Coach JW

Endurance has been a defining part of Coach JW’s life from the beginning. His journey started with a dedication that took him to competitive downhill skiing and Junior A Hockey. This drive evolved through a robust 20-year career as a Fire Service Training Officer and Emergency Management Specialist. In those high-stress roles, success depended on managing extreme chaos and making critical decisions under pressure. Today, JW applies that same strategic discipline to elite sports performance as the Founder of Redde Endurance Coaching.

His passion for ultra-trail running ignited at the 2015 Black Spur Ultra. After surviving a grueling 16.1km leg with 886m of elevation gain known as ‘The Goat,’ he was completely hooked. Now, endurance is a family affair, with JW, his wife, and their kids regularly hitting the trails to hike, bike, and race together. His commitment to athletic development also extends deep into the local community, where he volunteers as a youth hockey and grassroots soccer coach, strictly following established athlete pathways to build foundational skills for the next generation.

JW understands the relentless challenge of fitting training into the chaos of a demanding career and a busy personal life—because he lives it. He built Redde Endurance Coaching on the philosophy of the “Circle of Success”—a holistic ecosystem that integrates your family, your medical professionals, and your daily realities into your Annual Training Plan. Working with athletes both locally in-person and virtually across Canada, the United States, and Europe, JW operates as an 80/20 Endurance Core Coach and a student completing his Personal Fitness Trainer Diploma at Mount Royal University. His primary focus is the core theme of Vitality. The goal is no longer just about logging empty volume or doing “hard work”; the objective is to build biological efficiency and the long-term capacity to sustain high performance safely.

JW loves watching athletes crush their goals. He has guided runners from their first steps on a trail to podium finishes. Recent coaching highlights include helping an athlete complete a 100-mile ultra after two previous self-coached DNFs, only to qualify for the Boston Marathon 60 days later. He also guided an athlete through three ultras in six weeks, utilizing a balanced plan to shave 45 minutes off her personal best in the final 54k race.

Whether you are tuning into him as the Anchor of The Endurance Balance podcast or working with him 1:1, Coach JW is ready to help you build a resilient chassis capable of handling the miles ahead. Ready to Revive?