Performance Coaching for Executives Who Can't Afford to Break Down
Private, concierge-level personal training across San Francisco, Atherton, Hillsborough and the Peninsula — built around your schedule, your goals, and the standards you hold everything else in your life to.
Private Coaching is offered by application only
"Rich is the real deal. His obsession to improve his own mobility and strength has served him to teach people like me — I see improvements in my surfing, but more importantly, in my sitting, standing, and being."
Sandeep Kumar Sood CEO (sold to PwC) · Partner, PwC
Coach Rich Thurman provides private personal training in San Francisco, with executive concierge coaching available across San Francisco and the Peninsula since 2017, including:
▪️ Hillsborough ▪️ Burlingame ▪️ San Mateo ▪️ Palo Alto ▪️ Menlo Park ▪️ Atherton ▪️
This Is Not General Fitness Coaching
Most people don’t need more motivation — they need clarity, structure, and intelligent progression.
My work is designed for people who:
▪️Value long-term performance and longevity
▪️Want coaching that integrates strength, mobility, conditioning, and recovery
▪️Prefer private, discreet, and high-touch environments
▪️Expect systems, not vibes
Not for:
Drop-in sessions
Quick transformations
Influencer-style programming
Price shopping
What I Actually Do
Three Pillars
1. Private Coaching
In-home or private studio training with full program design, session notes, and progression tracking.
2. Performance & Longevity Systems
Strength, mobility, aerobic capacity, and recovery built to support long-term output not burnout.
3. Strategic Oversight
I don’t just run sessions. I manage your training like an operating system.
My work is designed for people who value long-term performance and longevity. You can read more about how I approach rehab, performance, and longevity here.
Why My Clients Don’t Bounce Between Programs
I’ve spent years on both the training floor and in the business of coaching professionals. That perspective matters.
My approach bridges:
Rehabilitation → performance
Capacity → resilience
Training → lifestyle constraints
This isn’t about doing more. It’s about doing what actually compounds, adds value and superior returns on investment.
Client Experience
“Working with Rich changed how I think about training. Everything is intentional, efficient, and built around my real life.”
— Catherine, Retired Private Client · SF (2018)Working with Rich was a game-changer. He identified the root causes of my issue, built a program specific to my body, and helped me move stronger and with more confidence. He truly bridges the gap between rehab and performance.
— Kimm, Business Owner · Private Client · Peninsula (Client 2023/24)Working with Rich completely changed how I understand movement. What started as a segue after initial rehab of a catastrophic shoulder injury reshaped how I lift, run, and bike, and showed me I wasn’t slowing down, just limiting my range.
— Byron Ellis, Senior Engineering Executive · SF Bay Area · 2019 - CurrentApply to work together
Private Coaching is offered by application only