Cupcake Coaching was officially launched in January 2018.

Lets cut to the chase. There are many cookie cutter triathlon programs and generic online plans flooding the triathlon space.  

As an extension of the Cupcake Cartel brand, you can expect a very real and genuinely pleasurable experience*. The Cartel was built on real people who saw value in authentic engagement. 

*(Some sessions will cause tears.)


A big part of the coach athlete relationship is communication and accountability. We need to balance the stresses of life: Family, work, mental and physical health and relationships. Sport brings us together, it shouldn't tear us apart. This is crucial and requires a high degree of understanding and flexibility. Work rosters change. Our physical and mental health can fluctuate. Stress levels rise and fall in accordance to changing life circumstances, and all of these factors affect your training and racing. Working with a coach that has an understanding of psychology and the importance of balancing all of these external factors is crucial to success and longevity in the sport, no matter what level you're at. 

Enter Alise. Alise coached herself to a 9:42 Pro Ironman debut at Ironman New Zealand in March 2018 while working full time and balancing training. Alise was a former National level swimmer and most of her personal records are horrendously fast so we avoid this subject at the dinner table.

There are many facets to triathlon success and we feel we understand them well. Alise is a Triathlon Australia accredited triathlon coach who is committed to continual learning and development as a coach. Alise graduated University with a Social Science degree and worked with troubled youth and families for 13 years prior to focussing on a career in triathlon. She has followed the path of newbie triathlete, to competitive age grouper and now pro athlete all while working close to full time. 

Get me in there, I just want to go fast! Being an athlete that currently races at the professional level, Alise has a solid understanding of the performance principals of triathlon training. Not everyone aspires to race on the Big Island or a World Championships. However, if you do, Alise will help get you there and be an invaluable member of your race performance.

Whether you're a new triathlete or a veteran of the sport, I would highly recommend chatting with Alise to see if you'd be a good fit.

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  • What does it cost? The monthly cost for online coaching is AUD $230 or the equivalent price in your currency ie: USD $165. There are no contracts, obligations or sign on fees. What you see is what you get. Lets keep it simple and get on with getting the best out of you.

  • How often can we email, text or talk? Communication is one of the most important pillars of a successful relationship. Alise is here to work through and trouble shoot any deviations that may impair your day to day training and lifestyle. Your monthly coaching fee includes unlimited contact via text and email, plus a scheduled monthly catch up phone call or email to check in and review your month. Alise will also provide feedback on key sessions in Training Peaks on a weekly basis.

  • What training platform do you use? A weekly training plan is uploaded to Training Peaks which is accessible for free via the Apple App store. This is fully customised depending on how your week looks. Heading out of town for work? Friends visiting? Carrying an injury? Lets adapt. Theres no 16 week cookie cutter plan here.

  • Ongoing Support: This follows on closely from communication. Alise is here for you. We all need support at times. Alise has a huge advantage with her background in Social Science in understanding different personalities, situations and needs. Your coach needs to be checking in regularly with you: How are you feeling mentally, physically? Are you managing well?

  • Does Cal coach? Although Cal is currently not coaching, he does collaborate with Alise regarding training philosophies and ideas.

  • Do I need a power meter, GPS watch or heart rate monitor? No, but it certainly helps. On a spectrum of smoke signals to sleeping in a heart rate monitor, Alise sits in the middle when it comes to data management and sports science metrics. This is judged on a case by case scenario. There are a lot of paralysis by analysis athletes who can't get out of their own way. Certain sessions need to be measured while others should not.

  • What are your training principals? Consistent training and commitment is what is required. Alise will take care of the rest. Unlike some coaches who have a theory and will make the athletes adapt, we believe every individual responds to training stimulus differently.

  • Can I access face to face coached training sessions? Face to face individualised coached sessions are available at an additional cost in Noosa, Australia. These are subject to availability at a cost of AUD $40.oo for a 60 minute session. Contact Alise for more information or to make a booking.