Skip to content Skip to footer

I help ambitious men over 35 who train hard but keep plateauing finally finish their BIT ultra strong — not destroyed

You’re disciplined and you train consistently. You finish races but each one feels the same, you are quietly wondering if this is just how it is now. 

You don’t need another training plan. You need a system that fits your body, your life, and  where you are right now.

You don’t need more creatine and more protein, you need a framework that works for you.

This is where my S.T.R.O.N.G framework comes in.

DOWNLOAD FREE GUIDE

Run your BIG ultra strong, not destroyed.

L83A8519_brocollo
Alex novicov

-Certified UESCA Run Coach & British Athletics Coach,

-Certified PT & Nutrition 

-Full Time Coach

 

Finish your big ultra strong without destroying yourself.

Train Smart, Not More

Personalised run + strength programming that gets results without wrecking your life or your body.
Read more

Build a Body That Can Handle Ultras

Strength, mobility, and running form coaching to reduce injuries not push through them.
Read more

No More “Always Hungry” Running

Dial in your nutrition so you recover faster, run stronger, and stop relying on random solutions.
Read more

Mindset That Doesn’t Quit

Coaching that breaks the suffering mindset and builds confidence so you actually enjoy the process.
Read more
Dragon's Back Finisher: 380KM Run & 16,500M of Elevation

1:1 RUn Coaching is for you if...

  • You’ve been following different apps, programmes, coaches but you feel it’s the same old. You still finish your races, you still get the finish line medal but you know that you have more in the tank.

  • You’ve been listening to different podcasts and books about how to improve your training and become leaner, faster but you got confused by all the contradicting advice. 

  • World class experts are saying one thing but you don’t feel that you are doing enough and you feel you need to do more and more. (which is not the answer) 
  • You get small niggles here and there but you brush them off because you are strong. But as you get older… they never completely disappear. 
  •  You know that after 35 muscles are not growing by themselves and you tried different strength training programmes even PTs but something seems the same and there is no real progress. 
  • You have so many goals, lose weight, be stronger uphills, improve downhills and finish strong without niggles or injuries. 
  • You know that when you look in the mirror the man in that mirror is capable of much more, there is more in him because you know that this is not the end.

You don’t need more hours. You need better structure and recovery.

UMTB Chamonix 100 Miler 

THE COACHING PHILOSOPHY

This is where my S.T.R.O.N.G. Coaching Framework comes in.

  • Training is about the whole human not just mileage

  • Strength, mobility, nutrition, and recovery are non-negotiable

  • Plans adapt to life not the other way around

  • We prioritise form and durability before volume

  • Progress is measured in months and years, not workouts

Testimonials

“I worked with Alex for three months leading up to the Florence Marathon and ran a much better time than I expected. What stood out was how personalised everything was, my running plan was adjusted every week based on how I was feeling, my fatigue, and my fitness. I improved quickly in both speed and endurance, while also getting leaner and stronger in the gym. The strength and mobility work translated directly into better running form and durability. Overall, the coaching was engaging, informative, and effective and I achieved my goals.”
Ben Jeffrey
IT
“I’ve been working with Alex for almost eight months and from the start I felt truly listened to. I feel stronger and leaner, and my training has shifted toward more conscious, intentional movement. Alex doesn’t believe in ‘more is more’ or ‘heavier is better’, which really aligned with me. We built a programme I’m genuinely happy with, supported by nutrition that complements the training. I’ve felt supported, listened to, and guided throughout.”
Tom Bang
Flight Crew
Coming soon
Mert Can
Photographer
Alex is a great coach and trainer, he has really helped me assess my running schedule and approach. I am feeling stronger and more mobile, especially helpful for my trail running. I am more confident when running and am suffering less little injuries. I also really like his mindset and the support he gives me!
Musa Adamou
Product Manager

a conversation with anja cedilnik

My client Anja went from barely being able to walk after her first 50 km UTS… to finishing a 110 km ultra with a smile, zero injuries, and finally understanding what her body is capable of.

You can watch her story below.

“Working with Alex transformed my entire running journey. His holistic, flexible, and deeply supportive coaching helped me finish my first 110 km strong, injury-free, and more confident in every area of my life.”
Anya Cedilnik
Mental Health

Ready to Train Smarter — Not Harder?

If you’re tired of feeling overwhelmed, tired of guessing, and tired of suffering your way through training…