William Harper

Founder

My coaching philosophy is rooted in both my academic background and extensive experience in the cycling world. In recent years, I’ve ridden for some of the UK’s biggest pro teams, including ONE Pro Cycling and Swift Carbon Pro Cycling, competing across Europe in some of the world’s most prestigious races.

These experiences have shaped my approach as a coach, where my primary concern is forging a deep understanding of what makes each athlete tick. Everyone is different, and that’s what makes the job so interesting and rewarding!

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An area that my coaching team excels in—and one we are absolutely passionate about—is helping busy people optimise every minute on the bike effectively. Whether it’s an elite athlete or someone juggling work, family, and training, we are dedicated to ensuring every session counts. 

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My academic background in Law has taught me to analyse every aspect of training with great detail and precision, and this approach translates directly into how I tailor training programs for each individual. With my experience, both as an athlete and a coach, I’m excited to help you unlock your potential and take your cycling to the next level!

Sam Williams

Head coach

I rode professionally at domestic and pro-continental level for a number of years where I participated in some of the world's biggest races. I then began my coaching career,  where I now have six years of experience in training amateur and professional athletes. I firmly believe that an effective cycling coach must possess a strong understanding of the scientific underpinnings of the sport, while also being able to effectively communicate and instil confidence in athletes regarding our training methods. Having first-hand experience of the pressure and challenges of elite sport, I understand the importance of not just being a coach, but also a mentor. 

Andy Turner

Coach

I'm a British Cycling qualified coach with a 1st Class Honours degree in Sports and Exercise Sciences. I combine my scientific background with over seven years of experience as an Elite licence holder and three years as a professional cyclist.

My racing career includes international events like the 2021 AJ Bell Tour of Britain, the 82ª Volta a Portugal, and the Rás Tailteann, giving me valuable firsthand experience of the demands of elite competition.

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As a Level 2 TrainingPeaks accredited coach and Wind Tunnel Technician, I use data-driven methods to optimise performance. I’m also a current researcher in the field of sports science, ensuring that I stay at the forefront of new training techniques and technologies.

My qualifications also include being a Level 3 Personal Trainer and a Level 2 Gym Instructor, alongside experience as a Directeur Sportif, where I’ve guided athletes strategically through competitive environments.

With my blend of scientific expertise, racing experience, and coaching knowledge, I’m committed to helping cyclists of all levels achieve their goals and reach their full potential.

Zoe Armstrong

Coach

I bring a blend of academic expertise and hands-on experience to my coaching. With a 1st Class Honours degree in Sports Science, I have a deep understanding of the intricacies of physiology, which guides my approach to designing tailored training programs that truly work for you.

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I’ve had the privilege of working with some of the best in the sport, including British Cycling at the World Championships, ONE Pro Cycling during the Tour of Britain, and Cannondale Factory Racing as Head Sports Therapist for four years.

My competitive background includes racing at the national level in both road cycling and MTB, so I understand the demands of high-performance sport.

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My goal is to share both my theoretical knowledge and practical experience with you, helping you get stronger, faster, and more confident in your cycling. Let’s work together to unlock your full potential and achieve your goals!

Ben Perry

Coach

I’m currently contracted with the British professional team WiV SunGod having spent 2021 riding for the World Tour team Astana - Premier Tech. In 2020 I raced Paris Roubaix, finished 2nd overall at the UCI 2.1 Tour of Korea and won a stage. I have also won the Canadian National u23 Championships three times, Cyclocross once, and Elite Criterium twice, as well as the Mountains classification at the Tour of Alberta UCI 2.1.

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I have spent the last 12 years of my life focusing on how to make myself a faster cyclist. My time in the World Tour peloton was invaluable in terms of learning what it takes physiologically to compete with the world's very best athletes. For the past six years I have worked as a coach sharing my knowledge with riders of all abilities. I'm absolutely passionate about helping cyclists get the very best out of themselves and offer an engaging, hands on approach to coaching and mentoring.

Max Stedman

Coach

With over 10 years of experience coaching cyclists of all levels and a career racing at the pro level, I bring both firsthand competitive insight and scientific rigor to my coaching. My time on the pro circuit taught me what it takes to perform under pressure and stay mentally sharp, and I’ve had the privilege of achieving multiple UCI wins.

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I hold a degree in Exercise Physiology from Exeter University, which grounds my coaching in evidence-based methods. This combination of scientific knowledge and racing experience allows me to create training plans that maximise each athlete’s strengths and address their unique needs. 

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If you're looking to elevate your cycling performance, I’m here to help you achieve it. Together, we’ll work toward your goals using proven strategies and insights from my own experiences on the bike. Let’s push past limits and turn your potential into results.