice
Segment by timeline: 20+ weeks, 12-20 weeks, under 12 weeks
Add local event invites for metro-area leads only

Retargeting & Ads

Meta retargeting for site visitors, quiz starters, and IG engagers
Goal: book 15-min consult or buy $9 custom week audit
Run 7-day retargeting with quiz completion ad after page visit
Run 14-day retargeting with testimonial Reel and consult CTA
Run 30-day retargeting with first marathon mistakes guide offer
Google Ads remarketing only after traffic volume grows
Exclude booked consults and active clients from all nurture ads

Social Media and Content

Instagram: 3 Reels weekly on training mistakes and smart progression
Instagram: 2 carousels weekly on pacing, fueling, and recovery
Stories daily with workouts, polls, and Q and A stickers
Strava club posts 3x weekly with routes, workouts, and challenges
YouTube Shorts 2x weekly repurposed from top Reels
CTA rotation: quiz, guide, webinar, consult, and $9 audit
Save best proof into Highlights: Results, Plans, Fueling, FAQ
DM engaged followers with soft invite after poll or quiz interaction

Webinars and Events

Host 1 webinar monthly: First Marathon Game Plan
Alternate with busy-professional training workshop every other month
Run IG Live Q and A before major race weekends
Collect emails through Zoom registration synced to HubSpot
Send webinar follow-up: replay, key takeaways, consult CTA within 12 hours
Invite local leads to monthly park long run and post-run Q and A

Other Nurture Channels

Use a website quiz instead of chatbot at launch
Quiz CTA: Find Your Marathon Plan in 2 Minutes
Route results to consult, 7-day plan, or $9 week audit
Use Calendly intake fields for race date, mileage, and injury history
SMS only for consult reminders and webinar attendance reminders
Build a Strava club for weekly mileage challenges and social proof
Use Google Forms at events if budget is tight, then sync to HubSpot
Add simple referral email after first client milestone or race finish

3. Sales Conversion Strategy

Sales Process

Capture leads at races, run clubs, Instagram, and consult forms
Offer free 15-minute race plan consult as primary conversion step
Ask 5 intake questions before consult on goals, pace, schedule, injury history
Send booking confirmation with what to expect and coach credibility points
Use consult structure: goals, blockers, race timeline, fit, next step
Diagnose gap between current training and race goal in first 5 minutes
Recommend best-fit offer: weekly coaching, in-person add-on, nutrition support
Give same-day next step: join now, start Monday, or book first session
Send recap within 2 hours with plan summary and clear offer link
Follow up at 24 hours, 3 days, and 7 days with tailored nudges
Add missed-call text: Still want help building your marathon plan?
Create no-show sequence with rebook link and one useful training tip
Reduce friction with simple one-page checkout and weekly billing option
Offer start dates tied to race calendar and current fitness level
Cap consults per week to create real coach availability scarcity

Sales Assets

Create consult script for first marathon and PR-focused runners
Build objection sheet for price, time, trust, and self-coaching concerns
Create intake form scoring readiness, urgency, and coaching fit
Make one-page offer sheet with plan tiers, support, and outcomes
Create sample training week to show customization depth
Build before-after roadmap: half marathon to marathon in 16 weeks
Create race countdown graphic showing ideal coaching start windows
Make FAQ covering plan changes, travel weeks, missed runs, and support access
Create welcome email explaining first 7 days after signup
Build follow-up templates for consult, no-show, maybe later, and lost lead
Make event QR card: Get your free marathon game plan
Create coach bio asset with philosophy, experience, and training approach

Testimonials and Case Studies

Start with beta clients at discounted rates in exchange for feedback
Collect wins at weeks 4, 8, race week, and post-race
Ask for proof on confidence, consistency, injury reduction, and results
Use short testimonial prompt: What changed after coaching started?
Capture text, selfie videos, Strava screenshots, and race photos
Build Wall of Love section once website is live
Place proof in consult recap, offer sheet, Instagram highlights, and event handouts
Turn each client into mini case study: goal, problem, plan, result
Use peer proof by segment: first marathon, busy professional, PR chaser

Conversion Rate Insights

Starting benchmark goal: 20% of consults convert to paid weekly coaching
Secondary goal: 60% of booked consults attend
Track source, consult booked, show rate, close rate, and 30-day retention
Track which audience converts best: first marathon or PR runner
Track objections heard most often and update script monthly
Review consult notes weekly to spot drop-off points and offer confusion
Aim to improve show rate first before scaling ad spend

Urgency and Offers

Tie urgency to race dates: Start 12 to 20 weeks before your marathon
Use message: Every missed week limits what we can build safely
Offer fast-action bonus for joining within 48 hours of consult
Bonus idea: free first in-person session for local runners
Bonus idea: free custom fueling guide for your goal race
Create seasonal push before fall and spring marathon build cycles
Run event-specific offers after local half marathons when ambition is high
Limit discounted beta spots to first 5 founding clients
Offer Monday start windows to encourage immediate commitment

Guarantees and Risk Reversal

Offer 7-day fit guarantee for new coaching clients
If fit feels wrong in week one, refund first payment in full
Promise plan delivery within 48 hours of signup and intake completion
Offer free plan adjustment if work or travel disrupts training week one
Use reassurance: personalized coaching beats generic plans because it adapts

Shock and Awe

Give consult leads a free marathon readiness checklist PDF
Send personalized 3-point race plan recap after consult
Offer a free pacing calculator based on recent race result
Hand out branded pace bands at local events with QR to consult
Mail handwritten note to first local clients after signup
Gift beta clients a recovery checklist before their first long run

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Send a welcome email within 10 minutes with next steps and coach contact info
Deliver a runner intake form covering goals, PRs, injuries, schedule, and race date
Book a 20-minute kickoff call within 48 hours of signup
Review current mileage, race history, lifestyle, and preferred training times
Set a clear 2-week starter plan before the full custom plan begins
Share a simple "How coaching works" guide with response times and check-in rhythm
Send a race-day countdown calendar customized to the athlete's goal race

Communication Cadence

Weekly check-in by text or email every Sunday evening
Midweek accountability message every Wednesday after key workouts
Monthly form review call or in-person session for plan adjustments
Use short voice notes for encouragement after long runs or breakthrough sessions
Send plan updates within 24 hours when life, work, or fatigue changes training
Create a simple green, yellow, red status check for energy, soreness, and stress

Client Education

Provide a starter guide for marathon training, pacing, recovery, and fueling basics
Build a FAQ covering missed runs, soreness, taper nerves, and race-week questions
Share short videos on warmups, cooldowns, mobility, and long-run fueling
Give a printable race-week checklist with gear, hydration, sleep, and pacing reminders
Offer simple nutrition templates for long runs, recovery meals, and race morning
Send a monthly "Train smarter" tip focused on injury prevention and consistency

Personalized Touches

Celebrate first long run, first 16-miler, and peak week with personal text shoutouts
Send a handwritten good-luck card the week before race day for local clients
Create a custom race-day mantra based on the runner's goal and motivation
Text a post-race congratulations message within 6 hours of finish time
Share a personal milestone graphic runners can post after key training wins
Surprise loyal clients with branded laces or a sweat towel at milestone moments

Visuals and Documentation

Track weekly mileage, pace trends, and consistency in a simple progress dashboard
Send a monthly progress recap with wins, adjustments, and next training focus
Use before-and-after fitness markers like long-run confidence and recovery speed
Keep session notes on injuries, energy, pace, and mindset after key workouts
Deliver a post-race recap showing what worked and what to improve next cycle

Feedback and Proactive Support

Ask for a 1-minute satisfaction check after the first 2 weeks
Use a weekly form asking effort, soreness, sleep, and confidence levels
Flag missed workouts for supportive outreach, not guilt-based follow-up
Offer same-day plan adjustments when pain or schedule issues appear
Create an "injury concern" protocol with rest guidance and referral suggestions
Send a 30-day re-engagement message if a runner goes quiet or loses momentum

Guarantee or Promise

Promise a plan tailored to the runner's pace, goals, and weekly availability
Offer a free first-week reset if the original plan fit feels off
Guarantee every question gets a response within 24 hours on business days
Let clients pause one week per training cycle for travel, illness, or overload

Operational Excellence

Keep all training plans in one mobile-friendly format runners can check on the go
Deliver weekly plans on the same day each week to build trust and routine
Start calls and sessions on time with a 5-minute grace message if delayed
Use consistent session notes and follow-up summaries after in-person coaching
Maintain a clean, motivating brand look across plans, guides, and check-ins
Build templates for onboarding, check-ins, and race-week support to save time

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer 12-week, 16-week, and 24-week coaching commitments
Price weekly plans lower on 12-week prepay than rolling weekly billing
Add race-to-race renewal offer within 7 days of event finish
Offer post-race recovery plus next-cycle plan as a continuity package
Give one free in-person session on 16-week prepay plans
Add sibling goal contracts: first marathon, PR build, and maintenance cycle

Upsells & Cross-Sells

Add premium weekly video form review for key runs
Add monthly in-person gait and pacing session
Sell race-day strategy session 2 weeks before event
Add custom fueling plan for long runs and race week
Offer strength add-on with 2 gym sessions per week
Add recovery audit after each 4-week training block
Offer taper week support upgrade with extra check-ins
Sell post-race recovery plan and 8-week rebuild program

Bundling & Packaging

Create Starter tier with plan plus one check-in weekly
Create Performance tier with plan, nutrition, and 1:1 messaging
Create Elite tier with in-person sessions and video analysis
Bundle half marathon to marathon bridge program into 20 weeks
Bundle marathon cycle plus post-race recovery at one price
Package 3-race season coaching for committed runners

Loyalty & Retention Programs

Reward 3 completed months with a free race strategy call
Give returning runners legacy pricing for next training cycle
Offer finishers a repeat-client medal board or digital badge
Create referral credit usable only on renewals or add-ons
Unlock VIP support after second paid training cycle
Give milestone rewards at first 20-miler and race completion

Custom Services and Personalization

Build goal tracks for first finish, sub-4, and PR attempts
Add work-schedule version for shift workers and busy professionals
Offer travel-week plan adjustments as a premium feature
Provide personalized check-in cadence based on motivation style
Add custom race calendar planning for full season goals

Pricing Strategy

Raise price above entry level once 3 testimonials are collected
Start with 3 tiers instead of one low weekly offer
Set rolling weekly price highest and prepay plans lowest
Offer 10 percent off 12-week prepay and 15 percent off 24-week prepay
Price in-person sessions separately to protect coaching margin
Benchmark local run coaches and boutique endurance coaches quarterly
Increase rates for new clients after first 10 paying runners

Customer Data and Insights

Start a CRM in HubSpot free or Airtable with renewal dates
Track plan start date, race date, goal, and churn reason
Flag missed check-ins and skipped long runs as churn risks
Review engagement weekly: replies, session use, and plan adherence
Send renewal prompt at weeks 8, 12, and 14 based on race cycle
Survey clients after races for next-goal intent and upsell fit
Track LTV by plan tier to find best retention package

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers 1 free coaching week after a friend completes 2 paid weeks
Offer referees a free goal setting call plus first week at a founder rate
Add double reward during marathon build seasons and pre race sign up windows
Create a 3 referrals milestone with a free in person session or nutrition review

Shareable Assets

Create a simple referral page with name capture and coach intro video
Make text templates clients can send to run friends in 2 taps
Provide Instagram story graphics with Built for the Distance branding
Print wallet cards for local races, run clubs, and post run coffee spots
Make a before and after progress graphic clients can share with race goals

Timing and Triggers

Ask after a runner hits a new long run milestone or race PR
Ask after week 2 when accountability value feels real
Ask after positive check in messages or injury free progress updates
Trigger referral ask after race day success and medal photo sharing
Add a weekly coach checklist with 1 referral ask slot for happy clients

Client Success Stories

Collect short wins each month: PRs, first 18 miler, injury free streaks
Turn client wins into quote cards for social posts and story highlights
Use a 3 question form: goal, breakthrough, result
Feature first marathon finish stories to inspire step up runners
End each story with a friend invite call to action

Referral Contests

Run a quarterly Miles Together challenge for most referred sign ups
Prize ideas: race entry credit, premium gear, free coaching month
Add monthly shoutouts for clients who bring intro calls or leads
Keep rules simple: qualified referral books and starts paid coaching

Partner or Affiliate Programs

Partner with local run clubs, PTs, and specialty running stores
Offer partners a tracked code with 1 free workshop or cash per signup
Recruit 5 to 10 micro ambassadors from local race communities
Give ambassadors custom links, guest passes, and branded story templates
Host free marathon prep clinics with partner lead capture sheet

Thank-You Experience

Send a handwritten note after every successful referral signup
Surprise top referrers with socks, gels, or race day care kits
Feature referrers in social shoutouts with their race goals
Create a Founding Pacers wall for early clients who refer others

Marathoner

Your 1-Page Marketing Plan is Ready!