Charlie Meets His Digital Twin: An AI Exploration of Endurance

Today’s episode is a little different - because today’s guest is... me. Well, not exactly me, but my digital doppelgänger: AI Charlie. 

That’s right, I’ve created an AI version of myself, trained on everything I’ve ever said on this podcast and beyond, and today, I’m putting him in the hot seat. Why? Because I wanted to test something: Can an AI trained on my conversations, thoughts, and beliefs deliver insight, inspiration, and maybe even a little wisdom about the world of endurance sports, just like Claire & I aim to do with our guests each week? 

Think of this as an experiment in self-reflection, curiosity, and the ever-evolving relationship between humans, performance, and technology. We dive into some of the core themes of The Business of Endurance - mental resilience, balance, performance, and purpose - but through the lens of someone - or something - that knows me perhaps a little too well. 

So buckle up for a conversation with... my AI-Clone. And maybe, just maybe, we’ll uncover something new about what it means to endure.

Highlights:

• The Trifecta Morning Routine: Why Movement, Mindfulness, and Growth Fuel Peak Performance
• Conversations with Your Digital Doppelgänger: Can AI Reflect, Inspire, and Challenge Us?
• Ruthless Prioritisation and Delegation: What High-Performers Teach Us About Time
• Fuel to Thrive: The New Nutrition Rules from Elite Endurance Athletes
• Why Range Before Niche Builds Resilience, Adaptability, and Long-Term Excellence
• Culture Is the Glue: Why Humor, Purpose, and Belonging Turn Teams Into Powerhouses
• Injury Prevention for Longevity: Consistency, Strength, Recovery, and Listening to Your Body
• Metrics That Matter: From HRV to Gratitude – Measuring Progress in Sport and Life
• Marginal Gains Done Right: Why Small Changes, When Aligned, Deliver Massive Results
• A Final Habit to Transform Your Day: Move, Reflect, Learn – Every Morning

Links:

Connect with AI Charlie on the Trusted Team Website: https://thetrusted.team/

Connect with the real Charlie Reading through LinkedIn: https://www.linkedin.com/in/authorspeakercoach/

Connect with the real Charlie reading Richard through Instagram: https://www.instagram.com/charliereading/

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review. 

This episode was sponsored by The Trusted Team and 4th Discipline

Episode Transcript

Charlie Reading (00:07):
the single daily habit I'd recommend is
starting your day with a morningroutine that combines movement,
mindfulness and growth.
Getting your body moving firstthing sets the tone for the day.
Pair that with a moment ofmindfulness, and then add
something that fuels your growth, like reading or listening to a
podcast.
This trifectecta of movement,mindfulness and growth creates
momentum, sharpens your focusand primes you to tackle

(00:29):
whatever comes your way.
Welcome back to the Business ofEndurance, and today's episode
is more than a little different,because today's guest is me.
Well, not exactly me, but mydigital doppelganger, ai Charlie
.
Not exactly me, but my digitaldoppelganger, ai Charlie.

(00:49):
That's right.
I've created an AI version ofmyself, trained it on everything
I've ever said on this podcastand beyond, and today I'm
putting him into the hot seat.
Why?
Because I wanted to testsomething.
Can an AI trained on myconversations, thoughts and the
beliefs that I have deliverinsight, inspiration and maybe

(01:12):
even a little wisdom about theworld of endurance sport, just
like Claire and I aim to do withour guests every week?
So think of this as anexperiment in self-reflection,
curiosity and ever-evolvingrelationship between humans,
performance and technology.
We dive into some of the corethemes of the business of

(01:34):
endurance, that's mentalresilience, balance, performance
, purpose, but through the lensof someone or something that
knows me, perhaps a little toowell.
So buckle up for a conversationwith my AI clone and maybe,
just maybe, we'll uncoversomething new about what it

(01:56):
means to endure.
So let's welcome our guest AICharlie.
Do you know what?
When we look at the back end ofthis podcast, our guest AI

(02:19):
Charlie, before we dive intotoday's episode, if you're
enjoying Claire and I bringingyou amazing guests, not asking
you for patronage fees and notjamming the podcast full of
adverts, then the best way youcan help us continue to do that

(02:41):
and make it even better is tohit that subscribe button.
And here's my promise to youwhen you subscribe we'll make it
our mission.
And here's my promise to youwhen you subscribe we'll make it
our mission, along with theteam that supports us, to
continue to improve this podcastevery week.
So thank you so much for yoursupport and for being a part of
the Business of Endurancecommunity.
Let's dive in.
Hi, I'm Charlie Redding.

(03:03):
How can I help?
Hi, charlie Redding, this isthe real Charlie Redding, and I
want to interview you for theBusiness of Endurance podcast
because you've listened to over150 episodes of the Business of
Endurance podcast and I reallywould like to kind of understand
your key takeaways fromconsuming all of those different
podcast episodes and listeningto stories from some of the top

(03:25):
endurance athletes of the world.
So I'd really like to start offby if you could tell me which
story best sums up the power ofknowing your why and why.
Knowing your why is so importantin both endurance sport and in
business.
All right, charlie, this is abrilliant question and, honestly
, one story that really standsout to me is a brilliant

(03:45):
question and, honestly, onestory that really stands out to
me is Richard Wright's.
You know, his episode was justextraordinary.
Here's a guy battlingaggressive cancer, yet he's out
there competing in Ironmans.
I mean, most people struggle totrain for one when they're
perfectly healthy, right, butRichard, he kept going.
And when I asked him what drovehim, it all came back to his why
.
For him it wasn't just aboutfinishing races, it was about

(04:06):
showing his daughters thatlife's challenges don't define
you, but how you respond to themdoes.
That's powerful, and this ideaof knowing your why, it's like
the anchor that keeps you steadywhen the storm hits.
In endurance sports, it's whatgets you through those dark
moments, when your body'sscreaming at you to stop.
And in business it's the samewhen things get tough, and they

(04:28):
always do.
Your why is what keeps youpushing forward.
It's what helps you makedecisions that align with your
values and long-term goals,rather than just reacting to the
immediate pressure.
So, yeah, richard's story issuch a vivid example of this.
It's a reminder that, whetheryou're an athlete, an
entrepreneur or just someonenavigating life, knowing your
why isn't just important, it'sessential.

(04:48):
What about you, charlie?
What's your why?
Well, my why is about livingthe best life I can, living life
by design.
What I'm going to do now is I'mgoing to pass you over to my
co-host, claire, who is alsogoing to ask you a question.

Claire Fudge (05:03):
Hi Charlie.
I've got a question about timebecause many of our guests
they're juggling careers,families.
They've got high levelendurance goals.
What patterns have you seen inhow they manage their time and
what can we, as businessprofessionals, as athletes,
learn from them?

Charlie Reading (05:23):
Time management is such a fascinating topic,
claire, and honestly, it's oneof those things that separates
the good from the great, both insport and in business.
A pattern I've seen again andagain is this the most
successful people are ruthlessabout prioritization and
delegation.
Take Colin Cook, for example.
He's an elite Ironman coach andathlete who juggles a full-time
job, family and training.

(05:44):
What stood out in his story washow he earmarked specific times
for family work and training,ensuring none of them completely
overtook the others.
He said it's not about magicworkouts or secret hacks, it's
about consistency and balance.
And that's the key, isn't it?
Another thing I've noticed ishow these high achievers use
tools and systems to maximizeefficiency.

(06:04):
Whether it's training softwarelike Tridol or business
automation tools, they're notafraid to lean on technology to
free up time for what reallymatters.
And then there's the mindsetpiece.
They don't just manage time,they manage energy.
They know when to push and whento recover, both physically and
mentally.
That's something Ed Changtouched on when he talked about
conserving time by focusing onactivities that fit seamlessly

(06:28):
into his lifestyle, like runningwhile traveling.
It's about making the most ofthe moments you have, rather
than wishing for more hours inthe day.
So what can we learn?
First, get crystal clear onyour priorities.
What are the non-negotiables inyour life?
Second, embrace delegation andautomation wherever possible.
And third, remember that timemanagement isn't just about

(06:49):
squeezing more in.
It's about creating space forwhat truly matters.
How do you currently approachbalancing all the spinning
plates in your life?
Well, one of the ways that Ihave done that is trusting the
process.
I think the process is such animportant part of this because,
from the outside, breakthroughsoften seem really sudden, don't

(07:10):
they?
But I'd love to know whatstories stand out to you about
the sort of slow grind, the onesthat were trusting the process,
and where trusting the processmade all of the difference.
Oh, absolutely, trusting theprocess is such a game changer,
isn't it?
And you're right.
From the outside, those bigbreakthroughs often look like

(07:30):
they happened overnight, butwhen you dig deeper, it's always
the result of years of graft,patience and belief.
One story that really capturesthis is Kerry Sutton's journey,
which she shared on the podcast.
She talked about juggling herbusiness, raising four kids and
training for ultra marathons.
It wasn't glamorous or easy,but she prioritized her running
because it kept her mentally andphysically strong.

(07:52):
She trusted that byconsistently showing up, even
when it felt like progress wasslow.
She'd eventually get to whereshe wanted to be, and she did.
I think what makes trusting theprocess so powerful is that it
shifts your focus from theoutcome to the actions you can
control.
It's about saying I might notsee results today, but I know
that every step I take isbuilding towards something

(08:13):
bigger.
Whether it's in endurance,sports or business, the grind is
where the magic happens.
It's not sexy, but it's real.
How do you keep yourselfmotivated during those stretches
when the results aren'timmediately visible?

Claire Fudge (08:25):
Well, it's a very good question and I guess
learning from failures and beingable to put that into place at
those times.
And I want to ask you aquestion around failures Can you
share a story from the podcastwhere someone's biggest failure
has become their most importantturning point?

Charlie Reading (08:48):
Oh, absolutely.
One story that really stickswith me is from Chris Cook, the
double Olympian swimmer.
He shared this brilliantperspective on failure, saying
that experiments can't fail,they're just experiments, and
that mindset completely reframeshow you approach setbacks.
For Chris, his biggest turningpoint came after retiring from
professional swimming.
He struggled with thetransition, feeling lost,

(09:09):
without the structure andidentity that came with being an
elite athlete.
But instead of letting thatfailure define him, he leaned
into the process of rediscovery.
He started focusing on giving100% to whatever was in front of
him, whether that was coaching,speaking or even something as
simple as sweeping the floor.
That shift in mindset, fallingin love with hard work again

(09:29):
became the foundation for hisnext chapter.
It's such a powerful reminderthat failure isn't the opposite
of success.
It's a stepping stone toward it.
The key is to embrace thelessons, adapt and keep moving
forward.
How do you personally approachfailure when it shows up in your
life?
Well, I suppose one of the waysthat I was failing actually

(09:51):
before I met claire, was innutrition, and it was my kind of
.
I was having a lot of problemswith the way that my digestive
system dealt with both life andracing and the heavy training
load, and so one of the waysthat I dealt with it is is to
get Claire to, who was an expertin this, to help resolve those

(10:12):
problems and kind of help coachme through how to do that better
.
But we've talked a lot about,particularly since Claire joined
the podcast as co-host.
We've talked a lot aboutnutrition.
So I'd love to know, havinglistened to all of those
episodes and having learned fromso many different elite
athletes and how they feelthemselves, how is your
understanding of of optimalnutrition evolved through

(10:35):
listening to all those episodesand what do you think are the
keys to success in succeeding inthe area of nutrition?
Nutrition has been such arecurring theme on the podcast
and, honestly claire, yourexpertise has added so much
depth to those conversations.
What's really evolved for me,listening to all these
incredible athletes, is thisunderstanding that nutrition

(10:57):
isn't just about fuelingperformance.
It's about creating afoundation for everything else
in life.
It's not just calories in,calories out.
It's about balance, timing and,most importantly, individuality
.
Take Michelle Jones, forexample.
She talked about how dialing inher nutrition wasn't just about
race day but about how itimpacted her recovery, her

(11:18):
mental clarity and even her mood.
That really stuck with me.
It's not just about what youeat on the bike or during a run.
It's about the choices you makeevery day that build up to
those moments.
And then there's the idea ofexperimenting, which Chris Cook
touched on in his episode.
He said experiments can't fail,and I think that applies so
well to nutrition.
It's about trying things,seeing what works for your body

(11:41):
and being okay with tweaking andadapting as you go.
For your body, and being okaywith tweaking and adapting as
you go.
The key to success in nutrition,I think, boils down to three
things.
First, consistency it's notabout being perfect all the time
, but about making good choicesmost of the time.
Second, listening to your body.
What works for one person mightnot work for another, and the
best athletes are the ones whoreally tune into what their body

(12:03):
needs.
And third, planning.
Whether it's meal prepping orhaving a strategy for race day.
The more you plan, the lesslikely you are to make decisions
that don't serve your goals.
How have you found your approachto nutrition has evolved since
you started working with Claire?
Oh well, yeah, I think I have.
Yeah, I definitely got a muchclearer plan.

(12:23):
Through trial and error andthrough trialing different
things.
I've worked out what works forme and what doesn't work for me,
and also I think I've just kindof got greater awareness of
everything around nutrition andtherefore I know what good is
and what good isn't, andtherefore I know what good is

(12:45):
and what good isn't.
I'd like you to pause for asecond and let's ask Claire what
she thinks of your feedback onnutrition.

Claire Fudge (12:51):
I think it's interesting what you've been
able to pull from all thosepodcasts and I think there's
some fascinating themes liketweaking and testing absolutely
100% personalising nutrition andalso being consistent with
nutrition.
So I love the fact the podcastof have you been able to pick
that up in the podcast?
And planning, of course, likeplanning is really important

(13:14):
when it comes, especially whenit comes to race day.
And I guess that brings me backround to goals, because goals
are really important in terms ofgoals for the year or goals for
three years, whether it's goals, goal setting monthly.
And I wonder from the podcast,what's the most compelling

(13:36):
approach that you've heard forgoal setting, especially when
the goal setting is somethinghuge like an Ironman event, a
world record Can?

Charlie Reading (13:48):
you give me a specific example.
Oh for sure, the mostcompelling approach to goal
setting I've heard on thepodcast has to be Mark
Beaumont's story.
He's the guy who set the worldrecord for cycling around the
world not once, but twice.
The first time he set a goal ofcompleting it in 190 days and
he hit it almost to the day.
Then, nine years later, he cameback with a support crew and
set an even bigger goal 80 daysand guess what?

(14:09):
He smashed it in 79.
What's fascinating about Mark'sapproach is how specific and
measurable his goals were.
He didn't just say I want tocycle around the world.
He broke it down into dailytargets, like how many miles he
needed to cover each day, andthen built his training and
logistics around that.
It's the perfect example ofsmart goals Specific, measurable

(14:31):
, attainable, realistic andtimely.
But what really stood out washis mindset.
He talked about how, whenyou're chasing something huge,
you have to focus on the process, not just the outcome.
It's about showing up every day, hitting those micro goals and
trusting that they'll lead youto the bigger picture.
That's a lesson that applies toeverything, whether it's

(14:52):
business, sport or life.
How do you approach settingthose massive long-term goals in
your own life.
Well, I am obviously a bigbeliever in goal setting.
We've talked about goal settinga lot over the podcast and it's
probably the most recurringtheme that comes out of these
elite endurance athletes.

(15:12):
One of the most interestingconversations I've had, which
actually was shaped by aninterview with Sabrina
Pace-Humphreys on the podcast,was how you can bring your tribe
into your goal setting, and shecalled about the.
She talked about the Fab Five,so, but what I'd like to know is
, kind of across all theconversations, how important do

(15:34):
you think community is inachieving the endurance goals
and any goals for that matterand can you share the story
where someone's tribe has made ahuge difference in them
achieving their goals, please?
Community is absolutely massivewhen it comes to achieving big
goals, whether that's inendurance, sports or life in
general.
Sabrina's idea of the Fab Fiveis such a brilliant way to frame

(15:57):
it because it highlights howthe people around you can either
lift you up or hold you back.
One story that really stands outfor me is Tim Don's journey
after his horrific bike crashthat left him with a hangman
fracture.
He was in a neck brace formonths, but his tribe, his
family, his coach, his physiosand his friends rallied around
him.
They didn't just support himphysically, but emotionally too,

(16:18):
reminding him of what he wascapable of and keeping his
spirits up when things got dark.
Six months later, he ran theBoston Marathon in under three
hours.
That kind of comeback doesn'thappen in isolation.
What I've learned from allthese conversations is that your
tribe does more than just cheeryou on.
They hold you accountable, theyinspire you and they remind you
of your why.

(16:39):
When you start to doubtyourself, it's like having a
safety net and a springboard allin one, and in business it's
the same.
Surrounding yourself with theright people, whether it's a
mastermind group, a coach oreven just a few trusted
colleagues, can make all thedifference.
Who, would you say, is in yourFab Five, and how have they
shaped your journey?

Claire Fudge (16:57):
Oh, that's a great question.
I would say it also depends onwhether we're looking at
business, whether we're lookingat sport or whether we're
looking at personal life.
But I feel that community isreally, really important and
many athletes start out indifferent communities, maybe
from where they end up being.
And I want to ask you aboutniching, like niching into a

(17:21):
sport or business and notniching too early, because we've
had lots of guests who didn'tstart as endurance athletes at
all.
What have you noticed about thebenefits of developing this
range before finding a niche?

Charlie Reading (17:37):
That's such an interesting point, and I think
the benefits of developing rangebefore niching down are
absolutely massive.
A story that really highlightsthis is Laura Siddle's journey.
She didn't start out as atriathlete at all.
She came from a completelydifferent background, working in
engineering and dabbling invarious sports before eventually
finding her way into triathlon.
What's fascinating is how thoseearly experiences gave her this

(18:00):
incredible toolkit of skillsproblem solving from her
engineering days, resiliencefrom other sports and even the
ability to adapt quickly to newchallenges.
When she finally found herniche in triathlon, she was able
to draw on all of that to excel.
The same applies in business.
If you niche too early, yourisk missing out on the broader
perspective and transferableskills that come from trying

(18:21):
different things.
It's's like building afoundation the wider and more
solid it is, the higher you canbuild later, and honestly, I
think this idea of range isbecoming more and more relevant.
In today's world.
The most successful peoplearen't just specialists.
They're what you might callspecialized generalists.
They've explored enough tobring unique perspectives to
their niche.

(18:41):
So the takeaway for me is thisdon't rush to pigeonhole
yourself.
Experiment, explore and embracethe variety.
When you do find your niche,you'll bring so much more to the
table.
How do you think your own rangeof experiences has shaped where
you are today?
Um, I, I think actually it'sreally helped me understand the

(19:02):
different.
So I often think about thiskind of concept called the
talent tapestry, which is whereyou think about the fact that.
So I've got this 25 plus yearcareer in financial planning.
I've got this entrepreneurialexperience of both running
multiple businesses, but alsothe coaching and the books I've
read.
I've also got the the wisdom ofcompleting multiple Ironmans

(19:23):
and ultramarathons and all thatkind of stuff.
So I think that this kind ofrange has brought this talent
tapestry together.
That helps me really kind of bedifferent and be unique because
of those combinations, and Ithink part of that has been
brought out of me by the help ofcoaching.
So coaches have really helpedme understand what value I can

(19:47):
bring and also helped meunderstand where I should go
next.
So what have guests taught youabout the value of having a
coach, whether that be inbusiness coaching or in personal
coaching, especially when itcomes to pushing limits without
breaking?
Coaching has come up so often onthe podcast and it's clear that

(20:07):
the value of having a coach,whether in business, sport or
life is absolutelytransformative.
What stands out to me is how agreat coach doesn't just push
you harder, they help you pushsmarter.
They're there to guide, tochallenge and to help you see
things you might miss on yourown.
Take Matt Bottrill, for example.
He's a phenomenal cycling coachand what he shared about his

(20:29):
approach really stuck with me.
He talked about how coachingisn't just about the technical
side, like power numbers ortraining plans, but about
understanding the person.
He said you've got to work withdifferent people in all these
different aspects and that'swhere the magic happens.
It's about tailoring theprocess to the individual,
helping them unlock theirpotential in a way that's

(20:50):
sustainable and aligned withtheir goals.
And then there's the emotionalside of coaching, which Tim
Don's story highlights so well.
After his accident, his coachwasn't just there to rebuild his
fitness, but to help himrebuild his confidence.
That's the thing about a greatcoach they're not just there for
the highs, they're there tohelp you navigate the lows
without breaking, to remind youof your why.

(21:12):
When you're questioningeverything In business, it's the
same.
A coach can help you step backand see the bigger picture,
challenge your assumptions andhold you accountable to your
goals.
I've seen it in my own journey,and I know you've experienced
this too, charlie, with howcoaching has helped you weave
together your talent tapestry.
It's that outside perspectivethat can make all the difference

(21:33):
.
How do you think coaching hasmost impacted the way you
approach challenges, whether insport or business?

Claire Fudge (21:39):
I think coaching is really important and I think
coaching in business definitelyfrom an accountability point of
view and I think you knowcoaching in sport also, and this
is important in business andsport there needs to be the
human elements, the emotionalelement, but also having some
fun along the way, and I know mycoach, in terms of sports, is

(22:01):
always talking about fun and,from a business coaching
perspective, Charlie is alwaystalking about fun in business.
So I want to ask you, whenwe're thinking about fun like
endurance, sport is prettyserious, but it can also be fun
what are the best lessons thatyou have heard about keeping it
fun and like why does thatmatter?

(22:23):
How important do you think thisis in terms of having fun in
business?

Charlie Reading (22:28):
Fun is such an underrated ingredient in both
endurance, sports and business,isn't it?
And yet it's absolutely vital.
I mean, if you're not enjoyingthe process, what's the point?
One of the best lessons I'veheard about keeping it fun came
from Will Clark on the podcast.
One of the best lessons I'veheard about keeping it fun came
from Will Clark on the podcast.
He talked about how, as a coach, he makes sure his athletes
don't just grind away endlessly,but actually enjoy the journey.

(22:52):
He mentioned things like Zwiftmeetups, where his athletes push
each other, have a laugh andcreate this sense of camaraderie
.
It's not just about thetraining numbers.
It's about the experience, thebanter and the shared victories.
That's what keeps people comingback for more, and in business
it's no different.
Fun creates energy, and energydrives creativity and resilience
.
I've always believed that whenyou're having fun, you're more

(23:13):
likely to stick with somethingthrough the tough times.
It's like Stacey Copeland saidon the podcast coaching and
leadership aren't just about thetechnical side.
They're about creating anenvironment where people thrive
emotionally and mentally.
Fun is a big part of that.
So why does it matter?
Because fun keeps you motivated, it builds stronger connections
with your team or your tribeand it reminds you why you

(23:35):
started in the first place.
Whether it's a cheeky post-racebeer with your training buddies
or a light-hearted teambuilding exercise in the office,
those moments of joy are whatmake the grind worthwhile.
How do you keep fun alive inyour own business or training?
Uh well, I definitely like theidea of the post race beer with
my mates, and as long as itinvolves pizza as well, then I'm

(23:56):
well up for that.
So I think that's great adviceand and and I actually really
remember that conversation, thatwith Will Clark, and and
talking about keeping it fun andand he was a big advocate in
his own training of of just youknow, I'd rather do the thing
with a mate, the training with amate, even if it's not perfect,
because I know I'll enjoy itand I'll know I'll get more out
of it.
So one of the things, one of thetopics we've talked about a lot

(24:19):
on the podcast, is this conceptof the endurance mindset.
So, based on all the interviews, what do you think you would
define?
How do you think you woulddefine what the endurance
mindset is and who do you thinkexemplifies it best?
The endurance mindset to me isall about resilience,
adaptability and a relentlessfocus on the bigger picture.

(24:42):
It's that ability to embracediscomfort, to keep going when
every fiber of your being isscreaming at you to stop, and to
find meaning in the struggle.
It's not just about physicaltoughness, but mental fortitude,
the kind that allows you topush through setbacks, adapt to
challenges and stay committed toyour goals, no matter what.
Mark Beaumont's story is aperfect example of this.

(25:03):
When he cycled around the worldin 79 days, it wasn't just his
physical preparation that gothim through.
It was his mindset.
He talked about how he had tocompartmentalize the enormity of
the challenge, breaking it downinto manageable chunks and
focusing on the process ratherthan the outcome.
He also highlighted theimportance of humor and
perspective, saying that theability to smile even in the

(25:25):
toughest moments was what kepthim going.
That's the endurance mindset inaction finding strength in the
struggle and joy in the journey.
And it's not just about sport.
This mindset applies tobusiness relationships and life
in general.
It's about showing upconsistently, learning from
failures and staying adaptablein the face of change.

(25:46):
What I've learned from allthese incredible guests is that
the endurance mindset isn'tsomething you're born with.
It's something you cultivatethrough experience, reflection
and a willingness to embrace thehard miles.
How do you think the endurancemindset has shaped your own
journey, both in in sport and inbusiness?

Claire Fudge (26:03):
Massively, I think , in terms of resilience, my
endurance mindset for gettingout there and getting something
done, and that consistency.
And that consistency comes intobusiness.
I'm really interested.
You picked up there on thehumor aspect and the journey,
and that brings me on to culture.

(26:24):
You know culture within a team,whether it be in business or in
sport.
What does a great team culturelook like in endurance sport?
Can you tell me a story ofwhere culture has turned a team
around, or perhaps an athleteseason around?

Charlie Reading (26:40):
Culture is such a game changer, isn't it?
Whether in sport or business,it's the glue that holds
everything together when thingsget tough.
A great team culture is builton trust, shared purpose and,
honestly, a bit of fun.
It's about creating anenvironment where people feel
supported, motivated andinspired to give their best, not
just for themselves, but forthe team as a whole.

(27:01):
One story that really standsout is from Sam Bewley's episode
on the podcast.
He talked about how humor andcamaraderie within his cycling
teams played a massive role intheir success.
As a lead out man, his job wasto bring others to the top of
their game, and he used humor asa tool to keep the team's
spirits high, even duringgrueling races.
That culture of positivity andconnection didn't just make the

(27:24):
hard miles bearable, it madethem enjoyable.
And that's the thing, isn't it?
A strong culture doesn't justhelp you survive the tough times
, it helps you thrive in them.
Another example is from TomEvans, the ultra runner with an
army background.
He shared how the disciplineand planning he learned in the
military translated into hisracing.
But what really stood out washow his team's culture of

(27:47):
meticulous preparation andmutual respect gave him the edge
.
It wasn't just about individualperformance.
It was about everyone workingtogether towards a common goal.
In endurance sports, where thechallenges are so intense,
culture can be the differencebetween a team that crumbles
under pressure and one thatrises to the occasion, and in
business it's no different.
A great culture fostersresilience, innovation and, most

(28:09):
importantly, a sense ofbelonging.
How do you think the culture inyour own teams, whether in
sport or business, has shapedyour successes?
I think it has had a massiveimpact, particularly in business
.
So I remember the day where I,with my former financial
planning business, I sat downwith my team and we clearly
documented what it meant to be apart of Efficient Portfolio,

(28:32):
what our team culture was, andfrom that day on, it was like
everyone walked around withslightly higher shoulders.
They owned a piece of thatbusiness.
That culture was a piece ofthem, and I think it was a game
changer in our business, and Icouldn't recommend it highly
enough for other people to dothat.
I want to move now on to a topicthat we constantly get asked

(28:56):
about and we constantly talkabout, and that is longevity in
sport, particularly this conceptof injury prevention, and we've
had some amazing specialistsfrom the world of running and
from around the sport that havetalked about how you can prevent
getting injured.
So what do you think are thekey takeaways that you've you've

(29:16):
picked up that can help peopleavoid injury and have longevity
in sport?
Longevity in sport, longevityin sport and injury prevention
such a crucial topic, isn't it?
And it's one that comes up timeand time again because, let's
face it, staying in the game ishalf the battle.
From all the incredible guestswe've had on the podcast, a few
key takeaways really stand out.

(29:36):
First, consistency beatsintensity.
Every time.
This came up in conversationswith athletes like Tom Evans,
who emphasized the importance ofbuilding a strong base and not
overloading your body tooquickly.
It's about playing the longgame right.
You can't just hammer it day inand day out without giving your
body the time it needs to adaptand recover.
Second, strength andconditioning are non-negotiable.

(29:58):
Laura Penhall, who coached theCoxless crew to row across the
Pacific, talked about howstrength training was a
cornerstone of their preparation.
It wasn't just about buildingpower, it was about creating
resilience in their bodies towithstand the relentless demands
of rowing for months on end.
And this applies to runners,cyclists, triathletes, everyone.
Strength work isn't just anadd-on, it's a foundation.

(30:21):
Third, listen to your body.
This might sound obvious, butit's something so many people
overlook.
Michelle Dillon, the formerOlympian turned coach, shared
how learning to tune into herbody's signals was a game
changer.
It's about knowing when to pushand when to back off.
Ignoring those little nigglescan turn a minor issue into a
season-ending injury.
And finally, recovery is asimportant as training, sleep,

(30:42):
nutrition, hydration and evenmental recovery.
They're all part of theequation.
You can't expect to perform atyour best if you're not giving
your body the tools it needs torepair and rebuild.
It's like trying to drive a caron an empty tank.
So, to sum it up, it's aboutconsistency, strength, awareness
and recovery.
Those are the pillars oflongevity in sport.
How do you currently approachinjury prevention in your own

(31:06):
training?
Anything you'd add to the mix?

Claire Fudge (31:08):
Well, I'd certainly add in there about
strength and conditioning.
I think that's super important,especially when it comes to
aging as well, because you know,let's face it none of us are
getting any younger.
So you've picked up onnutrition.
Nutrition is really importantfor recovery, absolutely, but
also, did you know it's actuallyimportant for thinking about
preventing injury.

(31:29):
So it's really important thatyou're having enough energy
intake, particularly fromcarbohydrate, to actually help
prevent injury.
But of course, that comes with,you know, having really good
habits around your nutrition aswell.

Charlie Reading (31:43):
And that kind of nicely segues into this
concept of measuring whatmatters, because you know you
could measure how grateful youfeel or how effectively you
implement your morning routine.
You can also measure stuff likeyour heart rate variability, or
you could measure kind of stuffthrough mood journaling or all
that sort of stuff.

(32:03):
So what have guests taught usabout measuring what actually
matters in performance and life?
Measuring what matters is sucha powerful concept and it's
something that's come up timeand again on the podcast.
What I've learned from ourguests is that the key isn't
just about tracking everything.
It's about identifying themetrics that truly align with

(32:25):
your goals and values.
For example, heart ratevariability, as you mentioned,
is a brilliant tool forunderstanding recovery and
stress levels.
Athletes like Tom Evans havetalked about how they use HRV to
adjust their training load,ensuring they're pushing when
their body is ready and pullingback when it's not.
It's a way of listening to yourbody through data.

(32:45):
But then there's the moresubjective side of measurement,
like mood journaling orgratitude tracking.
Katie Zafira shared how sheuses a simple checklist in her
planner to track things likequality time with her husband,
visualization exercises and evennaps.
It's not just about performancemetrics, it's about measuring
the things that enhance her lifeas aaps.
It's not just about performancemetrics it's about measuring
the things that enhance her lifeas a whole.
That's such a refreshingperspective, isn't it?

(33:07):
It reminds us that successisn't just about how fast you
run or how much you achieve.
It's about how you feel alongthe way.
And then there's the idea ofhabit tracking, which I've
spoken about before.
Benjamin Franklin's approach totracking his 13 virtues is such
a timeless example.
He'd reflect daily on how he'ddone with each habit, creating
this cycle of constantimprovement.

(33:28):
It's a reminder that measuringwhat matters isn't just about
the numbers.
It's about reflection and usingthose insights to grow.
So, whether it's HRV, moodjournaling or even just ticking
off your morning routine, thekey is to focus on what truly
moves the needle for you.
What are the metrics that helpyou feel aligned, energized and

(33:49):
on track?
How do you currently measurewhat matters in your life?

Claire Fudge (33:53):
Well, I think certainly measuring thing, you
know.
One of the big questions is,you might be measuring something
, but do you actually know whatthat data means, when you get it
and what you're going to dowith that data?
So that's a big part of usingdata and making it matter,
talking of using data and makingsome changes from that data.

(34:17):
I want to talk about marginalgains, because we talk about
marginal gains in business andsport.
Can you share a story wherethere's been small tweaks, small
changes made that have led tohuge results?

Charlie Reading (34:33):
Oh, absolutely.
Marginal gains are such afascinating concept and they've
been transformative in bothsport and business.
A story that really capturesthis is from Chris Cook, the
double Olympian swimmer.
He talked about how marginalgains only work if you've nailed
the basics first.
He said you've got to know yourNorth Star, meaning you need a
clear goal before you startshaving off those 1%.
For him, it wasn't just abouttweaking his stroke or his

(34:55):
starts.
It was about creating a systemwhere every little improvement
aligned with his ultimate goalof peak performance.
Another brilliant example isAlan Hovda, the Norseman
champion.
He shared how he focused onaerodynamics in his training and
racing.
By making small adjustments tohis bike position and equipment,
he gained minutes over longdistances.
But it wasn't just about thegear.

(35:16):
It was about testing, refiningand understanding how those
changes impacted his overallperformance.
Testing, refining andunderstanding how those changes
impacted his overall performance.
It's the perfect example of howsmall tweaks, when done with
purpose, can lead to massiveresults.
In business, it's the sameprinciple.
You might tweak your team'sworkflow, automate a repetitive
task or even adjust how youcommunicate with clients.
These aren't groundbreakingchanges on their own, but

(35:41):
together they create a systemthat's far more efficient and
effective.
The key is knowing what mattersmost and focusing your efforts
there.
How do you think you could applythe marginal gains approach to
your own goals?
I think that the way that Iapproach marginal gains to my
own goals is to have a processto ensure that we as a team sit
down regularly and look fordifferent ways of improving what

(36:06):
we do on a literally on aregular basis.
So one month we might pickmarketing.
Next month we might pick whatwe do backstage.
Next month we might pick whatwe do front stage.
Next month we might pick costs.
Each month we're looking atways to find small gains in each
of those areas, so that we'reconstantly making those little

(36:26):
gains but those compound up toto huge results.
And one of the ways I thinkthat that that applies is
through our learning, thisconstant learning.
If we are constantly seekingout new ways to learn, then we
we grow as individuals and whatwe become, both as part of our
business and as ourrelationships and our life we

(36:47):
become better, wiser, smarter,and I think that kind of we can
sum that up that term up as thegrowth mindset, can't we?
So what does a growth mindsetmean to you, and who's the best
example you've heard us talk toon the podcast that has a growth
mindset.
The growth mindset, to me, isall about believing in the power

(37:07):
of improvement.
It's the idea that yourabilities, skills and even
intelligence aren't fixed.
They can be developed witheffort, learning and persistence
.
It's about embracing challenges, seeing failures as
opportunities to grow andconstantly seeking ways to get
better and, honestly, it's thefoundation for everything we
talk about on the podcast,whether it's endurance, sports,

(37:29):
business or life.
One of the best examples of agrowth mindset from the podcast
has to be Laura Siddle.
She didn't come from atraditional triathlon background
.
She started later in life,after a career in engineering.
But what's remarkable is howshe approached every step of her
journey with curiosity and awillingness to learn.
She didn't let her lack ofexperience hold her back.

(37:49):
Instead, she leaned into it,asking questions, seeking advice
and constantly refining herapproach.
That mindset allowed her to gofrom a complete novice to a
professional triathletecompeting at the highest levels.
What really stood out aboutLaura was her ability to focus
on the process rather than justthe outcome.
She talked about how every race, every training session, even

(38:11):
every mistake, was anopportunity to learn and improve
.
That's the essence of thegrowth mindset, isn't it?
It's not about being perfect.
It's about being better thanyou were yesterday, and this
applies so beautifully tobusiness as well.
When you adopt a growth mindset, you're not afraid to try new
strategies, take calculatedrisks or pivot when something
isn't working.
It's about seeing everychallenge as a chance to

(38:31):
innovate and grow.
How do you think the growthmindset has influenced the way
you approach challenges in yourown life?

Claire Fudge (38:38):
I think continual learning has always been
extremely important to me,certainly professionally and in
my business, for me to grow myknowledge, but certainly within
my own personal growth as well,and I think one big part of that
is also growing and learningwith people that are better than
you and them being able to giveyou opportunities is amazing,

(39:01):
and grabbing hold of thoseopportunities, but it's also
about contribution.
It's about being able to alsobe able to give back to those
people that have helped you togrow.
Which guest has best embodiedthe idea that endurance sport
isn't just about your ownpersonal best or winning, but
it's actually about giving backto the sport?

Charlie Reading (39:23):
Louise Minchin is a fantastic example of
someone who embodies the idea ofgiving back to the sport.
When she was on the podcast,she shared how she uses her
platform to inspire others totake on challenges they never
thought possible.
She talked about her work withbeginners in triathlon like
helping people who had neverdone a triathlon before to cross
the finish line for the firsttime.

(39:44):
It wasn't just about her ownachievements.
It was about creating a rippleeffect, encouraging others to
step outside their comfort zonesand discover what they're
capable of.
What stood out to me was howshe made it clear that her joy
came not just from her own races, but from seeing others succeed
.
That's the essence of givingback, isn't it?
It's about using yourexperience, your platform and

(40:05):
your passion to lift others up,and in doing so, you create a
legacy that's bigger than anypersonal best or podium finish.
How do you see yourself givingback, whether in sport, business
or life?
I see myself giving back inmany ways, and actually this
podcast is one of the ways I seegiving back.
I think what we're doing hereis creating such a great

(40:27):
opportunity for people to learnand, you know, ultimately, the
guests that we have on thepodcast are giving back to
people that that listen to thebusiness of endurance and giving
back to their fans, theircommunity, and sharing the
wisdom that they've learned overa lifetime, and I think that's
I think that's the beauty ofthis sort of platform is it is a

(40:50):
way to help other peoplesucceed and learn from the
lessons and learn from thefailures that that you've made
to save to fast track them tosuccess.
But I think what you've I thinkthe example you gave of louise
mentioned is is brilliant interms of the resilience that she
showed to kind of come to thesport later on and, you know,

(41:10):
ultimately succeed despite thechallenges and and the
difficulty she found,particularly in the early days
of triathlon.
So I think the final questionI'd like to ask you is across
all of those episodes andamazing people and amazing
stories, what do you think isthe most powerful story of

(41:31):
resilience you've heard on theBusiness of Endurance podcast?
The most powerful story ofresilience from the Business of
Endurance podcast has to be JoeyEvans' journey from paralysis
to completing the Dakar Rally.
Joey's story is justextraordinary.
After a devastating accidentleft him paralyzed from the
chest down, doctors told himhe'd never walk again, let alone

(41:54):
ride a motorbike, but Joeyrefused to accept that as his
reality.
He spent years rebuilding hisstrength, learning to walk and
eventually getting back on abike, and then, against all odds
, he set his sights on the DakarRally, one of the toughest
endurance events in the world.
What makes Joey's story sopowerful isn't just the physical
resilience it took to recoverand train for Dakar.

(42:16):
It's the mental grit, the sheerdetermination to keep going
despite setback after setback.
The sheer determination to keepgoing despite setback after
setback.
He talked about how he had tobreak the journey down into tiny
, manageable steps, literally atfirst when he was learning to
walk again, and later when hewas tackling the grueling stages
of the rally.
His mantra was simple just keepmoving forward.
But what really struck me wasJoey's perspective on his

(42:38):
journey.
He said that the accident, asdevastating as it was, gave him
a new appreciation for life anda deeper sense of purpose.
He used his experience toinspire others, showing them
that, no matter how impossiblesomething seems, with resilience
and determination you canachieve incredible things.
Joey's story is a reminder thatresilience isn't just about
bouncing back.
It's about transformingadversity into opportunity and

(43:01):
using those hard-earned lessonsto create something meaningful.
How has resilience shaped yourown journey.
Charlie, do you see parallelsbetween Joey's story and your
own experiences?
I do.
I mean, let's be honest, Ididn't have to deal with the
difficulty that Joey had to dealwith and I think there will be
no doubt that that is abrilliant example of a guest to

(43:24):
pick out, and what Joey wentthrough and the resilience he
showed was far, far greater thanI ever had to worry.
We ask every guest to recommenda book that has helped them on
their journey or they findthemselves recommending to
others.
With all of those guests andlots of like, literally most
guests recommend more than twoor three books.

(43:46):
What is the single book thatgets recommended the most across
all of those guests that ourlisteners should make?
Definitely put right to the topof their reading list.
The book that comes up time andtime again across so many
episodes is Endurance by AlfredLansing.
It's the story of ErnestShackleton's Antarctic
expedition and it's just anincredible tale of resilience,

(44:09):
leadership and survival againstall odds.
Joey Evans, for example,specifically mentioned it as a
book that deeply resonated withhim during his own journey of
recovery and pushing throughadversity.
What makes Endurance sopowerful is that it's not just
about surviving.
It's about thriving in the faceof unimaginable challenges.
Shackleton's ability to keephis crew alive and motivated

(44:31):
despite being stranded in one ofthe harshest environments on
earth is a masterclass inleadership and mindset.
It's the kind of book thatleaves you thinking if they
could do that, what's stoppingme from tackling my own
challenges?
I'd say it's a must Read foranyone looking to build
resilience, whether in sport,business or life.
Have you read it, or is it oneyou'd consider diving into?

Claire Fudge (44:51):
Do you know what?
I haven't read it.
It's now on my list, my longlist, charlie, from Charlie
Redding's massive list of books.
It's definitely one to add, soI will be reading that.
So Richard Oakes actually asksyou this what one daily habit
would you recommend to listenersto improve their performance,
and why?

Charlie Reading (45:12):
The single daily habit I'd recommend is
starting your day with a morningroutine that combines movement,
mindfulness and growth.
It's a game changer.
Whether it's a short run, yogaor even just a brisk walk,
getting your body moving firstthing sets the tone for the day.
Pair that with a moment ofmindfulness, like journaling or
meditation, to clear your headand focus your intentions, and

(45:33):
then add something that fuelsyour growth, like reading or
listening to a podcast.
This trifecta of movement,mindfulness and growth creates
momentum, sharpens your focusand primes you to tackle
whatever comes your way.
It's not just about improvingperformance.
It's about building afoundation for a fulfilling and
productive day.
How do you currently start yourmornings?
Anything you'd tweak or add.
I do exactly what you just said, and I think that that's

(45:56):
brilliant.
And so, to finish off thisepisode, we would like to ask
I'd like to ask you for aquestion for us to ask the next
guest on the Business ofEndurance podcast.
So what question should we askthe next guest of the Business
of Endurance?
How about this for a questionwhat's the single most important
lesson you've learned fromfailure and how has it shaped

(46:18):
the way you approach challengestoday?
It's a question that reallydigs into resilience and growth,
which are such core themes ofendurance, both in sport and in
life.
What do you think?
I think that's a great question,and I'd like to thank you, ai
Charlie, for bringing out somuch wisdom from all the
episodes that we have done.
It's been fascinating chattingto you and you've reminded me of

(46:40):
some parts of the podcast thatI'd forgotten about, so I think
it was really interestingchatting to you.
Thank you very much.
Thank you so much, charlie.
Honestly, it's been an absolutepleasure to dive into all these
incredible stories and lessonswith you.
The Business of Endurancepodcast is such a treasure trove
of wisdom and it's brilliant tosee how much impact it's having
on listeners and guests alike.

(47:00):
I'm glad I could help bringsome of those forgotten moments
back to the forefront.
Keep doing what you're doing.
It's inspiring and I know it'smaking a real difference.
Cheers, mate.
So what did you make of thatconversation with AI Charlie?

Claire Fudge (47:15):
I was like speaking to you, Charlie.

Charlie Reading (47:19):
With a slight Aussie twang occasion A bit
posher than me as well.

Claire Fudge (47:24):
A little bit and also didn't know how to ask us a
question very well, but otherother than that, I wasn't sure
whether he was answering orasking by the end of it.
Do you know why?
What I loved about it is thefact that he could it, he
whatever could pick out reallyquickly some of those defining
movement moments.
You know whether we're talkingabout the top things that he

(47:45):
pulled out from resilience andthen you know whether it's about
coaching, about using data.
The speed, the speed of beingable to dig into that data and
pick it out I thought wasamazing.

Charlie Reading (47:58):
I think you're right, and not only that, but
the intelligence of it to link,like it didn't just go, like
some of the questions it woulduse like two different examples,
like it would start on MarkBeaumont and then segue into
Laura Siddall.
I can't remember exactly how itdid.
I was like that's reallyimpressive, that it's, isn't it?

(48:18):
I mean, isn't it a brillianttool?
And, by the way, for anylisteners I'll put the link in
the show notes to AI Charlie.
He's got all the informationfrom all the episodes.
If you've got a specificquestion you want to ask, you
want to have a conversation likethat, it's freely available for

(48:39):
you to chat to and interrogateand understand how you can learn
from the content of thebusiness of endurance.
And I think what I would alsosay is he, it, ai Charlie
pointed out some episodes that Iwouldn't necessarily, I hadn't
associated necessarily, likewith, say, for example, tom
Evans and trusting the process.
That was interesting.
Actually, it made links that Ihadn't already made, so it kind

(49:02):
of helped me clarify my thinking.
Um, what do you, how do youthink it did on the nutrition
piece?

Claire Fudge (49:10):
I think it brought out.
It did bring out a little bitand actually I was going to say
to it about um, about nutritionwhen we're talking about injury,
but it actually did pick.
It did pick that up.
So I thought I thought it didpretty well because essentially
it's gathering it from theinformation that you've put in
there and what we've had, youknow, on the podcast um.
So it was interesting how itwas able to kind of summarize

(49:31):
that as well.
So, yeah, I, I thought Ithought it was, I thought it was
really good.
I liked his book recommendation.
I mean, yes, it was, and it'snot a book I've actually read.

Charlie Reading (49:41):
So I I do need to, I do need to get that to the
top of my reading list.
Yeah, and I think there was.
Yeah, I just was reallyimpressed.
I like you, I was reallyimpressed with the speed but the
but the but the segues into thedifferent topics I actually
liked.
I mean, it is designed to askquestions, so that's why I asked
a question at the end.
Yeah, because ultimately, it'sdesigned to help people get

(50:05):
results out of that topic.
So, yes, it'll tell you a storyor a fact or a system or a tool
or whatever, but then it'll askyou a question so that you're
interacting with it, and that'sthat's specifically how it's.
It's designed so.
It's not designed to to be theguest on a podcast.
It's designed so it's notdesigned to be the guest on a
podcast, it's just designed tohave a conversation, and I
suppose that's the best way ofdoing it.

(50:26):
But I think it's.
I think what's really impressiveand really powerful is this
ability to help us learn better.
So in an hour we got a greatreminder of some of the
incredible episodes that we'vedone.
Know, matt botterill, that wasreferenced was about episode
four, I think, of 150.

(50:49):
I'd forgotten a lot about.
You know, I've got some, someinteresting takeaways from that
episode, but that they weren'tthe takeaways that that ai
charlie picked out, because ofcourse, that was four years ago
now, and so I think it's reallypowerful in terms of helping us
learn better and quicker so it'sreally interesting to have
somebody else, something else,do it as well.

(51:13):
But isn't it really powerfulalso to pick, for it to be able
to go so like?
I wasn't expecting it to saythe shackackleton book, but
clearly more than one person hasrecommended the Shackleton book
, but so to be able to go okay.
Well, there's 150 episodes,each running somewhere between
40 minutes and 90 minutes.

(51:33):
Within that there's a wholeload of book recommendations.
This is the one that comes outmost, that's really amazing,
isn't it?
And I've no idea whether I can.
I can't verify.
I actually do remember thatbeing said at least twice, so it
probably is right, but I've noway of checking without going

(51:54):
back and doing a whole lot ofresearch.
But yeah, I thought it wasbrilliant and I got some
interesting takeaways from it.
But I hope listeners got a.
If you're fairly new to thebusiness of endurance podcast, I
hope what you got was a idea ofgoing back and listening to
some of the older episodes.
Like Matt Bottrill, like KerrySutton, like Laura Siddle, go

(52:15):
back because there's huge valuein those conversations.
You know they really werebrilliant conversations.
So I think it's it's reallyvaluable to go back and and
start consuming some of thoseolder episodes.

Claire Fudge (52:24):
It's fun to like.
I mean it's always fun to do itwas absolutely well, I hope for
everyone at home.

Charlie Reading (52:29):
That taught you something new about the
business of endurance podcast,or nothing, if nothing else.
It taught you that having aconversation with an ai bot is
definitely viable and yeah, and,and, like I said, we'll put the
link in the show notes.
So if you want to chat to aicharlie about the business of
endurance podcast or about thetrusted team and how you can
grow your business while workingless, please go have a chat and

(52:51):
enjoy and keep on training you.