About.
Grounded in elite sport, athlete coaching, commercial partnerships, and an MBA in Senior Leadership. I help marketing direction, and operational strategy drawing on experience leading professional teams, securing major partnerships, and delivering effective coaching and performance programmes.. Drawing on over a decade of real-world experience. My work strengthens how individuals and organisations develop athletes, activate partnerships, communicate their value, and operate with greater clarity and effectiveness.
Our Approach
At JR Sports Consultancy, our approach is bold, innovative, and built entirely around your goals.
We combine real high-performance insight with modern marketing, commercial, and operational strategy to deliver solutions that genuinely move the needle. Whether it’s designing bespoke training systems, advising professional teams, shaping partnership portfolios, or embedding long-term sustainability, we create frameworks that help athletes, organisations, and brands thrive.
Alongside our performance coaching and consultancy services, we deliver end-to-end marketing support from brand positioning and campaign design to white-label content and activation strategies that cut through in the endurance sport space. Everything we do is focused on unlocking growth, improving return, and delivering lasting impact.
Consultancy Testimonals
“We needed a campaign that felt authentic, not corporate. Jack delivered exactly that. He built the strategy, crafted the narrative, coordinated with athletes, and handled all the messy bits behind the scenes. The content hit harder than anything we’ve done before and partners were blown away by the professionalism and clarity. It drove engagement, delivered measurable ROI, and elevated our brand beyond expectations.”
“We’d grown fast and were struggling to keep everything aligned committees, coaches, volunteers, communications. Jack came in with a calm, structured approach. He cut through the noise, clarified responsibilities, and built systems that stopped things falling through the cracks. We’re more organised, more resilient, and far better prepared for long-term growth.”
“Working with Jack was the first time a consultant actually understood the commercial realities of sport. He helped refine our partnership offer, rebuilt our pitch deck, and created a campaign activation plan that instantly increased interest. Two of our new partners specifically mentioned that his work was the reason they signed. He made us look and operate like a far more professional organisation.”
Coaching Testimonials
I’ve been coached by Optimal Endurance coach Jack Rees for a little over a year now and I have found the coaching to be of an exceptionally high standard. The journey has been very enjoyable, and the cycling workouts have been personalised to my individual goals and addressed weaknesses in my cycling style. This has mean that my motivation has remained high, even through the dark winter months. Personally, I find the ‘training journey’ to perhaps be more important than the goals but I am delighted to report that in my first 10 mile Time Trial of the season I’ve improved on my PB by over 40 seconds! Jack’s tailored preparation has meant that I’m feeling confident and uninjured for the start of the season, which for an athlete in their mid-50’s is an achievement in itself. I’m now looking forward to the TT season and participating in my first Road Race, definitely out of my comfort zone. Overall, I’m extremely happy with the coaching I’ve received and wouldn’t hesitate to recommend Optimal Endurance.
John Mitchell; Goals - Trial Trials, Fitness & Health
I have been working with Jack for just under 8 months in preparation for a 360km gravel race. During this time I have seen constant improvements and surprised myself with a finish time 3 hours ahead of my best case scenario. Communication was always very good and the training adjusted to work and other commitments. On top of the personalised training plan, we also worked on nutrition, equipment and race day strategy. Jack took the time to explain the rationale behind the approach we took in training and answered my (MANY) questions. The man knows his stuff! While I approached OE for this particular event, the outcomes of past months’ training and a very accessible fee means I’ll stick around for longer.
Vlad Bodogon; Goal event - Traka 360.
My second time using the OE team and Jack Rees in particular as my coach for the full Leeds IM event. Worked well together; as Jack took the time to understand the ask; work on relevant planning re loads/volumes/thresholds/practice events; importantly including kit; race strategy and nutrition. Jack also understood that like most I have a hectic lifestyle with kids/business and need for an element of flexibility. Always available and great to have in your corner, and kept me accountable in a good way so I achieved my goal.
Micheal Allewell; Goal Event - Ironman Leeds.