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For Charities & Fundraising Teams
Every year thousands of people take on a marathon for a cause that matters to them. Support them with a real coach in their corner to help them enjoy the process and achieve their goals, from first time marathon runners to runners chasing personal bests. JM Coaching partners with charities to support your runners from sign-up to the start line, led by 2:08 marathoner Jonny Mellor and a team of elite coaches.
Book a call See partnership optionsWhy It Matters To Your Charity
A charity place is only the beginning. The runners who train well, feel looked after and reach the finish line are the ones who hit their fundraising target, share their story, and sign up again next year. That is exactly where we can help support your runners.
Many charity runners are first-timers. They are nervous, unsure how to train, and worried about letting their cause down. Left with an AI or PDF plan and no support, a proportion quietly drop out, defer, or limp round undertrained. Every one of those is lost fundraising and a supporter who may not return.
We're there to help. Structured, personalised training reduces injuries and dropouts. Regular contact keeps runners motivated through the hard winter miles and forms a community for your charity. We help runners arrive at the start line confident, which can be the difference between a supporter who finishes proud and one who never runs with you again.
For your team, it is a genuine enhancement to the supporter experience without adding to your workload. We handle the training, the questions and the reassurance, so your staff can focus on the fundraising relationship working with some of the most experienced coaches and athletes in the UK.
It can also be a recruitment tool. "Free expert coaching included" is a fantastic reason for a runner to choose your charity's place over another's, and a reason to say yes when you ask them to run again. In a world of AI and generic plans, we think it can be done in a warmer, more personal way, and that is exactly what we offer.
What Your Runners Get
Every partnership is built from the same core level of detail our one to one coached athletes receive. You choose the level of support that fits your runners and your budget.
Plans for every level, from first-time finishers to runners chasing a time. Matched to the event distance and the weeks remaining, so nobody is following training meant for someone else.
A live session through the build-up covering the right topic at the right time: base building, long runs, fuelling, tapering and race-day execution. Recorded for anyone who can't make it live.
Open sessions where your runners bring their real questions and a coach answers them directly. The reassurance that stops small worries turning into missed training or a deferred place.
A dedicated WhatsApp or group space where your fundraisers train alongside each other, share milestones and stay accountable. The camaraderie that carries people through the tough weeks.
A coached group run and workshop, a highlight event that brings your runners together in person, builds belief and gives your charity a great story and content to share.
A JM coach at your launch, expo or start-line meet-up, so your runners meet the person who has helped them get there and feel part of something bigger.
A Partnership That's Already Working
Over several years, Jonny has led the charity running programme for TLA (The Lead Agency), coaching their teams and partner runners through some of the biggest events in the calendar.
"After working with Jonny on several of our charity running initiatives, I'm thrilled that he is now officially our Performance Athlete Partner. I've always admired Jonny for his humility, strong work ethic, and commitment. That ethos fits perfectly with TLA's values."
What we've delivered together
We've also coached runners preparing for the London Marathon on behalf of New Balance, working with their key influencers and media partners. Each runner had a tailored training plan and monthly coaching calls to support them through the whole build-up, the same model we bring to your charity's fundraisers.
Partnership Options
Pricing depends on your number of places and the level of support you want, so every partnership is quoted for your charity. The figures below are starting points to give you a sense of scale.
Group coaching support for all of your runners, delivered fully online.
Per fundraiser for the training season, with better rates at higher numbers. Final price quoted on your places.
Everything in Essentials plus in-person moments that make your runners feel truly supported.
Season retainer including one in-person day. Scales with your number of places and any extra in-person days.
Bringing a team from your own organisation rather than a charity cohort? See our corporate & team coaching →
Who You're Working With
Your partnership is fronted by Jonny Mellor, one of Britain's fastest marathon runners with a personal best of 2:08. Your runners hear from someone who has stood on the start line of the biggest marathons in the world and knows exactly what they are about to go through, because he has been through it himself.
Behind Jonny sits a full team of elite coaches, including an Olympian and a physiotherapist. That means the depth to support hundreds of your runners properly, while every partnership still has a real, named coach your fundraisers can connect with. Learn more about JM Coaching.
Since JM Coaching started in 2013 we've worked with hundreds of runners of all abilities training for various distances. Your runners are not a number on a spreadsheet or a login to an automated plan. They get genuine, human coaching from people who care whether they make it round.
That is the standard we hold ourselves to, and it is why we believe we can do this better than anyone else your charity has worked with. Meet the coaching team.
How It Works
We learn about your event, your runners and your goals, then recommend the level of support that fits your places and budget.
We build a tailored partnership and give you everything you need to promote free expert coaching to your runners as they sign up.
Your runners get their plans, join the webinars and Q&As, and train together in the community, coached every step of the way.
We get them to the start line ready, then review the season with you so the next intake is even better.
Common Questions
Any endurance challenge your supporters take on: London, Manchester, Berlin, New York and other marathons, plus half marathons, 10Ks and multi-day challenge events. If your runners are training for it, we can coach them for it.
Partnerships scale from a small cohort of a few dozen up to several hundred fundraisers, because the group coaching model is built to support runners together while still feeling personal. We will right-size the package to your intake on our first call.
Event organisers hand out generic PDF plans with no support behind them. We give your runners ability-matched plans plus live coaching, Q&As, a community and real people to ask when something goes wrong. That support is what actually gets nervous first-timers to the finish line. We've written more on this in free running plans vs paid coaching.
Most charities fund it centrally as part of their supporter care, treating it as an investment that lifts completion rates and fundraising. Others pass it on or share the cost with runners. Pricing depends on your numbers and the support level, so we quote every partnership individually. Get in touch and we will talk it through.
The earlier the better. Ideally we are in place as your runners confirm their spots, so coaching is part of your recruitment message and your fundraisers get the full training build-up. That said, we can start a cohort at any point before the event.
Tell us about your event and your runners, and we'll show you exactly how we'd support them to the finish line.
Book a call