For our runners, that means a simpler way to find the right support. You can explore services and pricing, meet the coaches, hear from other runners, find community events and purchase eligible services through Shopify.

Whether you’re preparing for a race or trying to build a more consistent routine, the goal is simple: make it easier to get started and keep showing up.

More support for your next finish line

For 2027, we’re planning two programs that build on that foundation.

A 16-week marathon training program would give runners a focused block of coaching, shared workouts and race-day preparation, including opportunities to practice pacing and fueling.

A 9+1 training companion would help runners build consistent training around their race calendar throughout the year. This would be an independent PROOF offering, unaffiliated with NYRR. Race registration and meeting NYRR’s requirements remain each runner’s responsibility.

Both programs are about giving runners more continuity: a plan to follow, coaches to turn to and people to train alongside.

Building a sustainable coaching business

For investors, the launch creates a clearer path from discovering PROOF to buying a service. Someone might start with a community run, join a training group and later choose individual coaching or nutrition support.

The next step is to test that path: how many runners enroll, return and recommend us, and what it costs to deliver an experience worth coming back for.

We also see an opportunity for a more personalized offering in the $4,000–$6,000 range per six-month client, with clearly defined coaching, check-ins and in-person support. At $4,000, one or two clients would generate $4,000–$8,000 over six months, or $8,000–$16,000 over a year if renewed or replaced. These are illustrative gross-revenue scenarios, before costs, not booked business.

A potential rabbit partnership could support training blocks through product experiences, workouts and community storytelling. Nothing is confirmed, so sponsorship revenue isn’t included in our assumptions.

Our proposed goals for 2027

  • Pilot spring training with 20–24 paid runners total across compatible group tracks.
  • Aim for 24 fall enrollments in the 16-week marathon program.
  • Test the 9+1 companion and one or two higher-touch coaching relationships.
  • Track attendance, runner feedback, repeat purchases and delivery costs.

Those targets depend on what our three-coach team can support well and what we learn from the spring pilot.

The goal for 2027 is to turn this launch into programs runners value, return to and recommend, with economics that let PROOF keep growing.