Our Stories
Alex Wolf
I'm Alex, and I've spent over two decades supporting 100’s of best athletes in the world reach their peak performance. This includes work with the British Olympic Team for 15 years and supporting athletes across 6 Olympic Games. But even with the thrill of the Olympics and the passion I have for coaching, I hit a wall.
After the Rio Games in 2016, something shifted. I realised that the way I was helping athletes wasn't sustainable for me or the bigger picture. I decided to take a step back, challenge my methods, and find a way to make a difference for everyone, not just elite athletes.
I wanted to identify and share the core principles that were universal to everyone. I wanted to know: What's the minimum amount of work we need to put in to get the best results?
Just 20% of the work gives us 80% of the benefits! That means the average person can reach the fitness levels to enjoy life in just months, not years. The pandemic reminded us that our relationship with physical activity is complex.
People need credible guidance on what's safe and sustainable. I'm passionate about helping people live their best lives. That's why I created Soar, a low-cost, trustworthy community universally available to access expert advice that's tailored to their lives.
James Riley
I’m James, and I’m a running coach, helping runners of all abilities achieve their goals in a fun and inspiring way whether that is improving their 5k or running the Dragon’s Back Race.
I wasn’t always a running coach though. Before that I spent over 20 years working in professional services, including as a partner in a Big 4 accountancy firm and in private equity.
In fact, I was a late starter when it came to running full stop. I first laced up my trainers at age of 38. My goals were to get fit and lose a bit of weight. It turned out I loved running (and was quite good).
I’ve always loved coaching people (in the broadest sense) and creating high performance. And I left professional services in order that I can make more of a difference to people’s lives - that’s what we aim to do with Soar.