Hey team,
I’ve got a slightly different update for you tonight, but an important one.
BUILT TO ENDURE is now officially a registered trademark.
This has been in the works for a long time, and I want to share why I went down this road, because it’s not just a business move. It’s a promise about what this brand stands for and where it’s going.
BUILT TO ENDURE® was never just a name
When I created BUILT TO ENDURE, it was never meant to be another “coaching brand.”
It was meant to represent a way of doing things:
Long-term thinking over short-term fixes.
Strength as the foundation, not the afterthought.
Training that fits real life.
Endurance athletes who want to perform well now and in 10 years’ time
Registering the trademark is my way of saying:
This is the standard.
This is the philosophy.
And it’s worth protecting.
Protecting the brand = protecting the athletes inside it
As the brand has grown, more people have copied parts of it: phrasing, programme names, even full pieces of content.
I used to be annoyed.
Now I just take it as evidence that what we’re doing is working.
BUILT TO ENDURE is a small business; it’s just me behind the scenes.
I coach, write, programme, build the website, make the graphics, run the community, design the app content, edit the videos, and send these emails. All of it.
So when something gets copied or watered down, it’s not just “business.”
It’s personal.
It’s time, energy, and hours of work.
The trademark gives me the ability to protect:
The brand
The work
and most importantly, you.
Because when something has the BUILT TO ENDURE® name on it, I want you to know it comes with the level of coaching, clarity, and integrity I expect from myself.
This is a long-term move.
You know me well enough by now to know I don’t build things for 6 months, I build things for the long run.
This brand isn’t going anywhere.
And you can expect more programmes, more education, and more support as it continues to grow.
The whole ethos behind BUILT TO ENDURE® is about longevity.
Registering it simply reflects that.
To make it clear that this is a protected, recognised brand with a clear identity and direction.
A genuine thank you
I know I say it often, but I mean it:
This brand would be absolutely nothing without the people inside it.
Every one of you who’s trained with me, worked with me, read these newsletters, recommended the programmes, trusted me with your goals- you’re the reason this exists.
BUILT TO ENDURE® isn’t the finish line, it’s just the next step.
Thank you again,
Emma x