Primary Mission
To help people become faster runners and better people through disciplined training, meaningful goals, and honest storytelling.

Secondary Mission
To entertain, educate, and inspire people to dream freely, move their bodies, and take their lives seriously—without becoming extreme or joyless.

Who Sendō Is For

• Runners who want more than just mileage—those craving transformation, discipline, and purpose
• People returning to fitness after burnout, isolation, or life disruption
• Creative thinkers, gamers, and builders who enjoy long arcs, systems, and real-world progress

This is not optimized for mass appeal. It’s built for people who get it.

How Sendō Is Funded

Sendō is intentionally lean. There are no ads, no sponsored posts, and no paid placement.

Primary Revenue Streams

Merchandise
Limited-run apparel, medals, journals, and physical artifacts tied to the Challenge and the journey. These are not trend-driven drops—most items are earned through action or participation.

Patron Support
A voluntary, membership-style model for individuals who want to support the work directly. Patron support helps keep Sendō independent and focused on depth over scale.

(Some future offerings—like coaching, pacing, or training camps—may exist, but they are optional and not required to participate.)

How Sendō Grows

Growth is slow by design. The goal is durability, not virality.

Primary Channels

The Blog (Go The Distance)
Long-form writing, progress logs, reflections, gear testing, and mindset work.

Social Media
Primarily Instagram and Strava. Used to document training, share milestones, highlight community stories, and show the work behind the scenes.

Email
A regular dispatch with new writing, tools, updates, and occasional early access to projects or merch.

Run Club & IRL Community
Meetups, group runs, service-oriented outings, and eventually Sendō-hosted events. This is the heart of the project.

Collaborations
Selective partnerships with brands, creators, and spaces that align with Sendō’s values. No forced alignment, no pay-for-play.

Monthly Operating Costs (Baseline)

Sendō currently runs on a very small monthly budget.

Estimated baseline: ~$200/month

(Excludes project-based costs like races, merch production, or events.)

Core Expenses

Platform & Infrastructure (~$100/month)

• Website hosting & publishing (Ghost or similar)
• Email + domain management
• Analytics, backups, and small tooling

Training & Content Creation (~$100/month)

• Strava Premium (data transparency & analysis)
• Race entry fees (2–4 key events per year)
• Gear testing (shoes, hydration, wearables)
• Nutrition & recovery experimentation
• Yoga and strength tools or gym access

These expenses exist not just for personal training, but to validate and refine the Sendō system for others.

Project-Based Costs (As Needed)

• Merch production and packaging
• Shipping (medals, apparel, international orders)
• Event permits, venue fees, and logistics
• Printed materials, stickers, and IRL outreach

These scale only when projects launch.

Risks & Realities

Sendō is not risk-free. Here are the real ones.

Potential Challenges

Mission Resonance
The blend of training system + personal journey may not click immediately with traditional fitness audiences.

Injury or Burnout
If training is interrupted, content and momentum can slow.

Financial Pressure
Without steady support, attention may need to shift temporarily to outside work.

Slow Growth
This is not built for algorithms. Growth may take years, not months.

Time Constraints
Sendō is currently run by one person, alongside training and life.

How Those Risks Are Managed

Mission Fit
Pay attention to feedback, data, and what resonates. Adjust format—not values.

Injury & Downtime
Train conservatively. If sidelined, shift focus to writing, research, and community stories. The system is bigger than one body.

Financial Discipline
Keep costs low, be transparent, and avoid pressure-based monetization.

Growth Philosophy
Embrace the underground. Fewer people who care deeply beats many who skim.

Time Management
Work in repeatable cycles. Prioritize consistency over volume. Let momentum compound.