who are we?

Strendure is more than a brand — it is a way of being, training and living. A space for transformation for those who run on trails, seek challenges, dream big and believe that true growth happens where there is effort, resilience and nature.

FOR THOSE WHO BELIEVE IN STRENGTH, OVERCOMING CHALLENGES, AND THE MOUNTAINS.

Mission and Values

The name STRENDURE comes from the fusion of two words: Strength and Endurance.

It represents what we have been building with our athletes since 2014:
A journey where body and mind evolve side by side.
We deeply believe in the connection between sport and nature, in the authentic joy that comes from being in the mountains, in the silence of the trail, in the sound of poles hitting the rock, in the breath that regulates itself with the rhythm of the climb.

At Strendure, we believe that trail running is not just for elites.
The trail belongs to everyone. It is an open, democratic space where everyone — regardless of their level, age or sporting background — can find their place and push their own limits.

Our community is made up of athletes from different backgrounds, realities and dreams, but all with something in common: the desire to grow.

Together, we form a united pack, where every achievement is celebrated and every challenge is shared.

Strendure is training, but it is much more than that.

Through our online training platform and truly personalised support, we help each athlete achieve their goals — whether that's completing a 15 km race or finishing the Tor des Géants.

Our method combines science, experience and intuition. Each plan is tailored to the athlete: their life, their body, their ambitions.

We use TrainingPeaks® as a structuring and monitoring tool, with automatic integration of training sessions into the watch and continuous communication with the coach.

In addition, we organise trail camps, immersive experiences in epic locations such as the Alps, Madeira or Andorra — unique moments of evolution, sharing and connection with the mountains.

What does Strendure mean?

Strendure is what you feel when you get to the top.

When the climb seems endless, but you don't give up. When the air burns your lungs and your legs scream, but you keep going. When you reach the summit, you look around and say, ‘It was worth it.’

That's when you know: you're stronger than you thought.

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That is Strendure:

the feeling of achievement after a demanding journey

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the mental silence after extreme effort

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the renewed belief that you are capable of anything

STRENDURE - Where your transformation begins

More than just training, we want to help you grow.
We want you to have structure, motivation, support, and freedom.
And we want you to know that you are never alone — we do this together.

www.strendurecoaching.com

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Three pillars. One DNA.

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The mentor behind Strendure

Hello, I am João Mota.
I am the mentor of the Strendure Coaching project.

My passion for running — and, in particular, trail running — came about suddenly. Since then, I have devoted myself entirely to personal and professional development as an athlete, coach, manager, and therapist, gathering practical, academic, and institutional experience.

Currently, I coach more than 70 athletes in Trail Running, Road Running and Hyrox through the Strendure Coaching project.

As an athlete:

I was National Team Champion in Trail Ultra and Trail Ultra Endurance in 2013, 2014, and 2015, and I consistently ranked in the national top 10 in my age group in long-distance events. I have completed iconic events such as:

• Tor des Géants 350
• 3x Eufória del Cims
• 7x MIUT 115
• 2x Val d’Aran by UTMB
• Ehunmilak Ultra Trail
• 2xTransgrancanaria 125
• Ultra Trail Sierra Nevada, Donana, Marão, Estrela, São Mamede and many more
• Several editions of Azores Trail Run and Columbus Grand Trail

Institutionally:

I was involved in the creation and development of the federative structure of trail running in Portugal:

• I was a member of the Advisory Board and Management of the ATRP, accompanying the first national team and helping to launch the current National Trail Championships
• I am certified as a Sports Manager by the FPA
• I have a Level 1 Athletics Coaching Course with a specialisation in endurance training.

In terms of therapy and health:

I embarked on a parallel journey that is now a fundamental part of the Strendure approach:

• Training in Sports Massage and Physiotherapy
• Certification in Myofascial Acupuncture and Osteopathy
• 4-year certification in Traditional Chinese Medicine
• Certification in Sports Mental Coaching and NLP

All these paths converge towards a single goal: sharing knowledge, taking care of the basics, providing intelligent support and helping each athlete achieve their best — with structure, health and consistency.

Strendure is all about that: performance with purpose.