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COACH BIOS

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AMY CRITCHLOW​​

British Triathlon Federation Level 3 ‘High Performing Coaching’ - Diploma Award | Swim England Level 2 Teacher | Kinetic Running Practitioner

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Racing Experience & Highlights

  • 5 x Island Games including an individual bronze medal at Island Games 2023 in Guernsey and 3 x team gold medals.

  • 3 x World Triathlon Age Group Championships representing Great Britain - top ten positions

  • British Age Group Champion 2019 - Standard Distance Triathlon

  • First Place at the Sandman Middle Distance Triathlon 2026

  • 2027 events include a trail marathon in the UK and Ironman 70.3 Nice.

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Journey into Coaching​​

Coaching was never the goal. But it is an unexpected and brilliantly rewarding place to end up. My long journey into coaching started as a teenage girl figuring out her relationship with sport.

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As a young girl my first memory of the sporting world was club swimming and feeling a love for the water but a dread of competition and judgement. As a teenager I discovered surfing which really captured my imagination - I loved the freedom, adventure and challenge of being in the elements and discovering my potential in the water. Those feelings came a long time before fitness goals or performance became the focus.

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Fast forward a couple of decades of surfing, mountain biking and general adventuring I finally discovered triathlon. It brought my love of challenge and adventure together in an unexpected way. I now loved the feeling of all the hard work coming together in a race and the buzz of crossing a finish line, knowing that I’d given it my very best. It also gave me a new sense of growth and possibility - there were always new challenges to pursue, different directions to explore and things to learn about myself and the sport. I'm still hooked!

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My experiences as an athlete shaped my decision to become a coach. Coaching has given me a different perspective on sport and a real passion for guiding others through their own challenges and towards their personal goals. Alongside coaching I continue to train, race and challenge myself, which gives me an invaluable appreciation of the athlete's perspective in a 1:1 coaching environment.

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I am fascinated in the science behind sport performance, but have a particular curiosity in the human side of sport: what motivates us, how we make decisions, and how our mindset shapes our experiences and responses to success and setbacks. I love the challenge of understanding each individual and helping them develop as both an athlete and a person. 

My coaching journey has ultimately led me to become a British Triathlon Level 3 Coach (High Performing Coaching). This level of coaching education, alongside regular sessions with my BTF coaching mentor allows me to continue to provide the best coaching service to any level of athlete.

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Coaching Philosophy

 

I believe coaching is about working alongside each athlete to build the competence, confidence and resilience that develop self-belief, empowering them to achieve their goals and go beyond what they once thought possible.

 

  • Coaching the Person, Not Just the Athlete

Like myself, every athlete has a story. The event or race is rarely the whole reason someone begins their training journey.

Some athletes seek adventure, others want to discover their potential, rebuild confidence, find balance in a chaotic life, or simply experience the joy of movement. My role is to understand the person behind the athlete—what motivates them, what fulfils them and what success truly means to them.

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By connecting training to these deeper internal motivations, we create meaningful goals and sustainable journeys that develop healthy, confident and lifelong athletes.

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  • Confidence Through Competence

I believe confidence is earned through competence.  Through purposeful training, skill development and progressive challenges, athletes learn to trust themselves and their abilities. Understanding the "why" behind training creates ownership, consistency and long-term improvement.  My role is to develop not only physical capacity, but also the skills, resilience and decision-making needed to help athletes feel capable in challenging situations.

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  • Performance Through Self-Discovery

Sport is a powerful tool for personal growth.  It teaches patience, courage, discipline and resilience, while showing us that we are capable of more than we often believe.

Whether the goal is completing a first event, improving performance, or taking on a personal challenge, the greatest achievement is often the person we become along the way.

LAURA FRY​​

Level 3 Personal Trainer | Level 1 British Weightlifting Coach | Level 2 Swim England Teacher | UKSCA Member

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Athlete Experience & Highlights

70.3 is my racing distance and my biggest achievement is qualifying for the British Middle Distance Triathlon Championships in 2027. Outside of triathlon, I've completed DEKA and trail running events. I use weight lifting, yoga, pilates, swim, bike, run and adventure for health and happiness. ​

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Journey into Coaching
I fell in love with Triathlon and multi-sport in my 20s. I loved moving my body across land and water, being outdoors in the elements, and the rhythm of swim, bike and run. It became an important tool in managing depression and anxiety, giving me purpose through some difficult days.


But after a long period of illness as a teenager, I lacked a foundation of strength and kept getting injured. When a physio pointed out that I needed to be able to lift my own bodyweight on one leg to run without hurting myself, I realised just how much work I had to do.


I wasn't a natural gym-goer. I felt out of place, but my ambition to be strong kept me going. I read, learnt from coaches and mentors, and designed my own training plans. Before long, friends and colleagues were asking for advice and inviting me to run training sessions. Thirteen years later, I'm a personal trainer and strength and conditioning coach, helping others discover what they're capable of.

Coaching Experience


My qualifications and experience span strength and conditioning, swimming and triathlon. I'm passionate about continuing to learn, refining my own practice and helping others find what works for them.


I work with a broad range of people, from those who need encouragement and accountability to get moving, to experienced athletes looking to improve performance. I create multi-sport training plans for busy professionals and strength and conditioning programmes for age-group triathletes targeting major races. Sessions can take place in the gym, at home or on the beach.

Coaching Philosophy


Coaching brings together my curiosity about people, my fascination with how the body moves, and my nurturing personality. Having experienced self-doubt about my own body and abilities, I understand how important it is to feel supported as you develop strength and fitness.


I believe great coaching is about understanding the person, not just the athlete. It means listening, building confidence, adapting to individual needs and creating an environment that is inclusive, enjoyable and effective. Training should deliver results, but it should also inspire, challenge and provide opportunities to learn and grow.

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