What I value most is your personal input. You always respond to questions or specific needs, and it's not just a generic program of material.
Ron Newcombe
Nutrition is the discipline nobody taught you
You already know how to train.
You've got a plan and you know your zones.
Then it comes to what to actually eat… And things start to unravel. You stitch it together from podcasts, forum threads, and maybe what someone at your local Tri club says.
The reality?
You're guessing.
You hope you ate enough before the long ride but you blow up at 90k and blame your legs.
You cut calories chasing a race weight and wonder why your training falls apart.
And even when you do know roughly what to do, knowing it and doing it week after week are two different things. You get it right for a fortnight, then a work trip, a busy weekend, a couple of bad nights, and it slips.
Or you turn to a fuelling app or ChatGPT. It gives you something plausible in seconds, but it has no idea whether it fits you, and there's no one to make the call on your situation.
Worst of all, you're never really learning what's right for you.
Most triathletes get their fuelling wrong and never find out why.
You can spend months training hard without ever really knowing whether your nutrition is helping you or holding you back.
My take? You don't need an app to spit out some carb or calorie numbers for you.
You need someone to work through your fuelling with you, build an approach that fits your training and your life, and keep you on it when real life gets in the way.
Meet The Hub
The Hub is a coaching-based nutrition membership designed specifically for 70.3 and Ironman triathletes who want clarity, structure, and confidence in their fuelling.
At the centre of The Hub is the TriFuel Framework. It's not just another nutrition course or a generic app that tells you what to do.
Instead, we break your nutrition down into three distinct areas: your daily foundation, the fuel around your training, and your race-day plan.
Get all three right and they support everything you train for.
Daily Nutrition
Build energy, health & recovery
Training Nutrition
Fuel adaptation & performance
Race Nutrition
Execute on race day
THE TRIFUEL FRAMEWORK
Here's how we nail each one.
Pillars 1 & 2 ·Daily & Training
Your everyday engine.
This is where most of the guesswork lives for triathletes, but is arguably the most important.
Your daily foundation keeps your energy and health solid; your training fuelling makes the hard sessions actually count.
We use the TriFuel Engine to give us a starting point, then I help you interpret those numbers against your training, goals and real life.
It's the pillar that turns "I know roughly what to do" into "I actually do it, consistently."
What we fix here
The eating guessworkHow much to eat, and when — without swinging between too little and too much.
Weight, without losing powerManage your body composition while staying fully fuelled to train.
A busy, changing lifeTravel, work, family, hotels. Find fuelling that still works when your week is chaotic.
Doing it consistentlyYou need to be able to keep on track all season, not just when your motivation is at its peak.
"What sets it apart is the ability to build my own nutrition plan according to my training plan while still leaning on the expert guidance of James.
His insights helped me tailor my approach to match my goals, and I always felt supported in making smart, informed decisions."
Mikhail Manuel
Pillar 3 · Race nutrition
Where it all comes together.
Race day is different. You don't get to iterate mid-race — it has to be right.
Together, we build a plan around your race, your gut, and the race conditions, and then rehearse it in training so you can trust it completely when the gun goes.
The goal is to help you hold your power on the bike, run off feeling strong, and avoid the stomach problems that can derail an otherwise well-planned race.
Hub members have repeatedly ranked this as one of the most important parts of their membership, because of the confidence it gives them on race day. (Oh, and the personal bests they've been setting!)
What goes into your plan
Your race & goalDistance, course, target
The conditionsHeat, humidity, elevation
Your gutWhat you can realistically absorb
Sweat & sodiumYour fluid & salt losses
LogisticsUsing on-course nutrition vs carrying your own
Race historyWhat's worked before
Your personalised, trusted race-day plan
Built around you and your race, so you reach the start line knowing exactly what to do.
Your plan covers:
What to eat and drink before, during and after your race
Carbs, fluid and sodium dialled to your sweat rate and the conditions on the day
A plan you rehearse and refine in training
A post-race hotseat to debrief what worked and what to improve for next time
Member case study
AndyIronman
The challenge
Andy had chased a sub-10 Ironman for four years. He was sure his fitness was there, but his race kept unravelling during his marathon and he started to wonder if it was his nutrition.
The approach
We worked through all three pillars. We improved his daily nutrition and how he fuelling his key sessions, and built a race-day plan that he kept testing in training until it was fully dialled in.
The result
A 77-minute Ironman PB
Broke 10 hours for the first time, finishing in 9:28 — after four years of chasing it.
The TriFuel Framework gives you the structure, but The Hub is where you apply it.
Everyone's journey looks a little different, but here's what you can expect:
1
Start with a 1:1
Every new member starts with a 45-minute 1:1 call with me (James!).
We go through where you are now, what you're training for, and where your biggest opportunities are.
You'll come away with a clear plan of what to do next.
2
Learn it and make it personal
Using the TriFuel Framework as the backbone, you work on one part of your nutrition at a time.
From my experience with hundreds of triathletes, it's best to focus on one area until you're confident you know the why and the how — not just what to do, but why it works for you.
That's how it becomes second nature and genuinely yours, rather than another plan you follow for a fortnight and drop.
3
The ongoing support
Along the way, more questions will crop up — and these are perfect to bring to a coaching call or post in the forum for answers.
Some common ones members get support with:
How should I be fuelling my long ride?
What supplements should I be using?
Can I lose a few kg without wrecking my training?
I'll look at your actual situation and guide you on the best choice, and you can ask questions so that you understand the why behind it.
Sometimes that means changing what you're doing. Sometimes it's confirming you're already on track.
4
Put it to the test, then refine it
You put what you're working on into practice — a key session, a week away travelling, or your next race.
Then you come back with what happened and we can adjust your plan so that next time is that little bit better.
Your race plan is similar: we build it, you rehearse it in training, and we debrief after each race so the next one's better.
Over time, you'll learn exactly what works for you, and the why behind it.
Here's what that looks like once it clicks
Your everyday eating stops feeling like guesswork.
You train harder and recover faster, because you're actually fuelled for it.
You can manage your weight without compromising your training.
You stop second-guessing every nutrition decision.
You arrive at race day knowing exactly what you're going to do.
You're in it alongside 50+ other 70.3 and Ironman triathletes working through the same things.
Our members repeatedly mention how supportive and encouraging our community is.
Here's just a taste of what you can expect:
Post a question, get proper feedback.
When you share inside The Hub, you'll get a thorough response from James. But you'll also get responses from our fantastic community of triathletes, who are cheering you on and — most likely — have been there themselves.
Whether it's asking about a nutrition product, questions about a race or specific gear, you can get someone can help you out.
It's a place you can admit what you don't know
First 70.3 or fifth Ironman, you'll find people a step ahead and a step behind, all working on the same things.
The point is that we all learn together, in a safe, shared space.
How we do things in here
Honest, but always kind.
No judgement on your situation, and there's no such thing as a daft question.
We celebrate the PBs and the everyday wins. We like to remember where we started.
97 replies
"I’ve also really enjoyed being part of the supportive and friendly community James has built within The Hub.
It’s been great to share experiences, ask questions and learn from other members who are on a similar journey."
Matt
"The Hub is more than just nutrition advice. It is a community of athletes who are incredibly supportive and encouraging.
I have never felt judged in this group, and it’s been great learning from others in addition to receiving expert advice from James."
Jamie Almquist
Everything you need to make nutrition work
Clear answers, applied to your situation
Bring any nutrition question to a live weekly call or post in the private forum and get a direct answer from James.
Follow a system
The TriFuel Framework gives you a simple structure for daily, training and race nutrition, so you're not piecing things together from dozens of sources.
Race with confidence
We build your own personalised race-day fuelling plan, then test and refine it in training until you know what works.
Solve your stomach problems
Work through the bloating, discomfort and fuelling issues that can derail your biggest sessions and races.
Make it work in real life
Use flexible monthly meal plans that fit around work, family, travel and the rest of your life.
Train alongside people who get it
Join a community of 50+ 70.3 and Ironman triathletes sharing experiences, asking questions and celebrating progress. You're not trying to figure this out on your own.
My first 70.3 taught me something brutal: fitness doesn't matter if your nutrition falls apart. Mine did, spectacularly, and it sent me down a rabbit hole to understand what actually works for triathletes.
That became a Masters in Sport and Exercise Nutrition, Registered Nutritionist status with the SENr, and over a decade working in healthcare alongside it.
Since then I've worked with hundreds of age-groupers and professionals stuck with the same problems: fading on the run, gut issues, confusing carb targets, or trying to lose weight without wrecking their training. I don't take money from nutrition brands, so the advice you get is based on what's right for you — nothing else.
Join The Hub
Everything included with your membership
One membership covers your daily nutrition, your training fuel, and every race — with me on hand the whole way.
The Hub is currently application-only
I keep numbers limited so I can fully support everyone, and I want to make sure that The Hub is right for you.
Save $100
$499per year
Billed annually
Weekly group coaching calls with James
The TriFuel Framework and private nutrition resources
Private feed of every coaching call recording
Dedicated community forum
Fresh monthly meal plans
Live events with expert guests
Nutrition & gear partner discounts
Race Nutrition Support with personalised plans$299 value
45-minute 1:1 consultation to kickstart your journey$299 value
Post-race nutrition hotseat to debrief after events$149 value
30-day money-back guarantee — cancel within 30 days for a full refund.
"James and The Hub have been an incredible help to me during my triathlon training.
In fact, this has been the most helpful thing I've invested in for my training"
Jamie Almquist
Frequently asked questions
Who is The Hub for?
Triathletes training for 70.3 or Ironman who want their nutrition sorted across the whole season — daily fuelling, training, and race day — with a registered nutritionist checking their thinking along the way. First-timers and seasoned age-groupers both fit; every bit of support is tailored to where you are.
What if I'm a runner or cyclist?
The Hub is built specifically for long-course triathletes, so the framework, calls, and plans are all geared toward swim-bike-run fuelling. If your main sport is running or cycling you'll still find plenty that applies, but you won't be the target athlete — worth knowing before you join.
Can I get my questions answered privately?
The Hub has a private forum and group calls for members only. Members are encouraged to share their questions with the group, so that others can benefit too. However, if something's personal, you're never forced to share it with the group. And your kickstarter call with James is entirely 1:1.
When are the Weekly Group Coaching Calls?
The calls run on a Thursday, at 10am and 2.30pm UK time. We have members from all over the world, so these give a chance for all our members to join. On the first Monday of every month, we also run a call at 7.30pm UK time.
Can I work 1:1 with James?
Your membership already includes a 45-minute 1:1 consultation to get you started, plus personalised race plans and post-race debriefs. If you want fully done-for-you private coaching beyond that, 1:1 support is available separately.
What if I just want a one-off race plan?
If you're after a single race-day plan rather than season-long support, check out the Race-Day Nutrition Plan. The Hub is for triathletes who want their nutrition handled across the whole season.
How does the race nutrition support work?
We build your personal race-day strategy together — exactly what to eat, drink, and take before, during, and after — then test and refine it in your training. After the race, you get a private hotseat to debrief what worked and what to change next time.
What if I get sick or injured?
Life happens. If you're out for a while, get in touch and we'll sort something fair — the point is to support your season, not to hold you to a plan that no longer fits.
How much time does it take?
As much or as little as you like. Some members are on every call and active in the forum; others dip in around key sessions and races and still get real value. Every call is recorded, so nothing is lost if you can't make it live.
How do the meal plans work?
Every month, I create 2 weeks of meal plans, with high-quality recipes that mimic how typical triathletes eat. These plans can be customised, and many of our members do this. In my experience, creating personalised meal plans for triathletes isn't that useful. It's hard to tailor to your individual preferences, lifestyle, and logistics— and it doesn't lead to long-term adherence. I've found it much more beneficial to tweak what you already eat and show you how to fit it better into your diet.
I already have a training coach, can I still join?
Definitely! Most people inside The Hub do. Your nutrition should complement your training, and that's how The Hub is designed. You can even share details with your coach, so that they know you're getting nutrition support. If you don't have a coach, though, don't worry — it's not a requirement.
Is there a money-back guarantee?
Yes. If The Hub isn't right for you, tell me within 30 days and I'll refund your membership in full. So far, no member has ever asked.
Fuel your season with confidence
Finally know your nutrition is right.
A registered nutritionist, a proven framework, and a plan built around you — for your whole 70.3 or Ironman season.
Join 50+ triathletes hitting PBs