top of page

BE FEATURED: SBR Racing // Best Professional Athlete Trainer in Utah

Updated: Oct 25, 2023

SBR Racing (we used to be call elevate Triathlon) stands for Swim, Bike, Run. We specialize as professional athlete trainers in Utah for triathlons, as well as coaching for each individual sport including Ultra Marathons. It was open January 2nd 2014 and has been in business for almost 10 years out of a home-based office.

We help each athlete meet their fitness goals to accomplish the finish line of their race. We offer a series of services to assistance and guide our clients to success - a few of our services are fitness testing, bike fits, wetsuit rentals, workshops, group workouts and clinics.

We also are not limited to adults but also children and individuals with disabilities.

Ammie Black Owner of SBR Racing
Ammie Black Owner of SBR Racing

Meet the owner of SBR Racing: Ammie Black

Do you like being a business owner?

Yes, I absolutely love it.

What services or products do you offer?

SBR racing specializing in online training plans, in-person workouts and training sessions, workshops and clinics. We also help more than just triathletes we also offer training sessions to teach beginning, intermediate and advanced swimmers.

Why did you decide to start your business in the first place?

I’ve been racing for a very long time and am extremely passionate about fitness. I felt as though this was the next step in my career as an athlete.

What’s your favourite part of being a business owner?

Being able to be creative with no limits and implement my ideas to better my business. There's really no other feeling like it.

Why did you decide to become a business owner?

I decide to open my own business because working on something I am passionate about and sharing the joy with others was more than enough motivation for me. There's a sense of higher achievement and self-fulfillment.

Do you see yourself as successful?

At moment I don’t feel as though I am the standard success but I’m definitely climbing that ladder at the moment. But how does each person define success? Perhaps I am successful.

As an entrepreneur, are you happy with yourself?

I feel as though I can do a lot more and I’m sure in the next few years I’ll get there. I've been quite ill lately and I feel as though this challenge has held me back a bit.

What are some of the rewards of owning your own business?

As a business owner you have a lot of tax benefits for example I’m able to do “write-offs” for all the training equipments I use with my clients. Another benefit is that I also receive discounts when shopping at fitness stores.

What was your mission at the start of your company?

With years of raining myself, I wanted to provide and share excellent training plans and workouts. It was my way of giving back to the community which I feel is extremely important.

SBR Racing Professional Athlete Training

What are you company’s goal?

For the future my main goal is increasing my customer base that will essentially lead to increase my sales so I will be able to hire other coaches to work with me at SBR racing. I would also like to provide free club activities for those less fortunate. I would also eventually like to develop a program for children for parents to keep their children active and happy.

What is your most proudest moment as a business owner?

Just before Covid, I had trained over 38 athletes which was such a milestone. This industry is so challenging and to be able to of helped that many athletes is such an honor.

SBR Racing fitness coach in Utah

What is something your business does that you are proud to others? (Social responsibility)

We offer triathlon training to minorities as finding training can be difficult for them. We really take pride in this of the business. We also help train disabled people which is so heart warming especially when you see their faces glow-up from finishing a race.

What is a service or platform that helped your business with sales?

When we first started doing marketing handing out flyers and handouts at sports stores and clubs was really effective for us. We recently started getting more into digital marketing and have a partnership with LIDER Marketing .

What was the most difficult moment as a business owner?

Having to take a break from coaching due to some extremely health issues. Not being able to coach has been challenging. Being a very physical person not being able to move or make an income was extremely depressive. I'm still ill but pushing through with my best foot forward. No excuses.

Thank you Ammie for being a part of the Be Featured Project! To learn more about SBR Racing please visit their website or social media pages below:


BE Featured by LIDER Marketing

Want to be a part of our Be Featured Project? Apply directly on our website for a chance to have your business listed on our blog! Apply here

Need a website? Contact our designers by visiting our website at

1 comment

1 Comment

I love this. I'm starting a new business and this really struck me. Keep it up!

bottom of page