GEORGE LAVALETTE
Worcester, UK & Longford, Ireland Worcestershire
Location
Languages
Pricing
Race Distances
Athlete Types
Swim
Bike
Run
Nutrition
Certifications
ESCI Level 1
TriDot Pool SchoolAbout
I’m George, Head Coach of ITR Coaching, where I specialise in helping time-short athletes achieve big results without sacrificing family, work, or life balance. With over a decade of racing experience across all triathlon distances and a proven coaching track record, I work with athletes ranging from first-time finishers to seasoned competitors chasing personal bests. My approach combines science-driven training through TriDot with a strong emphasis on mindset, recovery, and real-world practicality. Athletes on Team ITR know they’re not just getting a training plan – they’re getting structure, accountability, and support that adapts to their lifestyle. My goal is simple: help you train smarter, race stronger, and enjoy the process along the way. Whether your ambition is to cross your first IRONMAN finish line, smash a new PR, or rediscover consistency in your training, I’ll help you get there with clarity and confidence.
Philosophy
I believe every athlete deserves a training approach that fits their life, not the other way around. My philosophy is built on three pillars: Balance First – Training should complement family, work, and personal commitments, not compete with them. Individualisation – Every athlete has unique strengths, challenges, and goals. I adapt coaching to the person, not just the performance targets. Smarter, Not More – Progress comes from consistency, quality, and recovery, rather than simply adding volume or intensity. My role as a coach is to remove the guesswork, provide accountability, and create a clear path that allows athletes to perform at their best while enjoying the journey.
Credentials
British Triathlon Level 2 Coach IRONMAN U Certified Coach ECSI Certified Triathlon Coach TriDot Pool School Coach 8020Endurance Certified Coach Trisutto Certified Coach Level 3 Lydiard Certified Coach UKA Coach in Running Fitness (CiRF) ILM Level 5 Certificate in Coaching and Mentoring PN L1 Nutrition Coach Certified Running Technique Coach (The Running School) Stryd Certified Coach
Accomplishments
Coaching: Over 100+ athletes coached 1x IM WC Qualifier (2023) 1x IM70.3 WC Qualifier (2024) >25x 1st timer IM finishers Athlete: 5x IRONMAN Wales (PB 11:55hr) 7x 70.3 Triathlons
Experience
My first triathlon was back in 1999, but didn't take the sport seriously until I took up cycling in 2012, and fell in love with the endurance world. After completing LEJOG, Alpe d'Huzes and Thruxton24, I was in search of something "bigger and harder" so naturally signed up for my first IRONMAN (Wales 2015). From that point I've been hooked. In 2021 I started coaching some friends with their running, and by September that year loved it so much I decided to walk away from 18yrs in the Pharmaceutical industry and make coaching my full-time job. I setup "In The Running" as my coaching business, and haven't looked back. I love working with athletes, seeing them grow not just in ability and performance but also in confidence and as people.