TCS SYDNEY MARATHON BECOMES FIRST MARATHON IN THE WORLD TO PROVIDE AI MINDSET COACHING TO EVERY PARTICIPANT

Marathon State of Mind brings the tools of elite sports psychology to more than 40,000 participants ahead of race day

(Sydney, 24 July 2026) The TCS Sydney Marathon presented by ASICS has today announced a world-first partnership with sports psychology platform Marathon State of Mind, making it the first marathon in the world to provide every participant with access to personalised mindset coaching, at no cost.

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

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 AI coaching to support runners through the psychological demands of marathon preparation. While training plans, nutrition strategies, and performance data are widely accessible, structured psychological support has traditionally remained the preserve of elite sport. Marathon State of Mind was built to change that.

The integration of AI-powered coaching into a mass-participation marathon represents a significant technological milestone for the sport. Unlike generic wellness applications, Marathon State of Mind uses personalised AI to adapt to each individual runner, delivering coaching that responds to where that person is in their preparation, not a one-size-fits-all program. 

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

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.

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. AI-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."

TCS Sydney Marathon 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. The six-week program closes with a post-race check-in to support participants in reflecting on their achievement. 

Importantly, the program does not end at the finish line. Two dedicated post-race check-ins support participants in reflecting on their race and exploring how the mental skills developed throughout the six weeks can be applied beyond running, to work, relationships, and everyday life. It is a deliberate design choice that positions Marathon State of Mind as a lasting investment in participant wellbeing, not a one-off activation tied to a single event.

For Wellings, the partnership represents an opportunity to bring a program she wished had existed during her own career to the runners who need it most.

"The platform was created to address one of the most overlooked aspects of endurance sport.  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. Marathon State of Mind was created by runners, for runners, to help them prepare for those moments before they arrive."

Dr Darkins said the scale made possible by the TCS Sydney Marathon partnership marks a significant moment for the field of applied sports psychology. 

"By combining established performance psychology with personalised AI 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."

Free access to Marathon State of Mind will be rolled out exclusively to registered TCS Sydney Marathon participants from today. The platform will also be available for purchase by marathon participants worldwide. 

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

For more information please visit: www.tcssydneymarathon.com and www.marathonstateofmind.com 

ENDS