Hello, it’s Robert here.
When I sent the first Threshold Performance Club email three years ago, I didn’t have a master plan.
No roadmap.
No monetisation strategy.
No long-term thesis.
I just wanted to write the kind of performance content I couldn’t find anywhere else.
Since then, something interesting has happened.
I’ve written 220 newsletters.
Nearly 25,000 people have subscribed at some point.
Over 2.4 million emails have landed in inboxes.
And more than 1 million of them were opened.
Not because of clever subject lines.
But because the ideas mattered.
Some of the most-read Threshold issues have been things like:
– Hybrid training
– Endurance principles that actually work
– Why carbon running shoes changed the sport
Not trends.
Not hacks.
But fundamentals.
Over time, Threshold stopped being “a newsletter”.
It became something people came back to.
Saved.
Re-read.
Used in training blocks, race prep, and decision-making.
Along the way, Threshold also earned the trust of some very serious brands.
Companies like Nike, HOKA, AG1, Huel, TaylorMade, Medik8, Momentous, Morning Brew, Lumen, BetterSleep, Timeline, Qualia, and Hims chose to support it.
That matters — not because of the logos, but because those brands are selective about where they show up.
It was a signal that Threshold had become something credible.
And that credibility comes with responsibility.
Because work like this — thoughtful, researched, long-form, practical — requires more than just turning up once a week and hitting send.
It requires time.
Focus.
And a higher bar.
So here’s what’s changing.
Threshold is moving to a subscription model.
From now on, Threshold Performance Club will run as a membership called The Clubhouse for £15 per month or £149 per year (save £31 per year)
This allows Threshold to continue at the level it’s reached — and raise it further — without increasing noise or compromise.
What stays the same
– We’ll continue publishing weekly
– The focus remains on training, performance, and intelligent application
– No fluff. No trends. No algorithm-chasing
What gets better
As a member, you’ll get:
✔️ Subscriber-exclusive long-form essays
✔️ Full access to all 220 past Threshold newsletters
✔️ All training plans available free inside the membership
✔️ Plus Priority access to new formats as they’re released
Threshold becomes less like a feed — and more like a library you can return to.
I want to be clear about one thing.
This isn’t for everyone.
If you’ve enjoyed Threshold casually or dipped in when a subject caught your eye, that’s completely fine.
But if Threshold has shaped how you train, think, or make decisions…
If you value depth over noise…
If you like returning to powerful training ideas rather than endlessly consuming new ones…
Then this next chapter is built for you, and you can join The Clubhouse here and save £31 if you choose to subscribe annually.
Tomorrow we’ll be back to regular programming with Sunday’s e-mail.
For now, I wanted to explain why this change is happening.
Threshold has grown up.
And I want to do it properly.
Thank you for your continued support, I didn’t think we’d still be here 3 years later.. onwards to a decade together.
Robert
