WHy Rfm

Relentless Forward Motion

Dan launched RFM in 2018 with Alistair, after years of competing successfully without formal coaching, and feeling he hadn't had the opportunity to reach his full potential without that guidance and expertise. He felt that if he'd hired a knowledgeable coach, he could have had better race results and experiences.

With that lens, and years of competing and participating in support crews, he completed additional formal coaching education, and launched RFM with the goal to provide affordable coaching to athletes who want to reach their potential with evidence-based methods and the right support. The team highly values communication and a collaborative approach to training and coaching.

Our Name is Our Philosophy

“Relentless Forward Motion” is a line from an essay written by ultra distance runner Master Corporal Alfred Barr, a SAR Tech with the Royal Canadian Air Force. Alfred was tragically killed in a training accident on March 8, 2017 and his story struck home for us, especially with Dan, a fellow SAR Tech.

An elite level endurance athlete and winner of the Lost Soul 100 Mile Ultra marathon, Alfred embodies the RFM ideology; toughness mixed with kindness, tenacity mixed with selflessness, confidence mixed with humility.

RFM’s circular navy blue, sky blue, and red logo is a nod to the colours and roundel insignia of the Royal Canadian Air Force. Our team’s race kit contains a touch of SAR orange, as a tip of the hat to this great athlete.