About us

ABOUT US

Hello, I am

Juan Avendano


Climbing Performance Coach - NHS Peer Coach - ADHD specialist



Over 15 years experience working and developing grassroots climbing, competition athletes and performance coaches.

4+ years working in mental health and wellbeing (MIND & NHS) .

 

BSc Social Communications, MSc Media and Communications, MTUK Development Coach, MTUK Rock Climbing Instructor, MTUK Climbing Wall Development Instructor.

Person-centred coaching for athletes, individuals and professionals

We work with you, supporting the realisation of your goals

Who We  Are

Climbing for life is at the core of our vision. Person-centred coaching is our mission. With more than 15 years of experience in coaching and instructing, we are strategically positioned within the industry. We are providers of BMC Training and provide technical advisory and consultancy services to climbing walls. We also sit on the board of trustees of NICAS and provide training to organisations on neurodiversity and mental wellbeing. 

Strategies & Plans

Every person is unique. 
We work with you, in a person-centred approach.
Whether is a short-term goal or a long-term plan, we support you with regular contact with the coach. 
VIEW OUR SERVICES
Juan has been a great mentor figure to me for the past few years. I always feel like I learn something new, even from a quick chat. Juan has played a big part in my journey and development as a coach”.
R R - Head Coach, London.
"Juan and I were focused on developing my base. The training was hard, informative and encouraging. It felt easy to give 100% with a friend there coaching me".
 E M - British Champion & International Athlete
As a coach he worked to understand my daughter as a climber and as a person, to help put her climbing into the context of where she was in her life path and to teach her how to get the best performances she could out of herself. We will be forever grateful for his attention, wisdom and friendship.
C R - Athlete’s parent, Singapore

Climbing is about problem solving. One of the first questions to ask ourselves is: why do  we want to climb in the first place?


Figuring out how to climb  is a part of the fun; a way to focus on the process, not the outcome.

Climbing is no longer an ‘extreme’ sort of sports. It is a fun activity that is actually quite accessible, either on indoor facilities or the outdoors.


Perhaps a good starting point is to make a list of the things we need: something to climb (rock, plastic or buildings), maybe some special shoes and magnesium carbonate for the hands. Commitment fuels the action, wisdom keeps us safe and sound. Box? Don’t need one. Creative thinking becomes part of the choreography of moves up some very difficult terrain. 


Fear could be a great motivator, if we work with it instead of against it. I imagine my fear dressed in neon spandex, 80’s pop in the background, leading an aerobics class. I was never into fitness, organised sports with whistles, balls or rules. I could never be part of the ‘jock’ team. The mountains were my distraction, my source of pain and inspiration. Climbing became the way to flow and to be present, in body and mind. 

Life taught me obstacles are often unpredictable and variables do change at a moment’s notice. More and more I needed to find peace with the outcome and just do my thing, flowing. I’ll figure out some of the details as I go along. The target will always be there: the top is the top, above that are only clouds and birds. 


We get to the top by being resilient, committed and open to change. From my native Venezuela, we have a saying that pretty much encapsulates this rationale: keep your eyes on the horizon, step surely in front of you and, whatever happens, sod it! (Vista larga, paso corto y mala leche). 


So, my answer the initial question about why I climb: to have fun, to be challenged and not give up and to do whatever needs to be done in order to reach my goal. I try to do that in everyday life as well and, it seems to work! Go Figure… 

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