Endurance Store Owner

Roef de Ruiter
Endurance Store

Hey, I am Roef, the owner of Endurance Store.

I started Endurance Store because I am an endurance addict. I have a passion for triathlon and I am a multiple Ironman finisher myself. I aim to give you the best products possible for your ultimate endurance experience. Whether you are a runner, a cyclist, a swimmer or a triathlete: with the Endurance Store training plans, training camps and other products, you will have your best performance ever.

– Roef

Our Story

2016 – Coaching for Ironman at the European Championship

Endurance Store coach Roef de Ruiter finishes his 4th IRONMAN at IRONMAN Klagenfurt (Austria). A week later, he is an official member of the IRONMAN Certified Coaches team at the IRONMAN European Championship in Frankfurt, Germany. He was presented to the participating athletes during the official racebriefing. He was interviewed at the IRONMAN expo where he gave valuable tips and advice to the participating athletes. He coached athletes during the weekend and helped IRONMAN first-timers to successfully cross the finish line to become an IRONMAN!

2016 – Our doors are open!

Endurance Store opens its doors and starts with the selling of training plans for endurance athletes. We started to coach our first athletes, coaching them to the finishline of IRONMAN Vichy (France) and other events.

Endurance Store

2015 – A radical change

Roef de Ruiter decides to follow his passion for triathlon. After a 20 year career in the banking industry, he quits his daytime job. He moves from The Netherlands to Prague, Czech Republic and starts the IRONMAN Coaching Certification Program to become an IROMAN Certified Coach. The first steps towards establishing Endurance Store have been made. He also finishes the Prague International Marathon (Czech Republic) and IRONMAN Barcelona (Spain).

IRONMAN Certified Coach


Endurance Store founder Roef de Ruiter finishes Ironman Frankfurt, his first full distance Ironman. In the same year,Roef represents The Netherlands during the Ironman distance Challenge Almere-Amsterdam. In 2014 this event hosts the official ETU Long Distance European Championships. Roef finishes in 32nd place.

Roef Ironman Frankfurt
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