Joao Arteche

felt like one of those days the sport tests you…and then teaches you.

The plan was solid. The legs felt ready. The mindset was calm.
And then — one “small” mistake with hydration, and suddenly the race flipped.
The body started to question… the mind started to negotiate…cramps…more cramps…
And that’s the moment every athlete has the choice to give up or find solutions.

I took a breath, reminded myself of what I tell my athletes every day:
“Control what you can, fix what you must, and fight with what you have.”

So I adapted. Reset. Started rebuilding the race.
Not perfect — but powerful. Not smooth — but honest.
Those are the races that make you better.

Sharing this experience with the crew made it even more special. Watching these guys push, improve, suffer, and still smile… that’s why I love this sport and this team.

Grateful for the challenge.
Grateful for the lessons.
Grateful for the journey we’re building.

On to the next chapter. 👊🔥

Took some time to find the words, but here we go…

— WOW. You were everything your name promised, and more.

Full triathlon distance is never just about the race. It’s the art of fitting countless hours of training between family, work, and a little sleep. After six years away from the full distance, I came back—two days before turning 45—with a simple goal: go as fast as I could and bring that finisher medal home.

Everything was falling into place…until it wasn’t. A massive issue with my cockpit cost me 25 long minutes in the mechanical tent—only to discover my gears had been accidentally disconnected. The next 80km turned into pure survival: grinding up the climbs out of the saddle, legs melting away, averaging 56 rpm 🫠.

From that point on, the marathon was no longer about pace but about resolve—shifting to a mindset of patience and grit, walking through every aid station, reminding myself why I started.

This race had everything: the highs that lift you, the lows that break you, and the moments in between when you wonder how much deeper you can go.

Grateful for the gang who kept me moving when quitting seemed easier, and to for making sure our girls were always safe and smiling through all my long days out training.

By the last mile, time didn’t matter anymore. It was about crossing that finish line, medal in hand, and knowing I’d done what I came to do.

Mission accomplished.

👊👊Awesome 📹 of solar hill made by: .95

👊👊 👊👊

On to the next one. I love this game.

Took some time to find the words, but here we go…

— WOW. You were everything your name promised, and more.

Full triathlon distance is never just about the race. It’s the art of fitting countless hours of training between family, work, and a little sleep. After six years away from the full distance, I came back—two days before turning 45—with a simple goal: go as fast as I could and bring that finisher medal home.

Everything was falling into place…until it wasn’t. A massive issue with my cockpit cost me 25 long minutes in the mechanical tent—only to discover my gears had been accidentally disconnected. The next 80km turned into pure survival: grinding up the climbs out of the saddle, legs melting away, averaging 56 rpm 🫠.

From that point on, the marathon was no longer about pace but about resolve—shifting to a mindset of patience and grit, walking through every aid station, reminding myself why I started.

This race had everything: the highs that lift you, the lows that break you, and the moments in between when you wonder how much deeper you can go.

Grateful for the gang who kept me moving when quitting seemed easier, and to for making sure our girls were always safe and smiling through all my long days out training.

By the last mile, time didn’t matter anymore. It was about crossing that finish line, medal in hand, and knowing I’d done what I came to do.

Mission accomplished.

📹 awesome video of solar hill made by: .95

Took some time to find the words, but here we go…

— WOW. You were everything your name promised, and more.

Full triathlon distance is never just about the race. It’s the art of fitting countless hours of training between family, work, and a little sleep. After six years away from the full distance, I came back—two days before turning 45—with a simple goal: go as fast as I could and bring that finisher medal home.

Everything was falling into place…until it wasn’t. A massive issue with my cockpit cost me 25 long minutes in the mechanical tent—only to discover my gears had been accidentally disconnected. The next 80km turned into pure survival: grinding up the climbs out of the saddle, legs melting away, averaging 56 rpm 🫠.

From that point on, the marathon was no longer about pace but about resolve—shifting to a mindset of patience and grit, walking through every aid station, reminding myself why I started.

This race had everything: the highs that lift you, the lows that break you, and the moments in between when you wonder how much deeper you can go.

Grateful for the gang who kept me moving when quitting seemed easier, and to for making sure our girls were always safe and smiling through all my long days out training.

By the last mile, time didn’t matter anymore. It was about crossing that finish line, medal in hand, and knowing I’d done what I came to do.

Mission accomplished.

📹 awesome video of solar hill made by: Mads

















On to the next one. I love this game.

I used to think more was always better.
More hours. More sessions. More volume.
But as I got older—and life got fuller—I had to change the way I train.

I’m over 40 now.😳😳
I run a business.👊👊
I travel.
And I have a family I actually want to spend time with. ❤️❤️

That “go all in or go home” mindset?
It nearly broke me more than once 😮‍💨😮‍💨

These days, I train smarter.
I plan better. 🤓🤓
I leave space to adjust.
And when life gets hectic—I don’t panic, I pivot.

I still chase big goals. 🤨🤨
I still push myself. 😎😎
But now, performance looks different.
It’s consistent, not obsessive.
It’s sustainable, not just impressive on Strava. 👎👎

And honestly…
I’ve never felt more connected to my sport.
It fits my life—not the other way around.

That’s the kind of mindset we’ve built around .

Real athletes. Real life.
Still showing up.

—Joao

Experience the new way.
dubai

4.4!!!
Happy man!
Doing what I love for and with people that I love!!!

Thank you ,
Nothing is forever, and this is a very small message to thank the company that gave me great opportunities and experiences.
So many years together, almost 8 years. I can say that I picked up BR right from the very start.
With this small message, I wanted to thank all of you who walked that path beside me, especially , who was not afraid to support a very challenging start and stayed beside me to help the team grow. Also, later on, came to continue the work with me and a great team of coaches.
As I move on to new adventures in Dubai, I carry with me the memories of our collaboration.
It’s been a remarkable journey.
I look forward to seeing how everyone will continue to thrive and push the boundaries of excellence.
Thank you for the support, mentorship, and friendships that will last a lifetime.

…and just another day…
Remembering another magical moment - .uae crew. YES PLEASE!!!

What an energy, from the day 1 of the program not a single complain, not a single doubt about the training, not one excuse!!

YES PLEASE!!

From 28km a week…a long way build up to 120km of running volume a week!!
the father of the idea, and then because they said “why not” another 6 decided to join:

Beautiful work, inspirational!!

Keep it up team, count on me for the next one!
Much love