Colleen Browne has taken “running a business” to a whole new level. A passionate trail runner, she has turned her passion into a stream of income that allows her to flourish. Entrepreneurship was never a thought, but it has been the key to paving the road for a unique business opportunity.
Southern Summits Trail Tours and Coaching Services is a business that offers bespoke trail running and hiking tours along the Garden Route of South Africa. Based in George, the business has grown to offer both local tours and virtual coaching.
The Road Less Taken
“Running started as a personal transformation for me rather than a career plan,” Colleen Browne, Founder of Southern Summits Trail Tours and Coaching Services, admits. “After growing up doing ballet for 12 years and then spending my twenties in a highly demanding oil and gas career, I realised I needed something that supported my health, mental well-being, and overall balance. Trail running became that outlet.
“As I progressed in the sport over the past eight years, people began to take notice of what I had achieved in a relatively short period of time as a non-professional athlete. An old school friend was the first to suggest that I consider coaching, pointing out that my journey could help others who felt intimidated by endurance sport or believed big goals were only for elites.”
That moment shifted her perspective. “I realised there was real value in showing everyday runners that, with smart training, consistency, and the right support, they are capable of far more than they think. As trail and ultra running continues to grow, so does the demand for qualified, human-centred coaching, and that is where my passion naturally aligned with a viable business opportunity.”
When Browne decided to turn her outlet into a business, she ensured that safety was at the centre of it. She committed to a series of qualifications to enhance her knowledge. “In endurance sport and outdoor guiding, credibility and safety are non-negotiable. My UESCA certification ensures that my coaching is grounded in exercise science, best practice, and evidence-based methodology rather than trends or guesswork. It also provides international credibility, which is important as I look to grow beyond my local market.
“I am also a registered mountain guide, which is equally important. It reflects a commitment to safety, legal compliance, and professional standards, particularly when working in remote and potentially high-risk environments. Clients trust me with their well-being, whether they are training for an ultramarathon or exploring the Garden Route trails, and those qualifications reinforce that trust.”
Technology Helps Take a Step Closer to Success
She notes that although her business started organically, she was vulnerable to the seasonality of tourism. “Initially, guided hikes and trail runs in the Garden Route were the main income stream, particularly for tourists seeking a safe, immersive outdoor experience. Over time, I noticed the limitations of relying solely on tourism, seasonality and weather had a direct impact on income stability.”
But technology was key in making the business more profitable. Browne added coaching to her offering. “Introducing coaching was a strategic turning point. I invested in formal education, systems, and platforms such as TrainingPeaks to ensure I could deliver a professional, science-based service.
“While guided hikes and trail runs are influenced by tourism cycles and weather, coaching is year-round. Platforms like TrainingPeaks allow me to deliver structured, personalised programs remotely, while WhatsApp, video calls, and occasional in-person meetups maintain strong coach-athlete relationships.”
This digital infrastructure means that even during off-season tourism periods or poor weather months, the business remains active and financially stable. It also opens the door to working with clients beyond her immediate location, reaching far beyond the borders of the Western Cape.
Browne shares that the early stages of her business involved building trust and refining her offering. “I also brought the finances into the same level of order by digitising our operations.”
Digital tools like Xero, a cloud‑based accounting platform, helped smooth out the seasonal dips by automating invoicing and expenses and giving her a real‑time view of cash flow, allowing her to plan for quieter months while keeping admin light when she was out on the trails.
A Business Model to Take a Business to Its Peak
Southern Summits Trail Tours and Coaching Services operates on a dual stream model. Coaching is the foundation. But guided hikes and trail runs now complement the coaching side rather than drive the business.
“Coaching provides predictable, recurring income and ongoing engagement with athletes who train throughout the year,” she notes. “Guided hikes, on the other hand, offer an experiential, location-based service primarily for tourists and add supplementary income when bookings arise. This balance allows me to remain financially resilient while still doing hands-on work in the environment that inspired the business in the first place.”
By generating more predictable recurring revenue through the monthly coaching, supported by greater visibility of cash flow and expense tracking, Browne was able to better manage seasonal fluctuations.
Reaching the one-year mark of the coaching side of the business with a core group of athletes who chose to continue working with me long-term was a major milestone. That retention validated both the service and the approach, and it marked the transition from a passion project to a sustainable business model.
A Journey that Blends Technology and Empathy
“The most meaningful highlight has been reaching the first full year of coaching with athletes who not only achieved their goals but genuinely enjoyed the process. Having clients express trust in my approach and commitment to working together long term has been incredibly rewarding.
“It confirmed that empathy, consistency, and professionalism can coexist with performance-focused coaching. And that success is not only measured in race results, but in sustainable relationships and positive experiences, “ Browne says.
“After years in a high-stress corporate environment, I realised I no longer wanted to measure my life by weekends and leave days. I wanted autonomy, flexibility, and work that aligned with my values.”
Browne brings those values to her business with every curated experience or coaching session. “My approach is holistic: training is data-driven and science-based, but it also considers mental resilience, lifestyle demands, and long-term athlete development.
She is proud of the business she has built. “Building this business has allowed me to step away from the rat race and create something that supports both my clients and my own well-being. It has shown me that entrepreneurship does not have to be driven by hustle culture. It can be built around purpose, balance, and connection to nature.
