Last updated: 3 November 2026 (coaching packages added)
These terms apply when you buy or download a digital product (for example a training plan PDF) or buy a coaching package from PFM Coaching at pfmcoaching.co.uk. Coaching packages have their own rules in section 11, which take priority for coaching. Please read these terms before you check out. By completing checkout you agree to them.
1. Who we are
PFM Coaching is the trading name of Steven James, a sole trader based near Bridgend, South Wales.
Address: 12 The Meadows, Corntown, Vale of Glamorgan, CF35 5BD
Email: sales@pfmcoaching.co.uk
Website: pfmcoaching.co.uk
2. What you are buying
Our shop sells digital products, such as training plans supplied as downloadable PDF files. Each product page describes what is included. Some products are free; you still go through checkout so we can send you the download link.
Race-specific plans use course details (dates, start times, routes, time limits and rules) taken from the race organiser’s published information at the time of writing. Organisers can change these. Always check the official race website for the latest information.
3. Prices and payment
Prices are shown in pounds sterling (GBP). We are not VAT registered, so no VAT is added. Payments are processed securely by Stripe through our shop platform, SureCart. We never see or store your full card details.
4. Delivery
Digital products are delivered straight away. After checkout you’ll get an email with your download link, and your downloads also stay available in your customer account on our website. If the email doesn’t arrive within an hour, check your spam folder, then email us and we’ll sort it.
Hosted plans on EndoGusto
Some plans can be bought as a hosted version. For these, we load your plan into the EndoGusto training app and you also get the PDF download. The hosted price includes your use of EndoGusto for that plan, so there is nothing extra to pay to EndoGusto. After checkout you will receive a link to create your EndoGusto account. You must sign up using the same email address you used for your order, so we can match your account to your purchase; if you use a different email, please let us know, as set-up cannot start until we can match you. Once your account exists (and your access window has opened), we aim to apply your plan within 2 working days and will email you when it is ready. Sessions are sent to compatible Garmin, COROS, Suunto and Wahoo devices; Polar devices sync completed runs back only; Apple Watch is not supported. Hosted access starts no earlier than 2 weeks before the plan’s start date: if you buy more than 2 weeks before the plan starts, your access opens and your plan is applied 2 weeks before the start date. Hosted plans are always lined up with the plan’s race day: if you buy after the plan’s start date, your plan is applied from the current week, not from week 1, and the earlier weeks are not repeated or extended. Hosted access runs until 2 weeks after the plan’s race day, after which your EndoGusto access for that plan ends (your PDF remains yours to keep). EndoGusto is a third-party service and we are not responsible for changes to its features or device connections.
5. Your right to cancel
Under the Consumer Contracts Regulations 2013 you normally have 14 days to cancel an online purchase. For digital content, that right ends once the download is made available, provided you have agreed to immediate access and acknowledged that you lose the right to cancel. At checkout you will be asked to confirm this. This does not affect your rights if a product is faulty (see section 6).
Hosted plans: the hosted set-up is a service. If you change your mind within 14 days of purchase and before we have set up your plan in EndoGusto, email us for a full refund. Once your plan has been set up at your request, the service is complete and the hosted fee is non-refundable, though your legal rights if something goes wrong are unaffected.
6. If something is wrong with your product
Under the Consumer Rights Act 2015, digital content must be as described, fit for purpose and of satisfactory quality. If your file won’t open, is incomplete, or isn’t what the product page described, email us at sales@pfmcoaching.co.uk. We’ll replace it, and if we can’t fix the problem within a reasonable time, we’ll give you a refund. Nothing in these terms affects your legal rights.
7. Health and safety
Our training plans are general plans written for a typical runner at the stated level. They are not medical advice and are not a substitute for individual coaching. Running carries a risk of injury and illness. Check with your doctor before starting a new training plan, especially if you have a medical condition, are pregnant, are returning from illness or injury, or have been inactive. Stop and seek advice if you feel pain, dizziness, chest pain or unusual breathlessness. You are responsible for deciding whether a plan is suitable for you and for training within your own limits.
8. Using our products
When you buy or download a product, we give you a personal, non-transferable licence to use it for your own training. You can print it and keep copies on your own devices. You may not share, resell, upload, publish or distribute the file or its contents, or use it to coach other people. All content remains the copyright of PFM Coaching.
9. Our responsibility to you
We are responsible for loss or damage you suffer that is a foreseeable result of us breaking these terms or failing to use reasonable care and skill. We are not responsible for loss that was not foreseeable, or for injury or illness resulting from training, where we have not been negligent. Our total liability for any purchase is limited to the price you paid for it. Nothing in these terms limits or excludes our liability for death or personal injury caused by our negligence, for fraud, or for anything else that cannot be limited by law.
10. Your personal data
We use the details you give at checkout to deliver your product, send your receipt and provide support. We will only send you marketing emails if you tick the box to opt in. See our Privacy Policy for full details.
11. Coaching packages
This section applies when you buy personal online coaching from PFM Coaching, such as 5K to Marathon Coaching or Ultra Coaching. What each package includes is set out on the coaching services page. Coaching is delivered online, mainly through the EndoGusto training app, and payments are processed securely by Stripe. Where this section differs from the rest of these terms, this section applies to coaching.
Rolling monthly coaching
Rolling monthly coaching is paid by card each month and renews until you give 30 days’ notice. The current month is not refunded. If you are unwell you can pause for up to 8 weeks with a medical note, or step down to a lighter plan.
3-month blocks
A 3-month block is a single payment covering three months of coaching, priced at 15% less than three months of rolling coaching. Your block starts on the first day your plan is live and runs for three months from that date, whichever day you paid. A block does not renew automatically. Before it ends I will contact you to agree what happens next, either moving to rolling monthly coaching at the standard price or booking another 3-month block. If we do not agree a next step, your coaching ends when the block ends.
Cancelling and refunds
You can cancel within 14 days of buying and receive a refund, minus a £50 onboarding fee and the days of coaching already delivered. The onboarding fee covers setting you up: sending your intake forms and coaching platform invite, analysing the information you give me, building your training arc, writing your first weeks of training, and inviting you to the Athlete Hub. After 14 days there is no refund, because that setup and your personalised coaching work has been done. Rolling monthly coaching can still be ended at any time with 30 days’ notice, as above. To cancel, email sales@pfmcoaching.co.uk.
I start your onboarding straight away, so by paying you ask me to begin work during the 14-day cancellation period. If you cancel in that period, you pay for the work already done, as set out above.
Health and your legal rights
Coaching is not medical advice. Section 7 (Health and safety) and section 9 (Our responsibility to you) apply to coaching as well. Nothing in this section affects your legal rights.
12. Changes, complaints and law
We may update these terms from time to time; the version shown when you check out applies to your purchase. If you have a problem or complaint, email us first at sales@pfmcoaching.co.uk and we’ll do our best to put it right. These terms are governed by the law of England and Wales, and you can bring legal proceedings in the courts of England and Wales (or, if you live in Scotland or Northern Ireland, in your local courts).
