PFM Coaching provides personalised endurance and running coaching for athletes in Bridgend, the Vale of Glamorgan and across South Wales, with online coaching available throughout the UK and beyond. Led by Steve, a UESCA-certified coach with a BSc Honours background and experience completing more than 30 ultramarathons, including 100- and 200-mile events, the brand combines scientific principles with practical understanding of the demands of everyday life.

Its coaching supports runners at different stages, from beginners and improvers seeking faster times to athletes preparing for a first marathon, an ultra, or a multi-day trail event. Plans are created around each runner’s goals, experience and schedule rather than relying on a fixed, generic programme. Coaching includes tailored workouts with pacing targets and training metrics, plus ongoing communication and daily data monitoring to help adapt sessions when work, travel or minor niggles disrupt the routine. PFM Coaching also focuses on sustainable progress, appropriate training loads and injury resilience.