Harriet Frost: 2x Arc of Attrition 100 mile finisher, Race Director, Business Owner of Grit Culture, Co-parent of Sea+Flo supporting people to upgrade their periods.

Harriet Frost is a force of energy, endurance, and entrepreneurial grit. 

From completing the notorious Arc of Attrition 100-mile ultra twice, to directing multiple trail races, to co-founding a menstrual cup company focused on sustainable period care for athletes — Harriet is redefining what it means to pursue hard things, in business and on the trail.

In this episode, Harriet shares her journey from growing up in Cornwall to discovering a love of endurance sport later in life — despite hating running at first. With no formal coaching, she’s built her own training strategy based on experience, discipline, and gut instinct — and it’s taken her to the finish lines of some of the UK’s most brutal ultra events.

We also dive into the founding of Sea+Flo, a period care company created by women, for women, aiming to empower people to better understand and manage their menstrual health during sport. Harriet speaks candidly about the mental strength required to train alone, run in the dark, and manage periods while racing, as well as her mission to bring more female voices to the forefront of adventure and endurance media.

This is a conversation about grit, vulnerability, and showing up — again and again — even when the path ahead is long, muddy, and uncertain.

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Show notes

• Who is Harriet?
• Completing her 2nd Arc of Attrition 100 mile ultra
• Race Director to 2 current races and soon to be a 3rd
• Running her own business called, Grit Culture - focused on business management 
• Launching a menstrual cup company called Sea+Flo in 2024 with her best friend
• Dog mum to November
• Being surrounded by an amazing network of friends and family
• How things connect together
• Speaking with Harriet mum, Theresa Frost on the Tough Girl Podcast 
• Having parents to everyone 
• Childhood and growing up in Cornwall
• Learning resilience and grit from a young age
• Being supported by her parents
• Loving school and heading off to University in Southhampton to study fashion and journalism
• Not really knowing what she wanted to do
• Travelling and working on super yachts 
• Heading off to London for 3 years 
• Spending time in