Runner to Triathlon Coach: Zeus Arreguin’s Endurance Sports Journey

Zeus Arreguin’s love for running began in fifth grade when he first discovered his talent on the track. By his freshman year, he had already lettered in track, setting the stage for a lifelong journey in endurance sports. “I realized I was pretty good at running and decided to continue it,” Zeus recalls simply. This is his journey from passionate runner to triathlon coach. 

The Ironman Revelation

In 2006, at just 20 years old, Zeus stumbled upon a life-changing moment. While studying at a library, he encountered the Wisconsin Ironman, a triathlon that would spark his passion for endurance sports. “I had no idea what Ironman was,” he admits. This chance encounter would plant the seeds for something much bigger.

Building a Community

Recognizing a lack of resources for younger athletes, Zeus began working at Fleet Feet and coaching their racing team during grad school. He saw a gap in support for college students interested in endurance sports. “There weren’t younger people to train with,” Zeus explains. This observation led him to create Team SISU – a name meaning courage and strength in the Finnish language. Although used as a term in war in the past, SISU was a concept that found its way into cross-country skiing. 

The Birth of E3

What started as an informal coaching experiment quickly transformed into a thriving coaching business. In 2011, someone approached Zeus about coaching. Unsure but curious, he decided to test the waters. “I coached 5 guys for free to see if I liked it,” he says. The experiment was a success – by the next season, he had 13 referrals. SISU transformed into E3 Coaching. 

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More Than Just Training

Zeus brings a unique approach to coaching, leveraging his background as a licensed psychotherapist. As a mental health professional, he specializes in helping individuals navigate complex emotional landscapes, working with clients dealing with trauma, anxiety, and personal challenges. He integrates Cognitive Behavioral Therapy (CBT) techniques to help athletes mental game. “When you talk about your training negatively, you’re trying to convince yourself you’re not good,” he explains. His approach goes beyond physical training, focusing on mental resilience and positive communication.

Communication and Growth

Throughout his coaching journey, Zeus has learned valuable lessons about patience and communication. “I wasn’t the best at this when I first started,” he reflects. Now, at 40, he understands the importance of creating a supportive environment, especially for athletes who might not have had positive coaching experiences before.

An Ongoing Passion

Today, Zeus coaches 25 to 35 athletes annually, with a team of 45-50 people each year. He continues to race competitively, with upcoming goals of beating his half-marathon PR and running a marathon in April. “I like the number of clients I currently have and enjoy what I do,” he says.

The Annual Celebration

Each year, Zeus hosts an awards banquet that goes beyond recognizing athletic achievements. It’s an opportunity to tell stories, set expectations, and build a sense of community. Zeus uses this opportunity to foster communication within E3. “It’s less about what I expect from them and more about communication,” he explains.

Zeus Arreguin’s journey from runner to triathlon coach demonstrates the power of passion, continuous learning, and community building. What began as a simple love for running has transformed into a meaningful career that impacts dozens of athletes’ lives each year.

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