The Triathlon Coaching Company

James Beckinsale

James has been coaching/training people for endurance for 20 years.  In 2000 he founded Optima Racing Team with athlete’s performance in mind.  His objective was to create and environment where athletes could reach their potential through a structured coaching system.  This vision has been realised having coached novice age group triathletes to medal at World, European and in Ironman competition. James has been coaching triathlon now for just over 10 years and has made coaching his vocation with his main long term goal “to be 75 years old with grey hair still coaching athletes!”Over the past couple of years James has taken children as young as 13 and developed them to a junior elite level over a 3 year period. As an integral member of the initiation of the London region committee James is committed to developing the level of coaching and of talent identification in his role as Talent ID coach for London and more recently in his role as the London Academy Head Coach.James started his coaching career in 1989 as a Physical Training Instructor, for HM Forces and thereafter continued to develop himself as a coach gaining Diplomas in Sports Psychology , Sports Massage/Trigger Pint Therapy & Release Techniques, and Fitness Training & Sports Therapy.  In 2001 James achieved his BTA Level 1 and then 2 qualification.  In 2002 he completed a Masters in Sports Science/Sports Coaching at Brunel University.  In 2006 James achieved his BTA Level 3 qualification.  James continues to develop himself as a coach through his own self-funded CPD. 

James been involved with sport from a very young age having spent his youth (9-22 years) as a boxer where he picked up several representative honors.  A highly experienced triathlete, James has competed at a high level for 16 years as an age group athlete, picking up representative honours in both triathlon and duathlon, has completed 5 IRONMAN from Forster-Tuncurry to Lanzarote and is currently training for his 6th.  James continues to compete and lead from the front.

Athlete Testimonials

Toby Matthewson (30-35 AG Triathlete)

Before meeting James I was training consistently but with no real purpose and strategy. I was impressed with the technical insight and individual time James was able to deliver....

Read more

Carrie Boericke (Mother)

My 10 year old son has benefited greatly from individual coaching by Emma, serving to improve his performance and his confidence. Her coaching style is entirely bespoke....

Read more

Elizabeth Jack (Personal Coaching)

I have used James as a trainer for several years and in that time I have changed from being a relatively unfit person with a bad back who did very little exercise into someone who has run a marathon .....

Read more


British Trithlon British Trithlon British Trithlon British Trithlon

Secure Payment System Using PayPal

Secure Payment Processing with PayPal

Latest News

"IRONMAN Wales" Optima is official training partner.. Ironman Wales