Bryce Fluker shared their story and experiences with us recently and you can find our conversation below.
Good morning Bryce, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What do you think is misunderstood about your business?
How it works in general. That is why I typically schedule a Zoom session with potential clients; I emphasize that they don’t necessarily have to be on camera, but I like to share my screen to show them the communication method, platform used, and types of data that I will be analyzing to better tailor each workout to them and their goals. The more data/information the better I am able to understand how they are responding physically as well as mentally to certain training loads and workouts. I try to factor in daily stresses from work to family to seasons of the year to know when to dial up or pull back the reins on workouts to minimize injury and/or mental burnout. I try to approach my athletes from a holistic approach.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Bryce, and I’m the founder of BA Endurance — an online endurance and tactical coaching business working with athletes nationwide, from first-time 5K runners and beginner triathletes to Special Operations hopefuls preparing for selection. I focus on real-life training: sustainable, personalized plans that fit around work, family, and recovery instead of expecting athletes to rebuild their lives around a coach. My background includes military service, endurance racing from local 5Ks to the Half-Ironman World Championship, and coaching athletes coast-to-coast, which gives me a wide perspective on performance, motivation, and resilience. Right now, I’m especially focused on helping new and mid-pack athletes build confidence, set big goals, and take on challenges they once thought were out of reach — whether that’s completing their first race, finishing faster at full Ironmans, or preparing to join a firefighter or police academy, enlist in the military, or pursue a Special Operations contract.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who saw you clearly before you could see yourself?
My wife, Sarah. She saw the passion and potential in me long before I ever thought of coaching as a career. Sarah encouraged me to pursue my fondness for endurance racing and to help others improve in their own fitness journeys. I knew almost nothing about starting a business, but Sarah’s education and experience in corporate-America gave her a broader perspective. She supported me at every step, especially during the low points when motivation was hard to find. Whenever I felt intimidated or overwhelmed by building something on my own, she was the one who pushed me to keep going.
Do you remember a time someone truly listened to you?
One moment that stands out was meeting athlete clothing brand Varlo’s CEO, Soj, at an Arvada Triathlon Co. event just down the road. He genuinely listened — not just nodding along, but really taking in my off-the-wall ideas about creating events and growing the endurance community. At the time, I barely knew anything about Varlo; the brand was only a couple of years old and based on the east coast, but his encouragement stuck with me. He told me to keep pursuing those ideas and his enthusiasm made me want to be part of what he was building. Fast-forward a few years and I’m now a Team Varlo athlete helping spread the word about multisport racing in their athlete-driven community. Varlo has since landed in REI stores and continues to grow, but what made me a believer was that first conversation — someone genuinely taking interest and believing in what I had to say.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. How do you differentiate between fads and real foundational shifts?
I differentiate fads from true, foundational shifts by relying on science and experience. I have a Bachelor of Science in Health, Exercise and Sports Sciences from Texas Tech University and a USA Triathlon coaching certification, and I’ve worked in the fitness industry since 2009. I also grew up in it — my parents organized local races, my dad coached cross country for over a decade, my father was a collegiate hurdler, and my whole family ran marathons — so I’ve seen trends come and go my entire life. When a new idea hits the fitness world, I dig into the research: who conducted the study, how it was designed, and whether the results are likely reproducible. Too many “breakthroughs” are just marketing hype backed by big budgets and empty promises, and they often disappear after hurting more people than they help. The real keys are consistency, an all-around healthy lifestyle, and evidence-based training. It doesn’t have to be flashy — it just has to be sustainable for the long haul. Consistency is the key.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. When do you feel most at peace?
I feel most at peace when I’m riding my mountain bike off-road. There’s something grounding about being fully in tune with my body and bicycle, staying present as I watch the trail ahead. It keeps the noise of everyday life — business stresses, responsibilities, unexpected worries — completely out of my mind. When I’m on familiar singletrack or a smooth section of new trail, I make a point to look up and appreciate the views, the trees, the wildlife, and the feeling of being exactly where I want to be. I chose to make Colorado home after a lifetime of visiting places like the Great Sand Dunes National Monument (now National Park), and mountain biking reminds me why: the beauty, the space, and the endless opportunity to explore. Other times, I lean into the flow — pushing a little harder on a downhill or a long, quiet stretch of trail to feed that adrenaline-driven side of me, always aware of blind turns and loose terrain. No matter the pace, pedaling through nature resets me. It’s just me, my bike, and the dirt, and that’s where I feel most at peace.
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Image Credits
Tara Owens of Nature’s Reveal LLC
FinisherPix
