TCS Sydney Marathon Becomes First Worldwide to Offer Free AI Mindset Coaching to Every Participant

The TCS Sydney Marathon presented by ASICS announced a world-first partnership with sports psychology platform Marathon State of Mind, making it the first marathon globally to provide every participant with free access to personalised mindset coaching.

More than 40,000 registered runners will receive free access to the platform as they enter the final six weeks of preparation before race day on August 30, a period widely regarded as the most mentally demanding phase of endurance training.

Valued at more than $1,500 per participant, the initiative represents the equivalent of more than $60 million in coaching support across the full field, making it one of the largest investments in mass-participation sports psychology programs ever delivered through a sporting event.

Co-created by two-time Australian olympian, Eloise Wellings, and performance psychology researcher and coach, Dr Rory Darkins, Marathon State of Mind combines evidence-based sports psychology with personalised artificial intelligence coaching to support runners through the psychological demands of marathon preparation.

Unlike generic wellness applications, the platform uses personalised artificial intelligence to adapt to each individual runner, delivering coaching that responds to where that person is in their preparation rather than a one-size-fits-all program. 

Noting that the platform addresses a major oversight in endurance sports, Wellings, said: “Most runners have a plan for their training, their nutrition, and their race-day strategy, but very few have a plan for when things become difficult.”

Echoing his sentiments, Dr Darkins, added: “By combining established performance psychology with personalised artificial intelligence coaching, we are able to deliver support at a scale that would have been impossible only a few years ago.”

“Our hope is that by making this kind of support more accessible, more people are encouraged to discover what they are truly capable of,” he said.

For the TCS Sydney Marathon, the partnership marks a deliberate investment in sports technology at scale, positioning the event as a pioneer among the Abbott World Marathon Majors and setting a new benchmark for what a world-class marathon can offer participants beyond race day.

TCS Sydney Marathon race director, Wayne Larden, said the partnership signals both a commitment to participant experience and a deliberate step into the future of endurance sport.

“Anyone who has run a marathon knows that physical preparation gets you to the start line, but it’s what happens in your head when things get tough that often determines how your race unfolds.”

“We want every person who crosses that finish line to feel genuinely supported, not just on race day, but in every training run, every moment of doubt, and every step of the journey that gets them there.

“Investing in Marathon State of Mind is also a statement about where we believe sport is going.

“Artificial intelligence-powered coaching that adapts to the individual, at this scale, delivered through an Abbott World Marathon Major, is something that has not been done before.

“We are proud that the TCS Sydney Marathon is the event leading that charge,” Mr Larden said.

Participants will receive exclusive access to a comprehensive suite of features, including personalised coaching sessions, weekly live sessions with Wellings and Dr Darkins, a live panel at the TCS Sydney Marathon Running Show, and in-run audio support mapped to the Sydney course and delivered at every five-kilometre mark, from the Sydney Harbour Bridge through to the final kilometres.

Furthermore, the program extends beyond the finish line with two dedicated post-race check-ins to support participants in reflecting on their achievement and exploring how mental skills can be applied to everyday life.

The event is owned by Athletics Australia, managed by Pont3, and supported by the NSW Government via its tourism and major events agency, Destination NSW.

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