Meet Hugo:

Performance Analyst, Coach & Endurance Athlete

Hugo has been immersed in endurance sport since the age of five. After a decade in competitive swimming, he moved into triathlon at 15, progressing through the British Triathlon talent pathway, including the England Next Generation Squad, racing internationally and competing at the highest levels of the British National Series.

He later trained at the National Triathlon Performance Centre Wales alongside elite and Olympic-level athletes, and now works within that environment as a coach and performance analyst, supporting athletes through coaching, analysis and technical insight.

With a strong background in performance science and technique analysis, Hugo combines practical racing experience with evidence-based coaching to support athletes of all levels — from first-time competitors to world-class programmes.

Coaching Approach

Hugo believes great training is built on simplicity, clarity and consistency. His coaching removes unnecessary complexity, focusing on purposeful sessions tailored to your lifestyle, ability and goals.

Taking a holistic view of performance, he considers technique, confidence, recovery and mindset alongside the data. The aim is stress-free, confidence-building training that fits into your life and helps you progress with trust and clarity.

Why Hugo Coaches

Having spent years inside high-performance squads, Hugo knows athletes progress best when they’re part of a supportive team environment. That’s the foundation of Alpha State Coaching.

Whether you’re targeting your first race, a personal best, or a major event, Hugo is there to guide you with structure, insight and genuine support — helping turn goals into consistent progress and lasting results.

Meet Krystina:

Head of Marketing & Co Founder

Sport has always been part of who I am.

At school I was that kid was always playing something. Hockey, cross country, long-distance running. I didn’t overthink it back then; I just loved moving, competing, and seeing how far I could push myself. That love never went away. Like a lot of runners, I had a quiet dream sitting in the background for years: the London Marathon. When I finally decided to go for it, I did what I thought you were supposed to do — grabbed a six-week training plan from Runner’s World and hoped for the best. Race day was unforgettable… and brutal. I hit the wall hard at 18 miles and crossed the line in over six hours. It wasn’t pretty, but I finished — and that mattered. I kept chasing the feeling. I ran the Great North Run twice. Both times I nearly pulled out because I just didn’t feel right. I’ve always loved cross country, so I threw myself into local races too IMO but no matter how much I wanted it, I always seemed to struggle. I was working hard, but not smart. Progress felt random, confidence came and went, and I couldn’t figure out why. Then came the ultra trail run. I signed up thinking it would be the next challenge. It nearly broke me. I survived the race, but not without consequences — I picked up an injury that forced me to stop and finally ask a hard question: Was I actually training the right way? The turning point came in the most unexpected way. On a dog walk, I bumped into the wife of the coach who would later change everything for me. One conversation led to another — and the rest really is history. I just wish I’d found it sooner.

Alpha State Coaching, to me, is more than a training plan.

It’s clarity. Structure. Accountability. It’s learning how to train with purpose instead of guesswork. It’s understanding my body, respecting the process, and building consistency — not just fitness. Since joining Alpha State, I’ve put in the work properly. The unglamorous sessions. The patience. The belief when things feel slow. And beyond the training, I’ve thrown myself into helping build the brand — learning marketing, showing up on socials, and sharing the message because I genuinely believe in it. This journey hasn’t been about instant success or perfect performances. It’s been about growth — as an athlete and as a person. I’m still chasing goals, still learning, and still pushing my limits. But now I’m doing it with intent, confidence, and the right people around me.

And that’s the difference.