Swim. Bike. Run.
Together.
Cartel Coaching

Community-driven triathlon coaching for every level. Structured plans. Elite-level guidance. A crew that actually shows up. From your first sprint to the Ironman finish line.

High performance should not be reserved for professionals. We bridge elite coaching principles with real-life athletes.

We deliver structured coaching, practical education, and accountability within a community that actually gives a damn. Whether you're lining up for your first sprint or chasing a Kona slot, the approach is the same: train smart, understand why, and never do it alone.

Structured Coaching

Not just plans. Progressive programming with appropriate recovery. Coached, not just programmed. Plans that adapt to how you actually respond.

Community Over Ego

From your first sprint to Kona. It's not about the distance. It's not about the pace. It's about showing up.

Education That Empowers

We build athletes who understand their training. An empowered athlete makes better decisions on race day, adapts when things go sideways, and stays in sport longer.

Access Without Compromise

Every element is held to a premium standard. We remove the price barrier without reducing the value. Affordable does not mean inferior.

Cartel Coaching meets you where you are.
Tim Brazier
Head Coach
Hey, I'm Tim.

I'm a coach based in Wanaka, New Zealand. I've coached at the Olympic level, worked with Commonwealth Games representatives, and helped pros win iron-distance races around the world. But the work I love most is taking someone who's just signed up for their first sprint tri and showing them they can do something they didn't think was possible.

The principles don't change whether you're chasing Kona or just trying to get across the line at your local. Structure matters. Recovery matters. Understanding why you're doing what you're doing matters most of all. I hold a Bachelor's and Master's in Physical Education from Otago and I'm an IRONMAN University Certified Coach.

I don't just want to tell you what to do. I want you to understand why you're doing it. An athlete who understands their training makes better decisions on race day, adapts when things go sideways, and stays in this sport for the long haul. That's what I'm here for.
Cal cheering
Cal racing as a pro
I'm Cal.

Former NZ professional triathlete and Ironman 70.3 champion. Sunshine Coast based. Triathlon has been my entire adult life. I raced professionally for years with multiple 70.3 wins and Ironman podiums, battling guys like Tim O'Donnell and Tim Reed. I once won a 70.3 by three seconds. Three. This sport is ridiculous and I love it.

When I retired from pro racing I built the Cupcake Cartel, a global triathlon team that's now 750+ athletes worldwide, and launched CUPCKE apparel because I reckon you should look good while you suffer. Now I'm back racing as an age grouper and the fire burns just as hot.

That's what Cartel Coaching is about. Real coaching, real community, totally accessible. Your tribe is here. Now let's get fast.
Em at Kona
Em racing
I'm Em.

Four years ago, I was 148 kilos, sitting in my corporate office genuinely thinking I was having a heart attack. Rock bottom has a very specific vibe and that was it. So I started running. Taught myself from YouTube. Got injured almost immediately because nobody told me what I was doing wrong. I didn't have a coach, a community, or a single person in my corner who could've said "hey, maybe slow down."

I figured it all out myself, the hard way. I know firsthand the difference between trying to work it out alone and having someone in your corner who actually knows what they're doing. It changes everything. That's why I'm here. I'm not a coach. I'm in this community as an athlete, training under Tim's guidance, still learning, still getting faster. I want to be the person I didn't have when I started. You might know me as @emz2ironman.

If I can go from 148 kilos to the Ironman World Championship in Kona in four years, anything really is possible.
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