SOS Welcomes Eric Orton – Our New Ultra Running Champion

Meet the guy who coached the star of “Born To Run,” the author of the best selling book “The Cool Impossible” and the embodyment of everything that is the cool impossible… ultra running legend and now SOS Champion Eric Orton.


Eric has a passion for adventure, participation, and health. As a mountain runner, coach, author, and entrepreneur, Eric has spent a lifetime exploring human potential and the limitless possibilities of the body and mind.

Based in the outdoor adventure paradise of Jackson Hole, Wyoming— Eric is an elite mountain runner and athlete with epic adventures always on his mind. He has raced competitively at most every distance from 100 meters to 36 hours in length.
As a performance guru and world-renowned running coach, Eric personally oversees the training of dozens of athletes, from recreational racers, competitive age groupers, to elite ultramarathoners.

Eric earned international notoriety as the coach of Christopher McDougall, a relationship that initially began with Eric helping McDougall train for and joining him to race the 50-mile Copper Canyon Ultra Marathon with the Tarahumara Indians. That story served as the foundation for McDougall’s 2009 best-selling book, “Born to Run: A Hidden Tribe, Superathletes, and the Greatest Race the World Has Never Seen.”

As the coaching star and a featured character in Born To Run, Eric traveled with Chris on the Born To Run book tour, speaking to groups of runners across the country, and everywhere he went at least one person would come up to him and say, “Thanks for changing my life. Born To Run has become a global phenomenon with a tremendous interest in Eric’s coaching and training methods.

In 2013, Eric authored his first book, The Cool Impossible, as a way to help all those runners wondering how to put it all together and become strong, fast, healthy runners who can challenge themselves to their own Cool Impossible by dreaming beyond fear and living beyond limits.


This book is also the first step toward Eric’s Cool Impossible of Global Running: to have one runner per household—worldwide.

Eric’s passion for running, coaching, and adventure has empowered him to live The Cool Impossible. In 2010, Eric was approached about starting his own running shoe company, B2R. Well, after an extraordinary process of design and construction, and many research and development trips overseas, Eric has an ever expanding line of running shoes and training equipment aimed to help runners run more naturally—another Cool Impossible.

Eric is a motivational runner and speaker, has a little rock and roll in his running soul, and is a proud Zozi Guru.
The former fitness director for the University of Colorado Health Sciences Center, Eric has a BS in Business Marketing from the State University College of New York at Buffalo and a BS in Environmental Land Use Planning from Metropolitan State College of Denver.

He is a certified Functional Training Specialist and has held coaching certifications from both USA Triathlon and USA Cycling.

Welcome to our Rehydrated World!

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