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In The Running



Get a free quote from this professional

23 min response time

Get a free quote from this professional


Triathlon & Running coaching with a personal approach. Everything we offer is centred around the athletes’ needs and development.

Providing a blend of in-person and online services we can cater for all of your requirements wherever you are.

Icon/Elite Pro Created with Sketch. Elite Pro
5 hires on Bark
23 min response time

Reviews (12)

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12 customer reviews

2 August 2022

George is probably one of the most motivational people I’ve come across.
Combine that with his knowledge and personality you’ve got one hell of a coach!

30 July 2022

Knowledgeable and professional but always friendly. A great running coach!

30 July 2022

Having never considering myself a runner, I signed up to ITR starting with the intention to just get fitter.
Not only did I do this but within a few weeks I had signed up to a half marathon (I'm a front row rugby player and not build for endurance running)
I completed it sub 2.30hours which smashed my target.
Highly recommended and really enjoyable!

29 July 2022

George got me from a nothing to a 10 in 5 weeks! My goal was to run 5km in under 25min.
My previous best was 32 mins. Through his weekly workouts, constant encouragement, useful tips …. George helped me achieve my goals

Highly recommend

28 July 2022

George was cool calm, listened, have great advice and focused on enjoying your running and creating a habit.

His knowledge was abundant and super helpful in reframing the way I think about my running.

Would recommend highly to anyone.

28 July 2022

George was amazing, I started on the kick started and found my love for running again. Every Monday I would get my plan for the week and Monday evening we had a group zoom call which was so motivating. Had to take a short break for personal reasons but will be starting again in the next few weeks and I can’t wait More...

28 July 2022

It was fantastic to work with ITR. Not only have I received the support to achieve couch to Half Marathon - I’ve also unleashed a passion for running I never knew was inside!

28 July 2022

I signed up in January for the 8 week starter programme, very apprehensive I might add as I had not done much running previously, and what's more, not enjoyed it when I did. .. however the "course" and George completely obliterated my misgivings and to my astonishment I started to enjoy running! George is very knowledgeable, and rather then be a hard taskmaster, a supportive one. Always on hand for advice or motivation. I was able to achieve more "running" and distance in 8 week than I think I had done 12 years previously! More...

28 July 2022

George has been amazing. I'm now on my third course with In The Running and falling in love with it more and more each day.
The training plans are trailored to your fitness level and needs. Regular coaching catch ups are a great way of staying in touch and the we're all here to support and encourage one another on our fitness goals.
I can't thank you enough for getting me up and moving. This isn't just for people who already run!

28 July 2022

George Lavalette (ITR) he’s an absolutely fantastic running and triathlon coach!! Nothing is too much trouble he’s always there to help, he’s so friendly approachable and goes above and beyond for his clients! !

2nd to none, has a wealth of experience and I would highly recommend him and his team ITR services!!!

He is massively helped my performance!

3 February 2022

Half way through the ITR Kickstarter programme. It is fab! Weekly running plans, weekly coach check-ins, an accountability group to keep motivated. Never have I run as far or for as long. Would definitely recommend 👍🏻 More...

Reviewed on Facebook

2 February 2022

Currently on Week 5 of the ITR speed me up programme and it’s been a brilliant platform for finding my love of running again. Weekly run plans, insightful nuggets of info and calls/what’sap group with fellow runners has been great - Seeing the progress in the group and celebrating wins together on our journey is real highlight for me. Cheers again George More...

Reviewed on Facebook


Seeing my clients experience the “light bulb” moment with their running. I love nothing more than when I get the call from a client telling me that “they get it” or that they’ve signed up for another race/event that’s even bigger than the last one.

I’d been in my previous career for over 17yrs and the passion had fizzled out after a few restructures and redundancies, and I had ended up in a role that was neither challenging or fulfilling.

I had previously been involved in range of coaching or training roles and absolutely loved them, so decided to combine my coaching experience with my love for running and triathlon, and started with the occasional client during evening and weekends.

During the depths of the lockdown in 2021, I was unable to work my day job properly and so made the leap to make the run/Tri coaching a full-time gig - and I’m LOVING it!!

I have 10+ years of competing in and completing a range of endurance events and challenges including and not limited to; 24hr cycle race, multiple marathons and Ironman Triathlons, LEJOG + 3Peaks.

Whilst never a PRO athlete, I have a wealth of knowledge and experience, in particular of how to balance a demanding training regimen with a full-time job, a young family and an active social life - something a pro or former pro athlete may not have had to deal with.

I’m personable, realistic and understand that life throws stuff at us from all angles.

All training plans are delivered remotely - it’s 2022!! Jokes aside, depending on which coaching package you sign up for, training plans will be sent weekly either via TrainingPeaks or via email.

All ITR TROOP/TRIBE/KICKSTARTER programs give you access to the ITR Accountability Group. This is a way of connecting all of our athletes together which helps accountability with training, as well as offering encouragement, support and a sense of being part of a mini-community. We have a group WhatsApp group and a weekly Zoom call.

Running technique reprogramming is done in person, as it would be meaningless to attempt these session remotely.


Start, improve or reboot your running.

The ITR KICKSTARTER is an 8-week running program that is aimed at making running easy, accessible and enjoyable so it becomes habitual and a part of your life.

Your weekly plan is sent out every Monday morning, you have a choice of how many runs you do that week based on your availability and other commitments.

You get full access to the ITR Accountability group that allows all of the ITR athletes to share progress, success and encouragement via a weekly Zoom with head coach, and also WhatsApp chat.

There are 3-levels allowing Progression or staggered starting points.

✅ In-depth goal-setting consultation for setting goals and specific milestones

✅ Personalised training plan built weekly around your calendar, training progress and feedback

✅ Daily feedback after each workout

✅ Unlimited plan adjustments and tweaks

✅ Unlimited comms via phone/email/WhatsApp

✅Weekly 1:1 coaching call to discuss plan ahead and review progress

✅ Structured workouts setup in TrainingPeaks™️ Premium account

✅ Full Access to ITR Accountability WhatsApp group with all ITR athletes to keep you on track

✅ Access to weekly ITR group ZOOM call

✅ Mindset Coaching and Raceday specific prep and advice

✅ Run-specific Strength guide that integrates with training plan

⏫ Loan a Stryd footpod to train with running power [+£10]

✅ Initial consultation with head coach

✅ Bespoke training plan specific to your running goal, and desired metrics (Pace/HR/RPE/Power), delivered in 4-week blocks

✅ 1:1 Coach Call every 4-weeks to review and adjust plan based on your progress and feedback

✅ Access to ITR Accountability WhatsApp group with all ITR athletes to keep you on track

✅ Access to Weekly ITR Accountability ZOOM Catch up with Head Coach

✅ Mindset training guide

✅ Run-specific Strength guide that integrates with training plan

⬆️ Optional Stryd footpod to unlock benefits of training with running power [+£10]
🔼 Optional upgrade to TrainingPeaks Premium [+£9]

This package includes 6-sessions with a qualified running technique specialist.

Over the duration of the 6-sessions you will “re-learn” how to run in a natural, efficient and comfortable way. The coach will analyse your running style, using super-slo-mo video to help point out areas of focus, and help you retrain the fundamentals.

These sessions are based in WR5 area, are 60min each and are best spread over 6-weeks.