Starts January 4, 2027
The Strength Shift Group
Fifteen weeks of strength training and coaching with a small group of women who get it. The easiest way to start.
Save Your Spot
Meet Jen Rulon · Midlife strength coach
I'm a strength coach, 15-time Ironman, and author living in Sámara, Costa Rica. I help women rebuild strength, energy, and confidence in the chapter where everything changes.
As seen in
The New York Times Men's Health Triathlete TrainingPeaks TEDxMy story
For years, I chased finish lines. Fifteen Ironmans. A Kona qualification. Always the next race, the next medal, the next "what's next?"
After my 15th Ironman, I realized I didn't want to chase anymore. I wasn't inspired by more miles or more medals. I was craving something deeper.
Around that same time, I stopped drinking. My marriage began to unravel. The life I'd built around endurance and achievement no longer fit the woman I was becoming.
For the first time, strength wasn't about grit. It was about honesty.
That one question rebuilt my life. It brought me to Sámara, Costa Rica, where I've lived since 2021. And it's the question I now help women answer for themselves, through movement, nutrition, mindset, and a life that actually fits.
I'm telling the whole story in my memoir, Where the Morphos Dance, coming January 11, 2027.
The experience behind the coaching
Who I coach now
Most are in midlife. All of them are done with another diet, another hustle plan, or trying to get back to who they used to be. Maybe you're navigating:
My clients are high-capacity women who've spent years holding it all together. We don't chase perfection. We build strength that fits your real life: your hormones, your energy, your schedule, your season.
This isn't a quick fix. And you don't have to do it alone.
"Working with Jen helped me come back to myself. I gained strength, clarity, and the confidence to face fears I'd been avoiding for years."
Ways to work with me
Starts January 4, 2027
Fifteen weeks of strength training and coaching with a small group of women who get it. The easiest way to start.
Save Your SpotThe 90 Day Blueprint
Training, nutrition, and mindset coaching built around your body and your life, with me in your corner every week.
Apply for a Discovery CallSámara, Costa Rica
Living nearby or visiting Costa Rica? Train with me in Sámara: strength sessions, coaching, and a plan you take home.
See In-Person OptionsMy memoir · Coming January 11, 2027
The full story of leaving the finish lines behind, getting sober, and starting over in Costa Rica.
Get Launch UpdatesIf you're ready
This chapter gets to be different.