A LITTLE BIT ABOUT US
Strength in Body & Mind
Our team, led by founder Will Fraser-Coombe; a Level 4 Strength & Conditioning coach, elite gymnastics and parkour coach, and sports massage therapist; brings years of expertise and a deep commitment to helping clients thrive. With a proven track record in ultra-endurance challenges, competitive sports, and coaching, we’re here to help you conquer your goals.
Adventure Athletes is more than just fitness, it’s a way of life. It’s about embracing the thrill of the unknown, building strength through adversity, and discovering the extraordinary within yourself.
We offer a range of services, including:
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Online Programming & Personal Training: Custom plans starting at just £100/month.
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Sports Massage Therapy: Flexible options to aid recovery and relaxation.
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Unique Experiences: 10km to ultra races, three peaks challenges and more.
Join us on this journey. Let’s redefine what’s possible together.
Ready to start your adventure? Explore Our Services

Meet the Team
At Adventure Athletes, our team is united by a drive to overcome challenges and inspire others to do the same. Led by founder Will Fraser-Coombe; an experienced Strength & Conditioning Coach whose journey from homelessness and personal adversity to coaching, ultra-endurance feats, and community leadership shapes everything we do; we believe in the power of resilience and purposeful adventure. Alongside Will, our Sponsored Athletes and Ambassador programs for those that embody the spirit of Adventure Athletes: they’re relentless, positive, and always pushing their limits, whether that’s in training, competition, or supporting others on their journeys. Together, we’re more than just a coaching team, we’re a community dedicated to helping others unlock their full potential and discover what they’re truly capable of.

Founder of Adventure Athletes
Will Fraser-Coombe
I am the founder of the Adventure Athletes; a community focused on pushing boundaries, building resilience, and supporting each other.
The brand is built around my 3 values, Belief, Intent, and Dedication; the words that I live by and have taken me through years of competitive sport, becoming a firefighter, and building from homelessness and depression, to this amazing community.
"The best time to plant a tree was 25 years ago, the second best time is now"
Achievements:
Competed in strongman, weightlifting, parkour, climbing and more!
Coached elite athletes in various disciplines.
Built this amazing community.
Helped everyday people find their own personal extraordinary.
Currently training for: Life. Awaiting ankle surgery so just surviving until I can get back to the big adventures.

Events Admin & Marketing Coordinator
Emily Williams
A mum of 3 beautiful girls, qualified midwife, that likes to challenge herself, her ability and loves an adventure.
"If it doesn't kill you it can only make you stronger; if doesn’t scare you it won’t change you."
Achievements: Pegasus slam 2026, Deadly dozen sub 60mins, AA Ogmore Valley half podium.
Training for: Possibly 100miler, possibly Pegasus ultra slam, possibly a hyrox or deadly dozen ??

Sponsored Athlete
Olivia Parkin
I fell in love with running & endurance sports a few years ago. It’s since snowballed into something that I think most people would probably describe as a bit crazy. I have been extremely lucky in being supported by the Adventure Athletes program, and gaining a sponsorship. A total honour and very excited to continue working with Will.
I want to use my platform to encourage women (particularly of the younger demographic) who are wildly underrepresented at endurance sports events, to have the confidence in themselves to take up space & to push boundaries; both internally and externally.
My favourite quote is from a poem by Harry Crosby "Only those who will risk going too far can possibly find out how far one can go".
I am currently in training for next year’s A race, which will be my first 100 miler; The Epona. After completing and winning first female at the 100km version last year, I feel I have unfinished business with the race. Although, I do keep Will on his toes with my hybrid athlete racing schedule.
Recent achievements include completing Ironman Wales, running a 1:32 half marathon & qualifying for the East Wales cross country championships in my first XC race.

Ambassador
Steve Rogers
-A 34 year old father of 4 who wants to be a better example for my kids, showing them how to push their boundaries and seek out new adventures and the challenges that come with it.
Anything worth doing is hard.
Achievements: 5K 18:32, 10K 38:40, HM 1:24 M 3:40
Currently training for my first 100 miler in 2027 along with numerous other Ultra and Trail events.

Sponsored Athlete
Harry Gripper
I am a barefoot ultra runner and coach based in Sussex. I have been running for the last 6 years - with my first ultra coming in 2023. Since then I have become mildly obsessed with anything involving mountains, endless miles and mental challenges. I have raced many times in the last 3 years in South Wales, and it is by far and away my favourite place to run - and I’m stoked to be involved with the incredible community that is AA.
"Just Keep Swimming" - Dory the Blue Tang
Achievements:
- NA - RAS 215 - 7th Place
- Solo Track 100mi - 20:37”
- DNF Backyard - 🥇30 Yards
- Trig Point 12 - 🥇1st Place
Currently training for:
- Arc of Attrition 100 - Jan 2027
- Hellfire BYU Series - Jan-Jun 2027
- West Highland Way - Jul 2027

Ambassador
Dan "Plod" Morgan
I like to move my body a lot, I like to always be racing or challenging myself, the adventure athlete ethos perfectly aligns with who I am to my core.
‘rage rage against the dying of the light’ Dylan Thomas
Notable achievements, raised some money for sport in mind running a few miles.
Currently training for Badwater/Calon Lân but see how surgery recovery goes

Ambassador
Steve Bennett
-I’m just me, I love the peace running gives me, I’m part of the team to push my boundaries, step out of my comfort zone and try and inspire others to be the best they can.
"feel the fear and do it anyway" or "don’t be shit"
Notable achievements - Ogmore Valley Trail half winner. 2000 miles ran in 2025.
Currently training for - life and everything it throws me oh and Sirona 100.

Ambassador
Joe Willets
I’m here to keep improving myself and to inspire others, while being a positive influence on the people around me.
Favourite Quotes
“Just do it. Don’t let your dreams be dreams.” – Shia LaBeouf
“The well never runs dry… it’s just whether you’re willing to dig a little deeper.” – Mark Dowdle
Notable Achievements
Family
Completing the 100km Beacons Way Ultra Marathon
Currently training for ultra marathons and moving into strongman competitions.

Ambassador
Bethan LaFleur
Engineer, mum of two. Bikes, mountains and running are a huge part of my life. I like taking on challenges and seeing what I’m capable of.
I joined Adventure Athletes because I want to encourage other people to do the same.
Favourite quote:
“Decide what you want, decide what you are willing to exchange for it. Establish your priorities and go to work.” — H. L. Hunt
Notable achievements:
* Brutal Mawr 140.6, P2 female
* Tenacious Ten, P3 overall
* Audax RRTY, 12 × 200km rides
Currently training for:
My first Centurion, then hopefully bigger and more ridiculous things from there

Ambassador
Jordan Elis
I’m 30 years old from Pontypridd. I’ve lost around 65kg in 2 years through nutrition, exercise and mindset.
My positive outlook on life and desire to push myself in every possible way to achieve everything I want to fits perfectly with AA. Our shared beliefs, values and hunger to reach new levels makes me incredibly proud and privileged to be a part of the team.
“It’s nice to be important but it’s more important to be nice” - Grandad
Achievements: 65kg weight loss, Pen Y Fan 13 Mile, sub 1:45 half marathon pb (-23+ min), 26.2 mile charity hike.
Training For: Super halfs Series in a calendar year (Half Marathons in Valencia, Lisbon, Prague, Berlin, Copenhagen and Cardiff) and London Marathon
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