Life & Work with Jason Lentzke of North Phoenix

Today we’d like to introduce you to Jason Lentzke

Hi Jason, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Jason’s journey into endurance sport began in 2005 when a soccer injury led him to embrace cross-training. Over the years, he has dedicated thousands of hours to the sport, earning an Elite license in triathlon and learning invaluable lessons—often the hard way. In 2012, he founded Toro Performance as a way to help athletes sidestep the challenges he once faced.

Working with triathletes, cyclists, runners, and endurance athletes of all levels, Jason has guided first-timers to Ironman finish lines, propelled professional triathletes to the podium, and coached cyclists across disciplines—from criterium and road racing to mountain biking and gravel. His expertise extends to marathoners, ultra runners, and everyone in between. A lifelong student of endurance sports, Jason brings both passion and an unwavering commitment to excellence to every athlete he coaches.

Understanding the demands of everyday life, Jason believes training should seamlessly integrate into an athlete’s routine rather than overwhelm it. With your available time in mind, his goal is simple: to maximize your fitness efficiently and effectively.

Based in Phoenix, AZ, he trains, coaches, and leads Toro Performance full-time, sharing his life with his wife, Coralie, and their daughter, Juliette.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The path has been anything but smooth. Transitioning to full-time coaching came with its share of challenges—from navigating the uncertainties of COVID and facing a trademark lawsuit to maintaining financial stability while delivering world-class coaching and an exceptional client experience. Each obstacle has been a lesson, shaping me into the coach and entrepreneur I am today.

Appreciate you sharing that. What else should we know about what you do?
At Toro Performance, coaching goes far beyond training sessions. We provide a supportive community, in-depth performance assessments, and personalized training plans, all built on a lasting Coach-Athlete partnership designed to help you reach your full potential. With our expert guidance and incredible local retail partners, you’ll be equipped to not only meet the demands of competition but to surpass them—unlocking new levels of performance and achieving remarkable results.

What are your plans for the future?
I’ve been coaching since 2012, but I’ve never truly seen myself as an entrepreneur. Building a business has been a continuous learning process—one that I’m still refining and likely always will be. In that sense, I hesitate to claim the title, as I see entrepreneurship as an ever-evolving craft, much like coaching—both requiring constant growth, adaptation, and a deep commitment to improvement.

Instead, my focus is on scaling Toro Performance while staying true to the core values that built its reputation—personalized coaching, exceptional service, and genuine athlete development. Growth is exciting, but it has to be intentional. I’m exploring ways to expand without diluting the quality that sets Toro apart, whether that’s through strategic partnerships, leveraging technology for smarter coaching solutions, or carefully growing our coaching team.

One big focus is enhancing the athlete experience—streamlining communication, refining training methodologies, and continuing to foster a strong community. I’m also looking at ways to provide more resources, from performance testing to educational content, so athletes can train smarter, not just harder.

At the end of the day, it’s about scaling in a way that strengthens our mission rather than stretches it thin. The challenge is finding that balance, and that’s what I’m most excited about tackling next.

Pricing:

• Single Sport Coaching – $300-400, monthly
• Multisport Coaching – $400-500, monthly

Contact Info:

• Website: https://toroperformance.net
• Instagram: https://www.instagram.com/toro.performance/
• Facebook: https://www.facebook.com/ToroPerformanceLLC
• Youtube: https://www.youtube.com/@jasonlentzke9605

Image Credits
John Segesta
Bulldog Photography