Alright – so today we’ve got the honor of introducing you to Bryce Fluker. We think you’ll enjoy our conversation, we’ve shared it below.

Bryce, thanks for taking the time to share your stories with us today Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later

I wish I had started sooner—coaching would have been a great way to engage more with the athletic and competitive communities I was already part of, but from a different perspective. Fitness and competition have always been a part of my life. I grew up in a household where my parents and sister competed in road races, my parents organized competitive running events, and my father coached high school cross-country for 13 years. He was also a scholarship hurdler at Southern Methodist University before receiving his draft notice.

From college until my mid-30s, I wasn’t consistently dedicated to training, but I raced my way into shape. Had I started coaching earlier, I’m confident I would have used myself as a guinea pig to experiment with different training approaches—especially before the wealth of science and knowledge we have today became so accessible online.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My business, BA Endurance, launched in 2024, but I have been a competitive athlete my entire life. I competed in various sports growing up, focusing on hurdling until I transitioned into triathlons at Texas Tech, where I joined the Triathlon Team. Over the years, I’ve raced in more than 50 multisport events, over a dozen mountain bike races, around 60 running races, and other events both on and off-road since 2008. Some of my most notable competitions include the Collegiate National Championship triathlon (which we hosted in Lubbock), the 2011 Half-Ironman World Championship outside Las Vegas, and the 2015 Middle East Half-Ironman Championship in Bahrain while deployed with the Navy.

At 28, I had the honor of qualifying for and going through the Navy SEAL pipeline, an experience like no other, training alongside some of the most motivated individuals I’ve ever met. My passion for endurance sports has always led me to connect with others in the community—whether beginners or seasoned professionals I meet at events or around town. That same passion drove me to complete a USA Triathlon coaching certification, adding to my Bachelor’s Degree in Exercise and Sports Sciences, so I could help others train effectively and safely. If family obligations and finances allowed, I’d race every weekend!

In addition to endurance sports, I have a strong background in wilderness and outdoor adventure. Several years ago, I became certified as a SOLO Wilderness First Responder and helped lead two dozen teenagers on a month-long hiking expedition across Colorado. We visited multiple National Parks, hiked the state’s tallest peak, volunteered at a wolf sanctuary, and backpacked for a week on the Continental Divide. This experience reinforced my ability to help others prepare for backpacking and endurance-based outdoor adventures.

About BA Endurance:
BA Endurance provides structured online coaching and personal training for a wide range of athletes. I work with:

Beginners training for their first 5K
Seasoned competitors preparing for Ironman events and off-road triathlons
Hikers training for multi-day backpacking trips
Individuals preparing for military Special Operations contracts or government Special Agent roles

By analyzing data uploaded by athletes into the TrainingPeaks app, I carefully monitor and plan their workouts to minimize the risk of injury and burnout. Strength training is incorporated into most programs to prevent muscular imbalances and enhance both training and race-day performance.

What else should we know about how you took your side hustle and scaled it up into what it is today?

After college—and both before and after my time in the military—I spent several years as a personal trainer and group exercise instructor. While serving, I was also a Command Fitness Leader and a Second Class Swim Qualification Instructor. People often sought me out, either through referrals or because they recognized my background in racing and wanted coaching in some capacity. At the time, I could strength train them in the gym, analyze their running technique, or guide them through swim workouts, all under the umbrella of personal training, but I wanted more than that.

My experience in aquatics runs deep also. During college, I worked as a lifeguard, lifeguard instructor, supervisor, and swim lesson instructor. I was also a member of the Recreation Center Advisory Board on campus and the Leisure Pool Task Force, where I contributed input and design ideas for Texas Tech’s $8.4 million leisure pool.

I’ve also helped organize and run a sanctioned triathlon, but until now, I had never fully stepped into the role of coaching—laying out structured training plans for athletes. These days, I get to experience racing vicariously through my athletes, creating bespoke workouts and adjusting their training to fit their needs. Now, I’m building connections within the coaching community to grow my client base and navigate the business side of running a coaching company. Looking ahead, I plan to establish a race team, host a bike expo, and launch a cross-country run series once I’m fully established.

What’s a lesson you had to unlearn and what’s the backstory?

After pulling countless all-nighters on architecture projects during my first two years at Texas Tech, I realized just how much of a perfectionist I am—borderline OCD. Now, as I juggle multiple athletes training for events throughout the year, create workouts from scratch, and manage all the business-related tasks within my company, I’ve had to remind myself (or be reminded by my loving wife) that I don’t always need to obsess over every fine detail.

Contact Info:

• Website: https://baendurance.com
• Instagram: https://www.instagram.com/coachbrycefluker/
• Facebook: https://www.facebook.com/CoachBryceFluker
• Linkedin: https://www.linkedin.com/in/bryce-fluker-30341345/
• Youtube: https://www.youtube.com/@brycefluker

Image Credits

Professional shot with bicycle has permission from Tara Owens of Nature’s Reveal Photography with no editing or filter.